From the end of 1955 to the middle of 1959, the quiz programme Lascia o raddoppia? transformed the way that Italians watched television, attracting a mass audience and appealing to viewers of different class backgrounds and levels of education. The quiz, watched by 15 million Italians at its peak, was more than Italy’s first successful television show: Lascia o raddoppia? also reflected the social and cultural transformations of Italy’s economic ‘miracle’, and confirmed the growing importance of mass culture and education in modern Italy. Yet, the role and response of the viewer in this television phenomenon has been largely overlooked. Viewers, if discussed at all, are often represented as an ‘Everyman’, mediocre, or the victims of Americanisation. This article examines the audience responses to the quiz by connecting the Radiotelevisione Italiana (RAI) broadcaster’s audience enjoyment ratings to the programme transcripts, specific contestants and media coverage. The audience data, when linked to individual programmes and contestants, reflects important changes in society and education and challenges the myth of the passive viewer, demonstrating even that 1950s television audiences were not as malleable or as conservative as contemporary commentators and many histories suggest.

This article examines the launch of the Tribuna elettorale and Tribuna politica programmes on Italian television (1960–1961), seen in the context of the country's broadcasting history and the changes in the political spectrum and governing alliances at that time. The changing face of political communications and leader–viewer relations may be the most interesting side to the Tribune, but also the most heavily studied. This article chooses instead to reconstruct the steps and reasons that led prime minister Fanfani in the autumn of 1960 to force through his decision to give all political parties airspace for political propaganda. The article argues that the Tribune programmes were only partly innovatory, a kind of ‘revolution that never was’. They were a first step towards democratising the public broadcasting corporation, but maintained firm links with the past and above all sought to legitimiste ‘government television’, as well as delaying structural reform of the medium in the face of mounting pressure on many sides. For the Christian Democrat (DC) and the RAI management, the Tribune programmes were a clever compromise solution, giving in terms of pluralism of information what they were not prepared to concede in terms of pluralism of management.