170918_FINALReport_TheChangingCreativeLandscapeandMCOEinsights_v1.0 (toegevoegd 11 oktober 2024)

Hilversum Mediastad’s ambition is to grow into the fulcrum of the vibrant Creative Valley in the Netherlands. This is realised through a series of initiatives such as: collaboration with education institutes, start-up accelerator programmes and the rise of virtual collaboration platforms. Additionally, the spill-over effect into other creative industries and the pulleffect from foreign specialized technology organisations aids in fostering innovation at an industrywide level. Distilling from this is the ambition and impetus to eventually transition into a Creative Valley. Media Cluster

The accessibility to sources that cultivate knowledge within the MCoE indicate the desire of the network to continuously learn and be up-to-date with developments. Cultural Heritage Conservation Decorated with the 100 year-long heritage of being a media city, exemplifying traditional values of culture, philosophy and religion through public broadcasting, and celebrating a tight-knit connection with the people of Hilversum – this demonstrates how the MCoE embraces culture. Hilversum Mediastad is recognized as ‘the mediastad’, and frequently chosen as the location for reward ceremonies, recognizing talent in events such as Media Diamant and Radio Ring. Further, the Institute of Sound and Vision also have an agenda to preserve culture by digitizing and archiving media and promoting tourism and visitors (see below). Visitors

Creative Valley 217k

252k

227k

267k

207k

216k

2011

2012

2013

2014

2015

2016

Stimulating Employment In 2014, different organisations within Hilversum Mediastad including the municipality, education institutes and companies formed a consortium with the objective to increase the media employability of the city. Examples of initiatives is the establishment of Lab24 – a collaboration space with favourable renting conditions, and SWITCH – a place where everyone can access workshops and involve themselves in presentations. These initiatives contribute to an attractive working environment drawing more people to work at the MCoE. The creative industry accounts for 27% of the local economy in Hilversum with an annual turnover of approximately €2,7 billion. Scale reduction in media production in Hilversum has called for more freelance professionals – now 58% of the workforce – who can work in collaboration spaces e.g. SWITCH. The settlement of international organisations like NEP, United and Ericsson who are experimenting with new technologies like VR & AR are also attracting other companies to the park.

Driving Collaboration The nature of collaboration is mostly driven from within the MCoE itself, on national scale, and in collaboration with the main stakeholders. Some start-ups initiatives and recent education partnerships have also been launched. Despite this, there is limited attraction or collaboration prospects foreseeable on an international scale yet. iMMovater and the institute of Sound of Vision are working together, and cooperate to drive collaboration e.g. inviting experts to the Cross Media Café. Another collaboration initiative within the MCoE is MediaMatter, an innovation accelerator. Six media organisations (e.g. NPO, Persgroep, en de Groene Amsterdammer) are currently interested and involved in this initiative where the objective is to scout (inter)national start-ups and scale-ups. 19

Source: PwC Analysis, Beeld en Geluid jaarverslag 2016, Hilversum Media Campus, Monitor Creative Industrie 2016, Cross Media Café, MediaMatter

Creative Valley Hainaut

The Creative Valley Hainaut aims at connecting cultural, digital and creative practitioners in Mons and the wider region of Hainaut, particularly focusing on collaboration and economic development. It strives to be a hub and incubator for both local and international projects. The MCoE contributes to social development by providing technologyrelated trainings to unemployed adults.

Did you know… … that the development of the ‘urban space’ in the Creative Valley includes the establishment of a new Congress Centre by the American architect Libenskind and a new train station by the Spanish architect Calatrava … that Hainaut had approximately 1200 jobs in Publishing and Audiovisual creation, 1000 in the Advertising and 3300 in the Entertainment and Recreation in 2016.

MCoE progression

Performance

Status quo and ambition With a focus to create and foster a creative learning environment, Creative Valley Hainaut acts as an interconnected and overlapping network whose contributions outreach merely the direct beneficiaries of the MCoE. Its main goal is to enhance the widest form of creativity in society as a whole. Additionally, the MCoE is building the future footprint of the city of Mons. By improving living standards, bettering the reputation, and building cultural heritage – the MCoE solidifies its social agenda. As the Creative Valley is owned and governed by various bodies including the government, municipalities, institutions as well as private contributors – the Creative Valley acts like a Creative Ecosystem.

Cultivating Knowledge One of the main goals of Creative Valley Hainaut is to create and foster a creative learning environment. They facilitate knowledge cultivation through partner universities and research institutes to nurture a creative workforce and stimulate continuous learning. Partners include:

Stimulating Employment Employment is stimulated through e.g. grant programs, and well-equipped facilities. New, state-of-the-art facilities aim to address the skills shortages in STEM-oriented occupations and encourage interest into new digi-tech industries.

 Numediart University who has a global reputation for sound, image and video treatment and specialises in slow-motion film.  The Microsoft Innovation Centre which is located in the Creative Valley and drives research in health.  TechnociTe provides short and medium term trainings which are related to new technologies in ICT and digital. The target group for these trainings are mainly unemployed adults.

 Hainaut offers a yearly grant programme supporting digital literacy projects in the region.

Cultural Heritage Conservation Creative Valley Hainaut has an underlying purpose to equip society with skills to improve their own city and demonstrates how media can shape culture. It builds upon the digital media consumption trend with interactive and digital media applications incorporated in the cultural heritage sites allowing people to discover the city. It has a rich cultural programme and the museums functions as ‘creative connectors’.

Driving Collaboration Creative Valley Hainaut is a strong driver of collaboration and has strong synergies with other European Cities (i.e. Pilsen) to boost mobility and impact across boundaries. Examples include:

Current developments in Hainaut build upon the trends of media consumption and business models in media. This serves the wider creative ecosystem by encouraging ‘platform acting’ and ‘ecosystem thinking’ – thereby further strengthening the reputation of the Creative Valley of Hainaut.

