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Audiences of the Future Consortium Building Event - Performance - May 2018


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The consortium building events enable bidders to find out more about the £16M Demonstrator Programme - competition to explore future global, mass market, commercial opportunities in immersive experiences and technologies through supporting a limited number of large and ambitious pre-commercial collaborations in four sectors. This is the presentation from the Performance sector Consortium Building event that took place 14th May 2018.

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Audiences of the Future Consortium Building Event - Performance - May 2018

  1. 1. Audience of the Future Consortium Building Event PERFORMANCE Monday 14th May 2018 Royal Shakespeare Company @UKRI_News #industrialstrategy #AudienceFuture
  2. 2. AGENDA 11.15 Welcome and Introductions 11.20 Audience of the Future: Scene Setter + Q&A 11.50 Performance: The Bigger Picture Intro and Discussion + Q&A 12.25 State of the Art: Panel Discussion + Q&A 12.50 Lunch Break 13.20 Networking and Consortium Building 14.20 Wrap-up and Next Steps 14.30 Event End
  3. 3. WELCOME AND INTRODUCTIONS Prof Anthony Lilley Director Scenario Two Ltd Professor of Creative Industries, Ulster University @AnthonyLilley
  4. 4. AUDIENCE OF THE FUTURE: CONTEXT AND DEMONSTRATOR RATIONALE Prof Andrew Chitty Interim Challenge Director, Audience of the Future UK Research and Innovation @drewchit
  5. 5. CHEAD presentation 14.04.18
  6. 6. • Support for key sectors to transform or to emerge and grow • Extremely focussed on achieving well defined objectives that tackle a societal challenge • A focus on productivity and new skilled jobs • Not a generic R&D fund Industrial Strategy Challenge Fund
  7. 7. “Immersive experiences are new forms of content, new narrative mechanisms and a new language around production which spans the Creative Industries….. “The best technology will not produce the step change needed without equal excellence in content production and understanding of immersion as a narrative form. “The UK must ensure it is the most highly skilled nation producing content that exploits these technologies” Sir Peter Bazalgette Independent Review of the Creative Industries
  8. 8. Audience of the Future To capture new global audiences and grow our leading market position in creative content, products and services by adopting, exploiting and developing immersive technologies. Challenge Statement *
  9. 9. That by 2025 UK is a global market leader in the creative immersive sector. 1. UK creates 10% of global creative immersive content 2. The UK Creative Industries sustains its above average growth. 3. The UK has a low barrier of entry for producing high-quality immersive content, 4. The UK has an increased skilled workforce to create immersive content. 5. Increased private investment in immersive technology and experiences Programme Objectives *
  10. 10. • Immersive technologies (AR, VR, XR) are the most significant and potentially disruptive technologies to impact the Creative Industries since the web in the mid 90s • They present both opportunities and threats to the UK’s current level of global competitiveness as both IP creator and production centre • Global commercial opportunity for UK Creative Industries is through content/experiences enabled by immersive technology rather than platform or hardware Rationale
  11. 11. • Audience of the Future is central to Creative Industries Sector Deal • High expectations that AoTF will de-risk investment • Identifying/ testing viable audience propositions & business models • Innovation in production tools/reskilling workforce • Industry engagement across the value chain • Specialists in AR/VR/XR companies but also… • Content studios, IP owners, creative technology companies, hardware providers, platforms operators, investment community, distributors Industry Context
  12. 12. Audience of the Future – £33m grant funding • Ambitious, pre-commercial content innovations using global IP. • New experiences that advance the state of the art and test with real audiences at scale. • Large collaborations across the supply chain to explore future commercial models. • Talent development and experimental production for the Screen Industries • Delivered with Clusters Programme • Designing for future audiences £2m • Making content production cheaper, faster, more accessible £8m • Investment Acceleration £2m £16m Demonstrator Programme £12m CR&D Programme £5m Industry Centre of Excellence
  13. 13. £m 2018/19 2019/20 2020/21 Total ISCF Funding 4.50 14.00 14.50 33.00 Matched Industry Funding 1.70 8.10 9.70 19.50 CICP Funding 0.75 1.25 1.25 3.25 Total (£m) 6.95 23.35 25.45 55.75 Audience of the Future – a £56m programme
  14. 14. 21 Demonstrator Programme: rationale • That UK Creative Industries future success in Immersive economy will be based on our strength in innovation in content, experience and business not in technology • That investment in AR/VR/MR/XR at scale is currently held back by lack of clear audience propositions, forms and formats that could underpin commercial models and unlock required investment • The current market is largely pre-commercial, with much current work innovation driven, small scale, promotional or ancillary rather than seeking revenue generating opportunities from new audiences. • Public investment in a series of large scale, pre-commercial, collaborative experience demonstrators could stimulate content innovation, audience testing and business modelling at scale, provide sectoral learning and unlock investment.
