David Kay

Sero Consulting

Chair - Digital South Yorkshire

Making sense of it all

Creative & Digital IndustriesA broad spectrum

• Advertising• Art & Crafts• Design – from architecture to fashion• Film, Video & Still Photography• Hardware – from computers to hand held devices to embedded chips• Interactive leisure software – including console games• Music – including recording, DJing and distribution• Network services – ranging from internet to local office provision• Performing arts – including lighting and special effects• Publishing – from print to web• Software and computer services• Television and radio – including digital TV and internet radio

Key Digital Concepts• ICT – Information & Communications Technology• Hardware – devices that process, store and present things• Software – programmes that make these things happen• Data – Information stored by hardware and used by software• Digital / Creative Media – content of all types (‘multimedia’) used

in business, learning & entertainment• Networks – technologies for moving data and digital media around

the world (or the office or the home); the internet is simply a big network

• Convergence – The coming together of the computer, communications and content industries, largely brought about by the take up of the internet

• Cross-platform – the same content is used in more than one context, such as web, digital TV, phone

CDI skills & technologies are pervasive

The internet, information technology and digital media are used in most sectors.

Sectors which are big in South Yorkshire and which are particularly reliant ‘creative & digital’ include:

• Advanced Manufacturing & Engineering – such as aerospace• Design – from architecture to fashion• Call centres & Service desks• Financial Services – such as banks, insurance and stockbrokers• Libraries, Museums and Galleries• Logistics – road, rail & air transport• Sports Science• Travel & Tourism

FinancialServices

Simulation

SoftwareHardware

Film &Music

2D & 3DProductDesign

Construction

Marketing

GamesService &

Support

Security& Tracking

User

Technical

ICT Creative

EXPERTISE

TECHNOLOGY

Other Sectors

Specialist Creative & Digital IndustriesNetworks Websites

Transport& Logistics

Retail

Defence

Journalism

Engineering & Manufacturing

Healthcare

Education

TV &Radio

Who is involved? Yorkshire &Humber - 2004

• 123,000 people working in 13,400 businesses in the Creative & Digital Cluster

• Around 50,000 ICT and digital media professionals working elsewhere across the private and public sectors

• As many as 900,000 Users of desktop ICT and digital media, ranging from managers to administrators - with a further 750,000 having less formal contact with ICT in their jobs.

Y&H Regional Summary - 2004

Data Item Value

Total Sector Employment (2004) 123,000

% Change Employment 1998-2004 19.4%

Total number of Businesses (2003) 13,400

% Change Businesses 1998-2003 18.6%

Number of employees 105,000

% of regional employment 4.6%

Number of self-employed 18,000

Share of employment – Micro-enterprises (1-10) 23.5%

Share of employment – SMEs (11-250) 65.1%

Total gross value-added (2003) £4.7bn

UK Comparative Employment 1998-2004

Regional Comparative EmploymentRegion % of regional employment

1998 2004

East Midlands 4.5 4.6

Eastern 7.1 6.3

North East 4.5 4.0

North West 4.6 4.8

South East 8.1 8.3

South West 5.9 5.2

West Midlands 4.8 4.8

Yorkshire & the Humber 3.9 4.6Source: ONS © Crown Copyright 2006

Yorkshire & Humber is growing fastest

Y&H Employment Breakdown - 2004

Creative & Digital Cluster

Sector

Employees Self

employed

Total

Media and New Media 18,188 2,506 20,694

Music, Visual & Performing Arts 4,883 5,769 10,652

Design 10,225 4,293 14,517

Electronics 24,766 2,616 27,382

ICT 24,995 2,328 27,323

Print & Packaging 21,958 490 22,448

Total 105,019 18,002 123,021

Electronics and ICT account for 72.5% of regional CDI employment growth

Y&H Creative & Digital ClusterBusiness Size by Employment 1998-2004

Size 1998 2004 Micro (1-9) 90.6% 90.9% Small (10-49) 6.9% 6.6% Medium (50-199) 2.0% 1.9% Large (+200) 0.5% 0.6% Source: ONS © Crown Copyright 2005

Most jobs are in small companiesthough they may involve working on large projects

South Yorkshire: EmploymentFigure 17 South Yorkshire Digital Sector Employment (1998-2004)

Source: ONS © Crown Copyright 2006

0

5000

10000

15000

20000

25000

1998 1999 2000 2001 2002 2003 2004

Year

Nu

mb

er

of

em

plo

ye

es

Print/Pack.

