Screen encounters across borders are transforming. Transnational video-on-demand services like Netflix and YouTube fundamentally change viewing patterns and affect the nature and extent of overseas audiences' digital encounters with the UK. But we do not know how. This project seeks to fill this knowledge gap by applying overlapping and integrated analyses of: (1) How young Europeans define, find, access, value and experience screen content (fiction & non-fiction) from the UK, and what motivates them to do so; and (2) how they understand the UK and British culture based on their screen consumption and wider UK-related experiences, and how this impacts their attitudes about the UK. The project's intervention is timely and important, culturally and economically: Popular culture plays a decisive role in circulating representations, which viewers use to make sense of the world. As radically different mediascapes (Appadurai 1996) emerge, it is vital that we comprehend how they reshape viewing communities, and impact UK content distribution and by extension the production and 'modes of cultural reproduction' (Vertovec 1999) that inform and shape how people perceive the UK. The country's departure from the EU lends additional urgency and makes Europe a particularly important site of investigation now. The research focuses on young, digital audiences (aged 16-34) in four case study markets, Denmark, Germany, Italy and the Netherlands-chosen for feasibility, variety in market size, different levels of English-proficiency and perceived cultural proximity to the UK. Six questions guide the research across three work packages: markets, cultural intermediaries and young audiences. The mixed-methods approach combines document analysis to assess market trends with quantitative and qualitative methods (survey, digital activities, online interviews, workshops) to illuminate viewing behaviours, preferences for and views about UK screen content, and the role that cultural intermediaries from industry, education and social media play in in shaping these behaviours. Academically, the research is of relevance to the fields of media, film, TV and cultural studies, audience research, intercultural communication and cultural policy. Alongside its significant and important empirical contribution, the project makes a theoretical intervention by advancing our understanding of (1) the complex interaction of personal, demographic, local, national and transnational forces that determine the consumption and reception of screen content; and (2) how digital encounters with other cultures impact opinions and behaviour towards these cultures, with implications for international relations. Methodologically the project makes a vital contribution by adopting and promoting a transnational research framework, and by developing an innovative mixed methods approach for researching digital, transnational screen audiences in context. Outside academia, screen practitioners will benefit from a better understanding of how young European audiences find British content and what they like and value about it. UK political institutions and cultural policy makers will benefit from insights about how young Europeans perceive the UK and the role screen content plays in shaping perceptions. Non-academic project partners include the BBC, BBC Studios, the British Council, the BFI, All3Media, HMR International, and the Producers' Alliance for Cinema and Television (Pact). Research findings will be shared widely with industry, policy and academic communities in the form of 4 open access interim country reports, 2 webinars, an edited book with papers from practitioners and academics attending 5 knowledge exchange roundtables, and an end of project symposium and report. Academic dissemination further includes conference papers, 3 journal articles, two ECR/PGR methods workshops and a co-authored book (post-award).

