Perspectives
EU, UK, CA dataspaces

Technè's objective is to interconnect the media ecosystem and the cultural and creative industry at all levels of the value chain, to engage the public, personalize the offer and better distribute value, by relying on existing, European, high‑performing technologies that comply with the European legal data framework.

This objective is part of a European regulatory context that is highly favorable to the emergence of interoperable, sovereign data spaces that respect European rules and values . Technè is not a centralized data pooling project; each operator retains the integrity of its assets and investments. It is a space designed to deploy interoperability technologies that allow databases to communicate and understand each other. This enables audience sharing mechanisms, enriching user profiles and making media and cultural inventories more attractive to brands, thus fostering audience engagement.

It is based on similar initiatives that have been successful in Canada, Belgium, Germany, the Netherlands, and Denmark.

In Canada, a media cooperative and its advertising agencies created Data‑Coop, a dataspace where D3C deployed technology to pool audiences between media outlets and cultural institutions. The experience, implemented within a cooperative framework for the past three years, has yielded very positive results: a user‑friendly management tool for media outlets and cultural institutions (a console), a more qualified audience, a higher click‑through rate, attractive inventory to attract brands' media investments, and improved visibility for cultural offerings in the media. What the Canadians have achieved can be deployed in France and the European Union thanks to French technology, hosted in France.

The evolution of practices,
the challenge of reclaiming data

Audiences now discover shows via newsletters, notifications, social networks, online advertisements to which they are exposed during their browsing journey (online search, TV, radio or press media, AI agents and engines).

Tickets are primarily purchased online through ticketing websites, cultural institutions, or distributors, via online platforms, and soon through generative AI engines. Tickets are provided as QR codes, which can be saved to smartphone wallets. The public is then encouraged to purchase additional tickets through targeted newsletters and influencer recommendations.

New modes of consumption and digital uses are a source of opportunities for the cultural and creative industry, as they open the way to a new way of reaching audiences and therefore a way to diversify revenues (subscriptions, purchases, advertising revenues).

Towards a fairer model
value distribution

In the digital environment, large technology conglomerates derive their power from the massive exploitation of data from both professional and individual users, across various service levels (mobile devices, operating systems, payment methods, app stores, search engines, browsers). These companies possess detailed knowledge of online user behavior and preferences, thereby influencing their choices through opaque recommendation mechanisms.

Conversely, the cultural offering remains difficult to discover, fragmented. Data is scattered among different actors, creating a lack of clarity and inefficiencies , which limits the revenue and development prospects of cultural institutions, content and work creators, producers and organizers, and media, even though the cultural and creative offering generates enormous value and at the same time, public resources are decreasing .

Data is a driving force of the global economy. It enables us to understand audiences, adapt offerings, optimize editorial strategies, and enhance content value. Technè will deploy technological solutions that interconnect media players, advertising agencies, creative professionals, and cultural organizations around their audience journeys, improving their visibility and empowering them to leverage audience data in a secure, reliable, and transparent environment.