July 2011
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Presentation of the 2011 study: referencing and prescription of cutlrual contents on the Internet
Points of view : interviews of Mats Carduner, Fifty-Five, Marc Tessier, Vidéo Futur, and Annina Svensson, Spotify
• The Forum d'Avignon on the Internet

Presentation of the 2011 study: referencing and prescription of cutlrual contents on the Internet

The goal of the study 2011 of the Atelier BNP-Paribas for the Forum d’Avignon is to analyze the new mechanisms of cultural offer’s referencing and observe their impact on access to culture to bring to actors of culture, reflection or action tracks that could help them to have a better understanding, managing and using of these new mechanisms.

In addition to the research engines and social networks, which constitute the « main trends » of referencing and prescription on the Internet, the study will also tackle the « weak signals » in term of referencing and prescription, for instance the group purchasing websites, the development of geolocation, the emergence of groups specialized in video, music…

Learning more about the 2011 studies of the Forum d'Avignon
Learning more about the 2011 edition of the Forum d'Avignon

The points of view

The Forum d’Avignon, in partnership with l’Atelier BNP-Paribas leads interviews to enhance the study on the new prescribers, the new referencings of cultural contents on the Internet, that will be published in November 2011.

Mats Carduner, president of fifty-five

Mats CardunerWhat is the goal of the company “fifty-five”?
55% of the individuals who go to a store, complete a purchase. On the Internet, this rate of “conversion” represents less than 2%. The goal is to improve this figure, that is to say to increase the number of users who become “involved” on the website: consultation of the content, engagement with the brand, act of purchase or development of the relationship with the client.
The company fifty-five was strongly influenced by Google – controller of the Internet traffic – after the following observations: advertising brings traffic relatively efficiently, but the visitor, once on the website, does not « transform ». There is a loss of efficiency after the acquisition of the audience. In addition, the acquisition channels are becoming more numerous, porous and complex to understand.
The aim is to determine if the traffic achieved the conversion goal of a company and if this conversion is not financially charged several times to the company.
The other questions asked to Mats Carduner : According to you, what are the main mechanisms used for referencing works and cultural services? ; To what extent the cultural offer should be structured according to new mechanism of referencing and prescription? ; Do the social media restore a human form of prescription?
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Annina Svensson, Country manager, Spotify France

What is the role of Spotify in the referencing and prescription mechanisms of cultural works and services?
The two founders of Spotify, Daniel Ek, technical director of Stardoll and entrepreneur and Martin Lorentzon, cofounder of TradeDoubler, wanted to create a viable alternative to piracy, with a platform giving the access to a catalogue as large as possible. Since 2006, they have been working on the development of their software and the negotiation of the copyrights with the majors, the labels and all the rights owners.
Today, Spotify is a music platform which allows listening to music in streaming and downloading music one at the time or in number, with a quite impressive catalogue. Indeed, Spotify has the catalogues of the four majors and more than 30,000 independent labels. Today, Spotify, is  one of the most exhaustive music platforms in the market, giving the access to more than 13 millions of titles, with all kind of musical genre.
The other questions asked to Annina Svensson: What are the main mechanisms used by Spotify to reference or prescribe the cultural services it provides? What is the business model of Spotify ?To what extent does your cultural offer structure itself regarding the new referencing and prescription mechanisms?
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Marc Tessier, Président de Video Futur Entertainment Group SA

Marc TessierWhat kind of referencing proposes an editor of VoD? Are there several types of offers and different ways to prescribe?
The VoD sector is not an example in the sector of referencing and recommendation engine. There is a little number of determining innovations, in a transactional mode (fee for service) or by subscription (Svod).
Some are making an effort of editorialization or specialize themselves in a genre. But in overall, the Internet users are critic towards the presented offers: not enough choices, incomplete proposals, too small catalogues, unobtainable movies, in any websites.
We are finishing a five-year period when the actors (especially the main US studios and the European producers) have clearly privileged the DVD market, the most lucrative for the rights owners. Remember that the price of a 48-hour renting of VoD is equivalent to the price of a DVD location five years ago: the digital content has the price as the physical one, it is a unique case in the world of cultural goods! That is why most of the business models are showing a deficit, or are not meeting the results expected.  
The other questions asked to Marc Tessier: At your opinion, what are the major effects of digital networks on the way that cultural services and products are referenced?
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Always Further - Music - Grandcrew, concerts and online experience, low price and quality: a new business model?
Founded in 2008 by Christopher Escalpez, a Franco-American music enthusiast engineer, the website Grand Crew offers hundreds of filmed concerts. This innovative project allows, after a simple registration, to (re)live concerts. Users, fans, artists, labels can download or stream concerts and music recordings, sometimes even broadcast live.
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Always Further - The British Library opens its doors to Google: two centuries of documents will be soon online
40 million pages from one of the biggest collections of historic books, pamphlets and periodicals are to be made available on the Internet. Indeed, the British Library announced last week a program to digitize 250,000 books as part of an agreement with Google Books.
Read the article

Always Further - The social Netbook
While Facebook already proposed to create your visual bookshelf to list and recommend books to all your friends, the numbers of social networks dedicated to books are increasing.
Read the article

Always further - the development of digital publishing in China
Although it was launched fairly late, digital publishing is growing quickly in Chine, as the data published for 2009 highlight: the net annual output value surpasses the traditional publications’ one for the first time, with the annual output value of RMB79.94 billion Yuan (around 50% more than in 2008).
Read the article

Who is Richard-David Precht?
Singled out from contemporary intellectuals, Richard David Precht distinguishes himself by the philosopher position he calls for: “we have to accept the assignment of the philosopher, which is to open himself and take an interest in important issues of our society”.
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Always further-Digitalization : the new renaissance of the Comité des Sages
In a report called "the new Renaissance", the Comité des Sages recommands an always greater effort from the European countries to put online the collections of theirs librairies, archives and museums. The group of reflection on the digitalization of European cultural heritage, composed of Maurice Lévy, Elisabeth Niggemann and Jacques de Decker
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Always further-social networks
Online social networking has become a whole part of new generations’ social activities. In this landscape, Facebook holds a particularly important place, having been one of the pioneers and remaining a major actor.
Read the article


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