Vous êtes sur la page 1sur 68

16 NOVEMBRE 2012!

LA FABRIQUE DE LA CULTURE THE FABRIC OF CULTURE!

LA FABRIQUE DE LA CULTURE THE FABRIC OF CULTURE!


16 NOVEMBRE 2012!

Session modre par / Session moderated by!

Olivier Poivre dArvor!


Directeur/Director, ! France Culture, France! ! Et croque par / and sketched by !

Liza Donnelly!
Dessinateur et crivain / Cartoonist and writer,! The New Yorker, USA!

LA FABRIQUE DE LA CULTURE THE FABRIC OF CULTURE!


16 NOVEMBRE 2012!
14h20 14h40 / 2.20 pm 2.40 pm!

Dbat : LA CULTURE EN APESANTEUR! Debate: CULTURE IN WEIGHTLESSNESS!


14h40 14h50 / 2.40 pm 2.50 pm!

Prsentation dtude / Presentation of the study ! Par / by BAIN & CIE!


14h50 15h55 / 2.50 pm 3.55 pm!

Dbat : LA DIVERSIT DES PUBLICS EST-ELLE UN OBJECTIF STRATGIQUE ?! Debate: IS THE DIVERSITY OF PUBLICS A STRATEGIC GOAL?!
15h55 16h45 / 3.55pm 4.45pm!

Dbat : LA CULTURE, UN PARI RISQU ?! Debate: CULTURE, A RISKY BET?!

LA FABRIQUE DE LA CULTURE THE FABRIC OF CULTURE!


16 NOVEMBRE 2012!

Dbat : La culture en apesanteur" Debate: Culture in weightlessness!


!

Kitsou Dubois
Directrice artistique- chorgraphe Artistic director choreographer, Ki Productions!

Claudie Haigner
Prsidente / President, Universcience!

LA FABRIQUE DE LA CULTURE THE FABRIC OF CULTURE!


16 NOVEMBRE 2012!

Dbat : La culture en apesanteur" Debate: Culture in weightlessness!


!

Kitsou Dubois
Directrice artistique- chorgraphe Artistic director choreographer, Ki Productions!

Claudie Haigner
Prsidente / President, Universcience!

LA FABRIQUE DE LA CULTURE THE FABRIC OF CULTURE!


16 NOVEMBRE 2012!

Prsentation d'tude / Presentation of study par / by BAIN & COMPANY!

Sept ans, lge de raison ? " 2005-2012 : Les raisons desprer lre numrique" " Seven years, age of reason? ! 2005-2012: The reasons to hope in the digital era"
!

Patrick Bhar et / and Laurent Colombani


Associs / Partners, Bain & Company, France!

Sept ans : lge de raison ?

2005-2012 : les raisons desprer lre numrique

16 novembre 2012
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent

Imagination et transmission, cratrices de valeurs ?

Les sept dernires annes ont vu clore une multitude de technologies supposes rvolutionner les mdias et la cration Ces volutions tiennent-elles aujourdhui leurs promesses ? Les modles de consommation culturelle observs en 2012 sont-ils autant de sources de cration de valeurs ? Quelles raisons desprer en tirer ?

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent

PAR

121108-Forum Avignon-Etude Bain-Prsentation-FR

11

Notre tude 2012 sappuie sur trois axes de travail


Enqute : >6000 consommateurs interrogs dans huit pays

EtatsUnis

G-B France

Allemagne

Russie Chine

Brsil

Inde

Etudes de cas : nouvelles offres et nouveaux modles

Modlisation conomique : volution des sources de valeur


This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent PAR 121108-Forum Avignon-Etude Bain-Prsentation-FR

12

Sept ans de rflexion

Sept ans dconomie numrique

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent

PAR

121108-Forum Avignon-Etude Bain-Prsentation-FR

13

Sept ans dinnovations en apparence dsordonnes


Vido 2003 2004 2005 2006 2007 2008 2009 2010 Livre Jeux Musique

reader

AppStore

+
2011 2012
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent PAR 121108-Forum Avignon-Etude Bain-Prsentation-FR

14

Cinq tendances de fond


Abondance
Diversit des contenus Partout, tout le temps

Communaut
Tous connects

Personnalisation
Gnration Moi Fragmentation

Prescription

Engagement
Participation Interactivit

Agrgation
Plates-formes dusage Carrefours daudience

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent

PAR

121108-Forum Avignon-Etude Bain-Prsentation-FR

15

Sept ans, lge de raison ?

