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Page 1: SPREADABLE - subagency.files.wordpress.com · SPREADABLE TOUCH Sante Alagia Francesco Cucciniello Daniele Ferrise SISTEMI TECNOLOGICI E CONTENUTI PER TV DIGITALE E DISPOSITIVI MOBILI
Page 2: SPREADABLE - subagency.files.wordpress.com · SPREADABLE TOUCH Sante Alagia Francesco Cucciniello Daniele Ferrise SISTEMI TECNOLOGICI E CONTENUTI PER TV DIGITALE E DISPOSITIVI MOBILI

SPREADABLE TOUCH

Sante AlagiaFrancesco Cucciniello

Daniele Ferrise

SISTEMI TECNOLOGICI E CONTENUTI PER TV DIGITALE E DISPOSITIVI MOBILILABORATORIO SULLA TV DIGITALE INTERATTIVA

Prof. Alberto Marinelli - Prof. Marcello Berengo Gardin - Prof.ssa Romana Andò

A.A. 2011-2012

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Page 4: SPREADABLE - subagency.files.wordpress.com · SPREADABLE TOUCH Sante Alagia Francesco Cucciniello Daniele Ferrise SISTEMI TECNOLOGICI E CONTENUTI PER TV DIGITALE E DISPOSITIVI MOBILI
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1ND1C3

Prima&parte:&ANALISI&DEL&PRODOTTO

7"""TOUCH&LA&SERIE8"""LA"TRAMA"9"""PERSONAGGI"E"INTERPRETI"14"TARGET"DI"RIFERIMENTO"16"ANALISI"DEI"COMPETITOR29&PANORAMICA"SUL"FENOMENO"TOUCH,"UN’ANTEPRIMA"MONDIALE30"LA"RETE"MADRE"DELLA"SERIE:"FOX"USA31"TOUCH"SU"FOX"USA33"L’ANTEPRIMA"IN"ITALIA."FOX"ITALY"34"TOUCH"SU"FOX"ITALY35"TOUCH"SU"WEB"E"DISPOSITIVI"MOBILI

Seconda&parte:&PROPOSTE&OPERATIVE

49&PROPOSTE&OPERATIVE50&VIDEO&ON&DEMAND&E&CATCH&UP&TV.&PANORAMICA&55"ALLARGARE"LA"FRUIZIONE."TOUCH"IN"STREAMING59"IL"CONCEPT."LA"SCHEDA"E"LA"STRUTTURA"DEL"SERVIZIO63"OBIETTIVI"DEL"SERVIZIO63"UTENTE"TIPO"E"SCENARIO"DI"UTILIZZO64"ANALISI"DEI"COMPETITOR"65"SWOT"ANALYSIS66"BUSINESS"MODEL"

68"����� ������4��������������71&IL"CONCEPT:"KEEP"IN"TOUCH"73"UTENTE"TIPO"E"SCENARIO"DI"UTILIZZO73"BUSINESS"MODEL74"SWOT"ANALYSIS

74&TOUCH&ITA&SU&TWITTER&E&MISO80"IL"CONCEPT"DELLA"PAGINA"TOUCH"ITA"E"DEL"MISO"SIDESHOW81"OBIETTIVI"DELLE"PAGINE"81"SWOT"ANALYSIS82"BUSINESS"MODEL

82�������� �0����� �� ���������������84"IL"CONCEPT"85"ANALISI"DEI"COMPETITOR86"UTENTE"TIPO"E"SCENARIO"DI"UTILIZZO87"SWOT"ANALYSIS82"BUSINESS"MODEL

