Client
Telecom Italia

Scheduled
From October 2003 onwards

Goals
The idea of Alice Live is to support the development of the video community of Telecom Italia’s Rosso Alice channel, creating interaction across the board, with and between users, by means of a vast range of innovative services. Hence the project continually focuses on the creation of a series of integrated tools capable of transmitting and allowing users to really experience the Rosso Alice and Alice live world first hand.  

Target
All Internet navigators

Project
The Alice Live channel is the area of Rosso Alice that allows users to communicate multimedially by exploiting all the potential of the Web. Alice Live was the first Italian video-community that, beginning in October 2003, launched and experimented with dozens of new participative formats until becoming the first real Italian Web TV channel in 2007, with a 24-hour programming schedule. In 2003, 5 webjays took turns to play for two hours live every day, offering the first interactive formats designed for video-participation. Between 2004 and 2006, the number of programming hours went up to eight: users could video-connect to the web shows or extend their own experience of the community by using the video-boxes, video-forums and video-blogs. In 2007, the channel reached 24-hour transmission: its strong point became the production of live formats in prime time, which are brought to life through the contributions generated by users and their interaction via webcam. On AliceLive, it is possible to see live events every day, with show business personalities and the option to consult the programming schedule to see repeats, as well as video-chat lines, video-forums and video-cards to give users room to express themselves.

Results
During peak hours, musical rotations are transmitted, accompanying users during their day as background music. The videos presented are often special versions, made more exclusive as they contain backstage and uncut footage. Using webcams, users can record their video-dedications and send musical messages.

Main programmes 2007

CRAZY STREET: In a virtual location two rapping traffic wardens direct traffic made up of guests and clips from the Web. The star of the most downloaded viral video, the neighbourhood personality and common people stop amongst the traffic and become the guest stars of each episode.

ZOOMBIE: the trio from the most listened-to radio programme of the moment brings the spirit and irreverence of Radio 105’s Zoo to video. Parody, jokes and sarcasm create sketches with these bad boys together with the guests, who cannot help losing their self-control and laughing.

MASH UP: the first and only variety show on the Internet. Two hours live with five presenters who, by means of video-participation, involve the audience in playing, telling them about themselves and winning prizes. There are also interviews, prestigious guests, the most outlandish rankings and dating.

ALICE FISH: the magazine that offers gossip and information collected from the Web. In each issue, a journalist, connected via webcam, draws conclusions about the issues and reports on the news of the day.