ARTE en 6 langues - Phase 7

ended

The 7th phase of ARTE in 6 languages will enable the European cultural channel ARTE to reach a wider European audience throughout 2022 and 2023 with the multilingual offerings ARTE in English, ARTE en español, ARTE po polsku and ARTE in italiano while expanding experimentations on the basis of lessons learnt since the 1st phase of the project. During phase 7 a coherent and balanced offering made up of a core catalogue of 400 subtitled hours per year will be made accessible online throughout Europe in English, Spanish, Polish and Italian in addition to French and German. The European audience will have access to an increasingly diversified catalogue showcasing European cultural diversity as well as multiple perspectives. The offerings will be composed of factual and cultural content, including a large selection of documentaries and magazine shows as well as formats conceived specifically for a web and social media usage and a wide choice of concerts and opera. Testing beyond subtitling will also be important during phase 7 in order to maximise the audience of certain programmes. In order to ensure a wider circulation of the catalogue in 6 languages, actions will be implemented for an improved availability and findability of the offerings. Thus the online distribution of the offerings will be optimized, with a strong focus on Smart TVs, the third-party platforms strategy will be diversified and a fine-tuned marketing strategy will be implemented per targeted countries. Strong media and festival partnerships will also be key to developing the grounding in the targeted territories. Finally, loyalty will be enhanced through weekly newsletters, notification pushes and an optimised user experience. While implementing the project in a sustainable way and testing new innovative multilingual tools as well as new forms of negotiations and distribution, ARTE will draw lessons from a rich multi-year experience which will be regularly shared with the field.