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent

PAR

121108-Forum Avignon-Etude Bain-Prsentation-FR

16

Des niveaux de maturit numrique htrognes

La musique : lespoir dune convalescence longtemps attendue La vido : les crans connects au cur dune nouvelle re numrique Le livre : la promesse dune migration cratrice de valeur, menace par de fortes incertitudes rglementaires Les jeux vido : une industrie nativement numrique en transition
PAR 121108-Forum Avignon-Etude Bain-Prsentation-FR

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent

17

Musique : les premiers signes dune stabilisation possible ?


Rpartition du temps pass couter de la musique Ventes de musique enregistre (en milliards de dollars)

Radios ou web radios

Album CD

Tlchargement ou streaming

2007

2012

2007 2012

2007 2012

Source: Enquteand was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent This information is confidential consommateurs Bain (n=6167), Forrester research

PAR

121108-Forum Avignon-Etude Bain-Prsentation-FR

18

Vido : les tablettes nouveau territoire conqurir

40% 40%
des 18-49 ans interrogs utilisent des 18-49 ans interrogs utilisent

NALLUMENT PLUS LA TV
pour certains types de programmes

des 18-49 ans interrogs utilisent

20%

SEULEMENT LA TV
pour regarder des contenus vido

en complment de la TV (essentiellement des PC)

DAUTRES APPAREILS

50%
DETENTEURS DE TABLETTES
nallument plus la TV pour certains types de programmes des

Source: Enqute consommateurs Company (n=for the use our client; it is not to be relied on by any 3rd party without Bain's prior written consent This information is confidential and was prepared by Bain & Bain solely 8500) of consommateurs de moins de 49 ans

PAR

121108-Forum Avignon-Etude Bain-Prsentation-FR

19

Livre : un dmarrage plusieurs vitesses

Avez-vous dj lu un e-book ?

Part de march des e-books (2011, en % des ventes en valeur)

This information is confidential consommateurs Bain (n=6167), ComScore, Google Insight Source: Enquteand was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent

PAR

121108-Forum Avignon-Etude Bain-Prsentation-FR

20

Jeu vido : le casual gaming port par les nouveaux supports


Comment rpartiriez-vous le temps que vous passez jouer par support de jeux ? Tablette Smartphone Console de jeux portable Console de jeux Ordinateur Population totale Joueur sur smartphone Joueur sur tablette
PAR 121108-Forum Avignon-Etude Bain-Prsentation-FR

Source: Enquteand was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent This information is confidential consommateurs Bain (n=6167)

21

Les raisons desprer : imagination et transmission, cratrices de valeurs ?

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent

PAR

121108-Forum Avignon-Etude Bain-Prsentation-FR

22

Valeur conomique : un secteur essentiel, susceptible de contribuer au retour la croissance


Part des mdias et industries culturelles dans le PIB (2011, en %) Contribution totale des industries culturelles (Monde, en milliards de dollars)

? Reste du monde Europe de louest Amrique du Nord

Source: isPwC, EIU, prepared by Bain & Company solely for the use of ouranalyseto Bain on by any 3rd party without Bain's prior written consent This information confidential and was , Modle propritaire et client; it is not be relied

PAR

121108-Forum Avignon-Etude Bain-Prsentation-FR

23

Valeurs culturelles : lopportunit de faire de la diversit un moteur essentiel de cration de valeur ?