82"���� ������91"IL"CONCEPT94"SWOT"ANALYSIS94"BUSINESS"MODEL

97"BIBLIOGRAFIA"E"SITOLOGIA

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Prima parte

ANALISI DEL PRODOTTO

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7

70UCH LA S3R1E

Touch!è"una"serie"televisiva"statunitense"creata"da"Tim"Kring"per"la""FOX,"trasmessa"dal"25"gennaXio"2012O��66�8;!3!��1�*!3!8!� !1�serial/drama"e"del"sovrannaturale.La"prima"stagione"conta"13"episodi"ed"è"stata"rinnovata"per"una"seconda."Va"in"onda,"più"o"meno"in"contemporanea,"in"più"di"40"paesi"ed"è"stata"presentata"come"l’erede"di"Lost.���9!8,!�8,68!3 !�1��2!:�$48�� !11���433!99,43!�2!99��,3��=4� ��9:8@2!3;��42!�,�social/network,"9!268!�6,A�,22!89,B,��1�*,4834� Q4**,L��3�+!�*8�F,!��11��68�;��� !11Qalways/on,"resa"disponibile"dagli"smartphone,"che"nei"singoli"episodi"danno"spesso"il"via"alla"narrazione.

“Si# dice# che# il#minimo# battito# d’ali# di# una# farfalla# sia# in# grado# di# provocare# un# uragano#dall’altra#parte#del#mondo.”

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8

LA 7RAMA

Touch�6�8:!� �11Q�99@3:4L� !8,B��,1!� �11��:!48,�� !1���49� ,�2�:8,�!�&9,��L��+!�:@=!�1!�6!8943!��1�243 4�9434��433!99!�$8�� ,�1484� ��&1,�,3B,9,�,1,O���0!��4+2L�@3�8�*�FF,34��@;9;�4� ,�aa��33,L�8,!9�!���RB! !8!S�7@!9:!��433!99,43,��=8�B!894�,�3@2!8,�!��!8��L��43�1Q�,@:4� !1�6� 8!���8;3� ,��488!**!Xre"le"“distorsioni”"che"avvengono"in"ogni"parte"del"mondo.

B*�0�..-02-� �1�+.0��*-�12�11-?�K���K>OKQ��'��1(�0(.�2���**A(,#,(2-?��*(�1�'�+(�1-,-�,�1�-13�(,���**��vista./Bisogna/solo/sapere/dove/guardare./Cose/che/molta/gente/vede/come/caos,/in/realtà/seguono/1-5*(� *�&&(��-+.-02�+�,2�*(?���*�11(�.#�(�,2�?��-,�'(&*(�?��*(�1�'�+(�,-,�+�,2-,-�+�(?� ��1-*-�pochi/di/noi/riescono/a/vedere/come/ogni/pezzo/s’incastra/con/l’altro.”

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9

P3RS0NAGG1 E IN7ERPR3T1

Martin Bohm (Kiefer Sutherland)

�DW*,483�1,9:�� ,� 9@��!994��+!� 464� 1��248:!� !11��24*1,!L��BB!3@:�� ,3� 9!*@,:4��,� $�>� !11�aaViL��� !�,3� ,9*8�F,��6!8�68!3 !89,��@8�� !1�&*1,4��@;9;�4���0!O��!8��� ,�9:��,1,8!�@3�8�6648:4��41�&*1,4�9!*@!3 4�*1,�,3 ,F,��+!�7@!9;�*1,�1�3�,�O�1��4*342!�$��8,$!8,2!3:4�����B, ��4+2L�@34� !,�6,43,!8,� !11��&9,���7@�3;9;��O�Q�=48!� ,!$!8��@:+!81�3 �[�1�99!�Qff\�+��,3�6�99�:4�8!�,:�:4�,3�241;�&12�2��"� ,B!3:�:4�$�2494�94X68�=@=4�6!8��B!8�,3:!868!:�:4�,1�8@414� ,�684:�*43,9:��3!11��$�249��!�$48:@3�:��9!8,!�24.Touch"segna"il"suo"ritorno"sul"piccolo"schermo"dopo"alcuni"anni"in"cui"era"sostanzialmente"scomparXso"dalle"scene.�!�!3:!2!3:!�+��684 4=4�!�,3:!868!:�:4�,1�8@414� !1�684:�*43,9:��3!11��9��D1�0(�"in"10"episodi"The/Confession."