ICT

Electronics

Design

MVPA

MNM

How do you expect your employment of multimedia professionals to change in

the next 3 years? (SY 2005)• 59% expect an increase• 38% expect it to stay the same• 3% said don’t know

• Percentage expecting an increase:– West Yorkshire 63% – The Humber 62% – South Yorkshire 56% – North Yorkshire 50%

• The most prominent demand increases are expected in– Interactive media 18%– Marketing & e-business 18%– Still & moving image 16%

How much value you attach to the following qualifications? (SY 2005)

• Employers value:– 76% Degree (specialist multimedia subject)– 73% Degree (generalist subject)– 53% AS / A2– 47% Foundation Degrees– 46% Proprietary provider accreditation– 45% NVQ– 45% Modern Apprenticeship Frameworks– 38% National & Higher National awards– 38% Trade body accreditation– 31% 16-19 vocational curriculum (inc AVCEs)

General Adoption

Convenience & Productivity

Use

SpecialistApplication

ServiceIntegration

ImplementationSupport &

Management

7

6

5

4

3

2

1

E

TechnologyAdvancement

Product Origination, Design &

Development

SkillLevel

Type of Employment

Digital & ICT Skills Segments

Technical Skills SpectrumHorizontal Mobility between disciplines

Hardware Networks Systems Programming Content User

Trends & Issues• Jobs at 16? No• Jobs at 19? Possible with Level 3 skills• Apprenticeships? Uncommon• 14-19 Diplomas from 2008 (Level 2 & Level 3)

– ‘IT’ & ‘Creative & Media’ are in the first group

• Creative & Digital sector – still growing in SY• Creative & Digital jobs in other sectors? Big trend• The ‘Person Specification’ – as important as the

specialist skills

KS4

A level

Employmentin industries using ICT & Creative Media

GCSE

FoundationDegree

3 YearDegree

ApprenticeRoutes

Choice & Opportunity - Pathways to Employment

KEY Academic FocusWork Focus

OtherPost-16

Unlikely

Possible

Age 18 Age 21 Age 24Age 16

4Year

OtherPre-16

What Qualifications do I need?

• You need good literacy (English) and numeracy (Maths) at GCSE

• Very few people enter these sectors after GCSE aged 16 – even administrative posts require advanced office technology skills

• So definitely study A levels or a relevant vocational qualification at 6th Form or College

• There are jobs (in both technical and support roles) that you can enter from age 18 - but the track to success is easier with a university degree

What A Levels should I choose?

If you are following the A level pathway• There are very focused options like Computer Science &

Information Studies – but there is no need to do them if you have other preferences

• Depending your interests, consider– Maths, Physics – great for programmers and games designers– English, History, Economics – excellent background for business– Media, Film Studies, Art & Design – sound creative choices

• Remember you can move from these to a more specific degree or vocational choice – so long as you’ve built up some technical knowledge in your own time

What vocational courses could I do?

• These days, the best college vocational courses open up the way both to jobs and to university

• Whilst some skills are transferable, your course choice ought to be specific to the sector you are interested in; e.g.– Programming– IT systems and support– Digital design

• Choose courses that involve– Work placements in the industry– Certificates and experience in widely used products (often called

‘vendor skills’)– Credits that are recognised for University entrance

Course choices are not everything

Regardless of your course choices, make sure you build up experience in such as using software in addition to your course choices; for example

• Take ECDL & Microsoft Office Specialist courses to become skilled with office productivity tools

• Try to get relevant work experience through course placements and making contacts – why work in a shop if you can be paid to learn the ropes in your chosen sector?

• Read magazines and keep up with websites in your areas of interest

For a full set of free resourcesvisit

www.teendigital.info

•Print ready pdf files of each brochure page•Links to every website listed in the brochure•Brochure artwork files•This presentation•PowerPoints that walk through the brochure•PowerPoint templates to make your own•And more …

14-19 Specialist Diplomasin IT and in Creative & Media

• Subject to DfES approval, some Local Authorities will offer 14-19 diplomas from 2008

• For general information go to www.dfes.gov.uk/14-19/

• For the ‘IT’ Diploma visit

www.e-skills.com/diploma • For the ‘Creative and Media’ Diploma visit

www.creativeandmediadiploma.org

Area 1The Arts

Area 2Media

Area 3Design

Disciplines … Print & Publishing

Craft Advertising 2D Visual Art

Creative Writing Film 3D Visual Art

Drama TV Graphic Design

Dance Radio Product design

Music Interactive Media Fashion

Animation Textiles

Computer Games

Photo Imaging

Creative & Media 14-19 DiplomaRange of Disciplines

Themes Level 1 Focus

Level 2 focus

Level 3 Focus

Business The Digital World Technology in Business

The Potential of Technology

UnderstandingOrganisations

People Working with People

Enterprise &Professionalism

Professional Development

Making projects successful

Technology Working withTechnology

Technology Systems

Creating technology solutions

Supporting technology solutions

IT 14-19 DiplomaThree themes at all levels