Creative Ecosystem

Creative Ecosystem

 The cultural programme of Hainaut includes 4 seasons, 35 highlights and more than 300 events in total  Mons has 12 museums and is about to open 5 new ones. The digitization of museums tie together a number of media formats including the use of IoT, web documentaries and city-branding like the VisitMons application for tourists exploring the city.

 Numediart is equipped with six different innovation and working labs that focuses on eight technological trends such as augmented reality, 3D design and motion captures.

 Café Europe has the goal to foster social innovation and creativity allowing a network of European cities to share experiences.  The MCoE drives transdisciplinary cooperation in the ‘Mons-Borinage’ and ‘Centre’ region gathering 25 partners, including local authorities, the Foundation Mons 2015, local and international companies, universities, museums, events and research centres. In addition, Creative Valley Hainaut is a partner of The Mons 2025 City project to foster collaboration among citizens, creatives and the municipality. The MCoE facilitates this event and coordinates 19 municipalities in the wider region of Mons. It has been given the task to organize workshops, where concrete ideas are aligned with Mons’ strategic objective. 20

Source: PwC Analysis, Website Creative Valley Hainaut, Coeur du Hainaut report, Employment report

FilmbyArhus

The ‘Big Picture’ is the name of FilmbyArhus’ strategy for 2020 to drive companies and education in the digital visual industry to actively participate in developing society and culture in Denmark through e.g. the production of artistic films. It has a strong physical presence in the business park and throughout the region of Jutland. The aim of the MCoE is to focus on collaborations and projects to stimulate innovation within and outside the creative industry.

MCoE progression

Performance

Status quo and ambition FilmbyArhus is located in Aarhus Harbour and houses companies active in e.g. journalism, art, digital and visual industry. This MCoE’s ambition is to use digital visual and media skills to drive cultural experiences and social development beyond the creative industry which is a characteristic of a Creative Ecosystem. To attain this ambition, FilmbyArhus initiated several projects to drive international collaboration and explore possibilities in other industries which serve to better the region of Jutland and to improve the standards of living with a strong focus on the application of creativity in its widest form.

Cultivating Knowledge FilmbyArhus facilitates knowledge sharing and cultivation through programs, master classes and projects. The park houses two educational institutions:

However, the results of these initiatives are not visible yet therefore the MCoE can currently be seen as a Creative Valley which has taken the first important steps into progressing into a Creative Ecosystem by further leveraging the international reputation and strong recognition of Aarhus.

 Digital visual companies collaborated with experts from the Moesgaard Museum to produce “The Journey”, a cinematic production about the human conditions filmed on seven continents.  In Project New Nordic Noir, the process of film and television production is reversed. Producers and writers were invited to use the West Coast of Jutland as the starting point for stories as the area contains stories that need to be told. This initiative is expected to boost film tourism.

Did you know… … that the municipal region of Aarhus is the second biggest city in Denmark with 336.000 inhabitants? … that the institution is owned by the municipality? … that the park houses 80 media companies? …that the turnover in 2016 was 20 million DKK

Creative Valley

 Kaospilot – hybrid between design and business school that offers a leadership and entrepreneurship program  More than 600 people have completed the program  VIA film and Transmedia – educates to produce film in different genres across formats and platforms:  30 students a year (from 200 applicants)  Retention rate of 100%  Records a total of 120 students from the summer of 2016 Cultural Heritage Conservation The MCoE is involved in many projects that connects media with culture which is in line with FilmbyArhus’ vision of driving cultural experiences and contributing to societal development in Denmark. Examples include:

Stimulating Employment The 12,000m2 business park located at the harbour has 500 work places. The MCoE will, in collaboration with Aarhus Municipality, expand the park with another 4400m2 increasing the number of work places by 300 (i.e. increase by 60%). Moreover, talent development is a main focus of the MCoE including research centres for media and education and incubators and accelerators to create a vibrant start-up environment.

Driving Collaboration FilmbyArhus drives collaboration within and outside the creative industry through challenging (cross border) projects. Examples of cross-border projects include:  Create converge: organisations are given the task to explore the potential of gaming and animation technology in other industries  Cross motion: organisations are given the task to explore VR and AR opportunities in health, education and tourism sector See case study for more information

Creative Ecosystem

21 Source: PwC Analysis, Website FilmbyArhus

Next Media.Hamburg

Due to developments in the industry such as change in consumer behaviour and technological development, companies need to change their business model to stay relevant and competitive within the industry. As such, nextMedia.Hamburg was established. nextMedia.Hamburg believes that successful digital business models at the intersection of content and technology is key to the future of the media sector. With this vision in mind, nextMedia.Hamburg was established to expand and support the regional network of media and digital industries, especially in regard to the development of sustainable, innovative content business models in the digital economy to secure and expand Hamburg's position as a leading media location.

MCoE progression

Performance

Status quo and ambition The nextMedia.Hamburg initiative was established in 2014 to support the entrepreneurial climate within the media/IT industry cluster of Hamburg but also to serve the industry in general. As it has almost no physical presence and the main focus of the virtual platform to drive collaboration between education institutes, start-ups and private companies by means of a strong (online) community there is a high tendency for the creation of employment and the sharing of knowledge, therefore NextMedia.Hamburg would currently fall under the form of MCoE Media Cluster.

Cultivating Knowledge nextMedia.Hamburg facilitates knowledge sharing by organizing networking events through their association Hamburg@Work, nextMedia.Lectures where renowned experts discuss issues and trends within the industry, and through partnerships with several educational institutes such as Business & Information Technology School, Hamburg University of Applied Sciences (HUAS) and Hamburg Media School. Specifically, the partnership with HUAS prompted the initiation of the ‘Masters of Games’ track. This offers students the opportunity to undertake theoretical courses to develop the technical knowledge in the field of game development.

