The cultural and creative industry is establishing as the main provider of content for a public that is constantly growing globally. The demand for high quality entertainment content is on the rise and comes mainly from an increasingly international audience. In fact, there is a significant increase in demand from emerging economies, in particular in Asian countries. Creative and cultural products have to deal with the peculiarities of new technologies and distribution channels such as smartphones, tablets, podcasts, social networks, DTT, entertainment and fun telematic channels. It is therefore intended to introduce products, processes and services, to adapt creative content in real time to the expectations and trends of the international public, customizing the language based on the technology or format used.
The widespread use of new TV, telephony, online gaming, social networks and digital channels technologies (eg Youtube, Amazon, Netflix etc.) make the cultural and creative industry the main provider of content for an audience that is constantly growing globally. The demand for high quality entertainment content is on the rise and comes mainly from an increasingly international audience. Culture and creative products have to deal with the peculiarities of new technologies and distribution channels such as smartphones, tablets, podcasts, social networks, DTT, entertainment and fun telematic channels. This means that the same cultural and creative content cannot be presented in the same form through the different means of communication. In particular, the cultural and creative content needs to be adapted to the peculiarities of the selected audience and the chosen communication tool or dissemination format.
The importance and focus assumed by culture is confirmed by the data published by the "Io sono cultura - 2018" report produced by Fondazione Symbola. In fact, in 2017, the Cultural and Creative Production System have generated an added value higher than € 92 billion, an increase of +2.0% (at current prices) comparing to last year. It should be noted that the figures on the number of employees are also encouraging: more than 1.5 million, with an increase of 1.6% compared to 2016. These results have been achieved thanks to the contribution of all those organizations revolving around culture, from the private sector to public institutions, and non-profit organisations. 6.0% of the wealth and 6.1% of the total employment produced in Italy derives from the Cultural and Creative Production System. The activities that represent the core culture for 3.8% of the added value and 3.7% of the employment produced in Italy. However, active companies in the cultural and creative sector could increase the profits deriving from the development of creative products if they introduce solutions and strategies to decline the same creative content through the different communication channels. In this way the commercial exploitation of the initial investment for the development of the creative product would be maximized and a higher number of users would also be reached.
Innovative products, processes and services are required to select the cultural and creative contents that are appealing even for the international market. It is necessary to adapt, in real time, the creative contents to the expectations and trends of the international public, customizing the language based on the format and technology used.