Les blockbusters : locomotives conomiques

Puissance

La terre du milieu crative : vivier de talents qui accde plus facilement ses audiences cibles

La long tail : contenus user-generated

Diversit
This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent PAR 121108-Forum Avignon-Etude Bain-Prsentation-FR

24

Les raisons desprer

Lapptit prononc des consommateurs pour de nouvelles expriences culturelles

Les marchs mergents, la fois relais de croissance et promesse de dialogue culturel

Lmergence dune terre du milieu entre blockbusters et contenus de niche

Blockbusters

Terre du milieu Longue traine

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent

PAR

121108-Forum Avignon-Etude Bain-Prsentation-FR

25

This information is confidential and was prepared by Bain & Company solely for the use of our client; it is not to be relied on by any 3rd party without Bain's prior written consent

PAR

121108-Forum Avignon-Etude Bain-Prsentation-FR

26

LA FABRIQUE DE LA CULTURE THE FABRIC OF CULTURE!


16 NOVEMBRE 2012!

Dbat : La diversit des publics est-elle un objectif stratgique ?" Debate: Is the diversity of publics a strategic goal?!
!

Sana Ghenima

PDG / CEO, Sanabil Med S.A, Tunisie / Tunisia! Chef dorchestre-Professeur / Orchestral Music Director-Professor, Universidad de los Andes, Chili! Directeur Gnral / CEO, Ali n' Productions, France-Maroc / France-Morocco!

Eduardo Browne Nabil Ayouch

Grand Tmoin / Accurate witness: !

Patrick Zelnik,

PDG / CEO, Nave, France!

LA FABRIQUE DE LA CULTURE THE FABRIC OF CULTURE!


16 NOVEMBRE 2012!

Dbat : La diversit des publics est-elle un objectif stratgique ?" Debate: Is the diversity of publics a strategic goal?!
!

Sana Ghenima

PDG / CEO, Sanabil Med S.A, Tunisie / Tunisia! Chef dorchestre-Professeur / Orchestral Music Director-Professor, Universidad de los Andes, Chili! Directeur Gnral / CEO, Ali n' Productions, France-Maroc / France-Morocco!

Eduardo Browne Nabil Ayouch

Grand Tmoin / Accurate witness: !

Patrick Zelnik,

PDG / CEO, Nave, France!

LA FABRIQUE DE LA CULTURE THE FABRIC OF CULTURE!


16 NOVEMBRE 2012!

Dbat : La diversit des publics est-elle un objectif stratgique ?" Debate: Is the diversity of publics a strategic goal?!
!

Sana Ghenima

PDG / CEO, Sanabil Med S.A, Tunisie / Tunisia! Chef dorchestre-Professeur / Orchestral Music Director-Professor, Universidad de los Andes, Chili! Directeur Gnral / CEO, Ali n' Productions, France-Maroc / France-Morocco!

Eduardo Browne Nabil Ayouch

Grand Tmoin / Accurate witness: !

Patrick Zelnik,

PDG / CEO, Nave, France!

Mass consumption of cultural goods


!

Culture as a private act! v/s! Culture as a social act ! !

Mass consumption
!

Man of la Mancha !
The musical ! !

26 shows,! 35000 people,! !

Santiago: 7,000,000 people ! ! 0.5% of the population ,! !

NO mass impact whatsoever.!


!

Culture as a social act! v/s! Culture as a private act ! !

the renement of the

SPIRIT !

(lesprit, der Geist..) !

Technology = Access " " SPEED ! !

Superciality " " ! !

"

ZAPPING !
!

Technology = Isolator! !

THE REAL PARTY, 10 PM

How to initiate people in Cultural

Consumption !
!

Make people !

CREATE art!
instead of!

TEACHING them
about art !

Amateurism ! Cultural hobby ! !

Turn them into a rened audience: make an alliance with the media ! !

The Cultural Ghetto ! !

The TV art capsule ! ! ! ! !

The 5 minute art program !


!

TIME LEFT 3:02

The Full Feature Art Program !


!

buon e lento stare a tavola (slow food) v/s fast food ! !

LA FABRIQUE DE LA CULTURE THE FABRIC OF CULTURE!


16 NOVEMBRE 2012!

Dbat : La diversit des publics est-elle un objectif stratgique ?" Debate: Is the diversity of publics a strategic goal?!
!

Sana Ghenima

PDG / CEO, Sanabil Med S.A, Tunisie / Tunisia! Chef dorchestre-Professeur / Orchestral Music Director-Professor, Universidad de los Andes, Chili! Directeur Gnral / CEO, Ali n' Productions, France-Maroc / France-Morocco!

