Communicating the Museum

Madrid 4-7 July 2007

New Media: Reaching wider audiences and improving the visitor experience

Wednesday 4 July 2007

12.00 - 19.00	Registration of delegates at Reina Sofia, in the new Extension, entrance by Ronda de Atocha.
16.00 - 18.00	Rendez-vous at the Reina Sofia for: - Private viewing of the film The Travel of Guernica from MoMA to Reina Sofia - Presentation from Malaga, including a piano recital (for four hands)
20.00 - 21.30	Welcome Cocktail at Thyssen-Bornemisza
	Welcome to the conference Corinne Estrada, Managing Director, Agenda Paris
	Bienvenido a Thyssen-Bornemisza Carlos Fernández de Henestrosa, Managing Director, Thyssen-Bornemisza and Guillermo Solana, Chief Curator, Thyssen-Bornemisza Madrid
	Why New Media? Aims of the conference and overview of the two days Will Gompertz, Director of Tate Media, Tate London
21.30 - 23.00	Private guided tour of the Thyssen-Bornemisza Collection - in English and Spanish

Thursday 5 July 2007: New media, new world

Key note speeches and panel discussion in the Reina Sofia Auditorium

09.30 - 09.35	New Media, new world Corinne Estrada, Managing Director, Agenda Paris
09.35 - 09.40	Voices of digital native or digital immigrant? Film by Guillaume Juherian, France Television
09.40 - 09.50	The vision of the Reina Sofia Maria Garcia Yelo, Deputy Director Reina Sofia Madrid
09.50 - 10.30	New Media: Audiences as consumers or lovers of culture? How new media can lead the way in re-building the relationship between museum and visitor. Bernard Stiegler Director of Cultural Development, Centre Pompidou Paris Bernard Stiegler, one of the foremost philosophers writing on technology and culture, argues that we are faced with challenging paradoxes; for example that increased numbers of visitors to museums does not necessarily correlate with increased appreciation of culture. In fact visitors are becoming "consumers" of culture, hurrying from one exhibit to the other and straining to see over the crowds. What can we do to help audiences, particularly young audiences, to really enjoy art - and become art lovers or "amateurs"? Stiegler will show how the Pompidou Centre is using new media to develop the understanding of art forms and to build analytical skills, providing consumers with innovative opportunities to become "amateurs".
10.30 - 11.00	Responding to the Challenge: What's happening in new media in museums and beyond What's happening in new media at the Tate and other museums? Will Gompertz, Director of Tate Media London In his presentation Will Gompertz will propose that in order for museums to take full advantage of the opportunities before them - their new found fame, combined with the audience reach afforded by the revolution in media channels - they will have to think in a different way. Instead of limiting themselves to the idea of a building and a collection, museums need to start to think of themselves as content businesses, in many ways no different from the BBC, EA Games or You Tube. The presentation will be illustrated with examples of how a raft of businesses, including museums, is taking this strategic approach with great effect.
11:00 - 11.30	Coffee break
11.30 - 12.00	A break with the past - media on-line Mapping the variety of new relationships between print, radio, TV and the internet Mario Tascón Director general de Contenidos de Prisacom and El País.com Madrid
12.00 - 12.30	New media as part of overall strategy Cristina Alovisetti, Managing Director of Sociedad Prado Difusión, Museo del Prado Madrid
12.30 - 13.00	Panel Discussion: What has been the impact of the globalisation (both positive and negative) on museums, their audiences and how they communicate with each other? Panel discussion including all keynote speakers and: Mark Harrison, Head of Multiplatform, Innovation and Development
13:00 - 14:30	Lunch on the terrace of the new extension, Reina Sofia

Case studies - Knowledge sharing

Friday 6 July 2007: New media, fresh perspectives

Key note speeches and panel discussion in the Reina Sofia Auditorium

09.30 - 09.40	New media, fresh perspectives Will Gompertz & Corinne Estrada
09.40 - 10.15	How to evaluate the value of new media Beatriz Fernandez de Bordons, Managing Director, Zed Digital Madrid
10.15 - 10.45	Maximising impact with on a small budget - guerrilla marketing Vicent Argudo, Scanner FM.com Barcelona
10.45 - 11.15	Coffee break
11.15 - 11.45	Enriching the visitor experience and building long-term relationships Dr Nancy Proctor Head of New Product Development, Antenna Audio London
11.45 - 12.15	Panel Discussion: How has new media changed the way museums spend their communications budget? What percentage of the budget to spend on digital media compared to print and why? What works and what doesn't and how do we know? Panel discussion including keynote speakers Nigel Semmens, Head of Communications, the National Gallery, London, UK Claire Eva, Head of Marketing, Tate, London, UK
12.15 - 13.15	Business workshops & Networking Forums
13.15 - 14.30	Lunch at Reina Sofia, sponsored by

Case studies - Learning from experience

Saturday 7 July 2007

Discover Madrid; a choice of three tours - in English or Spanish

• Guided tour of Historical Madrid, including the Royal Palace (2 hours, by foot), courtesy of Madrid Tourist Board.
• Guided tour of Contemporary Madrid (2 hours, by coach), courtesy of Madrid Tourist Board.
• Guided tour “Capitan Alatriste” - walking literary tour of Madrid (2 hours, minimum 10 participants, 10€) see our website for more details.