The major emphasis of efforts in 2006 lies in promoting the results of the digital projects at the NPM. It is being carried out in concrete terms in the following four areas:
- Establishment of the Digital Museum system: This involves implementing the establishment of the Digital Museum for artworks at the NPM, promoting related work for reducing the digital gap, establishing the Digital Museum display system, and organizing workshops on the artworks.
- Developing multilingual editions of the Digital Museum thematic sites, the NPM World Wide Website, and multimedia discs: Based on selected annual exhibitions at the NPM and choice works of art deserving of attention, planning proceeds followed by completion of the design and representation of thematic web pages devoted to them. There is also provided multilingual editions of the World Wide Website and multimedia discs, making it convenient for domestic as well as international audiences to appreciate the beauty and understand Chinese art.
- Planning and establishing multimedia display systems: This involves developing multimedia systems that introduce the NPM and other related subjects as well as the design of 3D virtual displays of artworks and such services are a digital audiovisual server system. There is also plans for a multimedia display hall meeting international standards, providing high-resolution programs for appreciation that also meet the needs of educational promotion.
- Promoting the worldwide distribution of value-added applications of NPM artworks: This involves the planning and establishment of an image authorization protocol for NPM artworks, providing for creative value-added applications by the digital content industry. This also promotes the development of related industries while also adding to the national coffers through revenue-sharing ventures. At the same time, it also serves as a promotion for the sale of value-added products, such as quality NPM products that include multimedia discs and reproductions, by private companies with the ultimate goal of creating a worldwide distribution network.
Explanations of Each Sub-project:
These complement the four long-term goals of the NPM Digital Museum, which include the completion of the NPM World Wide Web and Digital Museum websites in multiple languages, completion of a multimedia display system combining the latest technology and the arts, fulfilling the worldwide distribution of value-added products based on NPM artworks, and completion of the NPM artwork image and information databank. This year, the direction of this project involves the four parts of content establishment, display promotion, value-added sales, and integrated planning of the overall project. Based on this model, they are divided into four sub-projects.
“Planning Integration of the Overall Project” is responsible for coordinating and integrating the various sub-projects. Furthermore, it compiles the results produced by the sub-projects and proceeds with the promotion of overall sales distribution.
In terms of the direction of the contents established, planning for this year involves continuing with building the NPM rare books and Ch'ing archives information index catalogue and image files, while also utilizing the image files produced for the NPM digital archives to develop the three following Digital Museum theme sites: “NPM Antiquities Digital Museum--Classical Civilization”, “NPM Painting and Calligraphy Digital Museum--Producing the Website for the Painting and Calligraphy World of Mi Fu”, and “Research on Traditional Arts and Crafts--Digital Information Databank on Traditional Arts and Crafts in ‘Exploiting the Works of Nature'”.
“NPM Books and Documents Digital Museum” involves digitizing a vast collection of Ch'ing dynasty archives, Ch'ing palace memorials, Ming and Ch'ing as well as early Republican clan genealogies, and Buddhist sutras in order to reveal the historical traces of people back in the Ch'ing dynasty. This allows general audiences to roam at leisure among images from the Ch'ing dynasty and to capture an overall view of the rise and fall of history, which offers another level of social education in rare books and documents can be achieved.
“NPM Antiquities Digital Museum--Classical Civilization” mainly focuses in content on the digitization of artworks in the “Classical Civilization” exhibition and multimedia displays. With the rich collection of antiquities from the Shang and Chou dynasties in the NPM, such as bronzes, jades, and pottery, it explores on the one hand the social roles played by clans in the Shang and Chou dynasty in terms of ritual objects in different materials, such as bronze and jade. On the other hand, it also explains the major trends of development in the Shang and Chou ritual system from a religious nature to that of a popular one.
“NPM Painting and Calligraphy Digital Museum--Production of the Website for the Painting and Calligraphy World of Mi Fu” is a continuation of the “Painting and Calligraphy of the Northern Sung” website in Chinese and English and the “Painting and Calligraphy of the Northern Sung” multimedia disc projects. With the related information, image resources, and production techniques accumulated in these two phases of the project, and focusing on the major artist Mi Fu of the Northern Sung, it reveals the life experiences and creative activities of this painter and calligrapher as well as his relationship with the art and cultural environment of the late Northern Sung.
