Teletruria has spent its entire history pioneering innovation. This station has continuously evolved, overcoming challenges through a blend of technological adaptation and community engagement. Teletruria’s started to be an accurate, reliable, news source to the people within Arezzo and the surrounding Tuscan area. Throughout our time at Teletruria, we got to see this change while also being on the live show ourselves. 

Teletruria’s studio

“During the last year, we have been working hard on innovation. [Innovation] is indispensable: Not only the innovation of the camera or phone, but now multidisciplinary innovation with different media.”

Teletruria showed that innovation is beyond just equipment and physical upgrades. Instead it focuses on the integration of various different forms of media: From television to social media platforms. This vital integration of technology with their mission of sharing the news lets them reach a variety of people, deepening its commitment to the Tuscan community. 

“The future of television is this: The possibility to use multi-plane media to spread our message, so social media, television, radio, YouTube, everything.”

The editors and journalists of Teletruria believed that the power of journalism lies in easy accessibility for their readers. This belief has fueled an approach to journalism where the local stories on Teletruria are easily accessible around the region, but also globally. Their motivation lies beyond just traditional success, but also allowing for community input and questions while live on air.

“ We now use WhatsApp, with a QR code, and during the live telecast it’s possible to invite questions from the people.” 

This approach emphasises community engagement: They are driven by the community and local stories. This transforms the user experience and the way news is consumed: It provides a new avenue for the audience to feel engaged with what’s going on on both the TV, and in their own community. 

Personally, we saw this while going on the live show. During our time at Teletruria, we were toured around the station and welcomed with open arms. We were taken around to the offices, the various studies, and met many members of the Teletruria production team. While we were taken around, one of the journalists was using a new swivel camera that could capture 360 degrees of footage: Showing their further dedication to combining journalism with state of the art technology.

In their production room, we were able to view their live view as the news was on: How they determine when to switch cameras, the live countdown from commercial back to news, and just the overall management of the program.

Live production room

After our tour, we were taken on live air. For me, this was a little unexpected. I expected to be interviewed by the journalists, and maybe in front of a camera, but not on live TV. Not only was it live TV, but it was right around the time that people would start watching the news, so we would have a larger audience. I didn’t speak any Italian, so we relied on translations for our questions. During this time, we saw the Whatsapp questions come into play.  While live on air, audience members were able to ask questions about our experience in Arezzo and time at the University of Oklahoma: They asked if they could tour our campus, and how they can get involved with what we do. 

OUA on live TV

It was a cool experience, and while I was nervous, I am glad I did it. Watching in real time how Teletruria connects their live audience to the story was super interesting. It felt as if they were actually involved in the story telling that the journalists were trying to create. 

During the hour and a half we were at Teletruria, we saw all the effort it took to maintain a 24 hour news station: There was constant effort and we were quickly ushered around. They took their commitment to the community seriously: Every effort was meant to engage the Tuscan community, whether that was through technology, social media, or interactive displays.

“It’s not the equipment that makes the station, it’s the people.” 

Teleturia’s innovative approach in the community of Arezzo.

The foundation of a community consists of a wide range of factors. Each person adds something individualistic that is unique to themselves, yet remains interwoven into the larger group. The idea of connection helps to strengthen these bonds and is a crucial aspect of any community. More and more in the modern world, communities stay connected through the use of digital media. While national and international news outlets are undeniably useful tools, it is more important than ever for a smaller community such as Arezzo to have a sense of affinity for itself.  

Who are Teleturia?

Teleturia TV Studios, a studio local to the city of Arezzo, was one of the first independent news stations in Italy. For fifty years, they have represented the regions of Tuscany and Umbria, largely emphasizing the importance of the Arezzo community. 

They focus on issues of public and social interest, specialize in institutional communication, and focus attention on digital communication. They do this through various forms of journalism, marketing, and production, including 24-hour coverage, live broadcasts, and innovative ways of engaging with the community. This is all done by a core team of approximately 30 individuals. 

It may seem difficult for a team of this size to produce such extensive productions, but their systematic structure of media and the passion they hold truly keep Teleturia as a leading news station for local provinces. Teleturia is also in a unique position, in which each representative of Teleturia is also representative of the larger Arezzo community. Having a diverse group of individuals from across the city helps immensely in producing a well-rounded image for the city. 

