There are both pros and cons for the major performing arts companies. For example, companies are likely to benefit from business efficiencies offered by cloud computing, and the personalised marketing made possible by social networking. However, many companies are struggling to keep up with the massive leap in expertise required in the digital arena and the increasing costs involved.
To remain competitive, companies are also entering the digital cinema domain which is currently dominated by overseas companies and are experimenting with different forms of online performance. Most orchestras around the country are using digital technology to varying degrees to build grass roots support, to generate new audiences, to deliver world-class educational resources. Read the following article about howorchestras are using digital technology.
Companies are also exploring the best ways to digitise collections in preparation for the National Broadband Network (NBN). They are, however, encountering a number of issues in entering this new marketplace. These include appropriate revenue and payment models for performers and creatives/copyright holders, technical issues, performersí concerns and the need to create new business models to deal with this changing scenario.
AMPAG wrote a Scoping Paper on the impact of digital technology in 2011 to bring all companies up to speed with new technology developments and to explore different models. As a result AMPAG worked with the Australia Council to organise a workshop for companies to improve business practices and develop appropriate digital strategies. The digital strategy day was held in August 2012. The scoping paper has also been used to inform government about these issues and ensure that the arts are not left out of discussions about the future of the NBN.
Federal Convergence Review: Arts and Converged Media
Are the arts adequately acknowledged and supported as 'Australian content' in the media landscape? AMPAG, in its response to the federal government's Convergence review, discussed this and many other issues. The review was set up to examine the operation of media and communications regulation in Australia. The government wants to make sure its media and communications regulation doesnít impede technological change, but at the same time ensure the ongoing protection of Australian content. Read AMPAG's submission here.