Digital technology has huge potential to support and accelerate the delivery of all of our goals and priorities and offers exciting opportunities for artists, audiences and the broader sector. In Great art and culture for everyonewe identify 'the dizzying potential of digital technology in transforming the way we make, distribute, receive and exchange art.'
Digital innovation encompasses a wide range of activities that are enabled by digital technology, including creative practice, audience engagement and marketing, technological innovation, new business models and distribution.
Within this broader context, we have created a new policy approach to focus on artistic and cultural works and content that are created for digital platforms and/or distributed digitally to engage the public.
Creative media policy
Creative media as a term has been traditionally used to describe the industries producing digital and 'creative content'. This includes those companies working in film, television, radio, interactive content, electronic publishing, software and computer games.
Within this wider ecology and economy, the Arts Council is applying 'creative media' as a term to refer to artistic and cultural works and content that are created for digital platforms and/or distributed digitally to engage the public.
The Creative media policy sets out our approach to the development and growth of creative media. We want to:
Support an increase in the quality, volume and reach of digital content and experiences from the arts and cultural sector for artistic, economic and audience development and growth.