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Come and discuss a paper that will examine the notion of the content economy where digital assets are the new currency for museums. Our collections have always been central to our existence and mission, the content economy is only increasing the importance of collections. The availability of digital assets both collection and non collection is critical to our success online as part of the visitor experience onsite-online & offsite.Digitisation has been a central issue for large institutions with legacy collections and the ante is well and truly up; from Museum Victoria's perspective content development partnerships have provided a somewhat unexpected means to an end. l will use a number of examples of effective partnerships that have achieved significant project outcomes to the partners whilst also achieving our digitisation aims.Australia has developed a number of effective national partnerships, the Collections Australia Network (CAN-AMOL), the Atlas of Living Australia (ALA) and the National Libraries TROVE project will be used to demonstrate the positives of collaboration and its benefits, challenges and outcomes.I will also use examples from Museum Victoria and its partnership with the Victorian State Education Department - specifically the Biodiversity Snapshots Project.We are all increasingly relying on partnerships and "cartels" to build our reputations and maintain our share of online audiences. The notion of digital currency and the content economy is affecting museums dramatically. The changes wrought by the rise of ubiquitous computing are washing over our institutions - mobile as the dominant interaction point with our online content is yet another major shift - we are in my opinion making the most of the opportunities afforded by this latest technology shift.The real issue comes back to change, how are Museums delivering content in the changed environment - content economy means we must align our museums to produce content in a more nimble and cost effective way. My message will be a positive one, I believe we are responding and growing in maturity and exerting more control over our operating environments.A presentation at Museums and the Web 2011 http://conference.archimuse.com/mw2011/
Citation preview
The Trade in Digital: collaboration and partnerships in the content economy
Mr. Timothy HartDirector, Information Multimedia & TechnologyMuseum VictoriaMelbourne Australia
Three Museums + IMAX + Royal Exhibition Building
16 million collection items + 20,000m² reserve storage
Natural Sciences / History & Technology / Indigenous Cultures
2.1 million victors / 360,000 Education visitors 2009/10
5+ million online visitors (Google analytics)
550 EFT staff
The old model
(would be a lot easier)
The Digital Economy is the Economy and the Economy is Global
David Thodey CEO of Telstra, Australian National ICT Forum, 10 March 2011, Melbourne
The Content Economy is an economic system where people and organisations
produce, distribute, exchange and consume digital content products and
services
(http://www.thecontenteconomy.com/2007/02/definitions.html)
The creative sector has a unique capacity to address and satisfy the demands of diversity in the community by
producing digital content that reaches across art forms and fields of knowledge. Opportunities may be found in the wealth of existing cultural content which could be re-
released on a multitude of delivery platforms and distribution channels. This extension of cultural production
presents new commercial opportunities for niche and emerging markets—the so called ‘long tail’. In addition,
through innovation and digital delivery, the creative sector also has the potential to create new digital products and
services for a global audience.
Building a Creative Innovation Economy, Cultural Ministers Council February 2008 p.12
The era of connectivity
Overview from a executive
perspective
Complexity & Uncertainty
More questions than answers
Largely confused & feeling non
strategic!
Not for profit confusion about revenue / role /
mission
Now
Convergence Opportunity Positioning
Rapid Change
Collaboration / Partnerships
Collaboration stretches our research dollars further, spreads risk, favours serendipity,
propagates skills and builds critical mass. It is increasingly the engine of innovation.
Powering ideas, an innovation agenda for the 21st century, May 2009
Museum Content
QuickTime™ and a decompressor
are needed to see this picture.
Externally Funded Projects
Atlas of Living Australia (ALA)
Biodiversity Heritage Library
QuickTime™ and a decompressor
are needed to see this picture.
OZCAM
Victoria’s Cultural
Network (VCN)
QuickTime™ and a decompressor
are needed to see this picture.
National Collaborative
Projects
Victorian Collections
Museum Victoria Projects
Collections Research Exhibitions Programs
600 million years: Victoria evolves
Onsite Education Programs for Students
600 million years: Victoria evolvesIntended learning outcomes:
Exhibition:
CognitiveVictorian flora and fauna
have changed over time
AffectiveAwe/amazement about
past life, and sense of ongoing change
Skill-basedDrawing conclusions
from the fossil evidence
Student program:
Knowledge & understandingUnderstand that evolution has been
happening over millions of years, and that the fossil provides evidence.
SkillsWork in teams
Attitudes & valuesHave an appreciation for the work of
palaeontologists
Enjoyment & creativityHave fun and be creative
Active behaviour & progression
Be able to more curious about evolution.
New 600 million years: Victoria evolves school education program for 13 to 16 year old students.
Students given a mission to create a 60 second clip 600 Million years in 60 Seconds Education Program, 2010
Students given a kit to complete their mission.600 Million years in 60 Seconds Education Program, 2010
Student uses exhibition to explain concept.600 Million years in 60 Seconds
Student using props to explain evolution.600 Million years in 60 Seconds
Student using display in their video.600 Million years in 60 Seconds
Reference copy 20pt sentence case no boldAuthor or exhibit title 20pt sentence case italics no bold
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
Planetarium shows
QuickTime™ and aYUV420 codec decompressor
are needed to see this picture.
AR Application
Travelling Exhibitions
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
Research R&D
Museology
Polar Dinosaurs Artwork Examples
QuickTime™ and a decompressor
are needed to see this picture.
MobileApp Dev
We make a lot of varied content!
Structure & Strategy
The Networked Organisation
http://gatesofvienna.blogspot.com/2007/12/all-information-warfare-is-local.html
Planning Frameworks
Funding / Revenue
MV – Revenue 09/10
Government grant $42mSelf generated $18mOther $10m
Total $70m
Budget bids 11/12
Reputation / Positioning
Authorising environment
Home truths
Source of Images: MA (Vic)
Project Statistics
131 objects catalogued88 participants9 training sessions27 pilot organisations
Emerging Themes
Trust & AuthorityCheck?
Innovation
Benefits
Issues – lets discuss what it all
means?
Thank you
Mr. Timothy Hart Director Information Multimedia and Technology
Museum Victoria, Melbourne Australia
Http://www.museumvictoria.com.au
thart@museum.vic.gov.au
+61 3 8341 7771
Twitter - timh01
“A turtle travels only when it sticks its neck
out”
Ancient Korean Proverb
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