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How can heritage institutions interact more with their audience? Once their audiovisual and multimedia material is digitized and available online, what kind of applications archives institutions can develop to increase engagement with their online users? And what can be done before digitisation? Open tagging, user-based collaborative indexing, online contributions, experts’ comments…. What kind of expertise can the audience offer? When does a visitor become a contributor? What are the benefits and the difficulties of participation? This paper offers a view on the different participatory practices an organisation can pursue to enrich its relations with its audiences.