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Cultural Heritage 3.0: Audience and access in the digital era

Education, Youth, Culture and Sports Council (EYCS)

#eu2017ee #digitalaccesstoculture

Cultural Heritage 3.0 conference header

The event is organised in conjunction with the European Heritage Label Days.

While digital technologies have changed the way people access, produce and use cultural content, what is the role of culture and heritage in building stronger user communities and a cohesive society? How can audiences be placed at the centre of matters, while developing the capacity of cultural heritage institutions? 

These are the exciting topics and discussions the conference aims to address. We look at the challenge of linking cultural heritage with social innovation and economic development. The debate on copyright reform and its influence on the accessibility of cultural content is also planned. The conference includes hands-on workshops, as well as cultural and creative field trips. The conference is organised in conjunction with the European Heritage Label networking seminar.

Live Streaming

Please note that after live coverage has ended, the content is available on our videos page and YouTube channel.

Photos from the event can be accessed through the Ministry of Culture's Flickr account.


Registration for this event is now closed.



Welcome Reception

The location is the University Café, Ülikooli 20, Tartu

9.00 and 9.30

Buses from hotels to the conference venue


Registration and welcome coffee

The location is the Estonian National Museum


Opening session

  • Indrek Saar, Minister for Culture of the Republic of Estonia
  • Jens Nymand Christensen, Deputy Director-General for Education and Culture, European Commission


Session one: Developing local ownership of cultural heritage

This session will discuss the role of culture and heritage in building stronger user communities and a cohesive society. How can cultural diversity contribute to strengthening European identity?

There will be a look at how citizens and communities define, create and use heritage, as makers and users. The session will also discuss using digital means to enhance community participation in cultural heritage.

  • Moderated by Ragnar Siil and Merilin Piipuu

10.30-11.15 Keynote speech: Cultural Heritage 3.0

  • Prof. Pier Luigi Sacco, IULM University of Milan, Special adviser to Commissioner Tibor Navracics for European Year of Cultural Heritage 2018

11.15-12.15 Conversation coach session

  • Bénédicte Selfslagh, ICOMOS, Chair, European Heritage Label Panel
  • Lars Amreus, Director General, the Swedish National Heritage Board
  • Kuba Snopek, urban planner and researcher (Poland)


Networking lunch


Session two: Are you talking to me? Audience development in the digital era

Cultural heritage institutions are changing from the gatekeepers to the enablers of participation. Given this change, how is it best to place audiences at the centre of cultural institutions? How to best reach different audiences with different needs and interests? There will be a special focus on digital tools and the efforts of institutions to reach out to new audiences.

  • Moderated by Marco de Niet, Director, Digital Heritage Netherlands (DEN Foundation)

13.30-13.50 Setting the tone

  • Yvette Vaughan Jones, Executive Director, Visiting Arts; Chair of the former OMC group, 'Promoting culture via digital means'

13.50-15.00 Panel discussion

  • Toivo Jullinen, Deputy National Archivist, National Archives of Estonia
  • Eppo van Nispen, Director of Collective Promotion, the Dutch Book
  • Zuzanna Stanska, Daily Art, Moiseum


Networking coffee break


Parallel workshops

The conference invites all participants to join parallel design thinking workshops, to share good practices across Europe, and based on challenges presented by the Estonian National Museum, to offer practical solutions to problems that museums and other heritage institutions face.

Workshop 1: Audience development challenge – how to place audiences at the centre of cultural organisations?

  • Setting the tone: Maciej Hofman, European Commission, introducing the key findings of the audience development survey 'How to place audiences at the centre of cultural institutions?'
  • Case study presented by Pille Runnel, Estonian National Museum
  • Facilitated by Yvette Vaughan Jones

Workshop 2: Digital solutions challenge – how to make digital tools, products and services in cultural heritage institutions work, and why use them?

  • Setting the tone: Zuzanna Stanska
  • Case study presented by Kristel Rattus, Estonian National Museum
  • Facilitated by Kristel Rillo, Estonian Ministry of Education and Research

Workshop 3: Community engagement challenge – how can engaging local stakeholders strengthen the cultural heritage impact on local development?

  • Setting the tone: Harry Vewayen
  • Case study presented by Riina Reinvelt, Estonian National Museum
  • Facilitated by Merilin Piipuu

Workshop 4: Cultural heritage innovation challenge – how to develop entrepreneurial and innovation potential of cultural heritage institutions?

  • Setting the tone: Sylvia Amann, inforelais and co-chair of the OMC group, speaking on the theme of 'The role of public policies in developing entrepreneurial and innovation potential of the cultural and creative sectors'
  • Case study presented by Anu Kannike, Estonian National Museum
  • Facilitated by Ragnar Siil


Guided city walk from hotels to the reception venue (optional)


Buses from hotels to the conference venue



At the Widget Factory (Aparaaditehas), Kastani 42, Tartu

8.30 and 9.00

Buses from hotels to the conference venue


Registration and welcome coffee

The location is the Estonian National Museum


Opening of the day

Summary of outcomes from workshops

  • Moderated by Ragnar Siil


Session three: Cultural heritage as a catalyst for social cohesion and economic development

This session will look at memory institutions as the Google of cultural heritage, and how to develop the innovation capacity of cultural heritage institutions. Another discussion will be over how to link cultural heritage with social innovation and economic development.

  • Moderated by Raivo Ruusalepp, Development Director, National Library of Estonia

9.30-9.50 Setting the tone

  • Professor Seamus Ross, University of Toronto, and Visiting Professor Athens University of Economics and Business in 2016 and 2017

9.50-11.00 Panel discussion on best practice

  • Harry Vewayen, Deputy Director, Europeana
  • Minna Karvonen, Finnish Ministry of Education and Culture
  • Prof. David O. Lordkipanidze, Director, Georgian National Museum
  • Indrek Kasela, Investment banker, owner of the Contemporary Art Gallery Temnikova & Kasela and art-house cinema Sõprus (Estonia)


Stretching break


Session four: Debating digital heritage and copyrights

This session will look at the modernisation of EU copyright rules to facilitate access to culture and heritage, and how to balance between commercial interest and common good. The session looks at the dual nature of the copyright system, its challenges, and opportunities.

  • Moderated by Ragnar Siil

Debate with

  • Professor Silke von Lewinski, Max Planck Institut
  • Vincent Bonnet, Director, EBLIDA
  • Enrico Turrin, Deputy Director, Federation of European Publishers


Closing session

Reflections by moderators


Networking lunch


Cultural and creative field trips

Estonian National Museum (host venue of the Conference) – a guided tour

National Archives of Estonia – visit to the new main building, known as Noora - a guided tour

Tartu Centre for Creative Industries – linking cultural heritage with creative industries

Historic Ensemble of the University of Tartu – a guided tour at the site awarded with the European Heritage Label (14.30-16.00 open for all), followed by an EHL networking seminar (16.00-17.30 for the EHL family)


Estonian National Museum

Estonian National Museum, Muuseumi tee 2, 60532 Tartu, Estonia




Kai-Ines Nelson

Kai-Ines Nelson

Ministry of Culture / Spokesperson


Liina Jänes

Liina Jänes

Ministry of Culture / Adviser for Cultural Heritage



Last update 28/12/2017 11:23