As the current initiatives from NextMedia.Hamburg include the promotion of the city of Hamburg as purely a business location and the fact that they are focused upon further strengthening synergistic relationships with stakeholders without the indication of cultural spill-over or signs of bettering the city for its living standards the MCoE is likely to stay close to the form of Media Cluster.

Did you know… … that Hamburg’s creative industry has more than 21,000 companies and generates 10+ billion euros in revenue annually? … that nearly three quarters of Germany’s top 25 top magazines are produced in Hamburg?

Media Cluster

Media Cluster

Practical knowledge concerning finance, business models and operating structures is addressed through frequent workshops conducted by Start Up City Hamburg.

Cultural Heritage Conservation Organisations within Hamburg are not only promoting their business, but are also highlighting the city as a business location for collaborations and projects. Hamburg has notable repute as a city of media: the “city of content” – a marked history of leading political magazines, tabloid newspapers, weekly magazines etc. Whilst consolidating this prestige, nextMedia.Hamburg seeks to position itself as a location for innovative businesses in the fields of online, software and games. In turn complementing the agenda of the city of Hamburg and it’s keen role in shaping media and digital transformations. The cosmopolitan city of Hamburg has long been an ideal environment for founders and entrepreneurs, nextMedia.Hamburg contributes to this continuation during the transition to the digital-era.

Stimulating Employment nextMedia.Hamburg stimulates employment by building bridges between start-ups, and different sizes of enterprises in the industry through the recommendation of cooperation projects, events and potential business partners. An example of such is ‘StartHub’ – an initiative designed to nurture Hamburg’s start-up scene through the creation of projects and expediting business processes. Launched in 2003, one of the core branches of nextMedia.Hamburg, Gamecity:Hamburg supports businesses in the gaming sector. The network was founded with the intention of developing Hamburg as an attractive location for the games industry. Since it’s launch, the number of jobs in the gaming value chain has seen significant growth – increasing from 800 to 4,000, sorted within 150+ businesses in the segment.

Driving Collaboration In line with the mission of nextMedia.Hamburg, multiple events are organized where stakeholders from different companies within the industry come together to share ideas and co-collaborate. As an example, Gamecity:Hamburg has hosted 200+ events for game industry professionals, connecting 30,000+ participants. One of the most well-known events, Gamecity Treff facilitates informal contact, networking and the exchange of knowledge with the aim of promoting business contacts within the games industry and beyond. Alongside this, nextMedia.Hamburg provides co-working space for freelancers, entrepreneurs and startups alike. Included in this offering, nextMedia.Hamburg establishes networking channels to spark potential partnerships. This creates an extensive, interconnected, and integrated network of business support avenues.

22 Source: PwC Analysis, Website nextMedia.Hamburg

Vancouver Film & MCoE progression Media Centre and quo and ambition Film Commission Status Vancouver Film & Media Centre is

The Vancouver Media Film & Media Centre (VCFM) and the Vancouver Film Commission (VFC) falls under the governance of the Vancouver Economic Commission with the VCFM focused on the Digital Entertainment & Interactive industries and VFC overseeing the TV and filming production in Vancouver. The focus of the MCoE is to realise the industry’s true potential through advocacy, investment, promotion and positioning.

Did you know… … that the Digital Entertainment & Interactive industry in Vancouver has close to a 1,000 businesses doing screen-based activities such as visual effects (VFX), animation, film & TV production and games development? … Vancouver has one of the biggest clusters in the world for games and animation … that the premier international event on computer graphics and interactive techniques (SIGGRAPH) attracted close to 15,000 attendees?

commercially driven and profit oriented as the main focus is on content creation and production. Their dominant market position is driven by healthy relationships with start-ups, foreign producers and educational institutes. However, they also have strong ties to the local government which ensures a stable tax and geopolitical environment to keep the MCoE a very attractive location for media investments building upon the city’s economic reputation. As such, the characteristics are suggestive towards a Media Cluster. However, there are limited signs to drive industry spill-over and no intention likely to broaden cultural initiatives to serve the wider ecosystem besides gaming. Neither are there incentives that better the quality of life or further builds upon the city’s reputation for living standards, Therefore, the MCoE is most likely not to progress into another form of appearance than the one of Media Cluster.

Media Cluster

Performance Cultivating Knowledge

Stimulating Employment

The MCoE facilitates knowledge sharing by promoting events related to technology and the Digital Entertainment & Interactive (DE&I) industry and education and training programs available in Vancouver such as Centre for Digital Media (CDM). CDM offers a Master of Digital Media graduate degree program and is home to industry studios and a variety of industry and professional development programs. The Centre is jointly owned by education institutions such as University of British Colombia (UBC) and Emily Carr University of Art + Design.

The Digital Entertainment & Interactive industry in Vancouver generates more than 40,000 jobs boosting the city’s economy by billions. The MCoE has several initiatives to stimulate employment:  The MCoE promotes the use of CareerScout, a tool that connects people to local companies looking to hire experienced professionals. Participating companies include Microsoft and Amazon.  For VFX and animation jobs, the MCoE works together with Lost Boys – School of VFX. Vacancies in VFX, animation and games are being published on a job board which contains approximately 1,700 vacancies posted by 77 different companies. The government also indirectly stimulate employment by providing attractive tax incentives to film and television production activities. For example, the Film Incentive BC Tax Credit – a labour based tax incentive offering a refundable tax credit of 35% to eligible businesses.