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10

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11

Jake Bohm (David Mazouz)

�,*1,4� ,���8;3L�343�+��2�,� !=4�@3��6�841��,3�B,:��9@�O��3��6��!� ,�!968,2!89,���6�841!�4���*!9;��!8��� ,��42@3,��8!��43�1!�6!8943!��=8�B!894�,�3@2!8,O�3�@3��!8:4�24 4�RB! !S�1!��433!99,43,��+!�8!*41�34�,1� !9;34� !*1,�@42,3,�!��488!**!8!�1!� ,9:48Xsioni,"i"mali"che"avvengono"nel"mondo.��B, ���F4@F�"��11��68,2��684B�� ���=48!L�2��+��9@�,:4��43B,3:4�:@=��1���8,;���6!8�1��9@��,3:!868!Xtazione."

"

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12

�"���%&! $(�5�+�+����)��2��-6

�99,9:!3:!�94�,�1!� �11Q,3$�3F,�� ,'�,1!�,3��8,��:�� ,�9!*@,8!�,1���94� ,���8;3�!���0!O��3�+!�1!,�9�468!�,1�64:!3F,�1!� ,���0!�! �"�7@,3 ,� !�,9��� ��,@:�8!���8;3L�6@8�8,2�3!3 4�9!268!��43B,3:�� !11��3!Xcessità"per"il"bambino"di"crescere"in"un"ambiente"sano"e"tranquillo,"lontano"dalla"confusione.@*@����:+�W��C�"�@3Q�=8,�!�,3*1!9!��+!�+���B@:4�@3�1@3*4�:8�9�4894�3!1�:!�:84O��3�9!*@,:4L�9,�"�concentrata"sulla"televisione"ed"è"apparsa"in"numerose"1�0(�D28"come"Dr.Who"e"Fallout."

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13

�')�+'���""�'�5��$$.��"%,�'6

�8:+@8��!11!8�"�14�9�,!3F,�:4�����64� !11Q4343,24�,39;:@:4�482�,��� @:4�,3� ,9*8�F,���+!L�3!1�6�99�:4L�+��*,���B@:4����+!�$�8!��43���9,��42!�7@!114� ,���0!O��483,8��7@,3 ,��1�@3,�,3 ,F,�����8;3�6!8��42X68!3 !8!�,1�B!84�64:!3F,�1!� !1�&*1,4�!�1��9@��3�:@8�O��33E�14B!8�"�@3�8!*,9:��!��=48!��2!8,��34O���6�8:!�,6�:4�� �@3��!3;3�,4� ,�&12��,8��L�1��9@��&*@8��8,2�3!�1!*�:��6!85�68,3�,6�12!3:!��1�8@414� ,��4*!8��@8:�@*+L�,1��!8*!3:!� !11��641,F,�� !1�ciclo"di"Arma/Letale.

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14

7ARGET D1 RIF3R1MENT0

�!11�� :��!11��9434�8,648:�;� ,� �;�$483,;�,� ��FOX" sull’andamento"delle"prime"nove"puntate"della"9!8,!�8!1�;B�2!3:!��11Q�:�1,�O���$�9�,�� ,�6@��1,�4��+!�,3�, !�6,A� ,�:@=!�"�7@!11�� ,�!:���4268!9��$8��,�ceVddL�;:414� ,�9:@ ,4�medie/superiori"e"classe"AA,"ovvero"alto"livello"economico"e"alto"livello"sociale."��11!�6@��1,�,:��68!9!3;�9@1�9,:4�@'�,�1!�[�@:4�9648;B!L�684 4>�6!8�1���@8�� !1��4864�2�9�+,1!L�$48X3,:48,� ,�9!8B,F,�:!1!$43,�,�!�:!�3414*,!��F,!3 �1,\�6499,�24�,64;FF�8!��+!�7@!9:4�9,��,1�:�8*!:�68,2�8,4��!8��:4�!�8�**,@3:4��3�+!�3!*1,��:�;��3,;O�

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15

�Q�,341:8!�,2648:�3:!�34:�8!��3�+!�1Q� !9,43!� !11��$�9�,��beVcdL�4BB!84�,1�agl� !1�:4:�1!� !*1,��9�41Xtatori,"un"buon"risultato"che"intendiamo"allargare"agendo"maggiormente"sui"social/network"come"�9(4�0,"�����--)," (1-"e"Foursquare.""

