Creative and Digital Media (England)

Framework status: Current (latest) issue

Framework details

Framework ID: FR02891
Issue number: 9
Issued: 01 August 2014

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Creative and Digital Media (England)
(PDF document 2.15 MB)

Issued by
Creative Skillset

Contact name: John West
Telephone number: 020 7713 9800
Please download the framework for email contact information.


National Apprenticeship Service (NAS) - Statement on Apprenticeships Quality Definition  

An Apprenticeship is a job with an accompanying skills development programme designed by employers in the sector. It allows the apprentice to gain technical knowledge and real practical experience, along with functional and personal skills, required for their immediate job and future career. These are acquired through a mix of learning in the workplace, formal off the job training and the opportunity to practice and embed new skills in a real work context. This broader mix differentiates the Apprenticeship experience from training delivered to meet narrowly focussed job needs. 

All apprentices commencing their Apprenticeship on or after the 6th April 2012, must have an Apprenticeship Agreement between the employer and the apprentice. This can be used to reinforce the understanding of the requirements of  the apprenticeship. This can be used to reinforce the understanding of the requirements of the Apprenticeship. On completion of the Apprenticeship, the apprentice must be able to undertake the full range of duties, in the range of cirucmstances appropriate to the job, confidently and competently to the standard set by the industry.                                                                                                

Apprenticeships bring together individuals, who are motivated and working hard to develop themselves, and employers, investing in their own success but supporting a wider programme of social, environmental and economic value. To widen access, we will ensure clear progression routes into Apprenticeships, through to higher level skills development in further and higher education, taking into account the needs of all types of learners.The Advanced Apprenticeship in Creative and Digital Media superseded the Media Production Apprenticeship Pilot delivered in the north west of England with partners such as the BBC, Channel M, ITV Granada, Lime Pictures and the Red Production Company. Throughout the development process, Creative Skillset carried out ongoing consultation with employers and providers involved in the north west, plus all those who have expressed an interest elsewhere in England and Wales. The qualification components of the framework were developed with awarding organisations and industry experts, to ensure they met the needs of the changing world of the Creative Industries.                                          

The UK’s Creative Industries are a genuinely world-class sector, generating significant employment and export earnings and with admired, market -leading businesses in industries that range from visual effects to designer fashion. Industry ambitions to build upon this success and strengthen its global position are firmly shared by national Government. In order to maximise the potential of the sector, existing barriers need to be addressed – particularly those associated with skills and talent development, which are vital to maintaining competitive advantage. It is the fusion of creative invention and technological innovation which is so distinctive of the UK’s Creative Industries, and which underpins its competitive advantage – particularly with regards to the digital media industries of emerging economies.

Creative Skillset's Sector Skills Assessment for the Creative Media Industries in England (2011) highlighted that, in what is now a global economy, it can be difficult for smaller or even medium sized companies to keep up to date with technology and market developments to capitalise on globally driven opportunities. Indeed perhaps partly in response to this, the global picture in recent years has been one of market concentration with the emergence of large media multinationals (such as Sky and Sony) with broad and ever expanding interests across a number of sectors, genres and platforms. Secondly, it is known that both freelancers and small companies in relative terms find it more difficult to invest in skills development. All this emphasises the important role played by the public sector – working with the industry – to facilitate access to high quality information, advice and education and learning and development provision for the entire creative media workforce. Digital technologies are continually changing the ways in which media content is created, packaged, distributed, and consumed by audiences. For example, the Wii isn’t just a gaming console, it is also a web browser and social networking tool; mobile phones aren’t just used for conversations, but are digital cameras, voice recorders and mp3 players. The Creative Industries must stay ahead of the game and help the economy keep pace and  grow.        

Advanced apprentices must be able to hit the ground running with new ideas and a real understanding of what the industries need. Apprentices should be able to add value to the business, as soon as possible, and work with their employer to take advantage of new technologies. In return, employers will support, train and develop apprentices and provide them with invaluable experience to further develop their career in the Creative Industries. It is intended that this framework will allow employers in England to draw on a more diverse pool of talent that has traditionally been dominated by university graduates.

The Advanced Apprenticeship covers new entrant roles in a range of sectors, including:

  •  TV
  • Archive
  • Animation
  • Interactive media
  • Film
  • Photo imaging
  • Radio  

Please note that both this framework may also be relevant to employers outside of Creative Industries - possibly those who have team members responsible for using digital technology for creative purposes. 

Download framework

Creative and Digital Media (England)
(PDF document 2.15 MB)