Visit Virtually: Scalable content creation for museums and culture

虚拟参观：博物馆和文化的可扩展内容创建

• 批准号: 55936
• 金额: $ 6.3万
• 依托单位: SMARTIFY CIC
• 依托单位国家: 英国
• 项目类别: Feasibility Studies
• 财政年份: 2020
• 资助国家: 英国
• 起止时间: 2020 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=55936
• 关键词: Visit; Virtually; Scalable; content; creation

**Context**: The UK's estimated 2,500 museums have all had to close due to COVID-19\. For the average museum, over 75-80% of annual revenue comes from visitors stepping through their doors (NEMO survey 2020) and with spring and summer peak time for tourism, a cultural financial crisis looms. Museums will also likely see a drop in donations and government support as funding is redirected. Meanwhile, many museum staff have been furloughed or laid off and a recent sector review by Artnet estimated at least 20% of museums globally may not survive the COVID-19 crisis.**Opportunity**: Museums are now looking for new ways to engage their audiences, support wellbeing and generate donations. Over the past decade museums have made huge strides in digitising collections and 60% of museums are increasing their digital reach (Artnet 2020). However, business models which leverage these assets are not yet established and many digital collections go unused. The tools needed to put these assets to good use in generating engagement and revenue are either prohibitively expensive or are part of oversaturated platforms. Museums currently rely on social media or Google Arts and Culture to create and share content. These platforms have clear failings: 1) User experience is poor; clicking around an exhibition with Street View is a frustrating interface and results in 'serious tradeoffs in how the art _and_ the building are communicated' (FRAME, April 2020). 2) They are competitive , saturated and promote paid content. 3) They lack appropriate tools to export media without platform branded logos. 4) Copyright images shared become public domain and museums are unable to develop bespoke rights agreements. 5) The time and effort needed is beyond staff capacity: 'facilitating access... cannot be delivered at the detriment of the sector's already stretched workforce' (Museums and Heritage, 2020). **Innovation**: With over 1 million users Smartify is the world's most downloaded museum app and has seen a 30% user increase in engagement since March 2020\. Smartify will build a smart multimedia tour authoring tool that is semi-automated and repurposes existing museum assets. This will include text-to-voice; transcription; translation; predictive content generation, editing and publishing. The tool will enable museums to create, develop and disseminate content, and will analyse online audiences for conversion into membership or donation. It will also create an opportunity to retrain furloughed staff; and will offer distance learning opportunity and alleviation of boredom for audiences at home.

**背景**：英国大约2,500家博物馆都因为新冠肺炎而不得不关闭。对于普通博物馆来说，超过75%-80%的年收入来自游客走进他们的大门(Nemo调查2020)，随着春夏旅游高峰期的到来，一场文化金融危机迫在眉睫。随着资金的重新分配，博物馆的捐赠和政府支持也可能会下降。与此同时，许多博物馆员工被暂时解雇或裁员，Artnet最近的一项行业评估估计，全球至少有20%的博物馆可能无法挺过新冠肺炎危机。**机遇**：博物馆现在正在寻找新的方式来吸引观众、增进福祉并筹集捐款。在过去的十年里，博物馆在藏品数字化方面取得了巨大的进步，60%的博物馆正在扩大他们的数字覆盖范围(Artnet 2020)。然而，利用这些资产的商业模式尚未建立，许多数字收藏没有得到使用。将这些资产很好地用于创造参与度和收入所需的工具要么昂贵得令人望而却步，要么是过度饱和的平台的一部分。博物馆目前依靠社交媒体或谷歌艺术与文化来创建和分享内容。这些平台有明显的缺陷：1)用户体验很差；使用街景在展览上点击是一个令人沮丧的界面，结果是在艺术和建筑的沟通方式上进行了严重的权衡(Frame，2020年4月)。2)它们是竞争性的、饱和的，并推广付费内容。3)他们缺乏适当的工具来出口没有平台品牌标识的媒体。4)共享的版权图像成为公共领域，博物馆无法制定定制的版权协议。5)所需的时间和精力超出了工作人员的能力：“不能在损害该部门本已捉襟见肘的劳动力的情况下提供便利的访问”(博物馆和遗产，2020年)。**创新**：Smartify拥有超过100万用户，是世界上下载量最大的博物馆应用程序，自2020年3月以来，用户参与度增长了30%。Smartify将构建一个智能多媒体旅游创作工具，该工具是半自动的，并重新调整现有博物馆资产的用途。这将包括文本到语音、转录、翻译、预测性内容生成、编辑和出版。该工具将使博物馆能够创建、开发和传播内容，并将分析在线受众，以便转换为会员或捐赠。它还将创造一个机会，对休假的员工进行再培训；并将为国内观众提供远程学习机会和缓解无聊情绪。