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1. Unit 8 – Creative Media
Industry Awareness
• Aims: To understand the creative industries
• Objectives: To produce a usable document which
can be used as a Creative Industries educational
tool

2. Creative Industries
• Socio-economic potential of
activities that trade with
creativity, knowledge and
information
• Increasingly being recognised as a
generator of jobs, wealth and
cultural engagement
• UK has the largest creative sector
in the whole European Union
• In terms of GDP it is the largest in
the world
• 106,700 businesses in the creative
industries

3. Creative Industries
• UK definition of creative industries:
‘those industries that are based on
individual creativity, skill and talent
with the potential to create wealth
and jobs through developing
intellectual property’
• 1.5 million people employed in the
creative industries in the UK, that’s
5.1% of the work force
• Contributed 2.9% of the UK’s Gross
Value Added in 2009
• Exports of services by the creative
industries accounted for 10.6% of
the UK’s exports of services

4. Creative Industries
According to Skillset…
• Advertising
• Animation
• Computer Games
• Facilities
• Fashion & Textiles
• Film
• Interactive Media
• Photo Imaging
• Publishing
• Radio
• TV
According to the UK Gov
• Advertising
• Architecture
• The Arts and Antiques Market
• Crafts
• Design
• Designer Fashion
• Film
• Interactive Leisure Software
(gaming)
• Music
• The Performing Arts
• Publishing
• Software
• TV and Radio

5. Advertising
• Worth £6.2 billion a year
• 13,000 companies
• 250,000 employees
• Mainly based in London (70%)
then North West (6%)
• Multi-platform
• Young – 47% under the age of 34
• Gender equal? – 46% women
• Ethnically equal? – 6%
black, Asian or ethnic minority
• Funds 75% of commercial
television
• Funds 95% of national press
• Funds 80% of national magazines
• Funds 95% of commercial radio

6. Advertising – Important
Qualities
• Customer Service
• Speaking ad Self Presentation
• Punctuality and Organisation
• Numeracy / Literacy
• Attention to detail
• Transferable skills
• Management Skills
• Legal issues

7. Animation
• Engages with many other sectors
in the creative industries – TV
film, web, gaming
• Employs around 4500
people, mostly freelance
• 300 companies
• Costly, labour intensive and time
consuming – 30 minute animation
can take up to two years and use
20,000 drawings
• Features might cost up to $60m
• High returns on big productions
• Only 5% of animation on UK TV is
native

8. Animation
• Centres of excellence outside
London –
Manchester, Bristol, Dundee, Cardi
ff
• Globally, worth $60 billion
• Relies on a highly skilled and
specialist workforce
• Most employees are university
graduates
• Short fall in certain area of the
industry
• Average salary for a graduate
animator is about £25k
• Directors can earn well over £50k

9. Animation – Skills needed
• Hand-drawn animation techniques
• Model / stop frame animation
• Computer animation
• Storytelling
• Computer operating systems
• Ratios and size perspectives
• Teamwork
• Work quickly but accurately

10. Gaming
• 30% of the gaming industry is
based in the North West
• 19% in London
• Gaming now makes more money
that video rental and cinema box
office
• Very competitive
• 485 businesses employ around
7000 people
• Dominated by young, white men
• Women make up 6% of the
workforce.
• Black, Asian and other ethnic
minorities = 3%
• 61% are 35 or less.
• 77% do not have children

11. Gaming – Job Roles
• Script Writer
• Games Designer
• Object Planner
• Graphic Designer
• Creative Manager
• Art Director
• Animator
• Software Engineer
• Programmer
• Systems Analysis
• Audio Engineer
• Composer
• Quality Assurance Manager
• Licencing Manager
• Project Manager

12. Facilities
• Provide equipment and support
services to most of the Creative
Industries
• Nearly 4000 companies employ
nearly 50000 people
• A third are freelance
• 33% are women
• Some sub-sectors include
equipment hire, special
effects, post
production, transmission
• 78% in the South East
• 45% in London

13. Facilities
• 60% of the workforce are graduates
• Over 75% need on going training
• 70% are freelancers
• 1 in 10 freelancers will average 70
hour working weeks
• The average number of days employed
for a freelance facilities worker is 238
days, better than most other sectors
• 21% women in post production
• 5% black / Asian / ethnic minorities

14. Fashion and Textiles
• Nearly 80000 films on the UK
employing 340000 people
• 97% of fashion and textile industries
employ less than 50 people
• 21% o the work force are self
employed
• London is the biggest
employer, followed by the North West
• Worth £11.2 billion
• Low entry level wages
• Big skills gaps in fashion and textiles
• Big employer of ethnic minorities –
38000
• Aging workforce – 73% over 35
• Broken down into sub-sectors
including design, apparel, footwear
and leather, textiles and technical
textiles, laundry and dry cleaning

15. Film
• 400 permanent companies in the UK
• 43% production, 13%
distribution, 44% exhibition
• Nearly 28,000 people working in film
• 62% exhibition, 34 % in production
and 4% distribution
• Over 90% of a film crew will be
freelancers
• 42% are women (above average for
the rest of the creative industries
• 9% from black, Asian and ethnic
minority background
• 2% disabled
• Contributes £4.5 billion to the UK
• Production was is worth around
£700m

16. Film
• UK has the largest number of digital
exhibition screens in Europe (296)
• Film theft cost the UK £404m in 2007
• Well funded industry and money going
into training the workforce – The
Bigger Future
• Most people start off as runners
• 60% have a degree
• Can be split into five sectors –
Development, production, post-
production, distribution and exhibition
• Contacts and networking is very
important
• 2008 report suggested that more
needs to be to: create a more diverse
work force, reduce unpaid
work, enable more training

17. Interactive Media
• Worth several billion pounds
• Employs around 35000 people
• 20% are freelancers
• 36% hold a post-graduate certificate
• 43% have an under graduate degree
• Multi-platform
• More of a discipline than a sector
• Can range from app design to social
media management
• Job roles might include
designers, producers, web
designers, usability specialist or web
writers
• People employed as interactive media
specialists, usually have a number of
media based skills
• Must understand other disciplines in
the media sector
• Must keep their skills updated

18. Photo Imaging
• 43000 people
• 38% are down in London
• 8700 companies – nearly 70% are
sole traders or freelancers
• 91% of photographic companies
employ 5 or less people
• Nearly 50% of photography employees
have an undergraduate degree
• Average age is 42 (higher than the
average creative industries employee)
• Low amount ethnic minorities
• High level of disabled employees
• Competitive
• Must have an entrepreneurial mind set
• Unsocial hours
• Must have a keen grasp of intellectual
property rights

19. Publishing
• Traditional forms such as
books, journals, magazines
• Now on multimedia formats
(kindles, news agencies)
• Employs nearly 200000 people – 36%
of the creative media workforce
• 50000 in newspapers
• 50000 in magazines
• 12% self employed
• Half the workforce hold a degree
• 67% are over the age of 35
• Mostly based in London
• 10% black, Asian or ethnic minorities
(les than 50% of London is white)
• Gender division is equal
• Good employer of disabled people

20. Radio
• Employs 22000 people
• Three-types: publicly
funded, commercial and
community / voluntary
• Men earn more than women –
Men (30k), women (28k)
• 25% of men have depended
children compared with 16% of
women
• 60% of men are over 35
compared with 50% of women
• Shortage of radio engineers
• Industry is growing steadily
• Job roles might
include, presenter, engineer, resea
rcher, producer or sales
• Must be confident and
organised, working well under
pressure