Today Minister of Culture of the Republic of Tatarstan spoke at a meeting of the working group of the State Council of the Russian Federation in the direction of Culture
At the meeting of the working group of the State Council of the Russian Federation, which was held in mode of videoconference, Irada Ayupova presented proposals for amending the goals and indicators of the national project "Culture". They were formed in accordance with the Decree of the President of the Russian Federation dated July 21, 2020 No. 474 "On national goals of development of the Russian Federation for the period up to 2030". According to it, the number of visits to cultural events by 2030 should increase three times compared to the indicator of 2019.
Irada Ayupova identified 3 aspects in considering this issue: the methodology for calculating attendance base, the reliability of calculating attendance of public events and strategic aspect.
So, in 2030, cultural institutions should visit about 90 million people. At the same time, when calculating this indicator, online events, free events of KDU, as well as events in educational organizations were not taken into account. According to the Minister of Culture, it is in their accounting that strong growth potential is seen, and they will help achieve the set goals in the future.
Another important point in this aspect is expansion of the list of organizations where cultural events are held. Currently, monitoring takes into account only organizations subordinate to cultural authorities. Meanwhile, many cultural events are held in the republic by efforts of non-profit organizations, creative unions, houses of friendship of peoples, educational organizations.
Regarding the reliability of counting attendance of public events, the Minister drew attention of the members of the working group to the fact that the reports of the Internal Affairs Directorate, who enforce law and order during public events in open areas, provide approximate data on the number of participants.
Today, more accurate calculation methods already exist, for example, based on data from cellular operators. But at the same time, there are no regulatory mechanisms for transferring such data. To use this method, the organizers will need to conclude agreements with mobile operators on the provision of data on users' presence in the event territory (based on their geolocation), we are not talking about the transfer of personal data by mobile operators, ”the minister said.
In addition, a scheme of activated online invitations or zero cost tickets could be used to capture viewers of online events.
“With the aim of a single unified approach to accounting, we see a kind of consolidated cultural poster of the country, on which counting of participants in events is carried out. Today, all the regions have the opportunity to post their events on kultury.rf, it is necessary to make an add-on that allows you to load the attendance data in relation to the event. Or define unified metadata fields by which each region will be able to load this data, ”added Irada Ayupova.
The third aspect - strategic - is to increase traffic in terms of attracting new target audiences. “In this issue, one cannot do without targeted work with target audiences,” the speaker concretized, “and the use, including of targeted advertising of our content, far beyond the borders of one republic. We are working on this issue, in particular, together with Yandex. This is a common problem and each region can choose its own approach. "