The best of Italian art and culture, comfortably in an armchair (but also on the train, in the office, in the queue at the supermarket) now throughout Europe. It is the new debut of ITsART, the streaming platform born close to the pandemic, when the places of culture were forcibly inaccessible and promoted by the ministry of culture, so far only available in Italy and the United Kingdom, but which now raises the curtain in all 26 countries of the European Union. A real virtual stage, with a catalog of over 1250 events and shows, live and on-demand (divided between Stage, Places and Stories,) ranging from virtual monuments to visits to museums, Opera, pop, dance, theater and cinema, with which ITsART (whose name derives from the crasis of “Italy is art”) can now potentially reach an audience of 500 million inhabitants. “We are the first streaming service designed to support the enjoyment of Italian cultural heritage – underlines the CEO Guido Casali – Our goal is to become a global platform, to have the widest possible audience of users and enthusiasts”. Of course, he continues, “the live experience is something else: nothing can replace the thrill of touching a stone in the Colosseum or of being in the audience in front of an actor who plays. But streaming, in addition to reminding us of the beauty of our heritage, can be an opportunity to make content available to those who, for different reasons, cannot move, to discover lesser-known places and, after viewing, to attract new audiences, especially young people. There are many markets interested in Italian culture, ‘Opera, historical films, “he says, and starting next year he is targeting other areas, such as the United States and China. To get an idea of the transformation taking place, Casali continues, “during the pandemic the turnover of cultural institutes in Italy dropped by 90%, but 83% used digital services. Not only that, the estimates on the Ottp market forecast growth from $ 20 billion in 2018 to $ 75 billion in 2026 “. In just six months, the platform already boasts the collaboration with over 100 Italian cultural institutes from the Uffizi to the Rome Opera, La Scala or the Egyptian Museum of Turin, and 100,000 registered users (no subscription, but free registration). Now it is enriched by a new close collaboration with Cinecittà, thanks to which the famous Italian film studios will provide exclusive access to the Istituto Luce Historical Archive. “Safeguarding this treasure is not enough – explains the president Chiara Sbarigia – We need to give greater value to this visual memory, sharing it”. Entered in the Unesco Memory of the World Register in 2013, the Luce archive will be enriched with new original documentaries, exhibitions and podcasts, available in streaming from 2022. Among the other pearls of It’sArt, also Paolo Conte Live at Venaria Reale, Claudio Baglioni in This story that is mine, Roberto Bolle at La Scala with Madina, the “Meets” with great masters such as Riccardo Muti and “Inedita”, the biographical documentary on Susanna Tamaro presented at the last Rome Film Festival. In addition to new and exclusive contributions from the Archaeological Park of the Colosseum and Pompeii. “The pandemic was a very difficult moment but it was also exciting to see how museums continued to work – comments Gabriel Zuchtriegel, director of the Archaeological Park of Pompeii – This was possible thanks to the reform of the ministry, a few years ago it would not have been possible”. “Since the birth of the Colosseum Archaeological Park – adds the director Alfonsina Russo – we have chosen to share everything with our users, on site and online. The hope is that new professions can enhance the aspect of digital contributions, creating products which will strengthen the link between the face-to-face visit and the online viewer “.
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Source From: Ansa
I have been working in the news industry for over 10 years now and I have worked for some of the biggest news websites in the world. My focus has always been on entertainment news, but I also cover a range of other topics. I am currently an author at Global happenings and I love writing about all things pop-culture related.
