Tv Sorrisi e Canzoni, the Mondadori Group’s flagship entertainment brand, has launched the new Telegatto, the stars’ favourite award, which, for the magazine’s 70th anniversary, evolves with a contemporary look as a green artwork.

With the new completely restyled and sustainable Telegatto, Tv Sorrisi e Canzoni is looking to the future, taking a new approach to celebrate the talent of artistes and enhance the prestige of an award that has become an integral part of the history of Italian entertainment.

The exclusives statuettes, in blue, yellow and fuchsia pink, were designed by Cracking Art, a well-known artistic movement that has created urban installations all over the world. Each piece is made of recycled materials and regenerated plastic, with a procedure that is unique in the world of art.

«We are delighted to present the new Telegatto to the readers of Sorrisi. Our famous statuette has been given a make-over, for a contemporary look in tune with the times. Its function has also changed: the criterion with which the Telegatto used to be assigned was based on a subdivision into categories and it was largely a competitive award. But the world has changed, as has the way entertainment is delivered with the arrival of social media, digital and streaming. At the same time the manner and timing of the presentation is changing: our new Telegatto will be presented on several different occasions during the year, as a recognition of the achievement of the recipient» says Aldo Vitali, editor of Tv Sorrisi e Canzoni.

The Tv Sorrisi e Canzoni awards will be given to the stars of television, music, cinema, and sport, as well as to the most representative personalities in modern entertainment, who for Sorrisi have become reference models for audiences of all ages.

The star who opened the age of the new Telegatto is Vasco Rossi, presented with the Tv Sorrisi e Canzoni award by editor Aldo Vitali as a symbol of Italian music returning to a new season of concerts in Italian stadiums. An artist who is a bridge between different generations of fans.

Vasco Rossi is the cover on this week’s edition of Tv Sorrisi e Canzoni with an exclusive interview. Sorrisi is also putting up tickets for the artist’s tour: simply register on the link https://sorrisi70.sorrisi.com/. All the videos on the award of the new Telegatto will be available on the social channels and on the website of Tv Sorrisi e Canzoni.

Palazzo Mondadori, where the editorial staff of Tv Sorrisi e Canzoni are based, was “invaded” by the new Telegatto for a day: the Cracking Art pieces were placed along the edge of the building created by Oscar Niemeyer for the launch of the initiative. 

The new Telegatto underscores the continuous innovation that has always been a distinguishing feature of the DNA of Sorrisi, a brand that continues to win new generations of readers and users, thanks to its special relationship with the stars of the entertainment industry.

Tv Sorrisi e Canzoni is a multichannel system with an audience of 2.4 million readers (source: Audipress, 2021/III), 3.1 million users (source: Audiweb, January 2022) and more than 950,000 fans (source: Shareablee e Insight, March 2022). Its editorial offer comprises the magazine, Italy’s best-selling and most widely read weekly publication, the website, social media and events.

The creative project was developed and organised by the Hunbranded agency.