Example of my work.

1. Screen Image & Sound Cluster Digital Media Fund Innovation and Business Transformation Innodeal Workshop, Rome Oct08 David Furmage Digital Media Policy Lead & Screen, Image & Sound Cluster Manager Regional Government, UK. 044 121 503 3397 www.advantagewm.co.uk [email_address]

2. Presentation Outline.. Sector profile and Cluster Activities Innovation and New Markets Digital Media Fund Unpacked Transformation Agenda Unpacked Engage Industry in transformation Opportunities in Digital Media

3. Profile – West Midlands, UK Population 5.3 million 9% of the UK population Birmingham, 2 nd City only to London Diverse mix of cultures West Midlands is a UK leader in Digital Media Exchange rate: £1 = €1.2 add 20%

4. Profile – Backing Digital Media … DM=50,000 regionally, creative & cultural = 7.3% UK, 1.8m DM Influences Everyone’s lives leisure and lifestyle business & communications £30m+ invested in sector £20m influenced to 2010 window of opportunity now! Important - vertical & horizontal

5. Regional Strengths in West Midlands… 20% UK Games Production serious games UK hub, co-funded SGI, global thought leader

6. Regional Strengths in West Midlands… Film active region For production 20% UK Games Production Interactive media Top New media agencies serious games UK hub, co-funded SGI, global thought leader

7. Regional Strengths in West Midlands… 20% UK Games Production Interactive media Top New media agencies Talent. Higher education. Easy to reach. low cost BIRMINGHAM major digital hub for UK MUSIC PRODUCTION Birmingham top 5 global destination for diversity serious games UK hub, co-funded SGI, global thought leader Film active region For production

8. Sector & Cluster Activities screen agency £4m film £.6m dev £1.2m convergence readiness £5m Digital Media Commercial innovation fund key agencies to influence & support the sector

9. Sector & Cluster Activities screen agency IDM £1m+ SG Proof of concept, demos, champions £4m film £.6m dev £1.2m convergence readiness £5m Digital Media Commercial innovation

10. Sector & Cluster Activities screen agency £7m SGI HUB IDM £1m+ SG Proof of concept, demos, champions research & business £4m film £.6m dev £1.2m convergence readiness £5m Digital Media Commercial innovation

11. Sector & Cluster Activities screen agency £7m SGI HUB IDM £1m+ SG Proof of concept, demos, champions Eastside Birmingham Creative Space, Hubs… research & business up to £6b all partners 400-600 creative businesses 12,000 Students by 2012 £4m film £.6m dev £1.2m convergence readiness £5m Digital Media Commercial innovation cultural offer

12. New Opportunities in Digital Media £50m over 2 years Non television Digital Media Channel 4 public service English Commissioning Hub - 4IP in Birmingham £5m from AWM = £10m ring-fenced for the region Part of which can be spent with partners from the UK and abroad. Commercial return, budgets £20K-£1.5m innovate ideas to deliver public value & service Bull Ring Shopping Centre, Selfridges

13. New Opportunities in Digital Media £5m from AWM = £10m ring-fenced for the region Part of which can be spent with partners from the UK and abroad. Commercial return, budgets £20K-£1.5m innovate ideas to deliver public value & service £50m over 2 years Non television Digital Media people working together in new ways to create groundbreaking Ideas Channel 4 public service English Commissioning Hub - 4IP in Birmingham

14. What is Digital Media? Digital television, digital radio, internet and mobile

15. What is Digital Media? Digital television, digital radio, internet and mobile Screen, Image & Sound Cluster All ‘digital creative industries’ Film, television, animation, interactive media, games, serious games, radio, music, digital imaging

16. What is Digital Media? Digital new media includes… Computer aided social networks Pixel Learning 4IP at Channel 4 embraces content or technologies allowing more complex, interactive relationships Including…. Peer to peer and file sharing technologies Collaborative knowledge networks On-line Journalism and Broadcasting Imagined and alternative life networks Immersive Learning anything interesting we’ve Missed..!

17. Engaging the Industry – client journeys idea Journey from seed to product launch Crucial to engage with each business that wants to grow with a tailored ‘client’ journey. understanding… … the journey

18. Engaging the Industry – client journeys idea Journey from seed to product launch Business Link provides the glue to make these journeys more effective SME Journey from start-up to maturity and growth Information journey so knowledge can be accessed when its needed understanding… … the journey .

