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Jing Culture & Commerce releases report on cultural live streaming

Live stream from the Palace Museum in Beijing

Jing Culture & Commerce, part of the Jing Group, has released a new report exploring cultural live streaming in the wake of COVID-19.

Jing Culture & Commerce has announced the launch of a new report, entitled Digital Connections: How Arts Organizations Can Leverage Livestreaming in 2021. This has been released in partnership with Fliggy, Alibaba Group’s travel services platform.

The new report contains examples of successful live streaming campaigns from across the globe, showing how cultural institutions can use this technology to reach new audiences and achieve their goals.

COVID-19 and live streaming

As a result of the global pandemic and the temporary closure of museums, arts organisations, cultural and heritage attractions and more, there has been a rise in the number of live streams on offer, as institutions turn it from a supporting tool into an essential strategy.

Cultural stakeholders around the world have been increasingly using live streaming technology to serve their engagement, branding and revenue generation goals during the crisis. Working with Fliggy and other Chinese technology platforms, many cultural institutions have turned to live streaming to reach more people while travel is difficult.

“We created the Fliggy Virtual Tourism campaign to help Chinese travellers and international cultural destinations to stay connected during the pandemic,” says Ada Xu, Regional Director of Fliggy. “Through the live streams, we’ve given consumers exclusive behind-the-scenes access to famous tourist hot spots, allowing them to engage with cultural destinations in a whole new way.

“While international travel is still limited by the pandemic, this campaign has shown us that wanderlust amongst Chinese consumers has not gone away.”

Digital Connections

Jing Culture & Commerce’s new report, Digital Connections, uses both a qualitative and a quantitative approach to present the latest information on this trend for live streaming. It includes insights from experts in the sector, such as museum directors, curators and marketing experts, as well as live streaming influencers at global institutions such as the Palace of Versailles, the British Museum, and UCCA Beijing.

It shows how cultural institutions of all types and sizes can engage a worldwide audience and create new ways of generating revenue through live streaming.

“This is the latest project in our ongoing coverage of live streaming and its crossover uses in the cultural sphere in 2020,” says Jing Culture & Commerce Managing Editor, Peter Huang.

“It began with a report on the digital strategies employed by Chinese museums under lockdown in March, continued with deep-dive articles throughout the summer, and a webinar with Fliggy and the British Museum in October. We hope the case studies and insights highlighted in this report can serve as inspirations for cultural communities around the world in 2021 and beyond.”

In the midst of the COVID-19 pandemic, Jing Culture & Commerce aims to provide readers with insights on audience engagement, digital audiences and innovative revenue streams. Digital Connections: How Arts Organizations Can Leverage Livestreaming in 2021 is the latest free report published by Jing Culture & Commerce and is available here.

The Jing Group, which includes Jing Daily, Culture Commerce Insider, China Film Insider, and MOVE THE MIND, is a trusted English-language source of news and information which focuses on both global and China-specific culture and commerce for institutions, companies, and professionals worldwide.

Earlier this year, The Palace Museum in Beijing held live stream guided tours to celebrate its 600th anniversary while closed due to the pandemic. Millions of viewers tuned in to discover more about the attraction, also known as the Forbidden City.

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charlotte coates

Charlotte Coates

Charlotte Coates is blooloop's editor. She is from Brighton, UK and previously worked as a librarian. She has a strong interest in arts, culture and information and graduated from the University of Sussex with a degree in English Literature. Charlotte can usually be found either with her head in a book or planning her next travel adventure.

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