StoryFutures Academy is a genuine HEI-Industry collaboration between trainers and producers to develop the storytelling techniques and languages that will shape the future of immersive narrative. Led by the National Film & Television School and Royal Holloway, our bid is founded on research and training knowledge that places storytelling at its heart. We will provide core screen sector talent with the tools, space, creative freedom and cross-sector work structures to unlock the creative and commercial potential of immersive production. Partnered by Sir Lenny Henry, Destiny Ekaragha, Alex Garland, Georgina Campbell and more we will lead a charge of UK creative talent into immersive that embeds diversity into the development of the medium across writing, directing, producing, performance, cinematography, editing, animation and VFX. We will deliver training in action, providing opportunities for creatives to learn through taking part in immersive productions that tackle key creative and technical challenges. We link this to R&D in business model innovation and audience insight that combines electronic engineering, neuro- and cognitive psychology with long-sighted ethnography to provide a catalyst for growth of creative industries. We de-risk immersive production through 4 workstreams that provide £1.25m for collaborative projects with immediate impact: 1. Embedded Placements: Promoting talent development and commercial vitality by enabling placements of screen sector talent on immersive productions for cross sector innovation and work-based learning; 2. Collaborative Co-productions: Co-producing immersive experiences that tackle sector wide creative and technological barriers to growth, upskilling core screen sector workers via access to hands-on learning on live productions that build a cross-sector talent pool; 3. Experimental Labs: R&D-based productions that expose core screen sector talent partners to immersive and push technological and creative boundaries; 4. Developmental Training: Training a next generation of immersive storytellers and trainers that cascades knowledge to HEIs, FECs and industry across the country. We are unique in our industry credibility and relationships. The NFTS was awarded the BAFTA for Outstanding British Contribution to Cinema in 2018, and it is the only institution in the UK where industry already invest over £1.5m annually in CPD level training courses, enabling us access and partnership with internationally renowned on- and off-screen talent. Our partners are world-leaders in how story and new technologies combine to produce compelling and novel immersive experiences, including immersive theatre (Punchdrunk), VR (Rewind), gaming (Sony IE), film (BFI), television (Sky VR), advertising (McCann) visual effects (The Third Floor, Double Negative), performance capture (Imaginarium). We bring them together with advanced Original Equipment Manufacturers (Microsoft, Plexus) and sector experts (Digital Catapult) to place story and technology in tandem to explore, research, train and develop cross sector storytelling talent and business models. SFA will create over 60 ICE productions and generate nearly 1,000 direct beneficiaries. It will cascade benefits, insights and opportunities via collaborations with regional partners, including NFTS' base in Scotland alongside TRC Media and UK Games Fund as well as access to nationwide labs via Digital Catapult, and co-production bases in Manchester (McCann) and Yorkshire (BFI). It also gains significant advantage from the economies of scale and access to talent achievable from our Gateway Cluster base with its easy flows of talent and work in and out of London. StoryFutures Academy can make the UK a world-leader in immersive because it has unmatched access to mainstream creative screen sector talent, companies and technologies, allowing it to translate experimentation, training and R&D into tangible economic and creative ROI for the whole of UK Plc.

The stories of tomorrow will reach audiences in new and complex ways, fuelled by immersive technologies, data-driven personalisation, smart devices and AI alongside evolutions in contemporary screen form. Screen industries' creative story processes, techniques, business models, value networks and workflows are thus challenged to iterate a next generation of storytelling that can engage audiences in novel and commercially viable experiences. We span screen and createch industries, converging world leaders in storytelling, including Double Negative, Punchdrunk, nDreams, Sony, Pinewood, BBC Worldwide, HTC Vive and the BFI, to work alongside SMEs. We match these with academic expertise traversing story form (Media, Gaming, Drama); audience behaviour (Psychology); business models (Management); production cultures (Media); hardware, software and user interfaces (Engineering, Comp Sci, Design), to facilitate R&D that will create innovative and compelling content, products and service for emerging creative technologies. StoryFutures will grow both screen and createch industries. Led by an innovative StoryLab model, we work across 4 themes: T1 StoryLab; T2 Value Networks; T3 Data in the Creative Workflow; T4 Audience Engagement. Our StoryLab (T1) provides expertise and space for collaborative approaches to creative challenges that are barriers to business growth, such as how to increase user comfort in VR, build social immersive experiences or novel exploitation of existent IP. It will operate at professional and student level, spanning FE, HE and CPD, training a next generation of storytellers and entrepreneurs in world-class creative content and products. StoryLab will develop, fund and support prototype and risky innovations in story form that tackle such challenges, providing SMEs with new business opportunities and access to further funding and mentoring (T2). SF's