19. Engagement is more than Sign-posting Funds Funds and Opportunities not enough businesses must adapt & grow to exploit them implement business change Management, project, skills, recruitment team development, sales & marketing

20. Engagement is more than Sign-posting Funds Funds and Opportunities not enough businesses must adapt & grow to exploit them Transformational change £1m Identify major shifts, e.g., Digital convergence, help traditional companies re-invent themselves building partnerships brokering new collaborations Identifying industry trends implement business change Management, project, skills, recruitment team development, sales & marketing

21. Innovation and New Markets 10 At Market Commercial & VC TRL - Technology Readiness Levels 9 Final proving 5 Validation-real 2 Concept/application formulated 4 Validation-lab 1 Basic Principles 3 Proving concepts 6 Prototype demo-lab 8 Test and demo 7 Prototype demo-real University TSB Cluster Innovation We optimise our interventions Using the TRL scale 1-10

22. Innovation and New Markets 10 At Market Commercial & VC Market Pull rather than research Push 9 Final proving 5 Validation-real 2 Concept/application formulated 4 Validation-lab 1 Basic Principles 3 Proving concepts 6 Prototype demo-lab 7 Prototype demo-real University TSB Cluster Innovation Innovation Funding Proof of concept Digital Media Fund Near Market Innovation 8 Test and demo £1m £10m+ £.75m ACF Film, Development Other Cluster

23. In Summary so far … UK leader in Digital Media Different collaborations, thinking ‘outside the box’ Agencies working together to help business transformation Integrated our innovation & ‘At Market’ Strategies We welcome partnerships across Europe & the world Opportunities into region, Ch4 4IP, using strengths

24. Unpacking the details.... Questions so far? Sector profile and Cluster Activities Innovation and New Markets Digital Media Fund Unpacked Transformation Agenda Unpacked Engage Industry in transformation Opportunities in Digital Media

25. Digital Media Fund Unpacked i £5m from RDA £5m Digital Media Fund at Screen WM Can Fund with or without 4IP Matches to 4IP = £10m 4IP Digital Media Fund for region £50m Total Channel 4 4IP in the UK, £20m RDA’s, Govt. Objective: Grow & Transform industry. Establish WM as hub. Show Ofcom PSB future funding Regional Test 70% spend encourage collaborations in Europe and the World

26. Digital Media Fund Unpacked ii £20K to £1.5m investment Project based, not shares Uses SPV – special purpose vehicle Commercial upside essential Can take an equity investment

27. Digital Media Fund Unpacked iii State Aid Compliant Peri-pursue basis = Equal investments in and returns out [eg, 50%,30%,30%] Commercial decision and risk means exempt of de minimus Extension of Feature Film Fund

28. Digital Media Fund Unpacked iv Company X wins 4IP project They contract and work with Channel 4 Channel 4 4IP is a 2 year pilot showing Ofcom a possible digital media future for PSB SPV Created Company not necessarily aware of 50% RDA slice Project & IP completed, returns monitored Commercial = sales, license deals, sponsorship, new business models

29. Transformation Agenda Unpacked i Business Link Sector team help all …but more for co. with genuine growth potential Getting Funds requires a Business Diagnostic Review Helps 4IP winners improve management and processes Identifies business needs to be ‘investment ready’ Supports marketing and sales effort for post 4IP future Supports unsuccessful bidders for 4IP to improve next time A detailed process and flow chart agreed for applicants MOU/SLA - Ch4, Screen WM, BL 50% Consultant Support

30. Transformation Agenda Unpacked ii Feasibility Grants £5,000 to £10,000 For companies to develop their 4IP ideas, collaborate Grants easy to apply for and quick to receive De Minimus State Aid Rules apply Screen WM and Ch 4 must agree the idea is good first

31. Transformation Agenda Unpacked iii Business Transformation to tackle digital convergence e.g., Indie TV Prod Companies Knowledge Transfer Events explaining Convergence Cross-Media Labs 2-5 day intensive workshops ‘ Producer’s Forum’ becomes ‘Content Producer’s Forum’ Developing collaborations and new inter-sub-sector teams animation, music, serious games Digital Convergence is key factor changing sector now Funding Strategy Group Helping ideas get sign-posted through to the right place

32. In Conclusion … Clear Digital Media Objectives Creating Funds isn’t enough, must transform businesses Ensure agencies really working together – reshape business support services Look to work with others from around the world Fully Establish the region as the heart of digital media in the UK Create a culture of unexpected collaborations

33. West Midlands…the heart of digital media thank you for listening! [email_address]