Innovation – Community in Media

Teleturia uses various innovative methods to include the community in the production, and consumption, of the local news. Since Teleturia is located outside of the city center, it is more difficult to come across stories naturally; rather, reporters actively search for the stories forged from the community. Journalist Maddalena Pieroni gave us more insight into this process: 

“You have to stay outside… for instance, I work with the healthcare system. If I go to the hospital for a press conference, I have to stay very alert because I can get news there.” 

This isn’t the only way Teleturia seeks public opinion. Teleturia frequently goes out into the streets of Arezzo and asks locals their thoughts and opinions on current stories. The way that the community responds to news is arguably the most crucial piece of the story, as it binds the circumstances of each production to the real lives of those in Arezzo. 

“…after you have a piece of news, the second thing you do is to go among people and ask them what they think about it…. It’s fundamental. 

Without the people’s opinion, it’s useless.” 

This strengthens the publications at Teleturia of course, showing viewers that the information is affecting the lives of those around them. In addition to this, it benefits the individual community members. 

“Because this is a small community, it is important. People at night, at 8:30, look forward to see themselves on TV… it’s in Arezzo and in the Province that people want to see themselves.” 

The unique tactics implemented here foster a deep community bond, but they don’t stop at interviewing community members. Outside of actually collecting information for producing the media, Teleturia allows consumers to actively participate as the stories get told. For example, they occasionally have live audience news broadcasts. Another interesting feature is the on-site staged kitchen, where Teleturia invites chefs from across Tuscany to present their skills on screen. This provides an intimate connection with the community, not only representing individuals, but also representing the food culture that Tuscany is so well known for. 

My peers and I personally experienced the unique way Teleturia includes the community of Arezzo. They invited us to participate in a live news broadcast, in which we got to speak a bit about our experience with study abroad. As international students, we are a demographic that doesn’t necessarily have a ton of representation in the community of Arezzo. Teleturia went out of their way to to give us a space to share our story. In addition to this, the live broadcast allowed viewers to send real time messages and questions to us. This made it clear that our story was being heard and appreciated by other members of the community. The fact that this is a system Teleturia offers such live shows frequently is an outstanding show of solidarity and connection through the use of media. 

Community is foundational in the production done at Teleturia TV Studios. The people of Arezzo add a unique life to the stories being told, both as the subjects and the viewers. In addition to this, the community of journalists, marketing experts, and professionals working behind the scenes are undeniably influential, carefully using their skills to construct an image for the city of Arezzo. Teleturia is a news station founded on interpersonal relationships, constantly innovating new ways to deepen the roots of community in their media. 

In the heart of Tuscany, Pomaio Green Winery (or simply Pomaio) is a new face to the wine industry, yet it is standing at the crossroads of tradition and innovation. We recently had the opportunity to explore this unique winery and sit down with Leonardo Bihal, the visionary owner who is breathing new life into the region’s storied winemaking legacy.

A Walk Through the Vineyards

As we strolled through the thriving vineyards of Pomaio with Leonardo, the landscape seemed alive with history and potential. Originating in 1993 as a tranquil countryside retreat for an Italian family, the property evolved over time into a beacon of modern winemaking.

“We started out as just a countryside house,” Leonardo shared, “but in 2004, the project began to shift. We planted our first vineyards, motivated by a philosophy of sustainability and a belief in the potential for innovation.”

leonardo bihal

Vision Meets Tradition

While he took us around the vineyard, Leonardo reflected on what set Pomaio apart from other wineries in the region. “There’s a strong tradition in Tuscany,” he noted, “yet our approach is about blending that with new technology. Many see a divide between tradition and innovation, but at Pomaio, we see them as complementary.”

Leonardo emphasized the transformative impact of technology on their operations. From soil hydration measurement tools to machines that gently separate grapes to maintain quality, and ensure the best product is to be enjoyed every time. Every aspect of production is a testament to that blend of history and modernity.

Overcoming Challenges

The conversation soon turned to the challenges of innovating within a traditional industry and how they plan to overcome that challenge.

“Tuscany’s wine culture is deeply established and sometimes resistant to change. There’s a perception that innovation might compromise tradition, but we believe the opposite—that innovation can enhance the character and quality passed down through generations,” he explained.

Leonardo stood strong in his beliefs as he recounted their efforts to integrate technology not just in production but also in reaching new audiences. “Social media and digital platforms have been crucial. They help us tell our story and show that while we respect tradition, we’re also forging a path forward.”

Cultivating a Unique Identity

Pomaio’s identity is claimed to be as eclectic as Leonardo’s taste in music. “Just like I appreciate different eras in music, I see Pomaio as a blend of the best of the past and present. We want to preserve the essence of our heritage while making room for modern tastes. The goal is to create wines that resonate with both young drinkers and seasoned connoisseurs.”

