The mission of the Value, Use and Copyright Commission is to provide a forum for members and experts in the field working together to support valorization, exploitation and opening up of audiovisual collections focused on the end user, e.g. general audiences, education, tourism, and other sectors.
The core objective of the commission is to gather and share experience and knowledge of all aspects in the process of opening up collections (value assessment, copyright and Intellectual Property issues, technology, ethics, user experiences, storytelling, curation etc.) in order to increase awareness and grow the value of audiovisual archives worldwide.
1. What? The key areas covered
1.1. Strategy & policy
- The value of audiovisual collections
- The economic and cultural impact of accessibility of the audiovisual archives in the communities, including but not limited to public media, cultural heritage, creative industries, research, education and tourism
- The challenges of accessibility in reuse, e.g. ethical rights, copyright, endangered collections, lack of awareness of the values or understanding of the impact and the possibilities
- Best practices to lobby for the value of the audiovisual archive
- New roles for the archive and archivist as content publishers and creators in the new digital media landscape
- Best practices for outreach actions: to target key audiences, users and communities e.g. crowdsourcing, community building
- Educational reuse
- Collaboration within creative industries such as film makers, producers but also artists
- User engagement strategies: awareness raising, social media campaigns, curation activities, storytelling, exhibition or the use of social media (or other channels enabling visibility and interaction with various user groups)
- Data driven outreach, e.g. research re-use (big data), metrics gathering (e.g. through collaboration with the FIAT/IFTA Media Management Commission and the Media Studies Commission.
1.3. Access & copyright
- Challenges and opportunities for opening the collections: technology, copyrights and other kinds of rights, exploitation and value
- Tracking and engaging with copyright developments and lobbying activities in all areas of the sector, including media organizations, archival institutions, libraries and archives, policy makers (EU, UNESCO and audiovisual associations’ umbrella forums, i.e. CCAAA)
- Benchmarking of copyright laws internationally, as well as rights strategies and practices within the audiovisual archive community.
2. How? The key activities of the Commission
- Facilitate the debate on the value of digital audiovisual content, with a special focus on impact, outreach via content reuse (at the FIAT/IFTA World Conference, through the organization of seminars and workshops)
- Map the current ecosystem of blurring divisions between content creators versus content consumers and create a guidebook or set of guidelines in this domain
- Create a benchmarking within FIAT/IFTA members and commissioning analysis on copyright and rights strategies, impact measurement, etc.
- Showcase best practices of reuse by creating a handbook or toolbox of successful case studies developed by FIAT/IFTA members
- Support the annual FIAT/IFTA awards in the category that connects to the Commission’s working domain
- Collaborate with other umbrella associations dealing with archival content and its presentation (grouped under CCAAA, the Coordinating Council of Audiovisual Archive Associations)
- Be responsible for FIAT/IFTA’s participation in and the annual campaign for the UNESCO World Day for Audiovisual Heritage celebrations on October 27th (under CCAAA).
3. Who? The commission set-up
Currently the Value, Use and Copyright Commission consists of:
- Montserrat Bailac Puigdellivol, TV3
- Maria Drabczyk, FINA (chair)
- Natsuko Hayama, NHK Enterprises, Inc.
- Maartje Hülsenbeck, NISV (co-chair)
- Michael Liensberger, ORF
- Valentina Martone, RAI
- Erwin Verbruggen, NISV
The group consists of a number of experts in the following domains:
- copyright experts
- curators/ digital content editors
- multimedia and social media experts
- outreach/ communication specialists
- audiovisual policy makers
- creative industries and commercial archive licensors
The Value, Use and Copyright Commission still welcomes expressions of interest from both active members and those new to FIAT/IFTA, to lend their expertise to the new commission.