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"It is a great pleasure for me to now, with the aid of television and at the same time, open 100 identical exhibitions at 100 different locations across the country."1 These words spoken by the minister of culture and education, Ragnar Edenman of the Social Democratic Party, concluded a live-to-tape address to the Swedish television audience aired around 2 p.m. on Saturday, February 11, 1967. Edenman's speech inaugurated a large-scale art exhibition project called Multikonst (Multi Art), which reached not only private living rooms across Sweden, but also a number of television sets placed in various public locations where the exhibition took place. The Multikonst project was a cooperation between Sveriges Radio (Swedish Radio Broadcasting Corporation, hereafter SR), the nongovernmental art organization Konstfrämjandet (Promoters of art), and the newly founded governmental project Statens försöksverksamhet med riksutställningar (State experimental work with nationwide exhibitions). As Edenman's words point out, Multikonst comprised a total of 100 exhibitions that were shown simultaneously all over Sweden. Aside from the ambitious scale, the organizers especially highlighted the use of broadcast television as a groundbreaking novelty of the project. In addition to broadcasting the opening address, SR produced and aired five special programs during the weeks of the exhibition.

Modern Art as Media Event: Early Swedish Television and the Communication of Art Appreciation, the Case of "Multikonst" (1967)