  15. 15. • Up to £16m; 4 projects • 4 areas identified with industry as maximum opportunity • Performance • Moving Image • Sport Entertainment • Visitor Experience • Looking for projects that can significantly advance creative, technology and commercial state of the art across a whole sector Demonstrator Programme: overview
  16. 16. © Royal Shakespeare Company
  17. 17. • An opportunity for UK creative businesses to collaborate at a pre- commercial stage to explore new audience propositions enabled by immersive technologies, unlocking future commercial revenues and investment. • Your project must demonstrate it can significantly advance the current state of the art in its chosen field • Creatively • Technologically • AND commercially Scope
  18. 18. Your proposal must also: • show how you will develop and deliver immersive experiences at a large scale, reaching public audiences of more than 100,000 • demonstrate a high level of ambition, innovation and scale, with the goal of transforming the sector • bring together all required skills including (but not limited to) creativity, technology, human-centred design, data analysis and business modelling • generate audience, consumer and user insights to test the viability of new revenue streams and business models • demonstrate scalability and the potential to be exploited and replicated within and across the creative, cultural, live events and entertainment industries Scope
  19. 19. Immersive Experiences: multisensory narrative or interactive audience experiences mediated through technologies including: • virtual, mixed and augmented reality (VR, AR, MR) • haptics • advanced visualisation • other sensory interfaces Scope: definitions
  20. 20. • Creative works and entertainment experiences with the performing arts at their core where the experience is co-created with an audience. This includes, but is not limited to, theatre, music and dance in various forms or combinations • We particularly encourage proposals that: • explore the application of immersive technologies to the production or consumption of performance works (or both) • are relevant across multiple disciplines and in a wide range of contexts, including but not limited to conventional venues, festivals and site specific works. Scope: Performance theme
  21. 21. • You can claim up to £4 million. We expect your project’s total costs to be between £5 million and £10 million unless there are greater levels of business contribution. • To be eligible as leader of a bid for funding you must: • be a UK-registered business, carry out your project work in the UK • intend to exploit the results in or from the UK • work in collaboration with others (businesses, cultural institutions, research base, IROs or third sector • Collaborations must include at least one SME • Any one business may lead on one application and partner in a further 2 applications. If a business is not leading on an application it can be a collaborator in any number of applications. Eligibility
  22. 22. • Funding is available for projects with total costs £5 million and over. This total cost is the combination of the requested grant value and the applicant’s contribution. The maximum grant you can claim is £4 million. • Demonstrators are classed as industrial research, for which you could be funded: • up to 70% of your total project costs if you are a small or micro business • up to 60% if you are a medium-sized business • up to 50% if you are a large business Funding:
  23. 23. • Universities – 100% (80% of Full Economic Costs) • Other research organisations can claim 100% of their project costs • They must be non-profit distributing and disseminate project results. • Total research organisations max 30% of grant • Public Sector Organisation or Charity - 100% of eligible costs • Must be performing research activity & disseminate project results. • Must ensure that the eligible costs do not include work / costs already funded from other public sector bodies Funding: research organisations
  24. 24. • Application Deadline 1st August Noon • Assessment over August • Invitation to Interview 1st September • Interview panel w/b 10th (TBC) • Notification of outcome w/b 24th (TBC) • Projects start from 1st Nov 2018 • and must complete by 31st Dec 2020 Timeline
  25. 25. AUDIENCE Q&A Prof Andrew Chitty Interim Challenge Director, Audience of the Future @drewchit Tom Fiddian Innovation Lead, Audience of the Future @tomfiddian
  26. 26. PERFORMANCE: THE BIGGER PICTURE Prof Anthony Lilley Director Scenario Two Ltd Professor of Creative Industries, Ulster University @AnthonyLilley
  27. 27. PERFORMANCE: THE BIGGER PICTURE DISCUSSION Sarah Ellis Director of Digital Development Royal Shakespeare Company @scarahnellis
  28. 28. STATE OF THE ART: PANEL DISCUSSION Annette Mees Head of Audience Labs, Royal Opera House @AnnetteMees Prof Darren Cosker, Director of CAMERA, University of Bath @dopomoc
  29. 29. LUNCH BREAK (30 minutes) 13.20 Facilitated Networking and Consortium Building 14.20 Wrap-up and Next Steps 14.30 Event End @UKRI_News #industrialstrategy #AudienceFuture
  30. 30. AUDIENCE Q&A Prof Anthony Lilley Director Scenario Two Ltd (Chair) @AnthonyLilley Annette Mees Head of Audience Labs, Royal Opera House @AnnetteMees Prof Darren Cosker, Director of CAMERA, University of Bath @dopomoc
  31. 31. NETWORKING AND CONSORTIUM BUILDING Tara Solesbury Programme Manager AHRC Creative Economy Programme Audience of the Future Team
  32. 32. WRAP-UP AND NEXT STEPS Prof Andrew Chitty Interim Challenge Director, Audience of the Future UK Research and Innovation @drewchit @UKTI_News #industrialstrategy #AudienceFuture