Tate Symposium

MoMA

MoMA AudioFrom Audiotours to iPhones

Allegra Burnette, Creative Director, Digital Media

The Museum of Modern Art

September 5, 2008

Tate Symposium

MoMA

The New MoMA

Tate Symposium

MoMA

MoMA Audio

Modern Voices(8 languages)

VisualDescriptions

Modern Kids Red Studio

Tate Symposium

MoMA

Tate Symposium

MoMA

•7 out of 10 agreed the Digital Guide was easy tofollowReported ease of use was related to age

•7 out of 10 said they learned new information and thatthey would like more content on the tour

•A majority agreed that they would consider paying touse the guide.

-54%: $3-$4-28%: $1-$2•17%: $5-$63 out of 5 favored the Digital Guide over thetraditional audio guide (but they were also the ones whochose to take the guide)

Digital Guide Survey Results

Tate Symposium

MoMA

MoMA Audio

Tate Symposium

MoMA

MoMA Audio on iTunes

Tate Symposium

MoMA

MoMA Audio on iTunes U

Tate Symposium

MoMA

•As of the beginning of this year, the audioprogram was available in the Museum onaudio wands and online through MoMA.org,iTunes and iTunesU

•We had also run two cellphone audioprograms: one for the Doug Aitkenexhibition; one for the current exhibitionHome Delivery for the 5 projects installedin the West Lot adjacent to the Museum.Both of these are outdoor installations

•Our next goal was to give people access tothe audio within the Museum withouthaving to pick up another device if theyalready had one in hand

MoMA Audio

Tate Symposium

MoMA

•But new browser-based wifi devicesallowed access directly to MoMAAudio programs through the Web

•MoMA galleries are already set upwith a wireless network (installedduring the expansion)

•Visitors are therefore able to playaudio on their own device, usingthe free fast wireless access withinthe Museum

•As these devices come withheadphones, the Museum’sconcerns with cellphone tourswithin the galleries do not applyhere

MoMA Audio on MoMA Wifi

Tate Symposium

MoMA

MoMA Audio on MoMA Wifi

Tate Symposium

MoMA

MoMA Audio on MoMA Wifi

Tate Symposium

MoMA

MoMA Audio on MoMA Wifi

Tate Symposium

MoMA

MoMA Audio on MoMA Wifi