In the Classroom or on TV, Silvia Teaches
She had never thought about a career as a TV host and might not be thinking about one even now. But when she was contacted by the administration of La3, a channel that's part of Sky's productions and which focuses on technology (channel 143), she was pleasantly surprised. Silvia Vianello, who teaches digital marketing and green marketing at Bocconi and SDA, accepted the invitation to audition. She thrashed the competition of professional TV hosts, who might have been more accustomed to TV cameras but were certainly less competent about the content. Then she signed a contract.
The show is called "Smart&App," and it will debut on 9 May, an hour per day, Monday through Friday at 4pm. "We'll discuss the most interesting trends on the panorama of innovation and research," says Sivlia Vianello, "and we'll comment on the best smartphone applications and the most recent tech gadgets, but we'll also talk about new opportunities in the digital world for both companies and users. I'll give my honest opinion on various products, new trends and business opportunities for companies." She is decisive and confidant, even if, she says, "I don't have any experience in television. In the end, though, it's just like holding a class on issues that I'm used to discussing, but for a larger audience than a university classroom or a business school."
The TV station predicts the show will have 500,000 viewers for the live episode, plus viewers from the taped episode and those who will watch it on a mobile device and online. That makes for a very large audience. "I'll help the editorial staff choose the guests who will be a part of the shows, with a new guest each episode. They may be businesspeople, executives or researchers and they'll answer some questions and interact with the audience through texts, blogs or social networks." But why did a new and ambitious TV channel seek her out and choose her, even without any prior TV experience? "The director had read an interview with me in Corriere della Sera in March and thought it was interesting. Then he contacted me, and, as I said, I took part in the casting. I'll be the only non-professional host on the channel." But this doesn't seem to scare her, and she will begin with a live broadcast: "I like it much better. When I teach a class, I have to get it right on the first take. Knowing me, if the show were taped I'd do 100 takes each time."
Silvia's contract is through 31 July, unless the network offers her a longer stay. But for the moment, this is enough: "The opportunity I've been offered, to make quality television, is truly a great example of how the world of TV understands the importance of education. But it's also a big commitment, which will force me to reconcile university and TV and reorganize my schedule. About the future? We'll see, but for now I'm excited to begin this new adventure."