Cartoons On the Bay 2025: Unlocking the potential of Italian production

Cartoons On the Bay, the International Festival of Animation, Transmedia, and Meta-Arts, promoted by Rai and organized by Rai Com, started its 29th edition today in Pescara, Italy, with the presence of leading executives from the Italian animation sector alongside international figures.

The main panel of the event, moderated by Federica Pazzano, analyzed the potential of Italian production and creativity in developing IPs for the global market. Francesco Manfio, General Manager at Gruppo Alcuni, asserted that there is no formula for creating a successful IP in Italy or globally, but certain ingredients must be considered, such as writing and graphics. He also emphasized that in Italy, "we should start with an idea rooted in our history, our culture, and who we are," citing Gruppo Alcuni's animated series “Leo Da Vinci” as an example. Another key aspect he highlighted was "believing in ourselves. My feeling is that we don’t believe in ourselves enough. So believing in ourselves is fundamental in a project," he noted.

Pedro Citaristi, CEO and Producer at Red Monk, discussed the scalability and exportability of Italian productions, stating that everything starts with a well-conceived idea designed for international markets. "Success comes from the ability to internationalize this idea, followed by the search for partners and international collaborations," he said. Citaristi also stressed the importance of a unified system, "where various stakeholders involved in a country’s development and production align, ensuring that everyone is working together to create the conditions for a series, project, or film to achieve international success," he explained.

Gian Paolo Tagliavia, Executive Vice President of TV, Digital, and Talent at Rainbow, addressed the complexity of today's distribution landscape, comparing past and present market dynamics. "A few years ago, the relationship with broadcasters, which remains crucial, was the cornerstone of everything. An agreement with a major broadcaster not only secured production funding but also guaranteed exposure, which in turn generated awareness—a key factor in distribution agreements," he recalled. Today, while broadcasters remain important, television exposure alone no longer guarantees market success, he added.

Max Carrier Ragazzi, Founder, CEO, and Executive Producer at Maga Animation Studios, emphasized the significance of diversification. "In this period, we need to be agile, placing the concept of the idea at the center and defining all the media platforms that make sense for this type of product," he said.

CURRENT AND FUTURE MARKET CHALLENGES
Cartoon Italia shared insights on the latest achievements and ongoing challenges within the Italian animation industry, touching on public support, tax incentives, international collaborations, and the need for diversified investment—particularly in feature films. Maria Carolina Terzi, President at Cartoon Italia, highlighted past efforts of the former Cartoon Italia president Anne-Sophie Vanhollebeke, that positioned animation as a key player in industry discussions. "Cartoon Italia’s work led to animation becoming a protagonist in decision-making forums. Thanks to the animation tax credit, companies have not only grown and developed productions but also brought back young professionals who had been forced to work abroad," she stated. Today, Italy has approximately 80-81 animation companies, with 50 focused on production and IP creation, while others specialize in services. She also acknowledged RAI's continued support: "RAI has always been our top partner due to its investment in animation. Through animation, we educate children from 0 to 6 and impart our values, culture, and ideas to older audiences through animated series," she explained.

Producer Federica Maggio emphasized the high cost of animation and the importance of international partners. "They cover a large portion of the budget," she noted, also highlighting the necessity of broadcaster support. "All state and regional incentives are heavily dependent on broadcasters," she explained.  Pedro Citaristi reinforced the importance of market access and broadcasters like RAI in facilitating audience engagement.

PITCH ME! CONTEST 2025
On the first day of the event, ten animated projects were presented by young students. Claudia Sasso, from Rai Digital & Transmedia, highlighted the diversity of genres covered by the projects and recommended early discussions with broadcasters, as each has its own mission. "The format of the project must be adapted to meet those requirements," she said. Agnès Bizzaro, Content Director of Cartoon Springboard, praised the diversity in graphic styles and the originality of the projects. Carla Vulpiani, Animation Content Manager at MIA International Audiovisual Market, emphasized the importance of a strong narrative and a well-defined format. "The target audience is crucial," she said. "When discussing production and financing, each broadcaster has its own mission and specific requirements. The market is evolving quickly, so they, too, must adapt," she added.

The winners of Pitch Me! Contest 2025 were:
Third place: “Driin Team”
Second place: “Necroville”
First place: “Puntino” (which will have the opportunity to pitch at the next Cartoon Springboard in Madrid).

By Romina Rodriguez, from Pescara