Here is the Netflix of culture: it will be called ITsART. Already ready even the logo

The “Netflix of culture” operation, strongly desired by Cultural Heritage Minister Dario Franceschini, has now entered port. The streaming video platform of art, music, dance and theater will be called ITsART, and will be accessible from www.itsart.tv, currently under construction. “ITsART,” reads the only page for now available on the portal, “is the new virtual stage for theater, music, cinema, dance and every form of art, live and on-demand, with content available in Italy and abroad: a platform that crosses cities of art and villages, wings and museums to celebrate and tell the Italian cultural heritage in all its forms and offer it to audiences around the world.”

The eponymous company ITsArt, 51 percent owned by Cassa Depositi e Prestiti and 49 percent by Chili, the well-known streaming video platform, was established in recent days. One million euros is the share capital (thus 510,000 euros contributed by CdP and 490,000 by Chili). The shares are thus held by a public entity and a private entity. Excluded from the transaction, apparently and at least for now, is Rai, despite the fact that in recent weeks a great many people have voiced criticism that Rai already has a platform for streaming films and videos, namely Rai Play, on which there are already a great many programs dedicated to culture. But the controversy does not stop there: criticism of the investments (the state is expected to step in with just under 20 million euros overall, with about 9 from CdP and 10 from MiBACT, to which will be added the 9 put on the plate by Chili, of which 6 for the development of the platform: a very tight budget if the idea is to do content production as well), on naming (many have railed against the English name of a platform dedicated to Italian culture, moreover in the year of Dante Alighieri), and also on the website url itself, since other extensions (such as itsart.com, itsart.net or itsart.org) appear to be already occupied for some time.

As for the name, the “Netflix of culture” will be so called to give the idea that “Italy is art.” Added to this is the tricolor logo, preceded by a dot to... convey the image of an Italy projected on the web (“The dot in front of IT, reminiscent of the ’.it’ extension,” reads a note, “indicates the Italian projection on the web, underlining the digital vision of the project.”). For now, however, no announcement has been made about programs: the platform’s catalog will, however, as far as ITsART lets on for the moment, be stuffed with content concerning art cities, villages, museums, and theaters. The official launch is scheduled for early 2021: for now, we learn from looking at the only reachable page, it is only possible to “submit proposals for content, events, and cultural events” to the appropriate address content@itsart.tv.

Pictured: the logo of ITsART.

Here is the Netflix of culture: it will be called ITsART. Already ready even the logo

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