The ad of ItsArt, the Netflix of Culture, resigns after only 3 months

Guido Casali ’s stint as administrator of ItsArt, the digital platform strongly desired by Minister Dario Franceschini to distribute cultural content and immediately dubbed the “Netflix of culture,” lasted less than three months. Casali, the Ansa reports, would actually resign from the company shortly before Christmas, and the company would accept it. Casali had been appointed ad of ItsArt last October 1: in the company, he also held the position of content director. According to Ansa, the resignation was due to disagreements over the project’s development strategies, but the company, in a note sent this morning, denied this hypothesis and spoke of a personal decision by the former CEO.

Online since last May 31, the platform, whose company is 51 percent owned by Cassa Depositi e Prestiti and 49 percent by Chili, hosts shows, films, documentaries on exhibitions and museums, and theatrical performances. Some of it is free content and some of it is paid content. The Netflix of culture, however, has never managed to explode: born amidst a thousand controversies, criticisms and questions, in a market where it is the crock pot between major iron vessels such as Rai Play, Sky Arte, Nexo+ and other platforms, it is still struggling to take off.

There are changes on the horizon, however, as the Netflix of culture has just struck a deal with Media Maker, a company specializing in audiovisual content creation, worth 1.8 million euros, part of which will be in the form of merchandise exchange. Media Maker, Milano Finanza explained, will undertake to create an advertising campaign for ItsArt, distributing it on its commercial network in outdoor locations in Rome and Milan and in 150 shopping centers throughout the country. In return, ItsArt will give Media Maker gift cards for viewing content published on the platform.

It now remains to be seen who will take Guido Casali’s place. What is certain is that the first six months of the Netflix of culture’s life have been troubled indeed.

The ad of ItsArt, the Netflix of Culture, resigns after only 3 months

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