Case Study: Artplayer.tv –preparing for internet TV and creating opportunities for venues and artist

Roger McKinley, Production Manager – FACT

FACT (Foundation for Art and CreativeTechnology) has been supporting the UKvideo, film and new media arts scene forover 20 years with groundbreakingexhibitions, education and researchprojects and support services. Theorganisation aims to pioneer new forms ofartistic and social interaction withindividuals and communities.

During its history, FACT has commissionedand presented over 250 digital mediaworks with artists including Pipilotti Rist,Bill Viola, Apichatpong Weerasethakul, VitoAcconci and Isaac Julien.

FACT

IT IS NOT A FACT PRODUCT

IT IS AN ASSET FOR THE ARTS SECTOR

X

A Free to Use, Online, National Media Player for the Arts

Developed by

What is it?

Designed for National Portfolio Organisations, as a single site to gather their moving image content, for all to see

What Will it Look Like?

Website

With partners from different arts practices:

Apart from a platform, what else is artplayer.tv providing?

Training in recording techniques

Training in editing techniques

Training in managing content

What might this content look like?

Copyright Site Gallery

Who Wants and Needs It? – Statistics bit (Response rate 145 RFOs)

70% of organisations produce their own video content.

86% publish their own video content online.

Organisations own websites (36%)

75% feel that their organisation would benefit from video production training for their staff.

93% of organisations would be interested in using an online video platform.

Key factors to organisations:

“The platform’s success in promoting the UK arts industry” (81%)

“The amount of traffic that is generated to the organisation’s website” (78%)

“The relevance of the website’s audience” (74%).

Survey by

Survey by

What is currently used? (Response rate 145 RFOs)

Arts Organisations use of video sharing platforms

YouTube (84%)

Vimeo (41%)

Organisations own websites (36%)

Facebook (15%)

Who Wants and Needs It?- Arts Organisations – showcasing the work they do- Artists - aggregating their work in the UK, profiling, footage of their work

How Do We Reach Them?- Go out to organisations, demonstrate its value and promote it’s use

- Create multiple active artplayer channels, with as much content from keypartner organisations as possible.

- Distribute content through interactive outlets built in or connected to the site including the artplayer blog, social media services such as Facebookand Twitter.

- Create an online advertising campaign that directs organisations to the site

- Push affiliated content on artplayer to other video sharing accounts (YouTube, Vimeo etc.)

Marketing Strategy

Goals Key Metrics

Driving uptake of the creation of artplayer.tv channels Channel sign-ups

Active users

Video uploads

Driving traffic towards videos posted to artplayer.tv Video views

Video sharing

Traffic sources

Therefore also looking at (4-6 content pieces per month according to PH Survey)…

The Met (Live music events, recording studios) – Bury v +

The Midi Music Company (poetry, music)– London n/v -

Frantic Assembly – (contemporary dance theatre) London v +

Dance4 (contemporary dance) – Nottingham v +

Sampad (South Asian Arts Dance) Birmingham n/v -

Apples and Snakes (poetry)– Deptford, London v -

Aldeburgh Music (music)– Snape, Suffolk n/v -

When?

March 2011 - Project Started

June 2011 - Platform Development first stage finished (including first phase training and content creation)

June 2011 - Platform testing

July 2011 - Interim period of reporting (artplayer.tv administration only)

August/September/October 2011 – channel and content growth, dissemination

End October - Platform delivery to ACE for assessment

November/December - Final Period of Reporting and “next steps” (all partners)

Where else does it go?

Partnership – Technical (BBC) and other Cultural Industries

Innovation – Working with emerging platforms (IPTV)

Training

Creating sector services

Thank You!