As presented at the 2018 FIAT/IFTA World Conference in Venice.

1. Katherine Díaz Cervantes
University of Barcelona (Spain)
Diana Dionicio Pino
The National University of San Marcos de San
Marcos (Perú)
“Exploring audience behavior
in the archival platforms”
FIAT/IFTA- Venice, 9 – 12 October, 2018
The Archive’s
Renaissance:
Navigating the future,
channelling the past.
WORLD
CONFERENCE
VENICE 2018

2. • Bachelor’s degree in Library and Information Sciences from the
National University of San Marcos (UNMSM).
• Worked as an archivist on the Library Systems project at UNMSM.
• Audiovisual Archivist for Graña y Montero Group.
• Teaches the Document Control course at “Fe y Alegria” Institute.
• Currently working as archivist at General Comptroller of the
Republic of Peru.
• Bachelor's degree in “Communication” from the Pontifical Catholic
University of Peru (PUCP).
• Master’s degree in “World heritage and Cultural Projects for
Development” from the University of Barcelona (Spain).
• Coordinator of the Film Archives at the “Peruvian School of
Cinematography”(EPIC).
• Participant in the preservation and restoration training at the “Film
Preservation & Restoration School Latin America” (organized by the
FIAT and CINAIN)
• Currently, Katherine is studying a Master`s in Cultural Management
at the University of Barcelona (Spain)

3. Objectives of the research
Theoretical framework
Methodology
Audience behavior
Audiovisual archives
Archival platforms
Proposal of evaluation indicators
Conclusions
1
2
3
4
5
Index:
6
7
8

4. Objetivos
Principal objective:
Analyze the audience behavior for the improvement of archival platforms
Specifics objectives:
• Analyze the experiences of two audiovisual archive platforms
• Propose a model of indicators in order to know the profile and behavior of the
digital audience
Objectives of the research1

5. Objetivos
This research is not:
- A comparison of two audiovisual archive platforms
- A comparison of how important audiovisual preservation is in Spain
and Peru.
Aims of the research:
- This research shows - how to access the information stored in the
audiovisual archives.
- This research shows - how to create a model of indicators to
enhance archival platforms for the audience
Objectives of the research1

6. Objetivos
Audiovisual Archives in the digital area
● Accumulation of contents  increasing
exponentially
● Two universes: digital and analogue
● Digitalization: Advantages and Disadvantages
Theoretical Framework
2
Disadvantages
- Less interaction with the physical
objects. (ie: books, & films reels, etc)
-Digitally blind
-Loss of archives in data transcendence
Advantages
- Improve dissemination of different
formats
-Create a new digital system of
knowledge

7. Functions of the archival platforms
Theoretical Framework
2
1.-Disemination tool  information
& organizational contents
2.- Access tool  collection:
audiovisual & digital archives

8. Characteristics:
● Agility and speed to research of the information
● Adaptability to new technological trends
● Produce dialogue through opinions and suggestions
● Curiosity to continue searching online
Digital Audience2
Classification of the behaviour
¿What factors influence
their behaviour?
• Multitasking
• Cosmopolitans
• Reals
• Potencials
(Sampayo, 2014)
Factors
Quality of design
User assistance
Accesibility
Management content

9. Methodology
Participants: Catalunya Film Archive (FC) and the National Library of Peru
(BNP)
Instruments: Model of indicators are described in the next points:
3
User Profile How to Access
Use of the
documentation
Web
Social Media
Network
Suggestions
and complaints
BehaviorProfile

10. Statistical data on digital behavior
4 Description of the behavior
Lima – Perú Barcelona - Spain
70.9 % have access to the
internet (Lima
Metropolitana)
54.7% Male: Public (Lima
Metropolitan)
80.4% Young adults, aged between
19- 24 are the most common users.
(Lima Metropolitan)
74.3% use the internet
everyday (Perú)
83.5 % Use internet to get
information (Perú)
Fuente: INEI, 2018
72.0% visual consumption
(Spain)
55% access the
internet to watch
films, TV shows or
audiovisual content
(Spain)
Young adults aged
between 16 – 24
consume the most
audiovisual content
(Spain)
Adults aged between 25 -
34 use apps for reading
and sharing information.
(Spain)
26% watch series every
week and 15.9% every
day. (Spain)
- Film Consumption:
- Women show more
interest.
- 15 to 19 year olds show
more interest. (Single &
students)
Fuente: Ministry of Education, 2015 and 2017
25.1% Streaming

11. Film Archive of Catalunya (Spain)5
Constitution:
Member o ICEC. Local representative of the
national network of spanish film archives
Strategic Objectives:
Conservation, Documentation and
Disemination
Services
In Person: Revision and deliveries
Virtual: Platforms, and digital archive
Medias:
Website and social network
Tools for obtaining data:
Google analytics

