Keywords

• A real cultural revolution for younger television audience begins with the first appearance on Italian television
• in the mid-Seventies
• of the Japanese-style animated cartoon â€
• “
• dramatically different to the European or American cartoons of that period. Such an impressive success is largely due to the fact that these cartoons were themost coherent response to the youthful audiencesâ€
• ™
• demand for entertainment: a newform
• appropriate to the phase of expansion that both the popular culture and the electronic image were experiencing at the time. As a crucial example of the so-called Italian «first revolution» of the television medium (characterized by themultiplication of channels and programmes)
• the cartoonsâ€
• ™
• popularity is tied to the changes in social custom
• expenditure and viewing experiences
• which required a redefinition of the national cultural industry