Examples of Successful Digital Culture Initiatives

1. Copyright © 2012 by The Boston Consulting Group, Inc. All rights reserved. Digital Culture Examples of Successful Digital Culture Initiatives 301700-00-Digital Cultural-Examples-Jul13-TVM-VIE-vSENT3.pptx 0

2. Executive Summary BCG identified four ways that digital initiatives can benefit cultural institutions • Increase access: digital initiatives can reach new audiences (e.g. kids/people with disabilities) • Promote engagement: interactivity via social media/apps creates an immersive experience • Enhance the experience: adding additional "unseen" information/background to physical art • Generate new revenues: monetization of digitized content can drive additional revenues This deck showcases selected international examples of digital culture initiatives For more information, visit: http://on.bcg.com/1fzHsQy 301700-00-Digital Cultural-Examples-Jul13-TVM-VIE-vSENT3.pptx 1 Copyright © 2012 by The Boston Consulting Group, Inc. All rights reserved. The digital revolution is underway—and cultural institutions are missing out • Explosive growth of digital devices, as well as high broadband penetration, has led to consumers being "always on"—at home and on the go • While other industries are leveraging digital possibilities, cultural institutions are lagging behind

3. BCG identified four ways that digital initiatives can benefit cultural institutions Promote engagement Increase access Sydney Opera: Multimedia educational offer attracts 46% more young people to the opera Generate new revenues Enhance the experience Gürzenich Orchestra: Worldwide unique GOLive offer awarded the Deutsche Bank prize for innovativeness in 2010 The Met: $11M profit from HD broadcasts Broadway: Integrated offer brings in 12 million visitors and over $1B in sales per year 301700-00-Digital Cultural-Examples-Jul13-TVM-VIE-vSENT3.pptx 2 Copyright © 2012 by The Boston Consulting Group, Inc. All rights reserved. QR codes in central park: >1,800 visitors interacted with digital content on one weekend

4. Overview: Examples of digital projects Promote engagement Enhance the experience Copyright © 2012 by The Boston Consulting Group, Inc. All rights reserved. Increase access Generate new revenues 301700-00-Digital Cultural-Examples-Jul13-TVM-VIE-vSENT3.pptx 3

5. The Google Art Project: 36,000 works, 178 collections 10 million visitors in first week—Louvre visited by 9 million in one year Information/ education • Extensive background information and videos far beyond what museums can provide • "Discover" function shows works of art related to what is viewed • Works and collections are organized historically and geographically and shown in context Interaction • Virtual tours through all participating museums are possible • Users can act as curators of their own galleries or collections • Works, galleries, and background information can be shared over social media Copyright © 2012 by The Boston Consulting Group, Inc. All rights reserved. Access • Works can be viewed alone or virtually in the exhibition room where they are located • Possibility to compare works from different collections or museums • Gigapixel technology allows vivid, close-up viewing The Google Art Project offers possibilities in the digital world that would be unthinkable in the real one Source: google.com 301700-00-Digital Cultural-Examples-Jul13-TVM-VIE-vSENT3.pptx 4

6. Sydney Opera has a strong multimedia offer Own video platform with • 14 own channels • 9 different genres • 8 cultural organizations Copyright © 2012 by The Boston Consulting Group, Inc. All rights reserved. Tours through the opera house by video conference for school students Investment: ~ 2M p.a. in digital offering Source: Sydney Opera 301700-00-Digital Cultural-Examples-Jul13-TVM-VIE-vSENT3.pptx 5

7. Enjoying theater online Digital Theatre, Great Britain Digital marketing can be worthwhile Productions from 15 British theaters available as live stream or download • Theater made available outside London and Great Britain • Over 50,000 live streams and downloads per month • All videos are also available directly by television with a smart TV app • Significantly more economical than a real visit to the theater, at ₤4-11 per film • Special offer for schools Copyright © 2012 by The Boston Consulting Group, Inc. All rights reserved. Digital Theatre is a privatesector company • Founded in 2009 by a theater director and film producer • Cooperation with 15 leading English theaters Digital Theatre produces films and pays royalties to participating theaters • Production adapted to play to convey live experience • Performances are made available online only after theater run is over  theater enhanced, not replaced Source: Digital Theatre 301700-00-Digital Cultural-Examples-Jul13-TVM-VIE-vSENT3.pptx 6