Leonardo is actively aware of the challenges facing the wine industry today—particularly its relevance to younger generations and has been doing his part in keeping the wine industry alive and breathing. “There’s been a noticeable shift, with young people drinking less wine. But we see that as an opportunity,” he said with optimism. “Our goal is to captivate them with engaging labels and relatable storytelling, then hook them with the quality of our wines.”

Looking Forward

As the interview was wrapping up, Leonardo shared his thoughts on what the future holds for Pomaio. “Our mission is to be an innovator in the industry. Challenges are part of the journey, but they also offer us a chance to learn and improve. By continuing to marry technology with tradition, we can provide a memorable experience that stands the test of time.”

Leonardo’s passion was infectious as he spoke about the road ahead. “We’re committed to evolving while taking the best lessons from our past. Our wines are a reflection of that vision, and we’re excited to see where it takes us.”

In conclusion, Leonardo Bihal and Pomaio Green Winery represent a harmonious blend of Tuscany’s timeless tradition and cutting-edge innovation. While they stand firmly on a foundation of historical respect, they are unabashedly forging a future that embraces change, all in the pursuit of creating wines that tell stories as rich and complex as the land from which they come.

The wine industry is often steeped in tradition, yet the need for innovation is paramount to address ever-changing wine market, whether that be consumer preferences or environmental impact challenges. At Pomaio Green Winery emphasizing the balance between maintaining traditional practices and embracing modern techniques is essential to understanding its role in innovation. With this innovation always comes risk. From an interview that my peers had with winery owner, Leonardo Bihal, we can look at a thoughtful approach to risk management and insight into the innovation that goes into a rapidly evolving market.

Just over 20 minutes outside of Arezzo, Pomaio Green Winery sits in the hills of Tuscany. Located on top of one of these hills with a breathtaking view, this vineyard represents a long history of vineyards that have been located in this region in Tuscany. This history is essential into understanding Pomaio, its successes, struggles, risks, and innovation. Leonardo, the winery’s owner, articulated the challenges and risks associated with this dual approach, of marrying tradition with innovation, during an in-depth interview

Leonardo emphasized the importance of technology in understanding and combating risks related to managing and maintaining the vineyard. He noted,

“When I got here one year and a half ago, the way they used to run the vineyards was completely different than what we do now.”

This shift involved investing and introducing new technologies to monitor soil health and water levels, enabling more precise management of the vineyard as well as a more precise and consistent yield from the grapes. This is done through identifying which areas require more attention, reducing the risk of poor crop yields and ensuring higher quality grapes. In a region and industry steeped in so much tradition, it is interesting to look at these innovations and risks that Pomaio Green and Leonardo are taking. 

As we know innovation is not without its challenges, the same is true for Pomaio Green. Leonardo discussed the potential pitfalls of introducing these new risks, stating,

“If it didn’t work for some oaks, okay, we don’t buy for next time,”

discussing the failures and success that the winery had had with fermenting in different types of oak barrels. This illustrates a calculated approach to innovation: experiment with new ideas, learn from these risks, and adapt accordingly. In this specific example of the decision to experiment with different oak barrels, they aimed to enhance the flavor profile of their wines. This innovation carried the risk of consumer rejection, what if they preferred the way it was done before? What if it does not meet their expectations? These are the risks businesses take across the world when innovating, especially Pomaio Green Winery.

With these risks, Leonardo spoke on a main concern for him and Pomaio Green: facing the challenge of attracting younger consumers who may be losing interest in wine. Leonardo pointed out,

“Young people are losing interest in the wine,”

this challenge highlights a significant risk for the industry. To counter this trend, Pomaio Green is focusing on modern branding and sustainability, Leonardo proved this by acknowledging that

“everything matters, the label and the product.”

This approach to create a compelling narrative that resonates with a new generation of wine drinkers while also maintaining the winery’s commitment to quality, is a great example of balancing tradition and modernity as well as innovation and risk

Despite this relation with risk and innovation, Leonardo remains committed to this idea of combining both the traditional with the contemporary. He stated,

“Take what is good from the past and try new things,”

a great example of the winery’s philosophy of respecting heritage while embracing change. This approach not only requires taking risks but also fosters a unique identity for Pomaio Green in a crowded marketplace, where other competitors are more traditional with different mindsets than the young Leonardo.

