ITsART, the new streaming platform for Italian culture, starts today its international roll out with its launch in 26 European countries. On the other hand, the streaming service has secured a major content agreement with Cinecittà, where the iconic Italian studio will provide exclusive access to its great Archivio Storico Luce. The archive, under significant development, will soon feature new original documentaries, exhibitions, and podcasts that will become available on the streaming service in 2022.
Guido Casali, CEO of ITsART, said:“Our aim was to provide a common platform that can reach a growing audience of consumers of Italian art and culture around the world, whilst importantly, supporting the performing and visual arts sector. As we celebrate our European launch, I would like to thank our highly talented team and partners for making our vision become a reality. We will now focus on raising the level and depth of our content offering to ensure Italian culture is accessible for everyone.”
Chiara Sbarigia, President of Cinecittà S.p.A., comments: "We are delighted to announced that, through the Archivio Luce, Cinecittà will collaborate with ITsART to provide them with world class cultural products with real heritage across world. The ambitious European launch and plans for strong international growth perfectly matches our vision of guaranteeing that the extraordinary heritage of our Memory can be available for everyone to see.”
Supported by Italian Ministry of Culture, ITsART is the first streaming service of its kind globally, born to support the spread and enhancement of Italian artistic and cultural heritage all over the world. "ITsART" comes from "Italy is art", a name that deeply expresses the international projection of the initiative and the country’s passion for the arts and culture.
The virtual stage already available in Italy, and UK, and now in European Union, will offer Italian entertainment and culture in a new, original way, with over 1250 live and on-demand events and shows, ranging from virtual monuments, and museum tours to opera, pop music, dance, theater as well as movies. The majority 51% share belongs to the Italian government’s investment bank CDP (Cassa Depositi e Prestiti), while Chili, selected as the technology partner, holds a 49% stake.
ITsART, which is free to register, has successfully launched in Italy and the UK will expand into other international markets such as U.S. and China with content in various languages next year. The website and app are accessible via smart TV, web, smartphone or tablet. Content is free or pay-per-view.
The european launch took place live from the Colosseum in Rome, where its director Alfonsina Russo commented: “The Parco Archeologico del Colosseo has always considered it a priority to share its activities with the public, both physically and virtually, to ensure it is accessible to everyone. The pandemic has strengthened this strategy by offering new distribution channels such as ITsART, which allows us to reach every corner of the world. In addition to the contents already available on the platform, we hope to also contribute to the creation of cultural products to help drive an ever-increasing enhancement of our heritage abroad.”
ITsART is now available in Austria, Ireland, Belgium, Latvia, Bulgaria, Lithuania, Croatia, Luxembourg, Cyprus, Malta, Czech Republic, Netherlands, Denmark, Poland, Estonia, Portugal, Finland, Romania, France, Slovakia, Germany, Slovenia, Greece, Spain, Hungary and Sweden
Our aim was to provide a common platform that can reach a growing audience of consumers of Italian art and culture around the world, whilst importantly, supporting the performing and visual arts sector” Guido Casali CEO of ITsART