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.

1. Audience of the Future
Consortium Building Event
PERFORMANCE
Monday 14th May 2018
Royal Shakespeare Company
@UKRI_News #industrialstrategy #AudienceFuture

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. WELCOME AND INTRODUCTIONS
Prof Anthony Lilley
Director Scenario Two Ltd
Professor of Creative Industries, Ulster University
@AnthonyLilley

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. CHEAD presentation 14.04.18

10. • 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

12. “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

14. 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
*

15. 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
*

17. • 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

18. • 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

19. 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

20. £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

21. 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.

22. • 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

25. © Royal Shakespeare Company

37. • 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

38. 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

39. 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

40. • 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

41. • 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

42. • 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:

43. • 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

44. • 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

45. AUDIENCE Q&A
Prof Andrew Chitty
Interim Challenge Director, Audience of the Future
@drewchit
Tom Fiddian
Innovation Lead, Audience of the Future
@tomfiddian

46. PERFORMANCE: THE BIGGER PICTURE
Prof Anthony Lilley
Director Scenario Two Ltd
Professor of Creative Industries, Ulster University
@AnthonyLilley

47. PERFORMANCE: THE BIGGER PICTURE DISCUSSION
Sarah Ellis
Director of Digital Development
Royal Shakespeare Company
@scarahnellis

48. 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

49. 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

50. 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

51. NETWORKING AND CONSORTIUM BUILDING
Tara Solesbury
Programme Manager
AHRC Creative Economy Programme
Audience of the Future Team

52. WRAP-UP AND NEXT STEPS
Prof Andrew Chitty
Interim Challenge Director, Audience of the Future
UK Research and Innovation
@drewchit
@UKTI_News #industrialstrategy #AudienceFuture