This FIAT/IFTA seminar explored how audiovisual archives demonstrate a financial value to their parent organisations.

Archives are often seen as cost centres, yet can generate returns through repeats, programme sales, internal reuse and clip licensing. However, it is often the case that only a small portion of content drives the most value, making it difficult to prove overall archive ROI.

Co-produced by Dale Grayson and Gabriele di Majo (FIAT/IFTA) and moderated by Bríd Dooley (RTÉ), the panel featured eight experts from the BFI, INA, CNN, DR, RTÉ, ORF, RAI and IPBC-KAN.

The session examined value demonstration through licensing, syndication, internal reuse, new digital platforms and the potential for AI (LLM) licensing, whilst addressing challenges like storage costs, metadata, rights management and the use of AI tools to help unlock collections.

Examples of Revenue Generation Methods:

• Clip and footage licensing: A primary revenue driver focused heavily on footage sales to documentary productions.
• Streaming platforms: A shift towards licensing to streaming platforms, and noting that this has made archive content more visible globally.
• Publishing partnerships: licensing for educational use, sometimes with partners who can help fund digitisation.
• Internal reuse: In-house production (or external producers making for the parent broadcaster) is a major user of archives and can be reported with statistical analysis of the use, with or without a monetary value attached.
• Multimedia projects: A strong archive topic can be turned into a story told across book publishing, documentary and podcast simultaneously, creating multiple revenue streams and media coverage.

Value Framework – organisations balance different priorities:

• Some prioritise strategic and heritage value, viewing archives as “living resources” generating various values and future economic benefits.
• Others position their archives as primarily commercial properties with an additional cultural heritage importance, using dedicated sales teams with revenue targets.
• Some seek to monetise their entire archive, letting market demand dictate priorities. News content, disasters, politics, crime and entertainment/celebrity content help drive sales. Major anniversaries can serve as hooks.