Victoria’S Cultural Network

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Victoria’S Cultural Network

  1. 1. Victoria’s Cultural Network ACMI MV SLV FS NGV-I NGV-A VACT MU AARNET INTERNET VICNET Regional links 1
  2. 2. Driver: Audience Expectations and Uptake Beyond the Cultural Sector <ul><li>ABC Podcasting ABC video on demand </li></ul><ul><li>Orbitz mobile city guides for Melbourne </li></ul><ul><li>NASA website </li></ul><ul><li>In the week ending 26 Feb 2006 </li></ul><ul><li>over 350,000 podcasts were </li></ul><ul><li>downloaded from the ABC </li></ul>2
  3. 3. Driver: Audience expectations and uptake in the cultural Sector <ul><li>Australian cultural organisations are now part of an international marketplace: </li></ul><ul><li>Getty Museum </li></ul><ul><li>Tate Gallery </li></ul><ul><li>Smithsonian </li></ul><ul><li>Victoria and Albert </li></ul>3
  4. 4. Driver: New ‘Off-line’ Audiences <ul><li>New audiences are emerging through broadband infrastructure including: </li></ul><ul><li>VicSmart - 1700 schools across Victoria over 4 years ($89M) </li></ul><ul><li>AARNet - 38 universities, </li></ul><ul><li>CSIRO (moving to </li></ul><ul><li>connect other bodies) </li></ul><ul><li>Managed IP rights </li></ul>4
  5. 5. Driver: Broadband <ul><li>Enables richer digital content and deeper interaction with audiences </li></ul><ul><li>Highlights creative </li></ul><ul><li>processes </li></ul><ul><li>Gives access to </li></ul><ul><li>behind the </li></ul><ul><li>scenes activities </li></ul>5
  6. 6. Driver: Content Collaboration <ul><li>Audience demands integrated access </li></ul><ul><li>Political stakeholders expect collaboration </li></ul>6
  7. 7. VCN: Emerging Content <ul><li>Community Football Living Memory </li></ul><ul><li>Creative Processes In Action </li></ul><ul><ul><li>Performing Arts </li></ul></ul><ul><ul><li>Visual Arts Digital Storytelling </li></ul></ul><ul><li>Culture Net </li></ul><ul><li>EdnaFest: Virtually Edna </li></ul><ul><li>Hip Hop Artists Residency </li></ul><ul><li>Scoot: A Mixed Reality Experience </li></ul><ul><li>The Arts in Our Town </li></ul><ul><li>Regional content </li></ul>7
  8. 8. VCN: Issues <ul><li>New focuses on moving image and audience interaction </li></ul><ul><li>Rights/Metadata </li></ul><ul><li>$ for content development </li></ul><ul><li>Pilots/ testing/ evaluation </li></ul><ul><li>Need to preserve organisational branding </li></ul>8
  9. 9. Concluding Comments <ul><li>VCN is no panacea </li></ul><ul><li>Complementary to other activities of cultural agencies </li></ul><ul><li>Significant opportunity to engage audience sectors conspicuously absent from venue audiences </li></ul><ul><li>Timing is crucial for positioning and competitive advantage in the sector </li></ul>9

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