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“The current economic climate is masking a technological revolution that has massive implications for business behaviour posed by a revolution in channels to market, the consequential handicap of an inadequate skills resource and the lack of freedom that people with ideas have to experiment and make change happen.

“The emergent digital technologies have exploded the media universe and provoked an unordered rush to harness them. However, as yet, the newly required knowledge remains, by and large, the preserve of the TV, film and video production companies with our traditional marketing and business services suppliers, by their own admission, unsure as to how to accommodate the oncoming tsunami. Their corporate clients also acknowledge fear of an inability to understand media convergence fully, as well as the manner in which the conventions of the strategic business and marketing processes, product development and investment in research and development may have to be adjusted to maintain global competitiveness.

“It is, nonetheless, the lack of an appropriate skills resource that challenges the contribution that the technology-intensive sectors are forecast to make to future UK GVA. Web and digital design are different from graphic design and do, urgently need to become part of the curriculum. Lack of these skills is already challenging the creative sector but the wider business community does also need to be inducted into what has now become possible with the adoption of sophisticated multiplatform communications solutions.

“The Creative Laboratory that is central to the offer of the new Institute of Media, Innovation and Technology (iMIT), a partnership between Twofour, the broadcasters’ 2010 choice as the number one independent production company, the University of Plymouth and University College Falmouth, is to host both research projects sponsored by brand leaders and masterclasses for business leaders and influencers. This is a critical start in addressing the situation.

“There can be little doubt that our future business competitiveness is about gaining the confidence to intervene in the status quo, think the unthinkable and invest in a skills resource that meets a vital need to harness the opportunities of media convergence."

Find Rural Development Programme contact details and updates on the Convergence website.

For the dates of forthcoming EFF panels, contact details for Steve Bailey who provides a facilitation service for developing applications and information about the fisheries programme, visit the Convergence website.