8. Video game music in classical arrangements London Philharmonic Orchestra/Greatest Video Game Music Copyright © 2012 by The Boston Consulting Group, Inc. All rights reserved. Like all works by the London Philharmonic Orchestra, songs are available for purchase on all major platforms, such as Youtube, Grooveshark, and iTunes The London Philharmonic Orchestra plays music from internationally famous computer games, tapping new target groups Due to huge success of first edition, more songs offered Source: YouTube 301700-00-Digital Cultural-Examples-Jul13-TVM-VIE-vSENT3.pptx 7

9. Information specially tailored to different target groups Copyright © 2012 by The Boston Consulting Group, Inc. All rights reserved. 24 Hour Museum, Great Britain A homepage just for kids for optimal appeal to different age groups Source: Company websites visited June-July 08, BCG analysis 301700-00-Digital Cultural-Examples-Jul13-TVM-VIE-vSENT3.pptx 8

10. Easy-access cultural content Büchereien Wien (Vienna Libraries) Some content is available in sign language Copyright © 2012 by The Boston Consulting Group, Inc. All rights reserved. Multilingual to extend reach as far as possible Content in different colors and font sizes for easy reading even for the sight impaired Source: Büchereien Wien 301700-00-Digital Cultural-Examples-Jul13-TVM-VIE-vSENT3.pptx 9

12. QR codes help visitors explore The World Park, Central Park, New York Numerous offers at stations throughout the entire park, for one weekend • Visitors can discover information, mysteries, and famous film scenes • On Arbor Day weekend in 2010, the QR codes were accessed about 1,800 times Source: http://www.theworldpark.com 301700-00-Digital Cultural-Examples-Jul13-TVM-VIE-vSENT3.pptx 11 Copyright © 2012 by The Boston Consulting Group, Inc. All rights reserved. QR codes invite visitors to explore the park

13. When visitors become members.... Online fundraising by MoMA, New York Copyright © 2012 by The Boston Consulting Group, Inc. All rights reserved. Homepage takes users to a special membership and donation page Comments and recommendations from other supporters and a selection of donation models Homepage leitet User auf • MoMA is fully privately spezielle Mitglieder- und financed Spendenseite • In 2002-2004, $858M was collected for expansion Source: http://www.moma.org/ 301700-00-Digital Cultural-Examples-Jul13-TVM-VIE-vSENT3.pptx 12

14. Democratization of reviews—when audiences play the critic livekritik.de The performance with the best rating is specially recommended Direct booking possible Rating categories "Entertainment," "Quality," "Value for Money," and "Atmosphere" Write a review or rate an event Source: livekritik.de 301700-00-Digital Cultural-Examples-Jul13-TVM-VIE-vSENT3.pptx 13 Copyright © 2012 by The Boston Consulting Group, Inc. All rights reserved. Search by type of performance/exhibit or keyword

15. Interactive app helps in choosing seats Starlight Express, Bochum Starlight Express app shows a 360° panorama with an interactive tour through hall, helping users with the choice of seats and tickets Source: Starlight Express 301700-00-Digital Cultural-Examples-Jul13-TVM-VIE-vSENT3.pptx 14 Copyright © 2012 by The Boston Consulting Group, Inc. All rights reserved. Integrated QR code reader can also be used for other applications, to the benefit of users Audience involved by means of games and app link to social media

17. App brings information to street level Copyright © 2012 by The Boston Consulting Group, Inc. All rights reserved. Museum of London—Streetmuseum • Free app for all standard operating systems • Information and historical information from the location's area are shown via GPS or photos • The Museum of London also offers apps costing ~₤1.50 for city tours with themes such as "Dicken's Dark London" Source: Museum of London 301700-00-Digital Cultural-Examples-Jul13-TVM-VIE-vSENT3.pptx 16

