FIAT/IFTA World Conference 2025

The increasing demand for engaging cost-effective content within the television industry has catalyzed a paradigm shift in how archival materials are utilized. This project explores the transformative potential of archive-based content production in the Focus thematic television channel, within the TV schedule of Mediaset— the leading commercial television in Italy. By leveraging previously unused and mostly unknown archive footage, particularly raw and semi-edited materials, the project demonstrates how these resources can be reimagined to create fresh, relevant television programming while conserving both financial and creative resources.

Central to this initiative is the collaboration between the Mediaset Archives and Media Management department (archivists/researchers and video-editors) and the Production and Editorial departments of Focus TV, who work together to unlock the hidden value of audiovisual archives.

The process begins with a creative ideation phase, where new concepts are developed in line with Focus TV's strategic objectives and audience expectations. Archival unseen footage is then carefully scouted and evaluated for reuse, with a legal framework in place to ensure the appropriate rights and permissions for each asset. The next steps involve the crafting of the narrative, writing of scripts, and the post-production stages, culminating in the final broadcast.

By reusing and reinventing archival materials, the project not only breathes new life into the audiovisual heritage of the network but also contributes to the preservation and strategic value of archival assets. This process demonstrates the evolving role of the archivist, not simply as a custodian of materials, but as a key player in the editorial and creative processes.

The potential of the project extends beyond the creation of new content. The use of AI-powered documentation tools such as speech-to-text and speech recognition enhances the searchability and accessibility of archived materials, making them easier to retrieve for future projects. Furthermore, the project opens up new opportunities for collaboration with other TV channels to promote the reuse of archival materials, fostering a broader exchange of audiovisual resources within the industry.

This case study highlights the value of audiovisual archives as a strategic, creative asset, and showcases how the cyclical reuse of archival content—within the context of circular media economies—can result in innovative, cost-efficient productions. Furthermore, this project is a testament to the critical role that also private commercial television archives, such as those of Mediaset, can play in shaping the future of content production, proving that even commercially-driven networks can innovate and enhance the value of their archival assets in the global media landscape.