Private companies can always understand more easily not only market trends but also changes in society and its tendencies. Perhaps this is why companies and foundations in these years have oriented their artistic interests towards the contemporary world. Not wrongfully. Indeed, artistic data confirm that the boom of contemporary art has also conquered Italy.
On the basis of a recent survey carried out by the Institute for Public Opinion, the market of contemporary art would have an enormous potential in the Bel Paese. The Ispo survey observed that 9 million Italians claim to be interested in contemporary art (18% of the population) and about 5 million would like to buy a work of art. Furthermore, Italians seem to be becoming more aware of young artists. According to 71% of the people interviewed for this research, art and the valorization of the big and young artists are important as cultural heritage of Italy.
16 million people believe that contemporary art should be supported by both the State and companies. Yet 90% of the people interviewed still do not relate spontaneously the world of contemporary art to the world of private companies. Therefore, it is possible to foresee a wide growth area for the role of companies with respect to contemporary art.
The research was commissioned by Terna, association that owns the distribution system of electric power in Italy, in relation to an initiative directed at contemporary art. Indeed, this year the first edition of the Terna Prize will take place, an event aimed at supporting Italian artists.
The prize was presented on 1st July at the Maxxi in Rome, venue symbolically chosen for its meaning. The museum designed by Zada Hadid wants to represent a bridge towards the future and become a reference point of contemporaneity in the Italian artistic scene. At the conference, interventions were made by Terna chief executive Flavio Cattaneo and the president of the association Luigi Roth, in presence of the Minister for Cultural Heritage Sandro Bondi who will also be the president of the Honour Committee for the initiative. With him, important representatives of the world of institutions, culture and business: Domenico De Masi (University Professor and President of the Ravello Foundation), Massimiliano Fuksas (architect), Emma Marcegaglia (President Confindustria) and Fernanda Pivano (writer and essayist of international fame).
There are 150 thousand euros to be won. The theme of this first edition is “Transmitting energy: a contemporary metaphor. The competition is addressed to both famous and emerging artists. The works can regard painting, digital and traditional photography and light boxes.
The initiative aims at creating a strong interconnection between the world of art and the world of businesses. Artists can become motors of this relation, contaminating the world of business and economy.
The prize is structured in three categories, respectively denominated Terawatt, Gigawatt and Megawatt, which represent conceptually the growing power of art. The first is reserved to famous artists, with experience accredited in Italy and abroad. The Gigawatt and Megawatt categories are addressed to emerging artists, who are respectively younger and older than 35.  An interesting element of the manifestation is also the involvement of the public. Indeed, all three categories will take part in the assignment of a prize assigned by means of online voting on the basis of the consensus of the site visitors. This way it is possible to reinforce the relation between the communicative power of art and society’s ability of visual listening.
Moreover, Terna gives importance to the social message for big private companies. The prize reserved to famous artists will be entirely devolved to a social initiative in the art and culture field.
The curators of the Terna Prize are Gianluca Marziani (appreciated curator of exhibitions and catalogues for the most important Italian artistic institutions) and Francesco Cascino (contemporary art advisor for the composition of private collections and strategic business investments). The jury will include  Alberto Alessi, Davide Blei, Silvia Evangelisti, Giovanni Giuliani, Gianfranco Maraniello, Cristiana Perrella, Thaddaeus Ropac, Paolo Sorrentino, Beatrice Trussardi and Julian Zugazagoitia.
The artists will be able to present their works until 30th October 2008. The prize-giving event will take place in December.

(translated by Giorgina Arcuri)