1. Indrek Ibrus

2. TLU back story
Previous experiences and studies on cross-media production by Nordic and Baltic media SMEs
Studies on clustering by (audiovisual) media SMEs
Work on new kinds of audiovisual & interactive textbooks – recycling audiovisual heritage
Studios have some interest for other business models, but also deep motivation to ‘produce another film’.
Awareness challenge.

3. Interreg funded R&D project – non-technical innovation; Baltic Sea Region flagship project in culture
Aimed at facilitating cooperation of screen industries with three other sectors - education, tourism or healthcare.
Co-operation expected to result in “cross-innovation” practices.
The aim is to provide jobs and find new revenues for screen industries and to benefit other sectors with innovative solutions.

4. What do we do?
Organise awareness events: conferences + hackathons + networking
Fund prototype production
Develop and strengthen cross-sector networks
Conduct research on ‘cross-innovation’

5. ‘Cross-innovation’ and ‘national innovation’ systems
National innovation systems – coordination is crucial
Cross-innovation – no/emergent innovation system
Internationalisation of creative industries – relevance of national innovation systems?
Research challenge: the interrelationship of these concepts?
How to study coordination in regional/international emergent innovation systems?

6. Culture + evolutionary economics
“Social Network Markets”/”Cultural Science” - Potts, Cunningham, Hartley, Ormerod (2008)
Focus on innovation coordination in the era of participatory networks – how networks create value through production and consumption of network-valorized choices.
Robin Mansell’s approach (institutionalist/evolutionary political economy of media – “Imagining the Internet” (2012))
Various forms of evolutionary/institutional economics and its application on media industries constitute the conceptual framework for this research.

7. Initial Market Study
Aim was to study benchmarking examples and to understand their stories and their challenges
To get initial overview of regulatory frameworks, policy measures, institutional frameworks in different countries

8. Findings of policy analysis
We studied 5 countries (Denmark, Germany, Norway, Lithuania, Estonia) and distinguished four ‘levels’:
Policy level: measures, programmes etc.
Education level: research groups, research projects, special curriculums etc.
Enterprise/sector level: cluster, sector organisation, network, other
Initiatives’ level: projects, programmes, conference, festival, other.

9. Policy level
The policy measures tend to be general, supporting innovation in general or provide support for creative industries sector as a whole.
Benchmarking practice: Denmark’s “More Creative” programme, which core purpose is to develop partnerships into self-supporting clusters and to form new regional partnerships across the creative industries and the wider economy.
No specific policies to motivate media/AV-sectors to co-innovate with other sectors.

10. Education All countries have good examples:
For instance: Digital Learning Games curriculum in Tallinn
Several research programs and initiatives

11. Enterprise / sector level
Activities relate mostly to cluster, business accelerator, incubator development.
The recurring aim is to foster cooperation between companies, including cross-sectoral and cross-organisational collaboration.
Benchmarking: Interactive Denmark – mission to accelerate, coordinate and support the development of Danish game and interactive cluster by focusing (among others) on interaction between ‘digital visual industry’ +education and +health.

12. Initiative’s level
Most commonly conferences and events / festivals, but also infrastructure developments, learning labs, etc.
Benchmarking: Centre for Education and Animation in Denmark – a living lab for developing animation-based teaching materials, organization of teacher training courses, hands-on workshops and animation film festival for children and adults.

13. Companies/initiatives we studied
We looked for benchmarking initiatives/companies in the region.
We have managed to interview the following companies:

14. Some findings of company-study:
In educational gaming and family-friendly tourism recycling of IPR in cross-media ways is an increasingly established practice.
Yet, in tourism for grown-ups copyrights holders tend to undermine such innovation
Audiovisual telemedicine an emergent market - yet, existing legislation and healthcare market structuration may not fully enable this sub-market
Formal education also very conservative – time to market long

15. Combined results – next steps
No systematic policy frameworks for this kind of cross-innovation
Networks of educational programmes, cluster or incubation programmes, also various initiatives – need to study their coordination
Company study indicated that we also need to investigate other policies than creative industries
What also matters are the path dependencies in business conducts and ‘sectoral cultures’.

16. Tourism?
VR not relevant – ‘closed’ platform, appropriate for marketing; also as ‘toys’ at museums, etc.
AR is the future for tourism industry.
Our project: Old Narva

17. Old Narva

18. “Situated simulations”

19. Thank you!