Culture is future » Innovation and digital

10.12.2011

DEBATES 2011 - Referencing and prescription of INA’s works on the Internet by Mathieu Gallet

Mathieu Gallet, CEO of INA

What distinguishes the supply of the INA on online video market?

Although the situation is gradually changing, Internet video is still largely dominated by the practice of the user generated content (UGC), where the user puts by himself online content from various sources, amateur or professional. This system causes tremendous diversity, but has also given rise to a more or less anarchic, non-transparent and difficult to read offer, not to mention violations of the intellectual property rights.

In this world, where all the misappropriations are possible, the originality of the INA is to provide the public with authenticated content. When you view a video on Ina.fr, it is always accompanied by a description made ​​by a professional librarian: you know where it comes from, when it was broadcasted, by who it was directed ... It is the whole contribution of the Ina: we offer free images, but with a high value added.

What are the stakes related to the enhancer of heritage on the Internet? 

Thanks to the digitization done since 1999, our archives have radically changed: they have become visual objects instantly available and transmissible, accessible to all since the launch of Ina.fr. As an institution dedicated to professionals, Ina has become a cultural business of broadcasting, which strives for the widest dissemination of this heritage.

However, in a digital world characterized by a kind of hyper-present, the place of archive content is not obvious. In order to acquire a large audience, it is necessary to present it in a new light, making it resonate with the current interests and concerns of Internet users. This is the role of the editorial work that we do on Ina.fr: daily, we suggest notably a video of the day and thematic files directly linked to topicality, renewing our perceptions of our collection.

The public can also see our pictures through innovative interfaces that we develop ourselves, like interactive frescoes or web-docs, which are subject to a high degree of editorial content. Finally, we envision devices that allow users to appropriate directly archive and interact with it. We have already organized several "remix" contests of images around different cities - Berlin, Paris, Gdańsk and now Montreal - always with great success.

What strategies do you develop to improve the referencing and the audience videos of the Ina?

When Ina.fr was launched in 2006 – Internet video was still a new phenomenon - our images were accessible only via the home page or search engines. Even today, about two thirds of our visits are coming from search engines, only through the "natural" referencing of our offer.

Gradually, this system has evolved to allow more place for the logic of sharing and dissemination. Since 2009, the website has an exportable player which allowed us to develop many partnerships with websites as diverse as yahoo.fr, lemonde.fr,linternaute.com, lequipemag.fr ... A video enhanced on one of these sites can get up to 70 000 views or more for the biggest "buzz".

For us, it is now crucial to be present at the major intersections of the Web audience. We already have a strong partnership with Dailymotion, which allowed us to reach new audiences and make more widely known offers that are very successful, as "the newspaper of your birth." Of course, strategies of virality and social networks play an essential role: the number of videos viewed has increased dramatically since our exportable player is on Facebook.

More recently, the INA is committed to develop its presence in all media: smartphones, tablets, and of course connected TV, which are also a way for our archives to find the place that was originally theirs, the screen in the living room.