L’Institut National de l’Audiovisuel (case study)
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OVERVIEW
L’Institut National de l’Audiovisuel (INA.fr and Inamediapro) was chosen by Ithaka as a case study in Sustainability to demonstrate a real world example of a theoretical business model. These business models were outlined in the initial report by Kevin Guthrie, Rebecca Griffiths and Nancy Maron, Sustainability and Online Revenue Models: An Ithaka Report (May 2008).
Background
The National Audiovisual Institute of France (L’institut national de l’audiovisuel, or INA) possesses a rich collection of French television and radio recordings from the past 70 years. It is among the largest audiovisual archives in the world, with 1.5 million hours of video and sound archives of France’s public radio and television stations dating back to the 1940s. Included in the archives, alongside the television and radio and newsreel content, are substantial collections of photographs, music videos, and print materials, ranging from trade magazines and monographs to materials documenting the daily business of the television stations, including screenplays and programming grids.
Today INA places great emphasis on enhancing and communicating the value of its content to a wide range of end users, from media professionals to the general public. This case examines two divisions of the organisation, the public website and the professional rights licensing group, two entrepreneurial efforts at the heart of this large not-for-profit organization. Both are responsible for providing access to and monetizing the collection in different but complementary ways: the public website, ina.fr, offers free access to the public, charges fees for downloading videos, and serves as a laboratory for experimentation with online revenue models while Inamédiapro licenses audiovisual content to the professional market.
Taking care to carefully differentiate the public offer from the professional one has made it possible for both to thrive. In addition, the public website offers both free and toll content, seeking to build audience as well as generating revenues from direct sales and advertising. Both divisions demonstrate a strong focus on understanding users and maintaining a necessary balance between generating revenue and fulfilling the broader missions of the organisation.
[[role::strategy manager]] [[role::policy maker]] [[role::project manager]] [[role::content manager]] [[role::acquisitions manager]] [[goal::managing]] [[goal::planning]] [[level::basic]] [[level::medium]]
