In March 2010 the Victoria and Albert Museum launched its online platform the V&A Channel to house an exciting and ever-changing output of high-quality films relating to the Museum and its activities. The aim was to create a distinctive and compelling content provider, and bring the innovative approach and philosophy of the Museum’s V&A magazine to film. This case study describes how the Channel has been developed and managed, and how the V&A uses the films in as many ways as possible to make the most of the content.
The films serve two main purposes, firstly, to inform, challenge and excite, giving a global audience the chance to learn about and be inspired by the Museum. Secondly, to support exhibitions and activities and help craft the public’s perception of the V&A. Covering a wide range of subjects, the films offer a unique perspective on the museum, from exhibitions and the amazing permanent collections to events such as Fashion in Motion, press announcements and private views. Films that offer a sense of the behind-the-scenes life of the Museum, such as conservation and the archives, are especially popular. The ideas for films come from V&A staff themselves across various departments, including Public Affairs, Motion Media, Exhibitions, Collections, Theatre and Performance and Learning.