| Nearly 80 years after its foundation, for the first time Vatican Radio is allotting programming time for advertisements.
“We never said we were against advertising or that it was 'bad,'” said Father Federico Lombardi, Director of Vatican Radio, in a press conference entitled “Vatican Radio: Plans for the Future.” “There just weren't the right conditions that were compatible with advertising,” he said.
With limited broadcast times on short-wave stations and without great access to national and regional circuits, Vatican Radio had never been attractive to the commercializing market.
Now, with FM transmission, with a channel called “One-O-Five Live” (105 FM), active and Rome as well as in the entire country of Italy, and after having launched the Vatican Channel on YouTube and amplifying the circuits on all continents, it is being seen as an appropriate area for marketing.
Italy's largest power company, 'Enel' is the first client and this July 6, will launch its first ad on Vatican Radio. Bishop Renato Boccardo, Secretary General of the Vatican City State, commented that there does not seem to be any contradiction between advertisements and the content of the radio, which consists in the words of the Pope and the Magisterium of the Church.
The station will screen potential clients seeking air time on Vatican Radio for quality and ethical content. 300 ads will be placed between now and September 27, which will serve as an experiment, in collaboration with Enel.
Piero Gnudi, President of Enel, commented: “We are honoured to be the first to air on this truly unique media that offers a global vision of the problems of humanity and the will to work for the inclusion and appreciation of different cultures. We wish to bring the message of a sustainable development.”