The logo and name of Italy's ambititious project to create the "Netflix of Italian Culture" has been unveiled, reports online art newspaper Artribune. The online streaming platform giving paid access to Italian culture, from art and music to dance and theatre, will be called ITsART and the logo takes its colours from Italy's tricolour.

The ITsART company behind the project is owned by Italy's investment bank Cassa Depositi e Prestiti (CDP), which owns 51 per cent, and Chili, the Milan-based firm that has been distributing films and television series in Italy via the internet since 2012, which owns 49 per cent.