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INA launches Madelen, its new unlimited streaming service

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The National Audiovisual Institute is evolving its INA Premium streaming service, which has become Madelen and is refocusing around editorial content. For 2.99 € / month, Madelen gives access to some 13,000 archives.

The site is online, but Madelen will soon meet users.

“And all of a sudden, the memory appeared to me. This taste, it was that of the small piece of madeleine that Sunday morning […] my aunt Léonie offered me after having soaked her in tea or linden tea. ” Did the National Audiovisual Institute (INA) take its inspiration from the theory of memory and time dear to Marcel Proust when it came to naming its new Madelen service? Or does he hope that he will be as loved as the Madeleine sung by Jacques Brel, as one cannot help singing it by evoking this name?

Anyway, Madelen is the new unlimited streaming offer launched by the INA, which will be available in a few days for € 2.99 / month. Accessible from the dedicated site or the mobile app, it replaces the INA Premium service launched in 2015. The institute does not hide its desire to attract young people, the few design elements of the site seeming to go in this direction. “Before, subscribers came to find specific content. There, our goal is to make them discover programs they don’t know about ”, explains one of the project leaders.

In order to please Madelen, the INA also developed some relevant ideas. First, exit algorithms à la Netflix, myCanal and other sVOD platforms: place a manual selection of content, made by audiovisual professionals. From what we understand, Madelen will offer headings and themes around emotions, an event section with topical themes (politics, sports, etc.), as well as sections around cult programs, audio content or still documentaries. Do not expect to see your favorite series land there, the budget is not excessive, but you will have the pleasure of seeing short films by Agnès Varda or Jean-Luc Godard. Madelen should also occasionally propose to personalities of the arts to unearth content from their archives at their leisure.

INA’s strategy therefore involves editorializing and slashing the content offered: it will go from 35,000 on INA Premium to 13,000 on Madelen. According to the institute, it seems that nobody wanted to see old tennis games again … As for the 20,000 or so INA Premium subscribers, they will automatically be transferred to Madelen.

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