Media museum forced to look inwards to reverse visitor decline

Job losses have not been ruled out while the review examines possible savings in running costs, building expenditure, and a consultation with staff about a proposed restructure.

The National Media Museum, formerly the National Museum of Photography, Film and Television, has been based in Bradford since 1983 and is one of four operating under the London-based National Museum of Science and Industry (NMSI), that include the National Railway Museum in York, the Science Museum in London, and the Museum of Science and Industry in Manchester.

A reorganisation last year led to the departure this year of Colin Philpott, the museum’s director since 2004. Responsibility for exhibitions and programming passed to the deputy director of the Science Museum.

The deputy director of the Science Museum Group, Heather Mayfield, said: “We are confident that by going back to basics and focusing on the delivery of new exhibitions, events, a vibrant cinema programme and increased access to the collection, we will reconnect the museum with its audiences and underline its position as a national and international cultural force.”

Visitor numbers have fallen from a peak of almost 1 million in 2001 to 500,000 in 2011, although this decline has been stabilised over the past 12 months with the opening of the Life Online gallery and better offers at holiday times.

Managers want to introduce a better public exhibition, events and cinema programme, which appeals more to audiences locally and nationally, supports its status as a national museum and increases access to its collections of film, photography and television.

A National Media Museum spokesman said: “We are costing 30 per cent more per visitor than the average of other museums in the Science Museum Group. The restructure is looking to bring that 30 per cent down to be in line with the rest of the museum group. The restructure is taking steps to ensure the sustainability of the museum.”