"A Swedish culture channel could revolutionize both accessibility and cultural life in general", said Johannes Nebel and Jonas Söderström, who launched the non-profit organization Play Kultur in 2012.
While a majority of the country's cultural institutions receive public funding, their shows only reach a fraction of the population.
Now, Nebel and Söderström, who also publish the music magazine Opus, want to make Sweden's cultural life freely available on a single, digital platform.
Using existing technology, theatres, galleries and concert houses can record, edit and distribute their performances and exhibitions to a wide audience.
The institutions who want to make their programming available on Play Kultur will upload the material themselves and make it free to access online, both on computers and mobile devices.
The Play Kultur channel will resemble other free streaming services in Sweden, like Sveriges Television's SVT Play.
The project has received funding from the Swedish Postcode Lottery (Postkodlotteriet).
The Gothenburg Symphony Orchestra, which currently streams its concerts on gsoplay.se, is a key partner.
In January, the Swedish Arts Council (Kulturrådet) announced that it will launch an inquiry into how Swedish cultural institutions use the web to reach audiences. The results will be published in May 2013.
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