The case of Pomaio Green Winery illustrates, as Kirk Duclaux might put it, the intricate “dance” between that of risk and innovation. Leonardo’s story serves as a powerful testament that while innovating and changing is difficult in an array of different ways, it is also rewarding and fulfilling for the potential to create and discover a new way of doing something. By embracing technology, exploring innovative practices, and connecting with young consumers, Pomaio Green paves the way for future success while also understanding the challenges that come with these risks. As Leonardo aptly noted,

“You have to move forward”

A reminder that progress requires stepping into the unknown and taking risks. 

Vineyards at Pomaio Winery

Just a 20 minute drive from Arezzo, Pomaio Winery strives to combine innovation with traditional Tuscan wine making practices. In the hills of Tuscany, the winery sits on top of a mountain that overlooks the city, and in an area where vineyards have been around for centuries. From the beginning, Pomaio Winery wanted to focus on sustainable practices while also producing quality wine. This is something that Leonardo Bihal wanted to continue when he bought the winery a little over two years ago: Creating quality wine in line with Tuscan traditions, will also come up with new ways to innovate.

Italy regional wine map

“We have to be very, very careful to not compromise the production and the quality of the production.  We try to compromise tradition with new techniques, but we strive for both to have a better product,” Bihal said.

Wine culture in Tuscany is a big deal. Wine making in Tuscany is deeply rooted in its culture-from creating traditions passed from family to family to cultivating vineyards that have thrived for literal centuries. Tuscany is known for its Chianti, Merlot, and Cortona wine. While competitors, wineries in Tuscany are a tight community that use similar methods to ferment and bring their wine to life. These methods are rooted in tradition and have been around for centuries.

“Tuscany is one of the most traditional regions in Italy. So the wine tradition here is really strong. We are trying to keep the tradition, but also we are trying to bring new things,” Bihal emphasized. 

Tuscan regional wine map

Pomaio winery specifically produces two different types of grapes: Sangiovese and Merlot. These grapes thrive in the region, and are some of the traditional grapes that winemakers use in Tuscany. To produce the wine from the grapes, the Tuscan wine community has long standing traditions: such as the way they ferment the wine through big barrels, a practice Bihal doesn’t follow. He uses oak barrels to ferment his wine. Bihal wants to honor the traditions of the community, but he also wants to create his own way of doing things. 

“A lot of winemakers are very traditional, they don’t change at all. The use of the oak is one of the examples. They don’t like to use the traditional oak. They usually use big barrels.” 

Oak barels at Pomaio Winery

This reflects a widely accepted concept in the Tuscan winemaking community where tradition overtakes innovation, such as normal barrels that don’t have oak. By using oak to ferment his wine, Bihal thinks that the flavors will be enhanced.This break from the Tuscan traditions and communities helps set his wine and practices apart in the region.

“Even if Tuscany is a very traditional place when we talk about wine, food, and everything, I guess we are aware that things are changing. We are trying to keep the tradition, but also we are trying to bring new things”

While the Tuscan community is important in influencing his practices, he also focuses on building his own community on his property. Pomaio Winery allows people to come and stay in one of their villas on their property year round, offering an immersive experience into the Tuscan countryside. By offering these experiences, Pomaio Winery allows visitors to have more than just a glimpse into how wine is produced in Tuscany, but also be a part of that practice. 

“We always try to make our guests feel at home. And we always try to make them feel part of our small world here.”

Through wine tastings, cooking classes, and tours, guests get to actually be a part of the rich traditions, and new practices, that Pomaio follows. Bihal wants these guests to feel at home, creating a sense of community throughout the entire Vineyard.

“We always try to make our guests feel at home, and we always try to make them feel part of our small world here. I really try to share my experience in this place with them, make them feel part of [our community],” Bihal said.

This sense of community is part of what builds Pomaio Winery–it becomes a place where tradition and innovation combine. By blending old Tuscan practices with new ones, Bihal works to preserve tradition while also creating new, flavorful, wine. His approach to sustainability and balance of modern and old techniques help make Pomaio Winery unique.

Bihal demonstrates that innovation and tradition can coexist: They can build off each other to make a lasting impact on a community. His use of fermentation through oak barrels, a practice not seen in Tuscany, and the way he uses Tuscan tradition as his foundation for his practices, honors the community and accelerates it into the future. 

By combining his practices with hospitality, Bihal has created an environment that showcases the Tuscan community and invites guests to become a part of it, fostering a shared appreciation for tradition, innovation, and the art of winemaking.

