The inter-regional initiative Shareplay (formerly named Cross Media) was launched by the North and Central Denmark Regions. The aim of the project is to boost job creation in the creative industry through enhanced collaboration and linkage to the knowledge institutions. The initiative was launched at the beginning of 2010 and runs three years at first.
The background for the Shareplay initiative is the digital revolution in the media industry. The mobile phone is a good example of a medium that is undergoing a technological revolution. Things develop so rapidly that new applications almost trip over one another. The development in the media industry requires collaboration across industries, and the Shareplay initiative aims to motivate businesses in the creative sector to cooperate with each other and with technology and knowledge intensive industries.
Three main elements
The three primary initiatives of the Shareplay project are:
1. Establishment of a Shareplay network with focus on innovation and knowledge dissemination
2. Strategic development activities
3. A Shareplay pool of venture capital to fund relevant innovation projects
The Shareplay consortium
Shareplay is managed by a strong consortium consisting of Filmby Aarhus, The Animation Workshop, Bretteville Hotspot and the Alexandra Institute. The consortium has set up a Shareplay secretariat that – among other assignments – is to operate the interdisciplinary network, initiate innovation projects and administer the funds set aside for innovation projects and strategic development.
The Shareplay pool
An EU funded innovation pool will be established and is expected to be ready by the second half of 2010. The criteria have not yet been defined but in order for an application to be considered, the project must be innovative and interdisciplinary, and the applicant must co-fund 50% of the total project amount. The pool amounts to DKK 3.75 million per year.
We understand the concept of cross media, but we are not yet fully aware what it might lead to.
We know that innovation is necessary and that there are ample opportunities for organisations in the creative sector to make a difference by developing and combining knowledge in new cooperative structures based on a qualified and dedicated effort – in collaboration with research and knowledge institutions.
The challenge is therefore to cultivate and support mono- and cross-disciplinary competences and relations that exist within cross media.
In this project the Alexandra Institute collaborates witht the following organisations:
For further information, please contact
Kristian Krämer.
The project is funded by (among others):
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Central Denmark Region |
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The North Denmark Region |
Total project budget distributed among project partners: DKK 28,500,000.
For further information, please contact Kristian Krämer.
As a result of the recent technological developments, a huge potential has emerged within creative contents production and communication, which has resulted in a revolution in the distribution of digital contents. And this has an impact on the creative processes.
Ten years ago there were simple, functional business models for each type of creative product such as movies, television series, teaching resources, computer games, books or a work of art.
Today consumer patterns, technology and funding possibilities are changing so radically that we need to think new collaboration structures, funding models, distribution platforms, marketing strategies, etc.
This venture into yet unknown territory that offers so many opportunities and more questions than answers calls for a focused and systematic approach that is always adapted to any given situation. An intelligent venture must be based on the competences and knowledge of the players within the industry, combined with openness, trustful relations, cooperativeness, and analytical and innovative skills.
People from the Alexandra Institute who have participated in this project:
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| Kristian Krämer Research & Innovation specialist |
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