Italy – In a bid to connect audiences with cultural events in new ways, online platform ITsART is working with cultural organisations to stream content from operas to museum exhibitions. With backing by the Italian Ministry of Culture, the platform’s library is divided into three sections: Stage, for performance arts shows, Sites for virtual tours to historic locations and museums, and Stories for films and documentaries.
Much of the content will come from a partnership with cultural institutions in Italy, including Galleria Borghese and Fondazione Prada. By centralising Italy’s cultural content in this way, ITsART is promoting its public venues, as well as new revenue streams. ‘Our aim was to provide a common platform that can reach a growing audience of consumers of Italian art and culture around the world, while importantly, supporting the performing and visual arts sector,’ says Guido Casali, CEO of ITsART.
We’ve previously explored how Germany’s RTL+ platform is similarly leveraging local content as an alternative to existing media giants. For more entertainment insights, look out for our upcoming Future of Engagement report.
Strategic opportunity
Media platforms should take note of this service and focus on local content to target audiences in particular regions. Consider working with individual creators or creative collectives to offer nuanced entertainment