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Audiences of the Future Consortium Building Event - Visitor Experience - 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 Visitor Experience Consortium Building event that took place 18th May 2018 in London.

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Audiences of the Future Consortium Building Event - Visitor Experience - May 2018

  1. 1. Audience of the Future, Consortium Building Event VISITOR EXPERIENCE Friday 18th May 2018 National Railway Museum @UKRI_News #industrialstrategy #AudienceFuture
  2. 2. Welcome and Introductions Prof Andrew Chitty Interim Challenge Director Audience of the Future UK Research and Innovation @drewchit #AudienceFuture #IndustrialStrategy 2
  3. 3. AGENDA 11.15 Welcome and Introductions 11.20 Audience of the Future: Scene Setter + Q&A 11.50 State of the Art: Presentations 12.10 State of the Art: Panel Discussion + Q&A 12.40 Lunch Break 13.30 Networking and Consortium Building 14.50 Wrap-up and Next Steps 15.00 Event End
  4. 4. Audience of the Future What we’re trying to do Prof Andrew Chitty Interim Challenge Director Audience of the Future UK Research and Innovation @drewchit #AudienceFuture #IndustrialStrategy 4
  5. 5. CHEAD presentation 14.04.18
  6. 6. “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
  7. 7. 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 *
  8. 8. • 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 Audience of the Future Rationale
  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. • 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
  11. 11. 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
  12. 12. £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
  13. 13. 20 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.
  14. 14. • Up to £16m; Max Grant £4m • 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
  15. 15. © Royal Shakespeare Company
  16. 16. 36 Demonstrator Programme: Objectives • Innovation: we will support industry led consortia to develop NEW audience experiences that show they can significantly advance the current state of the art • Insight: each large scale demonstrator must reach an audience of >100,000 in order to learn lessons at scale • Capacity building/knowledge sharing: each consortium should have sufficient reach to advance knowledge across their sector and a plan for how to do that*
  17. 17. • Your project must demonstrate it can significantly advance the current state of the art in its chosen field • Creatively • Technologically • AND commercially • Deliver an audience >100,000 and gather insight • Use, partner with or have access to globally recognised IP, cultural institutions or cultural brands Requirements
  18. 18. 38 What do we mean? • Significantly advance the current state of the art • Creative proposition • Audience Proposition • Commercial Proposition • Technical implementation • Reach >100,000 users across the lifetime of the project • One or more audience propositions or tests • Gather audience data • Derive commercial insight • Use globally recognised IP • To reach audience • To address rights and IP issues • To inform commercial models
  19. 19. 39 Ambition and Scale “Each one of these demonstrators would be the biggest creative VR project in the world at the moment” Jeremy Bailenson, Director Stanford VHI Lab
  20. 20. 40 Ambition and Scale • This is a very ambitious programme • but absolutely not just a VR one • We are looking for gamechangers • not just the next thing (a bit bigger) • or the same thing (a lot bigger) • or something that isn’t core to the future of the sector • The scale of funding available is beyond people’s current experience • in thinking, in project scope, production, scale of experience, talent • but we need to spend it wisely
  21. 21. 41 Consortia • To meet the ambition we think you will need to engage the whole value chain: • Specialist XR companies but also institutions, academic and industry R&D teams, IP owners, rights holders, cultural, content and experience producers, talent, hardware, technology platform and distribution partners • In a consortium with a vision to impact the sector not just deliver a project for a single company or institution
  22. 22. 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 Definitions
  23. 23. • Audience propositions that curate, design, interpret or present cultural or entertainment experiences within a physical location. They include: • collection and object based institutions such as museums and galleries • cultural and heritage locations • location-based entertainment experiences such as theme parks or tours • New environments and experiences that combine these elements • We particularly encourage ambitious proposals and partnerships with reach across the sector. Visitor Experience
