The research proposed through this Prosperity Partnership represents the most fundamental shift in the way content is created and captured, produced, and delivered for 50 years. In a similar way to how the animation industry moved the dial to CGI and motion capture, this research will generate a new skill-set for existing and new creatives for new ways of storytelling. By up-skilling the UK’s creative industries, spearheaded by the BBC’s excellence in editorial and curation, global investments will be attracted by a constantly evolving and fluid talent pool across the UK. In addition, the BBC’s significant convening power, especially in the commissioning of new forms of content through BBC Studios, will help to drive these changes across the UK creative sector including TV, games, advertising and design. This will enhance the UK’s competitive position.
The research proposed through this Prosperity Partnership represents the most fundamental shift in the way content is created and captured, produced, and delivered for 50 years.
Personalisation is expected to be the primary driver for growth in the media industry over the next decade. The UK media industry is worth over £100billion annually to the UK economy, employing over 3.2 million people. Experts believe that personalised media can significantly boost the UK’s media industry with a projection to drive growth by £2 billion/annum by 2030, generating 100,000 additional jobs.
The UK media sector is currently working towards internet based streaming of all broadcast media within the next 10-15 years. This brings significant known challenges to delivering the same quality of broadcast experience at national scale to all households as a cost effective and robust service. This shift to an IP only broadcast eco-system brings great opportunities to the wider UK creative sector for delivery of new trusted personalised media services. Solving the challenge of scale, quality of experience, universality and ability to create these new rich OBM opportunities are equally time-critical to ensure early creation of a viable eco-system for the UK.
By creating leading edge knowhow in the use of technology in creative experiences, and knowledge about workflows and business models we will be creating a cadre of research groups and SME partners. This will give the UK creative industries increased international stature through this disruptive change and drive future global opportunities and growth in media, games, advertising and design.
The platform and tools delivered by the Prosperity Partnership will provide the UK creative sector with unrivalled capabilities to create a step-change in audience experiences.
Impact will be realised through:(1) a series of high-quality use case demonstrators which evidence the potential of Personalised Media delivery at scale; (2) piloting of technology demonstrators for high-profile live events(sports/music) via BBC Taster; (3) open-toolsets for object-based production to catalyse creative use; (4) delivery of the future internet technology that enables efficient distributed compute; (5) piloting of new services for personalised media at scale open to creative businesses. The impact model will shift interactive and personalised experience from one-off bespoke projects with a vertical structure combining technology, delivery and experience design – to open, distributed and repurposed creative assets. This will enable the UK creative industry to drive future global opportunities and growth in media, games, advertising and design.
Ofcom report on Object-based media (06 September 2021) — AI4ME project is directly referenced as 'The Prosperity Partnership’ in the executive summary. Read 'Object-based Media report' here.