The document discusses plans for a "Culture Channel" project to create an online platform for sharing cultural content across the North East region of England. It would involve an alliance of 10 major cultural organizations pooling their audiovisual resources. The goals are to better promote and distribute this content, engage wider audiences, and eventually generate revenue through advertising, sponsorship, and e-commerce opportunities on the platform. Several challenges are noted around rights issues, platform delivery, and balancing commercial aims with independent ownership of each organization's content. The proposal is made for expanding this locally into a true national "Culture Network" to give cultural organizations across the UK an easy-to-use shared platform to showcase and market their work online.
3. BALTIC Centre for Contemporary Art /
Centre for Life / Dance City / Live Theatre
/ Northern Stage / The Sage Gateshead /
Seven Stories / Theatre Royal / Tyne and
Wear Archives and Museums (TWAM) /
Tyneside Cinema
4. NGCV exists to maximise the artistic and
economic potential of the cultural sector
in the North East. It achieves this by
developing strategic and creative
initiatives, sharing practice and resources
and by being a strong collective voice.
6. Deliverable #1 July 2011
An alpha website for a cross-platform NGCV
‘Culture Channel’ populated with examples of
how archive moving image content and ‘news’
communications could engage the public
7. Deliverable #2 July 2011
A business plan for its potential future
development
A sneak preview of this work-in-progress
9. Changing media
• >16 Billion internet enabled devices will be
connected to the web by 2020
• Web enabled smart-phone devices ( inc tablets)
currently comprise 20% of the 3 billion mobile
devices
• Worldwide Market share is predicted to reach
50% within 3 years
10. More changing media
Youtube receives over 1 Billion hits per day.
Facebook has 500 million active users
if it were a country it would be 3rd after China and India
Twitter growth
2007- 5,000 per day
2008- 300,000 per day
2009- 2,500,000 per day
2010- 35,000,000 per day
11. Faster changing media
To reach an audience of 50 million took –
Radio - 38 years
TV - 13 years
Internet - 4 years
i-Pod - 3 years
Facebook - 2 years
12. Local media
Achieving conventional Local TV coverage is getting harder
SURVEY Results 5 random Days in April ’11 BBC Look North
MURDER 9%
CIVIC 14%
ROAD DEATH 11%
FIRE DEATH 3%
CRIME 6%
FOOTBALL 11%
WEATHER 14%
OTHER SPORT 14%
BUSINESS +ve 0%
BUSINESS –ve 11%
ENTERTAINMENT 0%
ARTS & CULTURE 3% ( 1 Children’s orchestre item!)
14. Culture Channel project - and Peter Pan
The wrong Kind of Pirate!
Need for a significant audio-visual connection
with the Customers
15. Culture Channel project
THE ARTS ORGANISATIONS IN OUR REGION EITHER ALREADY CREATE
AV MATERIAL OR HAVE THE CAPABILITY SO TO DO.
THE CURRENT DISTRIBUTION OF THIS MATERIAL IS HAPHAZARD
THROUGH CHANNELS SUCH AS:-
• Each Company’s Website
• The Company’s youtube channel
• Narrow-cast distribution on the premises
16. WHY IS THIS IMPORTANT ?
• Total failure of local AV media to support the arts
• Evolving IPTV and other Channel world
• Cross- marketing Value
• Build a creative archive
• Outlet for New Talent
• Customers have dramatic number of new Comms channels
Let’s make things easy for them with an AV one stop
Channel
17. REVENUES
• Downstream Revenue All platforms
1. ADVERTISING-
2. SPONSORSHIP
3. SUBSCRIPTION
4. VOD by Micro-payment from Archive
5. LIVE STREAMING
6. TICKET SALES and other e-commerce including
7. CLICK THROUGH and COMMISSIONABLE Sales….
18. The Requirement for the Venues
Easy CMS – must be operable by existing staff
Must provide added value
Be a driver of box office/Visitor traffic
19. The Requirement for the Venues
A Complete Review/ Preview facility
The Repository and source for Cultural Archive
A Commercial Platform
22. Issues
Rights - ( e.g. MU, Equity)
Multi-platform delivery -Web /Mobile devices/IPTV
Commercialism - Translate customer interest into customer revenue
Cost of content - Creation of content using low skill in-house
enthusiasm and low cost technology
Cost of managing/ moderating/editorial control
24. IMPORTANT
• The Operators/Venues
• Independent Ownership of their “space”
• Ability to use existing resources
• The Customer/User
• Easy to use / intuitive /homogeneous
• Efficient Up to date Search function
27. A True National Culture Network
MULTI PLATFORM
ABLE TO ADAPT TO AS YET UNKNOWN
MEANS OF DELIVERY
AS SOON AS THEY DEVELOP
28. A True National Culture Network
A Complete National Review/ Preview facility
The National Cultural Archive
A Commercial Platform
29. Culture Network –For the operators
Easy CMS – must be operable by existing staff
Must provide added value
Be a driver of box office/Visitor traffic
30. Culture Network –For the Customers
Secure , reliable and up-to-date
Universal “look and feel”
Easy GUI – Intuitive Easy Search functionality
31.
32. WHAT’S NEEDED?
FUNDS – WORK WITH NGCV
To wring out the spec and create a public facing pilot
QUICK DECISIONS
COMMITMENT FROM THE KEY PARTIES
Why do we need a cross platform Audio Visual outletLook at the current environment
Twitter growth ( not strictly AV except the V bit- but Multimedia variants are in the wings)
THE Media is coming and going and we need to be in step
Local media doesn’t serve the ARTs and Culture wellNor business for that matter – Chamber of Commerce hat.Note negative stories
Wearing my Board member Northern Stage hat. Last straw for me!Peter Pan the Barrie Play not the panto – imaginatively in the Round – Great Reviews approached BBC Look NorthPiratesThe wrong Kind of Pirate!
SHOW OF HANDS – VIDEO PRODUCTIONYOUTUBE CHANNEL?WEBSITE VIDEO?
Total failure of local AV media to support the arts“Look North” openly says that it’s NOT its job is to promote local business, events and creativity Evolving IPTV Channel world Web type delivery to TV enabled on all new TV setsCross- marketing ValueThe NGCV group audiences have much synergyBuild a creative archiveAll these video assets deserve to be tagged and managed for future use and posterity An outlet for New Talent A platform for advancement that currently does not exist.Customers have dramatic number of new Comms channels Let’s make things easy for them
Traffic = Revenue
You are all busy
Rights - 1-off National deals need to be done with bodies representing artists ( e.g. MU, Equity)Hargreaves Report - interesting but doesn’t cover promotional use.The proposed Digital Copyright Exchange model will not facilitate individual artists,communities, start-ups and SME's but continue to entrench larger corporate interests.Multi-platform delivery given the latest industry predictions about tablet and mobile technologyWeb /Mobile devices/IPTVCommercialism ( The current IPTV "youview" appears not to be considering it) – Ability to translate customer interest into box office revenueCostof content - Creation of content using low skill in-house enthusiasm and low cost technologyCost of managing/ moderating/editorial control
CMS Content Management SystemDRAG and DROP - MODULARUTILISING USER EASY EQUIPMENT AND PROGRAMMESLINK TO EXISTING MEDIADIRECT PURCHASING OF GOODS/TICKETS etc