Cultural Heritage Conservation

Driving Collaboration

TV production and animation started developing in the ’70s and ’80s respectively and are regarded as the root of the DE&I industry in Vancouver. From there on, the industry kept growing and expanding in scope (e.g. gaming). Today, Vancouver is ranked 3 for both Film & TV production in North America and city for animation careers boosting the city’s economy. TV production and animation is thus an important aspect in the culture of Vancouver. By developing and implementing a strategy to strengthen the DE&I industry, the MCoE hopes to continue this legacy.

The MCoE itself does not seem to directly drive collaboration. Instead, the MCoE describes the city's compact design as natural driver of collaboration as one “can speak in the street or in a coffee shop”.

Media Cluster

23 Source: PwC Analysis, website Vancouver Film & Media Centre and Film Commission, Centre For Digital Media

Media Centres of Excellence

Ecosystem collaboration

Social organisations

Pentahelix Commercial sector

Knowledge institutions

Description of collaboration across the Penta-Helix

[Hilversum – The Netherlands] Hilversum Mediastad

Hilversum Mediastad mainly works with knowledge institutions, public services and citizens. For example: the MCoE has a physical “Media Campus” whom collaborates with knowledge institutions to provide media courses to students and professionals. In addition, it aims to involve citizens of the local community by hosting “open days” which allows them to get a glimpse of “the behind the scenes”. Another example includes that the MCoE provides collaboration work places for start-ups, freelancers and students.

[Hainaut - Belgium] Creative Valley Hainaut

Creative Valley Hainaut is connected to nearly all stakeholder clusters across the penta-helix. The MCoE makes a tremendous effort in connecting, aligning and involving stakeholder clusters in nearly every project that is initiated. For example, the collaboration with the Mons region and Café Europe are multistakeholder initiatives tackling knowledge, employment and urban challenges across large scale platforms.

[Aarhus - Denmark] FilmbyArhus

FilmbyArhus is connected to nearly all stakeholder clusters across the pentahelix. The MCoE houses two educational institutions on site and works together with different stakeholders to provide an extensive training curriculum. Also, it works with various stakeholder clusters to explore possibilities of digital visual skills in other industries such as health, tourism and education. Moreover, the MCoE works together with the municipality to expand their physical presence and works with other public institutions on projects such as Aarhus Stories.

[Hamburg - Germany] nextMedia.Hamburg

As a relatively young MCoE, Next.Media.Hamburg has been establishing a few strong partnerships with local, knowledge institutions to provide lectures and other knowledge sessions for students and media professionals. In addition, the MCoE has a strong focus on the gaming sector. It works with established companies and start-ups to cultivate more knowledge and drives collaboration across multiple stakeholder clusters.

[Vancouver - Canada] Vancouver Film & Media Centre and the Film Commission

The Vancouver Film & Media Centre has a strong commercial focus on building out their knowledge and expertise on film & media production and their mediating role on the job market. The focus on industry knowledge and employment has led to numerous partnerships with business from the private sector and knowledge institutes. In addition, the MCoE benefits from the attractive tax incentives that the municipality offers (international) stakeholders.

A perspective on collaboration across the penta-helix.

Public sector

Indication

Citizens

Roles across the Penta-Helix Public sector Social organisations Private sector Learning Institutions Members of the general public *See appendix for information on the Penta-Helix model Source: PwC Analysis PwC Advisory Confidential information for the sole benefit and use of PwC’s client.

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Selected Case Studies LEARNINGS FROM THE BENCHMARK

The case studies provide additional insights which could be interesting for Hilversum Mediastad. In the near future, these could consolidate a future-proof, robust format that continues to allow for (inter-)national collaboration. The case studies demonstrate that urban design and societal development can play an important role in improving the living standards. Furthermore, a strong online brand positioning contributes to the reputation of a city.

PwC Advisory Confidential information for the sole benefit and use of PwC’s client.

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Spotlight on FilmbyArhus

Drive cultural experiences and societal development by applying new tech (1/2) Image credits by FilmbyArhus

FilmbyArhus acknowledges and addresses the trend, creating empathy and interaction through audio-visual narratives, and has made its mission to gather and strengthen the value chain in the creative industry and use audio-visual narratives to create growth and value in society. With the help of technologies such as virtual and augmented reality and 360 videos, the MCoE attempts to blur boundaries among industries through projects, events and master classes, which should ultimately drive cultural experiences and societal development. Project Cross Motion In the EU-funded project Cross Motion, skills and knowledge from the digital visual industry are not being used to create entertainment, but to explore new business opportunities in the education, health and tourism sector. The development of SME networks initiates and enhances cross innovation and connects experts in the audio-visual field and gaming industry with professionals in noncreative sectors. In this project, participants were specifically asked to explore VR and AR applications in the specified sectors. One prototype that resulted from the project is the VR Clinic, a VR computer game were students interact with a virtual patient about to learn about symptoms, to order blood tests and to learn how to draw the right conclusions.

Project Create Converge Create Converge is a North Sea Region-funded project that consist of companies that recognize the potential of gaming and animation technology in noncreative sectors. The objective is to develop knowledge and learn across cultures and borders. As part of this project, FilmbyArhus collaborates with the University of Hertfordshire and VIA University College to develop masterclasses for creative professionals who are interested in applying their skills in noncreative industries. There is one project which focuses on visual content in the fashion industry through content projected on building or other surfaces. Source: PwC Analysis, website FilmbyArhus PwC Advisory Confidential information for the sole benefit and use of PwC’s client.

