The Role of Italian Public Service Television for Children, during the Covid-19 Pandemic. How the Entertainment Programming Changed to Adapt to the New Situation: The Case Study of La Posta di Yoyo

The Covid-19 pandemic and subsequent lockdown measures from 2020 to 2022 posed significant challenges for content creators and producers catering to children. In response, new strategies and content needed to be devised to address the evolving needs of young audiences. Rai, recognizing its original informative role, stepped up to offer diverse learning opportunities during school closures and the rise of distance education. In addition to creating new educational content to support students during the pandemic, Rai also reimagined its existing programming. One such program, La Posta di Yoyo on Rai Yoyo, underwent significant changes to meet the evolving demands of its preschool audience. The show’s central element, the ‘mail moment’, where it incorporates children’s letters and drawings into the storyline, remained a core feature. However, in response to the audience’s desire for more direct communication with beloved characters like Carolina, Lallo and Lorenzo, the show transformed from a pre-recorded 10-minute sitcom into a live 20-minute hybrid show. This format combined traditional comedy with interactive elements, using platforms like WhatsApp messages and Skype video calls to connect children and mitigate feelings of isolation. Leveraging firsthand experience as one of the scriptwriters of La Posta di Yoyo, in the following article, I will focus on the strategies adopted by Rai Kids to engage and entertain its young audience during the pandemic. Furthermore, I will explore how Rai Kids managed to maintain its commitment to important values and educational messages, while simultaneously providing entertainment and companionship to its youngest viewers.