  24. 24. • To be eligible to lead 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 • Collaborations must include at least one SME • A business may only lead on one application and partner in a further 2 applications. • If not leading a business can be a collaborator in any number of applications. Eligibility: lead bidders
  25. 25. • You can claim up to a max £4 million in grant funding across the consortium • Significant match funding is required • To claim the max £4m grant total project costs must be > £5 million. • Total cost is the combination of the requested grant value and the applicant’s contribution. • We anticipate funding projects with total costs £5m to £10m and above • Demonstrators are classed as industrial research so are 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: lead bidders and companies
  26. 26. • Universities and IROs – 100% (80% FEC) • 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
  27. 27. • 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
  28. 28. AUDIENCE Q&A Prof Andrew Chitty Interim Challenge Director, Audience of the Future @drewchit
  29. 29. STATE OF THE ART: PRESENTATION Emily Smith Director of Marketing and Business Development Atlantic Productions @AtlanticProds
  30. 30. AUDIENCES OF THE FUTURE Emily Smith – Director of Marketing and Business Development Alchemy VR and Atlantic Productions
  31. 31. Since 2014 Alchemy has been creating educational experiences that have exhibited in museums around the world.
  32. 32. BAFTA (BRITISH ACADEMY OF FILM AND TELEVISION) EMMY LUMIERE (ADVANCED IMAGING SOCIETY) WILDSCREEN (PANDA AWARDS) JACKSON HOLE (WILDLIFE FILM FESTIVAL) NATURAL HISTORY MUSEUM ALIVE Best Specialist Factual FLYING MONSTERS Best Specialist Factual DAVID ATTENBOROUGH’S GREAT BARRIER REEF DIVE VR Digital Creativity NATURAL HISTORY MUSEUM ALIVE Best 3D Documentary MICRO MONSTERS WITH DAVID ATTENBOROUGH Best 3D Documentary DAVID ATTENBOROUGH’S KINGDOM OF PLANTS 3D Creative Arts DAVID ATTENBOROUGH’S GREAT BARRIER REEF Best Documentary in 4k CONQUEST OF THE SKIES Best 3D Documentary NATURAL HISTORY MUSEUM ALIVE Best presenter led NHM ALIVE! App Best Interactive FLYING MONSTERS Best 3D Programme DAVID ATTENBOROUGH’S GREAT BARRIER REEF: AN INTERACTIVE JOURNEY Best Interactive CONQUEST OF THE SKIES Immersive: Fulldome, 3D FLYING MONSTERS Best 3D FLYING MONSTERS Best Presenter DAVID ATTENBOROUGH’S FIRST LIFE Outstanding Nature Programme, Outstanding Writing & Outstanding Graphic Design and Art Direction DAVID ATTENBOROUGH’S RISE OF ANIMALS Outstanding Nature Programme FLYING MONSTERS Outstanding Graphic Design and Art Direction SOME OF OUR AWARDS JACKSON HOLE (SCIENCE AND MEDIA) NATURAL HISTORY MUSEUM ALIVE Best Earth Sciences FLYING MONSTERS Best Presenter & Best Earth and Environmental Science DAVID ATTENBOROUGH’S GREAT BARRIER REEF Best Earth & Sky CONQUEST OF THE SKIES Best Immersive, Full dome, 3D &Large Format TELEVISUAL (BULLDOG AWARDS) DAVID ATTENBOROUGH’S GREAT BARRIER REEF Best Specialist Factual, Best In Show
  33. 33. CONTACT: E emilys@atlanticproductions.co.uk T +44 (0)20 8735 9300 F +44 (0)20 8735 9333 Brook Green House 4 Rowan Road Hammersmith London W6 7DU PRESENTED BY: EMILY SMITH Director of Marketing and Business Development
  34. 34. STATE OF THE ART: PRESENTATION Ruth Sessions Director of Production, Factory 42 @RuthSessions
  35. 35. STATE OF THE ART: PRESENTATION Ruth Sessions Director of Production, Factory 42 @RuthSessions
  36. 36. STATE OF THE ART: PRESENTATION Greg Furber Creative Director, Rewind.co @REWINDco
  37. 37. STATE OF THE ART: PRESENTATION Prof Paul Moore Head of School Communication & Media, Ulster University @moore_gp
  38. 38. STATE OF THE ART: PANEL DISCUSSION Prof Andrew Chitty@drewchit Greg Furber @REWINDco Prof Paul Moore @moore_gp Ruth Sessions @RuthSessions Emily Smith @AtlanticProds
  39. 39. LUNCH BREAK (45 minutes) 13.45 Facilitated Networking and Consortium Building 14.50 Wrap-up and Next Steps 15.00 Event End @UKRI_News #industrialstrategy #AudienceFuture
  40. 40. NETWORKING AND CONSORTIUM BUILDING Tara Solesbury Programme Manager AHRC Creative Economy Programme Audience of the Future Team
  41. 41. NETWORKING AND CONSORTIUM BUILDING Five minute ‘speed meetings’ with potential collaborators Who are you? Why are you here today? What are you looking for? Move on to next meeting
  42. 42. WRAP-UP AND NEXT STEPS Prof Andrew Chitty Interim Challenge Director, Audience of the Future UK Research and Innovation @drewchit @UKRI_News #industrialstrategy #AudienceFuture
  43. 43. Email by end of next week with: Slides from today Video of all presentations Opt in delegate detail spreadsheet Want to opt in then contact: audience.future@ceprogramme.com Customer Support Service: 0300 321 4357 Support@innovateuk.gov.uk @UKRI_News #industrialstrategy #AudienceFuture

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