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Spotlight on FilmbyArhus

Drive cultural experiences and societal development by applying new tech (2/2) Image Spotlight credits onbyFilmbyArhus FilmbyArhus

Project Aarhus Stories How do you tell a 1000 year old story in an interesting way for a wide and diverse audience across generations? To tackle this question, FilmbyArhus collaborated with Old Town for the historical academic knowledge, and production company M2Film to deliver an unique experience by projecting the city‘s history in five chapters over the south-facing façade of Aarhus Cathedral. By combining the latest knowledge in imaging, film production, and animation combined with historical knowledge, new opportunities and experiences arise in cultural heritage preservation. Event this.festival With FilmbyArhus at the forefront, this.festival (tech, human, interactive, stories), presents tomorrow’s digital and visual experiences for both the private and public sector. The festival highlights how unique solutions can be created when skills of the digital visual industry meets other industries. Event Aarhus Walks on Water Aarhus Walks on Water is an event organized together with Aarhus University, VIA UC, Headstart Fashion and Silkeborg Production College. Young fashion designers showcase their collections of technology enhanced clothing and accessories on a floating catwalk in Aarhus Harbour.

Key insights from this case study Digital and visual content is no longer restrained to the creative industry, but can be used as a lever for urban development, societal innovation and value creation across the broader private and public sector. FilmbyArhus recognizes this and has initiated projects, events and master classes to further enhance their contribution to the local community, businesses and beyond their industry. By opening up and bringing competence expertise towards other industries, Aarhus has taken the first steps into becoming a true creative ecosystem. Source: PwC Analysis, website FilmbyArhus PwC Advisory Confidential information for the sole benefit and use of PwC’s client.

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Spotlight on FilmbyArhus

Urban development is important to enrich the MCoE and the city of Aarhus Image credits by Spotlight on FilmbyArhus FilmbyArhus

Aarhus is the second largest city of Denmark with a rich heritage in culture, education and design. The European Capital of Culture of 2017 has planned several large scale construction projects to enrich its city towards it 269,000+ inhabitants and other local stakeholders. The city’s growth objectives are associated with an expected increase in inhabitants (+25% from 2008 to 2030), students (+50%); thus, an increase in homes (+33%) and jobs (+50%). Urban development A competition with several urban design bureaus was launched in 2015 by FilmbyArhus and Aarhus Municipality in order to promote a positive development of the film city and add new qualities and experiences to the area where Aarhus harbour meets the city centre. This was one of the first steps of FilmbyArhus to drive value across their local community via urban development. Another example is that FilmbyArhus is improving their physical presence to be able to create more impact within the creative community and towards local citizens. FilmbyArhus’ new building is expected to be finalized by 2018 of which the function is not only to facilitate new projects and serendipitous connections, but it is also meant to integrate more with the city as a urban space for the Aarhusians.

The space will total 4,400 square meters, a 1,000 square meters of garden on the building, and the city building will be used as a big canvas to show the work and projects of FilmbyArhus and its partners. Urban mobility With regards to mobility, Aarhus has been one of the first cities to offer a sustainable mobility plan through the use of low barriers plans for bicycles and e-bikes. It will also realise Denmark’s first light rail transportation system to allow shorter travel time and contribute to a greener city. This development is driven among others by CleanTech and Smart City initiatives of Aarhus, which contributes to a more attractive city to work and live in.

Aarhus’ Strategic Business Plan To realise the ambition of a becoming a truly European creative industry city, Aarhus has written a Strategic Business Plan to show their commitment towards the future. The following paragraph regarding “Rethinking the City” is included in the Strategic Business Plan: “We will rethink the city in the context of the region. We will explore the future of the city, its collective memory, tradition and history and use what already exists in new ways. In 2017, we ask: can the built environment be part of our strategy against premature aging? Does architecture add to our creative mind-set? We seek answers to the way we will live in the future, through the innovative design strategies of today.” Key insights from this case study The city of Aarhus has made it their mission to tackle urban challenges by increasing their scope of work in contribution to their local environment and community. They commit themselves to an integral, multidisciplinary approach across the penta-helix and leverage their physical and digital assets to contribute to a higher level purpose than their MCoE.

Source: website Aarhus, Aarhus Strategic Business Plan 2017, AART architects PwC Advisory Confidential information for the sole benefit and use of PwC’s client.

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Spotlight on nextMedia.Hamburg and Hilversum Mediastad

Building virtual platforms and online presence of MCoE The digitization of MCoE enables those with a well-established virtual presence and digital community to increase awareness in the industry

! Collaboration and ecosystem approach to consolidate

@ A unified Hilversum Mediastad website (as opposed to

industry associations drives reciprocal website referrals Web traffic of nextMedia.Hamburg is driven in part by referrals from closely affiliated gaming pages such as ‘gamedevamp.com’ and ‘bytro.com’. This exemplifies strong industry affiliations with both pan-European and international gaming counterparts. In turn creating an effective web of interconnected domains for gaming users.

several disjointed domain names) could better contribute to online profiling and identification. Multiple domain names are associated with Hilversum Mediastad (presented below). ‘Hilversum.nl’ generates the greatest number of unique monthly visits, other domain names experience less than 5,000 unique visitors per month. Notable spikes in traffic are observed for mediapark.nl (Dec 2016) and mediastadevents.nl (May 2017), however these are structurally unrelated to overall trends.

Incoming web traffic share per channel (Aug 16- Jul 17) 458

100

2

15% 27%

29% 10%

9%

!

