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Pier Silvio Berlusconi new idol of the left?

10 months ago babelfish

Pier Silvio Berlusconi new idol of the left?

For the moment he is not throwing himself into politics and perhaps also for this reason, at least in words, everyone loves Pier Silvio Berlusconi, omnipresent in all the newspapers which praise his breakthrough choices in Mediaset with the hiring of Myrta Merlino and Bianca Berlinguer, two star of anti-Cav journalism…

At least in words, Silvio Berlusconi had left the command bridge of Mediaset in 1994, at the time of his astonishing descent into the field. At least in words, precisely, because it is difficult not to find the hand of your Broadcasting Company behind the many editorial and industrial choices made by the Group in thirty years which first intertwined and then merged with its political fortunes, becoming one. Proof of this is that, with the patriarch's departure, Mediaset already feels a whole new atmosphere, celebrated left and right, especially left.

THE HAGIOGRAPHY ABOUT REPUBLIC

An emblem of this is the letter-portrait that Pier Silvio Berlusconi wanted to have delivered to Repubblica , the newspaper of a group, Gedi, now in the hands of Exor di Agnelli, historically not very friendly, to put it mildly, to the Cavaliere. It has been said that the Second Republic was buried under Silvio Berlusconi, but probably the "old" hostile Republic of Eugenio Scalfari also passed away with him, because the Roman newspaper, instead of trashing the letter, highlights it: " Pier Silvio according to Pier Silvio: I feed on physical effort and sport and I love talking to people ”

The result is embarrassing for both: for the author and for the newspaper. A hagiography written by Pier Silvio that seems to imitate the booklet that his father sent in 2001 to the homes of all Italians, obviously without hope of succeeding. His father's successes are incomparable, in every field, but so are the ways of narrating and emphasizing them. Silvio also promised the Italians that he would defeat cancer.

Berlusconi Jr doesn't aspire to that much, his image remains flattened to that of a lover of physical fitness: «I'm really addicted to physical fatigue, it's been like this since I was little and I was competitive. I feed on fatigue, physical exercise is liberating for me ». We don't know why all this should be of interest to Italians, but Repubblica dedicates space to it, so here are other details: «When I go Sup in winter hoping to spot a pod of dolphins or when I run in Corsica between the sea, the pine forest and the desert, I freedom that almost becomes a spiritual experience».

In two lines, however, we note the abysmal communicative distance between the two generations of Berlusconi: his father did not flaunt his wealth, except when he was under attack (the memorable joke "The left continues to say, in Parliament, on its press , from Rai, that I have to go home. But which one? Having 20 houses I wouldn't know where to go"), the son talks about winter Sup – an activity unknown to most, also because mere mortals are not usually allowed to swim among the dolphins in winter – and corsets in Corsica. And this, of course, makes him very close to the people…

Distant from the people but not from the press of our house. Repubblica , in fact, is happy to give him space. Who knows what Silvio would say about all this, but also Eugenio. La Stampa goes further and celebrates his newfound managerial independence, now that his father no longer holds the company remote control: “Enough with the trash and more information. The new Mediaset according to Pier Silvio” (following Il Messaggero: “ Mediaset, Pier Silvio Berlusconi dictates the turning point: less trash, more insights. Myrta Merlino on pole to replace Barbara D'Urso “).

EVERYONE LOVE PIER SILVIO

In short, from Rome to Turin all the newspapers acclaimed Pier Silvio. We read in the Piedmontese newspaper: “In a few weeks a small Berlin wall also collapsed in Cologno Monzese. Mediaset, after the epic of Silvio Berlusconi, has awakened a little more alone. […] And just like in the transfer market, the era of the TV transfer market restarted from evening to morning, just like in the early days, when its founder at the time, to the tune of millions of lire, called to court by stealing them from Rai a series of TV big names from Mike Bongiorno to Pippo Baudo, just to name a few, but also directors, producers and screenwriters who, together with him, seethed with the desire to fill the three commercial networks with content, films, fiction and entertainment evenings”.

He is therefore a Pier Silvio in Silvio's footsteps but already able to surpass him, given that the opinion of the press is positive: "Pier Silvio Berlusconi does his thing, he puts the entrepreneurial attitude into it – says those who know him well – «take away prized pieces to the competition and widens the perimeter of the public that watches generalist television trying to get the most out of the advertising market». All in all, a masterstroke." From Turin applause to the open scene.

EVERYONE APPROVED PIER SILVIO'S CHOICES

But let's see, then, this transfer market decided by the new guard. Once Barbara d'Urso was unloaded ( now only defended by Vittorio Feltri ), faces arrived in Mediaset who previously would hardly have wanted to go beyond the gates in Cologno Monzese. Starting with Bianca Berlinguer, not at all loved in the third Rai network and strongly desired by Pier Silvio: "I met her and a true relationship of trust has been established between us".

The arrival of Enrico Berlinguer 's daughter does not scare Berlusconi Jr, who is even ready to pay the journalist his weight in gold: “ Mauro Corona should also arrive with her, whom I can't wait to meet. It will be broadcast in the evening on Rete4, presumably on Tuesdays, moving Mario Giordano to Wednesdays, but it has yet to be decided. And then there will be an alternation with Nicola Porro in access – he added -. I believe that this is an important operation that will be able to increase the weight of our information network”.

What would father Silvio have thought, they ask him from Ansa ? "At one of the last lunches I told him that I would have liked to take it to Mediaset: he raised his eyebrow and said nothing". But in the meantime everyone at Mediaset flaunts enthusiasm for Pier Silvio's first weight choice.

And even newspapers that are not too friendly with the journalist, such as Il Foglio which only a few weeks earlier went on the page with a piece entitled: " History of a Rai coup d'état called Bianca Berlinguer ", approve:

And in the meantime Pier Silvio hoards journalists: the publicist Veronica Gentili is perhaps the most striking case, given that from Marco Travaglio 's Fatto Quotidiano the place of Belen Rodriguez parades to the Hyenas . While Pier Silvio blows off his father's former employee, Urbano Cairo , Myrta Merlino , on La7 never tender with Berlusconi senior, and puts her in the place of Mediaset's queen of ratings: that national Barbarona who will probably shed genuine tears for the first time in favor of camera. Maybe then not everyone really loves Pier Silvio.

This is a machine translation from Italian language of a post published on Start Magazine at the URL https://www.startmag.it/mondo/pier-silvio-berlusconi-nuovo-idolo-della-sinistra/ on Sun, 09 Jul 2023 06:16:14 +0000.