adplatform is an interactive video installation based on UMTS (Universal Mobile Telecommunications System) technology, which creates an interactive process through the use of new media. adplatform is part of Mobile Journey , a project planned as a fringe event for the Venice Biennale 2007 .

Members of the public in Venice will be asked to use their own UMTS mobile phones, as well as phones supplied by us, to create video documentation, make video calls or send MMS to our toll-free number (within Italy). The subject of this content would be the performances and activities of Mobile Journey and the Venice Biennale . All data sent to the toll-free numbers will be forwarded to our data center, processed and streamed over the internet.

adplatform will give visitors to the site the possibility to take a virtual presence in the events, through the anonymous vision of the previous contributors. Visitors will then have the chance to participate (open to international audience) by uploading their own videos, specifically about cultural events in their own context, sharing their experiences and joining the virtual community. Visitors will be able to do so either via UTMS, MMS, or by uploading through the website.

The main objective of adplatform is to investigate the possibility of creating an online community for a fixed period of time as an independent platform and promoter of content and sense, apart from the hierarchy of the system of art. As said by Slovenian philosopher Slavoj Zizek, the Internet and new technologies "give space to a new cyber-democracy in which millions can directly communicate and organize themselves, by-passing centralized state control".

Is it possible that these technologies could really contribute efficiently, and more importantly ethically, to the production of culture and knowledge? How do people react to this cyber-democracy? Are there risks, limits, advantages and eventually, responsibilities and deontology of the cyber-citizen? How does Hobbes' Leviathan perceive the massive use of such technology? Is this space of technological interaction ethical and responsible, which opens new doors to human relationships, real or is it just a gadget offered by companies or communication operators that are only concerned with the profits? How can we, as users, define the borders of the "legal, ethical and responsible" use of this space?