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ANAL1S1 D3I C0MPET1T0R

Touch" in"Italia"è"in"onda"da"martedì"20"marzo"2012."Viene"trasmesso"alle"ore"21.50,"subito"dopo"la"messa"in"onda"di"un’altra"serie/tv�,3�68,2��B,9,43!��+!�+��8,9�4994�@3��@43�9@��!994� ,��9�41;�,3�America:"�,���6.-,���3+�.�*3,�!6,94 ,4�B,!3!�:8� 4=4�!�2!994�,3�43 �� 464��66!3��e�*,483,� �11��684*8�22�F,43!��9�O��3��:�1,��1���43:84W684*8�22�F,43!� !11!�8!;�*!3!8�1,9:!�343�"�6�8;�41�82!3:!�,3�,9,B�L�,1�2�8:! -�"�,3$�>L�7@�9,�4*3,�9!>2�3�� ��2�8F4���2�**,4L�@34� !,�*,483,� ! ,��;��11��684*8�22�F,43!� ,�@3��6�8;:�� !11��Champions/League��+!L��3�+!� 464�1Q@9�,:�� !11!�@1;2!�97@� 8!�,:�1,�3!L�9,��=!9:��9!268!�,3:4834�� �@3��2! ,�� !1�b`l� ,�9+�8!O�Su"RaiTre�"� ,3B!�!�684:�*43,9:�� 1Q�6684$43 ,2!3:4�641,;�4� ,�Ballarò,"programma"di"punta"della"8!:!��+!�7@!9:Q�334�+��7@�9,�9!268!�9@6!8�:4�,�d�213� ,�96!=�:48,��43�@34�9+�8!�,3:4834��1�ahlO�Su"CanaleCinque,/�22,8�*1,�� !11!�8!;� ��(�1�2L�"�,3�43 �� �1�bd��68,1!�1Q4=�B��!�@1;2��9!8,!� ,�Dr.HouseL��+!�6!85�343�9!268!�8,!9�!���9@6!8�8!�,1�a`l� ,�9+�8!O�

�84���,12!3:!�6!8�14�9:!994�24;B4L�4BB!84�,1���1�,4L��3�+!�1��684*8�22�F,43!�9@11!�8!;� ��(�1�2�Premium� ! ,��:!��11!�9!8,!� :B�343�"�6�8;�41�82!3:!� !*3�� ,�34:�L�3!11Q48�8,4� ,3��@,�"� ,3�43 ��Touch�1Q@3,�4�:!1!&12�,3�Pirma/tv"è"�-11(.��(0*L��+!�6!85�9,�8,B41*!��+,�8�2!3:!�� �@3�6@��1,�4�241:4�diverso."

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17

�4=4�,1�6@3:4� ,�B,9:�� !,��43:!3@;L� !,�:!2,�!� !1�24 4�,3��@,�9434�8�668!9!3:�;����,�24�,3B!X�!�,3 ,B, @�:4�d��426!;:48�$43 �2!3:�1,�$8��1!�serie/tv� !*1,�@1;2,��33,��+!�9434�6!8��1�@3,�B!89,�paragonabili"a"Touch�!� �11���@,��3�1,9,�6499,�24�:8�88!� !11!�, !!�6!8�9B,1@66�8!�,1�349:84�684 4=4O

