Programme for Audience Development

Since the successful implementation of the pilot project in 2017, the Ministry of Culture and Media decided to further develop and continue the Programme of Audience Development. The measure was envisaged as a public call for funding of projects and programmes oriented to audience development in different fields of culture and the arts. Hence, since 2019 the Programme is based on the yearly calls for project funding opened to all types of cultural organizations and institutions. Audience development in culture is one of priorities and an important part of the sustainable cultural policy in the Republic of Croatia. The programme is oriented to creating long-term processes that will enhance the level of active audience participation in culture and arts while making them more accessible. It takes into account the different audience needs, their age group, and the diversity of the social and economic background of potential users. Thus, special attention was taken to groups with special needs – children and youth, elderly, people with special needs, members of linguistic and national minorities, citizens situated in geographically distant areas and those citizens living in Areas of Special State Concern (Područja posebne državne skrbi-PPDS). The implementation of the measure showed that more such calls are needed and a more long-term strategy towards audience development and development of access to culture is necessary.