Play Cult

Play Cult was the first vertical original channel built inside the new Mediaset Play streaming platform. Leveraging on the ongoing ARCA Project, aimed at digitalizing 40 years of Mediaset’s old video archive, we jumped on board and created a new digital property to host and distribute the very best of this archive in a new digital format also suitable for social networks.

Top moments and shows of Mediaset television history have been selected by a dedicated editorial team bringing them to a new light for a different generation of online viewers. Legendary television titles like: Non è la Rai, Festivalbar, MaiDire Gol, Ok il prezzo è giusto and many others were presented in a new digital format and remixed in a new serie of compilation and video explainers. Also brand new formats are created around interviews with the most famous talents of those old shows.

The project has proved incrediblysuccessfull especially on social media with more than 300K followers and 100 million video views on Facebook. On YouTube some of the most successfull videos have achieved above 1million video views in a few weeks.

Play Cult has been featured on major Italian press: Corriere Della Sera, Vice, Radio Deejay, Wired, Sorrisi e Canzoni and many others have published articles about the project.