The global COVID-19 pandemic has changed the way the world goes. That includes the way that people experience arts.
For this reason, 40 percent of French users are turning to YouTube for cultural content. Now, YouTube France will join forces with two of the leading cultural institutions, Centre National du Cinéma et de l’image animée (CNC) and Arte. the aim of this collaboration is to support the French creative ecosystem.
The partnership called “Saviors & Cultures” will focus on culture and education. YouTube France, Arte, and CNC have been collaborating for some years now.
Moreover, the collaboration of these organizations is going to unfold in three different ways. First is a dedicated training program. Next is a fund that will support the original culture and learning content. Lastly, the curated work of Arte on YouTube’s Learning Hub in France.
The training program, which will last for an entire year, will aid in increasing the bought views on YouTube and overall presence of 11 French cultural institutions as well as 25 learning creators. In addition, it will cover topics about live content production, content strategy, copyright tools, and revenue generation
Some of the organizations that will benefit from the said program include ’Opéra de Paris, the Louvre Museum, the Comédie Française, and le château de Versailles.
On the other hand, the 25 content creators who will benefit include EduTubers like Cyrus North, Espace des Sciences, and C’est une autre histoire.
This collaboration, in addition, involves a total of $2 million euro fund. It will be co-financed by both YouTube and CNC to support original content creation in culture and education. Additionally, the partnership with Arte will include highly-curated content that people can find within YouTube’s French Learning Hub.
Moreover, YouTube said that it believes that it has a role to play in terms of building and preserving a sustainable creative industry in France. This is especially true now that the global COVID-19 pandemic is affecting the way people consume arts and the global economy is in a serious recession. In addition, the video sharing giant said that its partnership with Arte and CNC sets the groundwork for future partnerships all around the globe.
Ever since its beginnings, Arte had already defined its focus and purpose clearly. Back then and until now, it concentrates on creating high-quality programs that would look appealing and be understood by both French and Germans, whose identification values are measured as the same.
In 2008, Arte noted that creating a television channel that caters to two audiences was a first in the history of television. It added that it was also an exception in the global TV market back then.
In addition, Arte aimed to introduce a new won consciousness that came from the creation of the EU– the status of a European citizen. The organization thrived to identify not only within its own country but also with Europe as a unit. In line with this, Arte wished to identify the three stages of viewing patterns– national, cross-national, and European.
Furthermore, the main domain of this organization is culture. The reason is that Arte believes that culture brings people together and disseminates intercultural communication. In addition, its mission is to cater to people with cultural programming that “promotes unity and understanding among European nations.”
Needless to say, the programming content that Arte provides really focuses on the past, present, and future culture.
The collaboration is part of a wider partnership between YouTube, Arte, and CNC. Notably, these organizations spanned many years to promote French culture online.
Arte launched its own YouTube channel back in 2005. Ever since then, it has become a multi-channel network that has more than 37 channels and six million subscribers. Arte, a European public service channel promotes cultural programming. It spans across history, pop culture, as well as science to investigate documentaries and reports.
The CNC or the Centre national du cinéma et de l’image animée is a public administrative organization. It comes under the authority of the Ministry of Culture and Communication. In addition, it was established as a separate and financially independent organization.
This organization has a number of principal missions. Those are support for the film, regulatory, multimedia and technical industries, and video. It also includes broadcast, preservation and development of the film heritage, and promotion of film and television for distribution to all audiences.
Apart from the missions mentioned above, the CNC also helps in funding associations that are broadcasting productions for the cultural sectors. In addition, the organization allocates grants to national and international festivals. The reason is that the professional aspects of these national and international festivals are in line with the concerns of the CNC. Notably, the most famous being on the mentioned festivals is the Cannes Festival.
In addition, the CNC contributes to the promotion and export of French film and television abroad in cooperation with the other ministries involved.
The CNC has been working hard for more than 70 years in order to promote the film and audiovisual industries. In addition, it has become a point of reference for creators regardless of their genre. CNC/Talent has been supporting audiovisual creators in their professionalization since 2016. The organization provides training programs and creative residencies. In addition, it builds bridges between professional creators and emerging talents.
YouTube is indeed striving hard in order to promote French culture online. Its partnership with Arte and the CNC proves that this video sharing giant values education and culture more than we see and think of.
In addition, the program curated by the three aforementioned organizations will no doubt bring people awareness about French culture. It will also help French cultural institutions and content creators to further develop their online presence on the platform. This way, the culture of the French will stand more chance of becoming known not only in their country of origin but also globally.
Date: June 10, 2021 / Categories: News, / Author: Joy P
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