14%

33

197

18%

20%

8% 3%

12%

7%

Visits for total web traffic (x1.000)

Other

Referrals 10%

Average Unique Monthly Visits

Domain Name

hilversum.nl

Direct

23%

62%

Unique monthly visits by domain name (Aug 16 – Jul 17)

@

70%

62%

Organic

Keyword referrals for organic searches (Aug 16- Jul 17)

# 31%

10% 6% 3%

16%

hilversummediacampus.nl

<5000

mediastad.nl

<5000

mediapark.nl

<5000

Mediastadevents.nl

<5000

7% 3% 79%

38%

Note: Labels are not included in this graph when <2% Source: SimilarWeb (2017) – Reported as of 1 Sep 2017 PwC Advisory Confidential information for the sole benefit and use of PwC’s client.

and value proposition for nextMedia.Hamburg relative to Hilversum Mediastad Keyword searches suggest traffic is directed to nextMedia for gaming related enquiries, supporting the hypothesis of a strongly defined brand proposition. Relative to Hilversum Mediastad – traffic is generated through entries unrelated to media, such as keywords including ‘municipality’ – these experience high bounce rates away from the webpage

15000

Social 62%

# Search keywords generated indicate a strong branding

44%

Note: Numbers rounded to nearest ‘000 Source: SimilarWeb (2017) – Reported as of 1 Sep 2017

Source: SimilarWeb (2017) – Reported as of 1 Sep 2017

The data collected from web and social tools are based on algorithms of the tools applied. These algorithms provide estimates of traffic, click and posting activity per website. The results presented in this report are thus indicative estimates.

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Co-creation session: Building a vibrant future for Hilversum Mediastad 15 SEPTEMBER 2017 (SEE APPENDIX FOR DETAILS)

PwC Advisory Confidential information for the sole benefit and use of PwC’s client.

Collected insights from the workshop session on 15 September 2017 (1/2)

The objective of the workshop was to collect insights from the primary stakeholders of Hilversum Mediastad; the stakeholders include individuals from the municipality of Hilversum, iMMovator, Media Park Beheer, and Institute for Sound and Vision and the Ministry of Economic Affairs. The workshop was kicked off with a short presentation on the MCoE benchmark results, followed by a discussion on the future of Hilversum Mediastad. The discussion led to a wide range of observations and insights regarding the ambition of Hilversum, how it adds value to the creative ecosystem and what the possible next steps could be for Hilversum Mediastad. This section summarizes the observations and insights derived from the workshop discussion. A clearly defined strategic direction helps to reposition Hilversum Mediastad within the creative industry, and to formulate actions to build a futureproof Media Centre of Excellence From the discussion with the workshop participants, it is clear that Hilversum Mediastad is in need of an strategic ambition and clear mission statement, which helps stakeholders to align on building a future proof proposition. It is important to involve organisations across the pentahelix for collective commitment and involvement in formulating the strategic ambition for Hilversum Mediastad.

This approach will help to increase buy-in from stakeholders and create a sustainable future for the MCoE. In addition, it was mentioned by the workshop participants that performance measurement should be more clearly defined and transparent to participants. Throughout the years, Hilversum Mediastad has been known for its function as the “Verhalenfabriek”. The workshop participants suggested to take this function as the core and revive the role for Hilversum Mediastad as storyteller.

PwC Advisory Confidential information for the sole benefit and use of PwC’s client.

Hilversum has all the traits of becoming a vibrant MCoE The workshop participants do not foresee large barriers for Hilversum Mediastad to become a vibrant MCoE. Hilversum has a broad range of resources and assets that can pull relevant stakeholders towards the Media Park which includes: a city with a suburb character, recently improved infrastructure, an education system including international school, an attractive fiscal climate and green scenery. The only possible point that could hinder Hilversum from growing is a slight shortage in housing. The economic ambition is to improve talent development and facilitate academic development The most mentioned focus area by the workshop participants was attracting the right talent with the right skill-set to create a sustainable workforce for the creative industry. One of the suggestions was to look into more long-term partnerships and physical presence of academic institutes. Additionally, knowledge sharing initiatives are fragmented and facilitated by different stakeholders. In order to build scale, it could be considered to leverage the position of The Institute of Sound and Vision in more (international) knowledge sharing including the use of virtual platforms.

Stimulating employment is a key driver for the Municipality of Hilversum and should involve stronger collaborations with relevant talent, organisations and institutes The municipality has clearly expressed that driving employment is a key parameter in building a prosperous creative ecosystem in the future. Ideally this should be expressed and tracked by setting clear objectives and performance metrics agreed among relevant stakeholders, who are committed in realising together with the municipality. Another important component is improving entrepreneurship within Hilversum Mediastad by collaborating more with start-ups, scale-ups and established organisations.

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Collected insights from the workshop session on 15 September 2017 (2/2)

Leveraging cultural heritage is important to continue building sustainable creative ecosystem by leveraging the knowledge and expertise of renowned organisation like The Institute for Sound and Vison From the discussion with stakeholders, it is clear that Hilversum has a lot to offer in the area of culture. However, it is important to safeguard a sustainable development within this area and leverage the cultural variety of the media park. Apart from television production, other domains like radio production, format development and distribution technology should also be leveraged to drive value across the creative ecosystem. The workshop participants have observed that the majority of the initiatives across Hilversum Mediastad are not widely shared, and that the value is not always seen or perceived by their stakeholders. Therefore, by making the wider public more aware of what is happening within Hilversum and communicating it more and in a transparent way will contribute to the brand positioning of Hilversum as driver of the creative ecosystem in the Netherlands.

PwC Advisory Confidential information for the sole benefit and use of PwC’s client.

From the workshop session, a few observations were shared regarding urban design and planning, however a deep-dive is needed to formulate a detailed vision The discussion retrieved useful insights based on Architecture & Design, Values & Cultural Heritage and Landscape & Buildings, however the workshop participants recommended to formulate a more detailed vision for the urban design and development for Hilversum Mediastad. The discussed points included: • The design of the physical media park Hilversum should be of high quality, multifunctional, futureproof and preferably iconic. In addition, it was noted by applying media outdoor could contribute to a more holistic “media experience” in the urban space. • The Landscape & Buildings should modular, multifunctional, creative use of existing (and new) buildings integrated within the outdoor environment and local scenery. A modular, multifunctional building could facilitate function mixing, plenty of meeting and working spaces, a hotel facility, experience centres for new technologies, intertwined with nature and surroundings but within max. 30 min reach from Amsterdam. • The values and cultural heritage of Hilversum as the “Verhalenfabriek” should be clearly expressed in the urban development as well as brand positioning plan.

