Case study: Culture Channel

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Building Digital Capacity for the Arts - seminar 1

Case study: Culture Channel
Mark Dobson and Andy Hudson, NewcastleGateshead Cultural Venues, Culture Channel pilot

BBC Academy and Arts Council England have joined forces to offer training and guidance to the arts sector across England on how to maximize the creation and distribution of high quality arts content for audiences on digital platforms, including online, mobile and internet protocol television.

The Building Digital Capacity for the Arts programme, announced in September 2010, will support the development of the arts sector's media production skills by bringing together the BBC Academy's media and digital experience with the Arts Council's extensive knowledge of the arts sector.

The initial programme runs from March 2011 - August 2012 and will consist of a launch event, practical seminars, an online guide to commissioning, facilitated masterclasses and an online resource of filmed and streamed content.

For more information visit
http://www.artscouncil.org.uk/digitalcapacity

Case study of the new Culture Channel, launched in beta form (currently in development) as an IPTV channel by the NewcastleGateshead Cultural Venues. The speakers will share their insights into the processes and challenges faced in getting the channel to launch

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  • 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
  • SORT OF YOUTUBE FOR CULTURE
  • A search engineLike this one EXCELLENT
  • Case study: Culture Channel

    1. 1. Mark DobsonCEO Tyneside Cinema
    2. 2. NewcastleGateshead Cultural Venues An alliance of 10 of Newcastle - Gateshead’s leading building-based cultural presenters and producers
    3. 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. 4. NGCV exists to maximise the artistic andeconomic potential of the cultural sector in the North East. It achieves this by developing strategic and creativeinitiatives, sharing practice and resources and by being a strong collective voice.
    5. 5. NGCV and Culture NetworkDigital / Public Engagement
    6. 6. Deliverable #1 July 2011 An alpha website for a cross-platform NGCV‘Culture Channel’ populated with examples ofhow archive moving image content and ‘news’ communications could engage the public
    7. 7. Deliverable #2 July 2011 A business plan for its potential future developmentA sneak preview of this work-in-progress
    8. 8. Andy HudsonFounder & COO Broadband Computer Co
    9. 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. 10. More changing mediaYoutube receives over 1 Billion hits per day.Facebook has 500 million active usersif it were a country it would be 3rd after China and IndiaTwitter growth2007- 5,000 per day2008- 300,000 per day2009- 2,500,000 per day2010- 35,000,000 per day
    11. 11. Faster changing mediaTo reach an audience of 50 million took – Radio - 38 years TV - 13 years Internet - 4 years i-Pod - 3 years Facebook - 2 years
    12. 12. Local mediaAchieving 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!)
    13. 13. Local PrioritiesSurely we deserve better than this ! …..…..
    14. 14. Culture Channel project - and Peter Pan The wrong Kind of Pirate!Need for a significant audio-visual connection with the Customers
    15. 15. Culture Channel projectTHE 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. 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. 17. REVENUES• Downstream Revenue All platforms1. ADVERTISING-2. SPONSORSHIP3. SUBSCRIPTION4. VOD by Micro-payment from Archive5. LIVE STREAMING6. TICKET SALES and other e-commerce including7. CLICK THROUGH and COMMISSIONABLE Sales….
    18. 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. 19. The Requirement for the Venues A Complete Review/ Preview facility The Repository and source for Cultural Archive A Commercial Platform
    20. 20. • ……………….And Back to MARK
    21. 21. IssuesRights - ( e.g. MU, Equity)Multi-platform delivery -Web /Mobile devices/IPTVCommercialism - Translate customer interest into customer revenueCost of content - Creation of content using low skill in-houseenthusiasm and low cost technologyCost of managing/ moderating/editorial control
    22. 22. ….And back to Andy
    23. 23. 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
    24. 24. NGCVCommercialCulture Venues
    25. 25. A CULTURE NETWORK ?
    26. 26. A True National Culture Network MULTI PLATFORM ABLE TO ADAPT TO AS YET UNKNOWN MEANS OF DELIVERY AS SOON AS THEY DEVELOP
    27. 27. A True National Culture NetworkA Complete National Review/ Preview facility The National Cultural Archive A Commercial Platform
    28. 28. 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
    29. 29. Culture Network –For the Customers Secure , reliable and up-to-date Universal “look and feel” Easy GUI – Intuitive Easy Search functionality
    30. 30. WHAT’S NEEDED?FUNDS – WORK WITH NGCVTo wring out the spec and create a public facing pilotQUICK DECISIONSCOMMITMENT FROM THE KEY PARTIES
    31. 31. WHEN COULD CULTURE NETWORK BE READY ?

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