R&D programme links these innovative productions with R&D on the effective management of data in the creative production pipeline, enabling more efficient and creative workflows (T3). And, via our partner distribution platforms (HTC, Heathrow, BFI, Sky VR), tests next gen experiences with audiences in novel ways that produce rich understandings of their engagement, including cognitive and neurological responses linked to a long-range analysis of youth audiences' preferences in these new spaces (T4). Across this work we will grow revenues and jobs in our region and beyond. With over £6.7m in leverage funding, SF is led by Royal Holloway together with its industry partners and HEIs, Brunel, NFTS and University of Creative Arts. SF spans film, television, gaming and immersion across a regional cluster that forms a gateway in and out of London. It will connect the film studios in the region's north to Guildford's gaming in the south, across to the west's plethora of createch companies and back to London's intensity of creative industries (see map). The cluster thus emphasises the region's - and UK economy's - fusion of digital and creative skills, with such companies likely to be 'more productive and have higher growth rates than [those] located entirely in one discipline' (Bazalgette 2017: 14). The region contains nearly 20% of the UK's high concentration, high growth creative Travel to Work Areas, forming the highest proportion of creative jobs and businesses outside of London. Within the cluster Heathrow constitutes "a critical driver of the area's economy" (TVBerkshire, 2017) as well as a gateway to the global markets and audiences that our innovative products and services must reach. SF will address a significant challenge for the UK creative economy in sustaining creative conurbations that have the potential for 'higher levels of business productivity' than Creative Cities (Nesta, 2016: 6). The Gateway Cluster thus has potential to form a powerhouse akin to the 'Golden Triangle' of medical research, industrial collaboration and innovation to its immediate north.

Over the last decade, the creative industries have been revolutionised by the Internet and the digital economy. The UK, already punching above its weight in the global cultural market, stands at a pivotal moment where it is well placed to build a cultural, business and regulatory infrastructure in which first movers as significant as Google, Facebook, Amazon or iTunes may emerge and flourish, driving new jobs and industry. However, for some creators and rightsholders the transition from analogue to digital has been as problematic as it has been promising. Cultural heritage institutions are also struggling to capitalise upon new revenue streams that digitisation appears to offer, while maintaining their traditional roles. Policymakers are hampered by a lack of consensus across stakeholders and confused by partisan evidence lacking robust foundations. Research in conjunction with industry is needed to address these problems and provide support for legislators. CREATe will tackle this regulatory and business crisis, helping the UK creative industry and arts sectors survive, grow and become global innovation pioneers, with an ambitious programme of research delivered by an interdisciplinary team (law, business, economics, technology, psychology and cultural analysis) across 7 universities. CREATe aims to act as an honest broker, using open and transparent methods throughout to provide robust evidence for policymakers and legislators which can benefit all stakeholders. CREATe will do this by: - focussing on studying and collaborating with SMEs and individual creators as the incubators of innovation; - identifying "good, bad and emergent business models": which business models can survive the transition to the digital?, which cannot?, and which new models can succeed and scale to drive growth and jobs in the creative economy, as well as supporting the public sector in times of recession?; - examining empirically how far copyright in its current form really does incentivise or reward creative work, especially at the SME/micro level, as well as how far innovation may come from "open" business models and the "informal economy"; - monitoring copyright reform initiatives in Europe, at WIPO and other international fora to assess how they impact on the UK and on our work; - using technology as a solution not a problem: by creating pioneering platforms and tools to aid creators and users, using open standards and released under open licences; - examining how to increase and derive revenues from the user contribution to the creative economy in an era of social media, mash-up, data mining and "prosumers"; - assessing the role of online intermediaries such as ISPs, social networks and mobile operators to see if they encourage or discourage the production and distribution of cultural goods, and what role they should play in enforcing copyright. Given the important governing role of these bodies should they be subject to regulation like public bodies, and if so, how?; - consider throughout this work how the public interest and human rights, such as freedom of expression, privacy, and access to knowledge for the socially or physically excluded, may be affected either positively or negatively by new business models and new ways to enforce copyright. To investigate these issues our work will be arranged into seven themes: SMEs and good, bad and emergent business models; Open business models; Regulation and enforcement; Creators and creative practice; Online intermediaries and physical and virtual platforms; User creation, behaviour and norms; and, Human rights and the public interest. Our deliverables across these themes will be drawn together to inform a Research Blueprint for the UK Creative Economy to be launched in October 2016.