Unit Title: Awareness of Converging Digital Technology in the Creative Media Sector

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1 Unit Credit Value: 6 Unit Level: Three Unit Guided Learning Hours: 40 Ofqual Unit Reference Number: Y/600/9039 Unit Review Date: 31/12/2033 Unit Sector: 9.3 Media and Communication Unit Summary In this unit learners will gain an awareness of the current use of digital technology and the implications of converging technology in the Creative media sector. They will research the changing face of creative media, and how digital technology is affecting audiences and workforces. Learners will also consider how converging media can be used to reach new audiences and generate new revenue streams. Learners will also plan research tests to exploit converging technology. Unit Information It is expected that before the unit is delivered, the tutor will have read the Qualification Specification to ensure all conditions regarding Rules of Combination, delivery, assessment and internal quality assurance are fulfilled. Additional guidance is available below as Assessment Guidance for Learning Outcomes and Assessment Criteria in bold. This unit has 4 learning outcomes LEARNING OUTCOMES The learner will: 1. Understand the use of digital technology within the Creative Media sector 2. Understand the implications of converging technology on the workforce in a particular Creative Media industry ASSESSMENT CRITERIA The learner can: 1.1. Describe the uses of digital technology within the Creative Media sector and the relationships this has created between industries in the sector 1.2. Describe key Intellectual Property and copyright issues, related to digital technology and content creation 2.1. Explain what is meant by converging technology 2.2. Explain the impact of converging technology on the workforce within a specific Creative Media industry 1 of 5

2 LEARNING OUTCOMES The learner will: 3. Know how converging technology has been exploited to reach new audiences and generate revenue 4. Be able to plan a research exercise to test an idea for exploiting converging technology ASSESSMENT CRITERIA The learner can: 3.1. Describe the changing expectations of audiences and consumers within a chosen Creative Media industry 3.2. Describe examples of how ideas for multi-platform content have been used to reach new audiences and generate revenue 3.3. Describe examples of commissioning processes and funding opportunities in relation to converging technology 4.1. Explain opportunities for exploiting converging technology 4.2. Research and plan a test for an identified opportunity 4.3. Carry out planned test and evaluate and present the findings Assessment Guidance Learning Outcome 1 Creative Media sector: e.g. photography, digital graphics, web authoring, animation, interactive media, audio/radio, video/television, computer games. 1.1 Uses of digital technology: to record, capture, create, edit, enhance, design, develop, test, display, present and distribute, for example, using digital still cameras and digital video to capture audio-visual scenes, transfer to a computer system, edit, enhance and export into a format suitable for distribution over the internet. 1.1 Relationships: business relationships to include for example, creation of digital media with links to organisations for its distribution, processing and editing of material that has been captured and recorded. 1.2 Intellectual Property: What is intellectual property (e.g an idea, brand, product or invention) and how this can be protected by copyright, trademarks and patents. 1.2 Copyright issues: how Copyright applies to digital media authorship and production in the same way as literary and artistic works copyright issues on using the work of others in the public domain 2 of 5

3 how digital media is still protected by Copyright when published and available for download from the Internet penalties and consequences of Copyright infringement e.g. withdrawal of use, payment of fees and/or compensation UK Copyright Law and International Copyright Law differences and variations e.g. what is allowed under acceptable use or educational use how Copyright applies to orphan works i.e. where the copyright on an original image is held by somebody else but is modified using editing software so that it is unrecognisable from the original how Copyright on own work is established, restricting its use by anyone else without permission who owns Copyright on work created e.g. as a freelance (held by author) or when employed by an organisation (where Copyright is held by the employer organisation) Learning Outcome Converging technology: the merging of what were independent technologies into a common technology framework. Examples of converging technologies: carrying voice and data over a single wire or fibre optic cable combining audio, video, images and communication on a website page providing camera, audio and video recording functions into mobile phones which have voice and text communication features. 2.2 Impact: The impact on Creative Media Industries may include for example: traditional telephone communications are being replaced with Internet phones using VoIP connections (Voice over Internet Protocol) websites are including more rich media (e.g. video, user interest and loyalty). web pages with only text and images are less engaging for the audience, which increases the demand for multi skilled digital media creators and contributors increased competition for products and/or services e.g. the market for digital cameras is threatened by mobile phones with higher quality cameras built in impact on employment and job roles e.g. news gathering is no longer exclusive to reporters with traditional audio-visual equipment. The recording and web connection features of mobile devices allows public, citizen or consumer journalism, where the general public capture and contribute newsworthy material. Learning Outcome Changing expectation for example: increased demand for rich media in websites and interactive media products expectation of on-demand information i.e. how audiences expect to be able to choose what information they receive and have it delivered quickly over the 3 of 5

4 Internet (no longer just a broadcast distribution medium such as analogue television). expectation of lower cost services, such as cheaper telephone calls which are enabled by VoIP technologies demand for more capable mobile devices with improved features expectation of information available on a mobile device using web enabled data connections. 3.2 Multi-platform content: multi-platform content reaching new audiences and generating revenue by, for example: film companies that provide content online, in cinemas, using DVD/Bluray, satellite/cable/digital broadcasts and interactive features and trailers for multi platform distribution and viewing websites that identify the platform used to browse e.g. computer or mobile device (enables delivery of suitable page layout to improve the viewing experience). Enables online shopping from mobile devices in revenue ability to watch DVD/Bluray movies or browse the Internet on consoles that also offer immersive and engaging 3D computer games, increasing the popularity of the console. 3.3 Opportunities: an understanding of the opportunities provided by multi-platform distribution to be demonstrated. Commissioning processes and funding opportunities, examples may be taken from: web based interactive media projects that use commissioned work from contributors and other suppliers mobile technology markets and applications that provide funding and revenue opportunities for developers and contributors. Learning Outcome Opportunities: within a Creative Media area, research the convergence of technologies and what opportunities this creates. 4.2 Test for an identified opportunity: identify questions to ask the potential target audience for an identified opportunity complete market research to identify the potential for the identified opportunity summarise the results of the market research. Delivery Requirements Appropriate physical resources will be required in order to deliver and assess this unit. 4 of 5

5 Evidence Requirements Evidence of practical ability must be demonstrated. 5 of 5