Discover plays never seen before on television, see or watch again "The Cursed Kings" , the adaptation of the literary saga which inspired "Game of Thrones" or watch Ella Fitzgerald sing at L'Olympia ... L'Ina will launch in the coming days Madelen, its new streaming offer, in order to better value its thousands of hours of archives. This new platform will replace Ina Premium, the National Audiovisual Institute's first offer in online subscription video launched five years ago to introduce the general public to its heritage treasures.
But with an interface redesigned according to new uses, editorial biases, a selection renewed every day and original content, Madelen wants to be more ambitious and more successful.
At Ina, there is no algorithm for recommending content, but a dedicated team that brings the 13,000 programs chosen "by hand" to form the catalog. “The descriptions have been rewritten. We have tightened the offer, which previously included 30,000 content but many of which were never watched, ” explains Antoine Bayet, head of the digital publishing department, who has been working on this project for a year. Among the programs that are little or not consulted, youth programs ( "Good night, little ones" ...) or sports programs, such as Roland-Garros matches. Conversely, political broadcasts and fictions are a hit.
“In 4 years, 60,000 people subscribed to Ina Premium in total, but not all of them stayed. We said that there was something to do to better enhance our content, " says Antoine Bayet, who indicates that one of the objectives of the new platform is to rejuvenate the subscriber base. It currently has between 15,000 and 20,000 users.
To better editorialize, themes around emotions ( "big thrill" , "catches the heart" , "should not cry" ...) have been created, with an event part which will vary according to the news (on women in stride March 8, municipal policy), audio content (4000 programs), documentaries (1800), animation, shows ... The offer is eclectic even if the series and fictions (4000 titles) are particularly highlighted. "The documentary offer is particularly rich, we will work on it as a priority , " says Antoine Bayet.
New formats
Launched at constant budget in a context of restriction of public funds, the platform has few means to promote itself and put on social networks (Facebook and Twitter mainly), where Ina has 1.8 million fans, to gain new subscribers. The institute will in particular highlight a new short format in which personalities (Zabou Breitman, Michel Hazanavicius, Marie Amachoukeli ...) have carte blanche around the archives.
Madelen still has a small budget to make acquisitions: subscribers will be able to watch Wim Wenders ' film "Paris, Texas" or works by Agnes Varda during a cycle for the first anniversary of his death.
The platform also relies on cult programs ( "Apostrophe" , "Strip-Tease" ...), the extracts of which often flourish on social networks, and on an exhaustive selection of theater, in particular thanks to a partnership with the Comédie Française . Programs range from the 1950s to today, for an offer at 2.99 euros per month, available via the site and the dedicated application (iOS and Android) but not on the boxes of internet service providers for budgetary reasons.
Income diversification
INA, which ensures the legal deposit of audiovisual and web, has launched for several years in a diversification of its income and activities in audiovisual production and the organization of concerts. He also created a training and research institute, which publishes The media review.
It also provides modules for the Franceinfo continuous news channel and contributes to the educational platform of the public audiovisual Lumni, as well as to the “Culture Prime” platform. Exchanges took place with Salto, the future streaming offer of France Televisions, TF1 and M6, and could ultimately lead to synergies, specifies Ina, who underlines that the editorial promises are very different.
For its president Laurent Vallet, "Ina, which is about to join France Médias, the new public audiovisual group, has today become a heritage medium, that is to say both a medium of long time which refuses the dictatorship of immediacy ” , “ a citizen, responsible and inclusive media whose training activities are aimed at the young generations and the disabled public ” and “ a + smart media +, both intelligent and fun, 'image of Madelen' .