Urban development should directly connect to the cultural programme and initiatives of Hilversum and emphasize that Hilversum is the physical hub of the creative ecosystem of the Netherlands.

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Appendix CONTENTS SUMMARY FACTS & QUANTITATIVE INFORMATION PENTA HELIX INFORMATION BENCHMARK BACKGROUND INFORMATION CO-CREATIVE WORKSHOP SESSION SOURCES

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Summary facts & quantitative information (1/1)

Overview of MCoE general information & quantitative data…

Hilversum Mediastad

Creative Valley Hainaut

 MCoE media cluster  Size of Hilversum city is 46.35km2 and ~89,100 inhabitants  Park owned (2/3) by the English investment firm Europa Capital and by public and private broadcasters (1/3)  Park is situated urban area ‘Gooi en Vechtstreek’  City celebrates 100year anniversary in 2017  Nearly 8000 jobs in the Media and Entertainment industry in Hilversum in 2015  Hilversum Mediastad houses 120 - 150 companies  Creative industry account for annual turnover of approximately €2.7bn  ~30,000 visitors to Hilversum Mediastad open day in 2016

 MCoE creative ecosystem  Size of Mons is 146.56km2 and ~94,964 inhabitants  Park owned and governed by various bodies – government, municipalities, institutions as well as private contributors  Park situated across wider region of Hainaut  Further building on 2015 award of European cultural capital  Hainaut had approximately 1200 jobs in Publishing and Audio-visual creation, 1000 in the Advertising and 3300 in the Entertainment and Recreation in 2016  Creative Valley Hainaut houses 35+ large-scale businesses and supports a number of start-ups

PwC Advisory Confidential information for the sole benefit and use of PwC’s client.

FimlbyArhus

nextMedia.Hamburg

 MCoE creative valley  Size of urban Aarhus is 91km2 and ~269,000 inhabitants  Park owned by the municipality  Park is situated on 12,000m2 property at the harbour  Park initiative born in 2011  Jobs in the creative industry amounted to 4,161 for Aarhus in 2015  FilmbyArhus houses 80 media companies and has 500 work places  Turnover for FilmbyArhus in 2016 was 20mn DKK

 MCoE media cluster  Size of Hamburg city is 755km2 and ~1,787,000 inhabitants  Jointly funded by public and private bodies, and businesses and individual  Park is predominantly virtual based (not physical location)  Park initiative born in 2014  Contributed towards creation of 3,900+ jobs in now 140 companies  In gaming sector, 150+ businesses are situated in Hamburg  Hamburg creative industry generates + €10bn in revenue annually?  Gamecity:Hamburg has hosted 200+ events, bringing 30,000+ participants

Vancouver Film & Media Centre and the Film Commission  MCoE media cluster  Size of Vancouver city is 114.97km2 and ~631,500 inhabitants  Under governance of Vancouver Economic Commission  Park spread across different facilities in Vancouver city  VFMC established in 2016  Digital Entertainment and Interactive (DE&I) industry generates more than 40,000 jobs in Vancouver  DE&I industry in Vancouver has approx. 1,000 businesses  Vancouver has one of the biggest clusters in the world for games and animation  DE&I generates $3bn p/a revenue in British Columbia  International event attracts ~15,000 attendees per year

Source: Hilversum Media Campus, Creative Valley, FilmbyArhus, nextMedia.Hamburg, VFMC and Film Commission & Trade and Invest BC

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Penta-helix information (1/1)

Penta-helix, an integral approach towards ecosystem collaboration

Penta-helix

Social organisations

Public sector

Penta-helix Commercial sector

Knowledge institutions

Citizens

Penta-helix, a integral and multidisciplinary approach towards ecosystem value Successful economic regions are able to operate in a sustainable manner by finding a balance among strategic ambitions around economic development, social cohesion and quality of the living environment. The ‘penta-helix’ model assists in building and establishing multidisciplinary and –interest approaches to involve relevant stakeholder clusters to achieve common objectives. The model includes five perspectives: a) public sector; b) private sector; c) social organisations; d) learning institutions and e) members of the general public.

Application in this research study From our research study, it should be noted that the role of MCoE vary depending on factors such as purpose, strategic positioning and market developments. However, the majority usually act as a centralized hub from a “hub and spokes model”, which facilitates new connections, project and knowledge cross-overs, and innovation delivery across the ‘penta-helix’. The value that MCoE create can be increased by facilitating more ecosystem collaboration through partnerships and standardized ways of working, whilst providing sufficient flexibility towards new approaches and partnership.

Source: PwC analysis PwC Advisory Confidential information for the sole benefit and use of PwC’s client.

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Benchmark background information (1/1)

We will perform the comparison of MCoE by means of 5 research components based on the value drivers Research components

Sub components

Research questions

General characteristics Purpose, organisation and marketing

Strategic vision, organisation, governance, and physical location

What is the purpose and objective of the media campus? How is the media campus organised? What are the physical characteristics of the media park, who legally owns the park and how is it financed?

Focus area

Which domains does the media campus cover? From a competence (e.g. job creation, knowledge sharing) and sub sector (e.g. broadcasting, film, gaming) point of view?

MarComms

What are the relevant and major marketing & communication initiatives?

Degree of complementation and specialisation

To what extent is the knowledge and expertise complementary with other parks? And to what degree is it specialised?