18. Historical books made available to all British National Library, London Historical documents housed at the British Library made available online for convenient viewing at home Copyright © 2012 by The Boston Consulting Group, Inc. All rights reserved. 50 million historical books to be digitalized by 2020 Digitalization first done independently, but later supported by Google Source: Company websites visited June-July 08, BCG analysis 301700-00-Digital Cultural-Examples-Jul13-TVM-VIE-vSENT3.pptx 17

19. Short documentaries explain background Museo Nacional del Prado, Madrid Copyright © 2012 by The Boston Consulting Group, Inc. All rights reserved. Special educational offer with information on general topics Videos with background information and interviews with experts on current exhibitions ... und der Oper-O-Mat empfiehlt entsprechende Stücke aus dem Repertoire der Komischen Oper Berlin Source: http://www.museodelprado.es 301700-00-Digital Cultural-Examples-Jul13-TVM-VIE-vSENT3.pptx 18

20. Youtube channel with professionally produced videos Staatstheater Mainz Video productions are more than pure previews, with the inclusion of new content Copyright © 2012 by The Boston Consulting Group, Inc. All rights reserved. Over 300,000 video retrievals vs. ~190,000 real theatergoers per year Preview videos are heavily edited and build up theatrical suspense Source: http://www.theaterstiftung-mainz.de/stiftung-veranstaltung.html 301700-00-Digital Cultural-Examples-Jul13-TVM-VIE-vSENT3.pptx 19

21. How does a play originate? Copyright © 2012 by The Boston Consulting Group, Inc. All rights reserved. National Theatre London Video as backstage pass • ~70 short films about everything that happens behind the curtains and before the premiere • The audience gets a backstage look at props, stage construction, and costumes • Actors tell about the challenges of certain plays and situations • Real backstage tours several times daily for ₤5-8.50 Source: http://www.nationaltheatre.org.uk 301700-00-Digital Cultural-Examples-Jul13-TVM-VIE-vSENT3.pptx 20

23. The Met pioneered live offers and focuses on wide distribution Pioneer in live offers Benchmark in distribution • Online ticket sales • Live in HD Live HD • Live HD broadcasts in movie theaters in 60 countries (including 15 in Austria) • Free live HD broadcasts at selected schools • Video on demand • Donation possibilities • Online shop Source: http://www.metoperafamily.org/ 301700-00-Digital Cultural-Examples-Jul13-TVM-VIE-vSENT3.pptx 22 Copyright © 2012 by The Boston Consulting Group, Inc. All rights reserved. Sales-oriented navigation menu on homepage

24. At one click, classical music from all over the world Medici.tv Copyright © 2012 by The Boston Consulting Group, Inc. All rights reserved. Free streaming of 80 live concerts per year Archive with over 1,000 videos on demand • Concerts, operas, and background information • Access by subscription of €7-13 per month or by 48h loans starting at €3 Broad audience: Subscribers from 198 countries, 80,000 visitors per month Source: http://www.medici.tv 301700-00-Digital Cultural-Examples-Jul13-TVM-VIE-vSENT3.pptx 23

25. Search, find, and purchase artworks Art.sy—the Art Genome Project Preview of major works • • • • • Art.sy acts as intermediary between galleries and collectors Art.sy was established by a programmer and an art connoisseur as a for-profit company Artworks are cataloged and linked with over 800 characteristics ("genes") Users can search for keywords, artists, works, epochs, and artist influence Art.sy also recommends works that could interest the user Galleries can display works that are for sale—if sold, Art.sy gets a 3% commissions on the sale price Source: http://www.art.sy 301700-00-Digital Cultural-Examples-Jul13-TVM-VIE-vSENT3.pptx 24 Copyright © 2012 by The Boston Consulting Group, Inc. All rights reserved. Information on artists and works Artists and works can be viewed in the context of their time, style, or themes

26. Experiencing famous operas in 3D movie theaters Royal Opera House, London Shown at over 2,000 theaters around the world Production later made available on DVD Source: http://www.carmen3d.com/ 301700-00-Digital Cultural-Examples-Jul13-TVM-VIE-vSENT3.pptx 25 Copyright © 2012 by The Boston Consulting Group, Inc. All rights reserved. Opera professionally produced in 3D with the stated goal of boosting the Royal Opera House's international renown