“I really think that the experience, like the good experience, makes people feel at home. And this is something that I don’t want to give up.”

Leonardo Bihal’s Innovative Approach to Producing Wine

A few images come to mind when picturing the Tuscan countryside: rolling hills, a lush landscape, medieval towns, and of course, charming vineyards. When I stepped out of the car at Pomaio Green Winery, this dream enveloped me. It was lightly raining, but this fact somehow reflected the intimacy of the experience offered by Leonardo Bihal. 

Sustainability and Hospitality

Leonardo has owned the winery for just over a year and a half. Since purchasing the vineyard, he has strived to set Pomaio apart from other wine producers through the use of innovative goals and standards. These primary objectives are sustainable production and incomparable hospitality. 

We took a walking tour of the property, and Leonardo explained that these factors are the driving force behind operations at Pomaio: 

“When it comes to wine and olive trees, we strive to adopt sustainable practices not only by using products that are mostly organic-based but also by incorporating sustainability into our daily operations.”

From the treatments done to the growing vines to the fermentation process, all processes are held to the highest standard of organic production. The physical spaces of the winery reflect this as well. 

The property is home to two Tuscan-style villas, which retain their historic feel even after being fully renovated. Each villa demonstrates the experiences and hospitality offered by Pomaio, and are built on the same sustainable foundation: 

“…our heating and air conditioning systems do not use wood or gas but rather a geothermal system that combines solar and electric energy.” 

Buying a bottle of wine from Pomaio is not simply a taste of Tuscany but an experience that imprints itself on your memory. Leonardo emphasized hospitality as he spoke. More than that, he showed it through his actions. We were given the opportunity to try rosé, straight from the tap to our glasses, as well as Pomaio’s signature olive oil. His passion for the industry was evident, and he carried this passion from the walking tour to the sit-down interview. 

Technology as an Innovative Tool

The organic, sustainable practices of Pomaio and the mission of hospitality are both innovative in themselves; however, there are lots of underlying factors that drive both sectors. The goals set by Leonardo have required a variety of innovative thinking patterns. He has confronted challenges, set new standards, and worked to think outside the box. One way he has accomplished this is through the use of technology. 

The world of technology is expanding exponentially. It is undeniably a useful tool, but a company’s approach to utilizing that tool can make or break their business. Leonardo recognizes this fact. He explains that the use of technology in both the vineyard and the wine cellar are crucial in supporting the production of quality wine. 

“…we also have technology (in the wine cellar) because it’s important too. But if you don’t have good practice, of course, with technology in the vineyard, you can have the best quality of technology in the wine cellar and that won’t be enough. So it’s a mix.” 

The use of new technology directly impacts the physical work being done on site. Leonardo expanded on this fact, explaining that new digital tools have allowed Pomaio to change the way they produce wine. 

“We invested in tools to measure how much water we have in the soil. Knowing how the weather works in a year is really important to identify what product you’re going to have. It shows which part of the vineyard is struggling, which part has more water or less water… if you don’t have the technology to identify these things, it is impossible.” 

Such advancements in technology have vastly increased Pomaio’s ability to identify the problems that are happening and solve them more easily than ever before. Incorporating this aspect of the digital world into production is an innovative mindset, which has enhanced the work done at Pomaio. 

Another unignorable factor of technology is media and the internet. This has also played a key role in furthering the Green Winery’s missions. 

“We work a lot with people from abroad… if you have a good project when we are talking about the website, Instagram, and social media in general, you can reach more and more people. This is something that we are really trying to do.” 

Leonardo shared that the project of social media outreach has expanded over a few months. As they rebrand the business in preparation for new wine sales, social media has become a crucial tool in furthering the process. It aids in increasing the visits to the site, but also in connecting guests with various aspects of the hospitality. 

“…so not just the reservations for the tour, but also for wine tasting, cooking classes, special dinners, the weddings, all the activities we can provide… it’s important to bring these reviews to other people, of course, and social media has had a huge part in that.” 

Using digital technology, Leonardo is able to keep track of events for specific clients months in advance. In addition to this, it connects past clients to prospective clients in a way that was never feasible in the past. Pomaio uses this innovative tool to continue pushing the business toward success. Leonardo exudes dedication to his craft. Taking one look at Pomaio’s website makes this abundantly clear. 

While the ever-developing field of technology is only one aspect of innovation, it is undeniably foundational in positive growth and change. This tool helps Pomaio Green Winery to build towards a more sustainable, hospital future, one bottle at a time.

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