L0ST

È" praticamente" impossibile" al" giorno" d’oggi," per" una" qualunque" serie/ tv" che" tratti" in" qualche"modo"di"paranormale"e"sviluppi"una"trama"orizzontale,"non"essere"paragonato"a"Lost."Che"piaccia"o" no"questo"expanded/ television/ text� �8!�:4� �11��2!3:!� ,� �O�O��8�29�+�� 8!94�6�1!9,� @3�� 9!8,!�di"meccanismi,"quali" il" concetto"di"engagement," essenziali" alla"determinazione"dei"nuovi"assetti":!1!B,9,B,L�9,�� �1�6@3:4� ,�B,9:��!9�1@9,B�2!3:!� !,��43:!3@;��+!� ��7@!114� !,�24 !11,� ,��@9,3!99��+!�,�3!:C480� !B434�� 4=�8!O�

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�26499,�,1!��3�+!�8,�99@2!8!�:@=!�1!�,3,F,�;B!�transmediali��+!�9434�9:�:!��>B�:!���8, 4994� !11��serie/tv�!��+!�+�334�8!94�7@!9:��9!8,!�@3�4**!=4� ,��@1:4�!�,1�2!:84� ,�6�8�*43!�6!8�:@=!�1!�9!8,!���venire.

Touch"è"stato"da"alcuni"presentato"come"l’erede"di"Lost�! �+���43�7@!9:4��1�@3,�6@3;�,3��42@3!L�� �!9!26,4N�1!�9!7@!3F!�3@2!8,�+!��+!�8!*41�34�,1�:@=4L�@3��9:8@=@8��3�88�;B���4261!99�L��66�8!3X:!2!3:!� ,9�8;�41�:��!��+!�8,�+,! !��114�96!=�:48!�@3��R9496!39,43!� !11Q,3�8! @1,:�S�6!8����!=�8!�@3��96,!*�F,43!��+!�B,!3!�8,2�3 �:���� �:�� �� !9;3�89,O

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H3R0ES

Heroes"è"una"serie/tv� ,�$�3:�9�,!3F���3 �:��,3�43 ��3!*1,��:�;��3,;� �1�b``f��1�b`a`O����68,2��9:�Xgione"ha"registrato"picchi"di"ascolto"di"16"milioni"di"ascoltatori,"col"passare"delle"stagioni"i"numeri"9434���1�;�&34�� ��88,B�8!��,��,8���h�2,1,43,� ,�2! ,�� !11��7@�8:��9:�*,43!L� 464�1��7@�1!�,1�3!:C480�statunitense"NBC"ha"deciso"di"sospenderla,"lasciando"molte"trame"aperte"ed"irrisolte.La"narrazione"di"Heroes,"forse"ancor"più"di"quella"di"Lost,"si"sviluppava"in"termini"transmediali."FuX2!>L�*,4�+,�431,3!�!�9��1�0(�1"sono"solo"alcuni"degli"esempi"dei"numerosi"canali"su"cui"si"è"svilupX6�:��1��:8�2�L��3 �3 4����8!�8!�@3�,3:!394�!�,3:8,��;99,24�@3,B!894��1:!83�;B4O�

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Person/of/Interest"sviluppa"una"trama"molto"simile"a"quella"di/TouchO��3�+!�7@,�"�,3$�>�68!9!3:!�il"riferimento"ai"social/network��42!���9:8@2!3;��+!�64:!3F,�12!3:!��433!=434�:@=!�1!��8!�:@8!� !11��:!88�L�7@!9:��B41:��"�6!85�@3��2���+,3���+!L��=8�B!894�249:8@49,���1�41,L�8,!9�!���B! !8!�1!��433!99,43,�:8��1!�6!8943!�!�,3 ,��8!�B�8,��>��8,2,349,L�1!�R ,9:489,43,SL��+!�,�684:�*43,9;� !B434�risolvere"e"sventare.�!�1��:8�2��"�241:4�9,2,1!L� ,1� :434�"� !�,9�2!3:!� ,B!894L�9!� ,3$�>�Touch"si"concentra"principalX2!3:!�9@1�1�:4� !,�9!3;2!3;�!�9@,� 8�22,�@2�3,� !,�684:�*43,9;L�Person/of/Interest"è"una"serie"essenzialmente"crime��43�!1!2!3;� ,�$�3:�9�,!3F�O�"