“Research on Traditional Arts and Crafts--Digital Information Databank on Traditional Arts and Crafts in ‘Exploiting the Works of Nature'” refers to the exploration of techniques and materials of precious Chinese traditional arts and crafts using modern technology, establishing a digital information databank on art and craft techniques and materials of such art forms as lacquerware, ceramics, paper, and objects of the studio. With specialized glossary explanations and definitions, the aim is to be able to collate and organize basic information on the production techniques of various precious artworks in the NPM. Through a digital interface along with 2D and 3D image functions, in-depth analysis will be completed with the convenience of using multimedia tour elements, allowing domestic and international audiences to understand features behind the production of ancient Chinese arts and crafts. From this will come an understanding of the importance of preserving traditional artworks and techniques, allowing even more Chinese artworks to receive proper conservation so that they may be passed down to future generations.
In terms of promoting displays are the plans and establishment of a multimedia viewing room and interactive facilities, applying high technology and multimedia techniques to satisfy visitor demand for an increasingly digitized, technological, and diversified museum experience. Planned for this year are the establishment of the “Promotion of NPM Artworks Education--Proposal for the Establishment of a Family Art Center and Digital Interactive Educational Programs”, “Planning and Establishment of a Multimedia Display System”, and “Completion and Promotion of the Integrated System for the Digital Museum”, offering innovative exhibition and interactive methods to give both domestic and international audiences a different museum visit experience. It will also promote exchange between the domestic and international art fields as well as the digital content industry, stimulating and raising the level of the domestic digital content industry.
“Promotion of NPM Artworks Education--Proposal for the Establishment of a Family Art Center and Digital Interactive Educational Programs” offers a way for families to more easily approach the artworks in the NPM collection while stimulating the cultivation of art and culture in society. This program is especially geared towards family groups. Complementing the national policy of a knowledge-based economy, the establishment of a family learning area is being planned. With the principles of pluralism and animation, it will allow families to have even richer learning resources at their fingertips and provide an opportunity for family interaction and a fine choice for art and cultural resources.
“Planning and Establishment of a Multimedia Display System” is a project that will utilize advanced digital display means of transmission and mobile information. In doing so, the artworks in the NPM collection, via marketing techniques, will be actively extended before the eyes of the public. Through specially designed media and cooperation with related domestic content industry providers, the aim is to focus attention of modern audiences on art and culture. Furthermore, extending the richness of culture and raising the level of industry will transmit the content and creativity of culture to facilitate interaction and exchange with cultures around the world.
“Completion and Promotion of the Integrated System for the Digital Museum”, as its main goal, will be the establishment of the integration of the NPM website and Digital Museum thematic websites (including those of the Antiquities, Painting and Calligraphy, and Books and Documents departments). Through digitized multimedia modes of expression, the goal is to allow both domestic and international lovers of Chinese art and culture to all be able to enjoy these contents by browsing the Internet, coming to know the treasures of art and artifacts in the NPM collection.
Finally, in terms of value-added applications and marketing, in addition to plans for marketing each of the sub-projects, this project will specially set up a sub-project for the “Promotion of the Development, Design, and Marketing of Value-added Application Products for NPM Artifacts”. Using an overall marketing approach, the results of NPM digital projects will be promoted. At the same time, distribution sites for the sale of NPM value-added products will also be expanded, making purchases more accessible and convenient for people while making the NPM a part of their lives.
“Promotion of the Development, Design, and Marketing of Value-added Application Products for NPM Artifacts” will use the approach of a cross-industry alliance in which brand is added to brand for a strategy of double, or “co-branding”. With the results of the NPM artworks digitization projects as a foundation, innovative and concise design methods will be used to mutually develop new forms of cultural products for the NPM. Furthermore, with the completion of a digital distribution system for a web-based mall along with domestically authorized outlets, the main key will be the development of a “concept store” or “image store” that even more fully expresses this overall concept. Combined with even more modern cultural products based on daily life, it will thereby bring the NPM completely into the lives of people.