12. User Profile
Students/ Public
Film production companies
Results
6 Digital Archive FC
How to access
Access via web page.
No database of amount of
platforms users / Website
Use of the documentation
• 25% in their store is
digitalizated
• No downloads of their
documentation
• Digital archive with
documentation about
films. No films
Social Network
Dedicated for the film programme
of the FC movie theatre
Web
Average of 9268 users during
three years (2015-2017)
Return visitors (82%)
Decrease of new visitants
(29% to 13%)
Complaints and suggestions
Request to download the documents
Expectations to find audiovisual documents
FC: Film Archive of Catalunya

13. Create a PDF catalogue to
download and a section of
updates
Positive Results
6 Digital Archive FC
Use of tools such as Odilo
and Google analytic to
search of data
Display of the digital archive
documents
To improve
New version of the webpage and
archival plataforms at the end of
the present year.
Join effort with others areas
of FC in order to create a
statistical database
Create a plan of
comunication with goals
FC: Film Archive of Catalunya

14. Digital Library BNP
Constitution:
Public institution administrated by the Ministry of Culture
Mission:
“Ensure access to the information for research &
development and the enjoyment of the public
Services:
In person (face to face): Revision, Digitalization, with a
technical assistant
Virtual: Digital Library. “Peruvian Memory” Collection
Medias:
Web page and social network
Tools for obtaining data:
Odelo, Google analytics.
5
BNP: National Library of Perú

15. User Profile
There is not information about
this point
Results
6 Digital Library BNP
Use of the documentation
Indicator of the most popular documents
Indicator of user’s valuation
Indicator of number of views
Indicator of user’s comments
Indicator of social network
Web
327,115 visits BD / 269,767
visits main website BNP
Complaints and suggestions
User feedback (opinions &
suggestions) through social
networks
BNP: National Library of Peru
BD: Digital Library
Social Network
Facebook – 250 mil
Twitter -9,313
Instagram- 4,884
YouTube – 1,943 BD / 1,321
main website BNP
How to access
Peruvian users access more
from mobile than from computer
130,938 (computer) / 23,947
(mobile)
Permit see the documentation
by streaming. Previous
inscription

16. Positive Results
6 Digital Library BNP
To improve
Integration of statistical
results in different areas of
organization
Creation of “Peruvian
Memory” Collection such
as a digital audiovisual
platform
Principal channel of
dissemination through
social networks –
Facebook BNP
Use of tools such as
Odilo and Google
Analytic for obtaining of
database
New version of Digital
Library to provide access
by digital devices
Creation of indicators base
of the organization
Use of statistical data to
make decisions to new
ideas of dissemination

17. Plan of evaluation of the audience7
A. Areas of the
organization:
Who provides
information to
evaluate the
behavior of the
audience on
platforms
Objectives:
C. Activities
Activities in
function of the
objectives and
goals
B. Resources
-Human Resources
-Technological
Resources
-Communicational
Resources
D. Value proposal
Answer the
question ¿What is
the hallmark of the
archive platforms?
F. Tools for
obtaining data:
The tools to
improve evaluation
(Google Analytics,
Odelo)
E. Channel of
user assistance
Provide a space to
communicate their
suggestions and
complaints.
G.Communication
tools
Communicational
channels to access
and disseminate
the information.
H. Division of
the digital users
Identify the
profile of digital
users
I. Factors to
influence
Factors that
influence
audience
behavior.
Source document: Business Model Canvas

18. Model of evaluation indicators6
A. User Profile
- Age
-Residence
-Student/
Researcher
-Film Production
company
It is not a behavior
indicator
B. Complaints
and suggestions
-Nº of complaints
and suggestions/
Nº of total
complaints
C. How to access
-Nº of users by the
laptop/ computer
-Nº of users by app
mobile
E. Use of the
documentation
-Ranking of the
most favorite terms
-Most popular
textual documents/
Total of textual
documentations
- Most popular film
documentations/
Total of film
documentations
- Most popular
streaming
audiovisual
documentations/To
tal audiovisual
documentations
-Number of views o
reproductions of
audio, images and
short films/ Total of
views or
reproductions in
the year
-Number of new
videos on the
YouTube Channel/
Total videos of the
YouTube Channel
in the year
F. Social
Network
-Nº of followers in
the social media
sites (Facebook,
Twitter and
Instagram)
D. Web
-Nº of views in the
archival platforms/
Total of users in the
main page
-Nº of member
(RSS or alarm)

19. Conclusions
Behaviour audience:
• More visual
• Audiovisual experience
• Immediate access
• Users of social networks - multitasking
Results of audiovisual archives experiences
• Prioritize other areas: diffusion and preservation
• No integration in the areas of the archive organization ->Separated indicators
8

20. Conclusions
Questions:
¿What is the potential of archive platforms for the consumption of the users?
¿How effective is the use of technological tools to access and disseminate the
information?
8

21. Gracias Merci Grazie
Thanks Xiexie
Arigato
Contact information:
Diana Dionicio Pino
E-mail: dianadioniciop@gmail.com
Contact Information
Katherine Diaz Cervantes
E-mail: katdcer@gmail.com