by Antoine Bayet, Xavier Lemarchand, Pauline Baduel and Elodie Leleu, INA
On March 18 2020, INA has launched its new streaming platform called ‘Madelen’, an ‘educational Netflix’, with human recommendation for all TV archives lovers, but also students and the youngest. Available in app stores and on a dedicated website, this platform offers more than 13,000 video and audio programs, selected from the millions hours of archive of INA catalogue. Madelen operates as a streaming platform, with themes such as series, fictions, documentaries, concerts and shows, debates and ‘cartes blanches’. “We will take the user by hand to take him to visit the INA programs,” explained Antoine Bayet, head of INA’s digital publishing department. Within INA collections, “There are treasures to discover, and our job is precisely to pass on this treasure.”
On mainstream platforms, people quickly find themselves locked up by algorithms. It is true that if you have such style of series, then you will only be offered this type of series. On Madelen, on the contrary, behind each content is a librarian, an archivist, a journalist who editorializes the content.
“We will take the user by hand to take him to visit the INA programs. Within INA collections, there are treasures to discover, and our job is precisely to pass on this treasure.”
Madelen has been designed following several axes,
- An increased editorialization around a tightened offer: a logic aimed at favoring relevance over abundance, around programs selected for their audience or editorial interest.
- Content enriched with bonuses and decryptions, articles revealing the backstage of a program.
- White cards to personalities: they transmit their favorites programs and archival content.
On the user side, the offer is adapting all screen sizes (tablets, PCs and TVs, with the CAST function) and a dedicated app (iOS and Android) offering download for viewing offline programs. Navigation and ergonomics are meeting the standards of streaming in 2020.