Creative and Digital Media (England)

Framework status: Archived » Go to current (latest) issue of this framework

Framework details

Framework ID: FR01357
Issue number: 4
Issued: 15 May 2012

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Creative and Digital Media (England)
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Issued by

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


This new Advanced Apprenticeship in Creative and Digital Media supersedes 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 has 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 new framework have been developed with awarding organisations and industry experts, to ensure they meet the needs of the changing world of creative media.

Apprenticeships are at the heart of the new 'Skills for Sustainable Growth Strategy' and Creative Skillset believes, as does the Government, that apprentices should receive the same recognition as those who have achieved traditional qualifications such as GCSEs, A levels and degrees. 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.

Lord Carter's Digital Britain report sets out the UK Government’s strategic vision for the UK’s digital economy. The aim of the strategy is to ensure that the UK is at the leading edge of, and best utilises, global developments in digital technology. It addresses the role of digital technology, not only for UK plc, but also taking account of the national and regional character of Digital Britain.

Creative Skillset's Strategic Skills Assessment for the Creative Media Industries in England (2010) highlights 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 media 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.

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 Industries must respond swiftly to these changes 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 Media Industries. It is intended that this Advanced Apprenticeship framework will allow employers in England to draw on a more diverse pool of talent that has traditionally been dominated by university graduates.

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

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

Please note that this Advanced 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 (England)
(PDF document 1.88 MB)