Case study: Culture Channel
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Mark Dobson CEO Tyneside Cinema
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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
Transcript of Case study: Culture Channel
Mark Dobson
CEO Tyneside Cinema
NewcastleGateshead Cultural Venues
An alliance of 10 of Newcastle -Gateshead’s leading building-based
cultural presenters and producers
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
NGCV exists to maximise the artistic and economic potential of the cultural sector
in the North East. It achieves this by developing strategic and creative
initiatives, sharing practice and resources and by being a strong collective voice.
NGCV and Culture Network
Digital / Public Engagement
Deliverable #1 July 2011An alpha website for a cross-platform NGCV
‘Culture Channel’ populated with examples of how archive moving image content and ‘news’
communications could engage the public
Deliverable #2 July 2011A business plan for its potential future
development
A sneak preview of this work-in-progress
Andy Hudson
Founder & COO Broadband Computer Co
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
More changing media
Youtube receives over 1 Billion hits per day.
Twitter growth 2007- 5,000 per day2008- 300,000 per day2009- 2,500,000 per day2010- 35,000,000 per day
Facebook has 500 million active users if it were a country it would be 3rd after China and India
Faster changing media
To reach an audience of 50 million took –
Radio - 38 years
TV - 13 years
Internet - 4 years
i-Pod - 3 years
Facebook - 2 years
Local mediaAchieving conventional Local TV coverage is getting harder
SURVEY Results 5 random Days in April ’11 BBC Look NorthMURDER 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!)
Local Priorities
Surely we deserve better than this ! …..…..
Culture Channel project - and Peter Pan
The wrong Kind of Pirate!
Need for a significant audio-visual connection with the Customers
THE 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
Culture Channel project
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
REVENUES
•Downstream Revenue All platforms
1. ADVERTISING- 2. SPONSORSHIP3. SUBSCRIPTION4. VOD by Micro-payment from Archive5. LIVE STREAMING6. TICKET SALES and other e-commerce including7. CLICK THROUGH and COMMISSIONABLE Sales….
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
A Complete Review/ Preview facility
The Repository and source for Cultural Archive
A Commercial Platform
The Requirement for the Venues
Issues
Rights - ( e.g. MU, Equity)
Multi-platform delivery -Web /Mobile devices/IPTV
Commercialism - Translate customer interest into customer revenue
Cost of content - Creation of content using low skill in-house enthusiasm and low cost technology
Cost of managing/ moderating/editorial control
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
NGCV
CommercialCulture Venues
NGCV
A CULTURE NETWORK ?
MULTI PLATFORM
ABLE TO ADAPT TO AS YET UNKNOWN MEANS OF DELIVERYAS SOON AS THEY DEVELOP
A True National Culture Network
A True National Culture Network
A Complete National Review/ Preview facility
The National Cultural Archive
A Commercial Platform
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
Culture Network –For the Customers
Easy GUI – Intuitive Easy Search functionality
Universal “look and feel”
Secure , reliable and up-to-date
WHAT’S NEEDED?
FUNDS – WORK WITH NGCV To wring out the spec and create a public facing pilot
QUICK DECISIONS
COMMITMENT FROM THE KEY PARTIES
WHEN COULD CULTURE NETWORK BE READY ?
