ItsArt: Italy's 'Netflix of Culture' Platform Sparks Controversy Over Name and Logo

Italy's Ministry of Cultural Heritage and Activities (MiBACT), led by Minister Dario Franceschini, has launched ItsArt, a digital platform dubbed the 'Netflix of Italian culture.' The project, first proposed during the first COVID-19 lockdown in April 2020, aims to offer paid access to cultural events such as theater premieres, concerts, exhibitions, and fairs, as well as content on Italy's artistic heritage. The platform is a collaboration between Cassa Depositi e Prestiti (CDP), which holds a 51% stake with a €9 million investment, and Chili, the Italian streaming service, which holds 49% with a €9 million investment in know-how and cash. MiBACT contributes €10 million from the Recovery Fund and oversees the project. The platform's name, ItsArt, and its logo, which uses tricolor colors to evoke Italian identity, have drawn criticism for being in English and visually unappealing. The landing page is already live, accepting content proposals. The initiative is intended to continue beyond the pandemic, providing a permanent online cultural offering.