Creative and Digital Media Non-statutory (Wales)

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Framework details

Framework ID: FR01355
Issue number: 2
Issued: 25 May 2012

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Creative and Digital Media Non-statutory (Wales)
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Over the last decade, the Creative Media Industries have grown at twice the rate of the economy as a whole and these industries are playing an incredibly important role in the economic, social and cultural life of Wales. The Welsh Government has identified the Creative Media Industries as a sector of strategic importance to the Welsh economy.

Around 20,300 people work in the creative media footprint in Wales, approximately 4% of the UK total. The largest sectors in Wales in terms of workforce are interactive media (approximately 3,850 people), television (3,500 people), publishing (3,300 people) and advertising (2,800 people). A further 3,500 people are employed in creative media specific occupations in other industries.  There are an estimated 1,300 creative media companies in Wales and small to medium sized businesses dominate this figure.

Creative Media Industries in Wales are characterised by a highly qualified workforce, with 61% of the workforce in possession of a degree level qualification, a greater proportion than that in the UK as a whole. However, a recent survey reveals that half of employers state they do not value formal qualifications. This might be attributable to a perception among employers that qualifications do not necessarily make new recruits to the sector ‘job ready’.

Three in ten (29%) creative media employers in Wales attributed current skills gaps to an inability of the workforce to keep up with change. The future is digital and the use of internet and other digital technologies is changing the way 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 now digital cameras, voice recorders and mp3 players. The creative media workforce needs to be equipped to keep up with change and competition, as well as improve productivity and contribution to the Welsh economy.

28% of the workforce in Wales is freelance, higher than the average of 25% for the UK as a whole.  At a new entrant level, business skills have to be embedded as part of training and education. Learners need to realise that the likelihood is that they will be freelance rather than permanently employed. As freelancers, they will become responsible for their own business needs and they will need to be able to market themselves and manage others, and be able to think big.

Wales needs a strong Apprenticeship system and Creative Skillset supports the Welsh Government's vision for Apprenticeships not to be separated from academic routes. In 'Skills that work for Wales', the Creative Media Industries are considered of strategic importance. This new Apprenticeship framework will address the skills needs of these priority industries by developing the entry level skills employers need and creating an alternative progression route into employment, for those individuals who thrive from learning in more practical settings. 

In Wales, this new Apprenticeship is an exciting and innovative way for people to enter into the Creative Media Industries. Apprentices will not only be learning the most relevant and up-to-date skills, they will also be assisting in the growth of businesses, forging valuable networks within the industry, and earning a wage while they do it.

This new Apprenticeship covers new entrant roles in the following Creative Media Industries:

  • TV
  • Archive
  • Animation
  • Interactive media
  • Film
  • Photo imaging
  • Radio
  • Set Crafts
  • Post production
  • Costume
  • Hair and Make-up
  • Prosthetics
  • Camera
  • Lighting

New entrants into the Creative Media Industries must have an understanding and appreciation of different technologies, alongside general knowledge and 'soft' skills, including the capacity to work efficiently and in teams. Employers are looking for work-ready individuals who are hard working, have the right attitude, strong communication and IT skills and a good understanding of what it takes to work their way up in Creative Media.

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 Media Industries.

Please note that this Apprenticeship is also relevant to employers outside of ‘Creative Media’ - possibly those who have team members responsible for using digital technology for creative purposes.


Download framework

Creative and Digital Media Non-statutory (Wales)
(PDF document 1.88 MB)