The Convention on the Protection and Promotion of the Diversity of Cultural Expressions emphasizes the necessity to take measures to protect the diversity of cultural expressions together with their contents and also underscores the importance of sustainable development to develop cultural diversity and ensure its continuity. Besides, the Convention not only handles the ways cultural expressions are stated, augmented and transmitted through diversity but also, regardless of what tool and technology are utilized, the forms of various artistic creations, productions, dissemination, distribution and utilization are discussed. In this context, the Convention aims to exhibit new productions with the intent to protect and develop the diversity of cultural expressions while preventing standardization in culture industry.

Media is another field where culture is industrialized. Association of Intangible Cultural Heritage Institute aims to raise awareness on safeguarding and transmission of intangible cultural heritage through media and also encourages civil society and institutions and organizations of public and private sector on the subject of application of national treasures in media. Furthermore, it provides academic support to projects and events on the utilization and regeneration of cultural expressions in media.