Eduardo Browne Nabil Ayouch

Grand Tmoin / Accurate witness: !

Patrick Zelnik,

PDG / CEO, Nave, France!

LA FABRIQUE DE LA CULTURE THE FABRIC OF CULTURE!


16 NOVEMBRE 2012!

Performance artistique de " Artistic performance by !


!

Tishani Doshi

Ecrivain, Danseuse / Writer, Dancer, Inde-Royaume-Uni / India-United Kingdom ! Compositeur / Music composer, Allemagne / Germany, France!

Markus Schmidt

LA FABRIQUE DE LA CULTURE THE FABRIC OF CULTURE!


16 NOVEMBRE 2012!

Prsentation d'tude / Presentation of study par / by KURT SALMON!

La fabrique de linnovation" Management & cration, perspectives" pour la croissance conomique" " The manufacturing of innovation management & creation, perspectives for economic growth!

INDUSTRIES CRATIVES ET CULTURELLES UN SECTEUR QUI COMPTE EN TERMES DE RICHESSE ET DEMPLOIS!


2 706 Mds$ = 6,1% du PIB mondial " 424 Mds$ d exportations mondiales = 3,4% du commerce mondial total! 355 Mds = la demande mondiale pour les contenus culturels! !
Poids des ICC dans la richesse et les emplois! PIB " (en %)" Etats-Unis (2002)! Chine (2006)! Europe (2008)! France (2010)! Allemagne (2010)! 12%" 2,45%" 4,5%" 2.8%" 2.7%" Emplois " (en % population active)" 8,41%" 1,48%" 3,8%" 1.7%" 2.2%"

Sources : *commission Europenne, analyse Kurt Salmon - Mapping the Cultural and Creative Sectors in the EU and China , IPR2, 2011, *** Commission Europenne Howkins 2007 CNUCED 2008 in The geography of creative industries in Europe:Comparing France, Great Britain, Italy and Spain (ERSA 2010 - p5) ** Federal Ministry of Economics and Technology and Federal Government Commissioner for culture and the media 2009 **** :12eme plan quinquennal de la Chine 2011 2015

ET AU REGARD DAUTRES SECTEURS INDUSTRIELS, !

Nombre demplois temps plein et temps partiel en France" Industrie culturelle" (2009) " Automobile emplois directs" (2011)" Tlcoms" (2008)"

Nombre demplois temps plein et temps partiel en Allemagne en 2008 **" Industries culturelles et cratives"

697 000" 225 000" 152 000"


X4,5"

763 000" 448 000" 234 000"


x3"

Industries chimiques" Energie"

"La culture est-elle pour autant un pari risqu ?"

LA FABRIQUE DE LA CULTURE THE FABRIC OF CULTURE!


16 NOVEMBRE 2012!

Dbat : La culture, un pari risqu ?" Debate: Culture, a risky bet?!


!

Vice-Prsident Excutif et Directeur juridique Executive Vice President and General Counsel, NBCUniversal, USA!
!

Rick Cotton

Mourad Merzouki
Directeur / Director, CCN de Crteil et du Val-de-Marne, France!

Carlo dAsaro Biondo


Prsident des Oprations, Europe du Sud et de lEst, Moyen-Orient et Afrique / President Operations Southern Eastern Europe, Middle East Africa, Google, Italie / Italy !!

LA FABRIQUE DE LA CULTURE THE FABRIC OF CULTURE!


16 NOVEMBRE 2012!

!
! ! !

Rick Cotton! Mourad Merzouki! Carlo dAsaro Biondo!

Grand tmoin/Accurate witness: ! Jrme Clment, Prsident / Chairman, Thtre du Chtelet, France!

MERCI " THANK YOU!

Rendez-vous devant le Palais des Papes pour les transferts vers lUniversit dAvignon pour le prochain dbat : ! Les gnrations numriques et la culture" " Meeting point in front of the Palace of the Popes to go to the University of Avignon for the next debate: ! The digital generations and culture"

Vous aimerez peut-être aussi