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2""Lo"Sky/Box"è"un"decoder� 4:�:4� ,�1!=48!�,3:!*8�:4�6!8�smart/card"con"sistema"NDS,"nato"il"31"luglio"2003"in"949;:@F,43!� !,�68!�! !3;��-*��-:�@;1,FF�;� ��Stream/TV"e"TELE+."Lo"Sky/Box/HD,"oltre"alle"funzionalità"dello"Sky/BoxL�9@6648:��,�$482�;�gb`6�!�a`h`,L�,3�7@!9:4�24 4�6!82!=!�1��B,9,43!� ,���3�1,�,3��*2����#,(<(-,�.

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FOX"ONE"è" la"versione"del"canale"FOX/�8!�:�� ,3�!9�1@9,B��6!8� ,� :!1!$43,��!11@1�8,� [9414��1,!3:,� !,�gestori"Vodafone"e"3L�7@!9:Q@1;24��43�1�/3/TV\� 4:�;� ,��433!99,43!�� �,3:!83!:O

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Come"già"accennato"la"serie"Touch"è"andata"in"onda"sui"canali"FOX/e"FOX/HD���6�8;8!� �1�b`�2�8F4�b`abO��1�34:!B41!�9@��!994�8,9�4994� �11Q!6,94 ,4�6,14:�L�B,9@�1,FF�:4� ��dfhObcb�96!=�:48,L�9,����42Xpagna"a"quello"del"secondo"appuntamento,"visionato"da"508.698"persone."Nel"corso"delle"puntate"la"serie"sembra"perdere"il"proprio"appeal."Anche"in"Italia"Touch�+��684���,12!3:!�8,9!3;:4� !11Q�99!3F��di"una"trama"orizzontale."�1�3@2!84� ,�96!=�:48,�"� !�8!9�,@:4�34:!B412!3:!L�&34�� ��88,B�8!���aibOich�@:!3;�9,3:43,FF�;�3!1��4894� !11��6!3@1;2��6@3:�:�O��414�baeO```�@:!3;�9,�9434�9,3:43,FF�;�9@�FOX"durante"la"serata"del"e�*,@*34L�6!8�9!*@,8!�,3� ,8!=��1��6@3:�:��&3�1!� !11��9:�*,43!O��!1��4894� ,�7@!9:Q@1;2��6@3:�:��9,�"�7@,3 ,�8!*,9:8�:4�@3��439,9:!3:!�,3�8!2!3:4�,3�:!82,3,� ,�B�X148,��9941@;�W� 4B@:4�684���,12!3:!��1���4�&��+��(�3�-�!��11Q�1:��7@�1,:��8!�1,FF�;B�� !11Q!6,94 ,4�W�8!9:��,1�$�=4��+!�*1,��9�41;�8!*,9:8�;�9434�241:4���99,O�Q!2,=!3:!������0-����13,&"ha"commissionato"la"realizzazione"della"seconda"stagione"di"Touch,"6!8�7@!9:4�24;B4�1!�349:8!�684649:!�46!8�;B!�W�B�1, !�6!8�1Q�:�1,��,3��1�@3,���9,L�!� ,�8!96,84�,3:!83�XF,43�1!�,3��1:8,�W�9�8�334�&3�1,FF�:!���$�8!�,3�24 4��+!�,�6@��1,�,��+!�+�334�*,��B,9,43�:4�,1�684 4=4��43;3@,34���$�814�6!8�1��68499,2��9:�*,43!L�!��+!���7@!9;�6@��1,�,�9!�3!��**,@3*�34��1:8,� ,� ,%!X8!3;�$�9�!� Q!:�O�

3""Fonte:"www.tvblog.it

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Seconda parte

PROPOSTE OPERATIVE

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