Knowledge sharing and cultivation

What does knowledge sharing entail? And how is this organised and facilitated by the media campus? How is new and adaptive knowledge cultivated?

Technology development

How is the use of new technology applied? And what are the objectives regarding innovation?

Employment and entrepreneurship

How does the media campus stimulate employment and entrepreneurship? To what extent is there a business pull towards the media campus? What kind of initiatives are organised, and what are their results?

Talent development

How does the media campus create and maintain talent development and educational opportunities?

Driving collaboration Campus composition and collaboration

Composition of campus members

Who are the campus members (stakeholders) and what is their role? (e.g. professionals, universities, businesses, other public institutions, other campuses, etc.)

Nature of collaboration

What is the nature of the collaboration and what are the desired outcomes? To what extent are there international and local influences and impacts?

Embrace cultural heritage Sustain the history and future of the creative industry

Cultural heritage

How does the media campus maintain and secure their cultural heritage whilst anticipating and reacting on future developments?

Develop future cultural footprint

How does the media park cater for the future cultural footprint and which spill-overs are present across the creative industry?

Cultivate knowledge Knowledge development, sharing and application

Stimulate employment Employment and local impact

PwC Advisory Confidential information for the sole benefit and use of PwC’s client.

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Co-creative workshop session (1/3)

Results from Workshop

Discussion topic: next steps for Hilversum Mediastad Translating ambition into reality – what are the key focus areas to realise the strategic vision? Key focus areas as identified by workshop participants…

Steering direction of park across entire ‘helix’

Demographics & attracting users       

 Leverage contacts to promote collaboration and mobilize user and partner base available to Hilversum Mediastad  Decision of primary target groups and outreach models, i.e. B2B/ B2C approach  More bottom-up initiatives and concept test ideas  Align and include expectations of park stakeholders in forming a future strategic direction  Promote open innovation & triple helix structure  Collaboration with other media parks

Attract co-creative, diverse users who engage in park-life Determine user base – hub for creativity and start-ups New (updated) methods for consumer outreach Staying relevant and user-friendly for consumers Need for accessibility and usability Sufficient infrastructure for talent pool? Affordable housing and facilities for target group – rent for companies is not prohibitive  Where to be (behind the scene)? Take them inside?

Media park “for the people”        

Media place to be, i.e. you never want to leave Hip and happening – distinctive media culture Live, eat, love, work, sleep, enjoy, shop, go out, etc. Hilversum is known as the "Verhalenfabriek“ – build heritage in future through story-telling Connect public space and urban space with media park and more broadly the city of Hilversum Emphasize value in knowledge development Interwoven approach: combined city media and marketing Creative meeting invitations

Park awareness and consumer image Vision

Source: Hilversum Mediastad Co-Creative Workshop Session (11 Sep 2017): Findings and input collated from workshop participants PwC Advisory Confidential information for the sole benefit and use of PwC’s client.

 Grow and use Hilversum brand  Effective tools for branding and positioning  Latest media entertainment – build reputation for transitioning from old to new media formats  Build reputation of central media campus of Netherlands – heart and soul of Dutch media world  Position Hilversum as attractive hotspot – a creative valley  Tourist attraction – 30 mins from Amsterdam

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Co-creative workshop session (2/3)

Information Extract from Workshop

Discussion topic: the value drivers What are the key inputs required to develop Hilversum Mediastad into a sustainable, innovative creative valley?

Cultivating Knowledge

Stimulating Employment

Cultural Heritage Conservation

Driving Collaboration

 Hogeschool and university initiatives  Develop competency in media and economy sectors  Appoint a campus ambassador to drive media interest  Key driver: talent development  Tying social issues into agenda  Leveraging knowledge does not need to be in physical location (capabilities can be spread)  Sound and Vision Institute – consider as umbrella function for a number of different / fragmented initiatives  Develop and scale initiatives – current initiatives are fragmented in Hilversum  Determine best-fit knowledge sharing via questionnaires and surveys

 Attract start-ups and more scale-up businesses alike; consider what industry is most relevant to target  Capabilities in virtualization, IT, VR/ AR viewing  Develop intrinsic motivation and inspire others internally and externally  Employment mix with other uses such as broadcast and publishing  For the Hilversum municipality employment is a key driver of focus  Target of 30% increase in employment in 2017-2025 in Hilversum

 Facilitate through video format  Focus on media embedding history or culture  Consider importance of this in context of Hilversum Mediastad  Media mile Hilversum  Use Hilversum branding  Leverage current cultural heritage to build future footprint  Link media to Music in Hilversum  Better position the institute of Sound and Vision and leverage position  Leverage different cultures and mindset in the park  Position Hilversum as the new Hilwood

 City as a test environment  Make old/ existing networks smarter  Determine users and best channels for collaboration  Media campus = networking, facilitating a place to meet and create  Investor network  Different cultures in the park  Design and organise for meeting an open layout  Mix of public and governmental functions in the area  Leverage different cultures and mindset in the park  Leverage the trust and community feeling and “labour-ethos"

Source: Hilversum Mediastad Co-Creative Workshop Session (11 Sep 2017): Findings and input collated from workshop participants PwC Advisory Confidential information for the sole benefit and use of PwC’s client.

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Co-creative workshop session (3/3)

Information Extract from Workshop

Discussion topic: Urban design and planning How do we capture the values and embrace cultural heritage of Hilversum Mediastad in the park's future physical appearance? Values & Cultural Heritage

Landscape & Buildings

Gone with ‘swiebertje’ Recognition of media embedded “Hip and happening” Experience media through environment  Connect with new technology  Open/ transparent media  Function mixing/ connection

 Create a structural, vibrant meeting place in Hilversum  From mono to multifunctional use of the park spaces  User transformation existing buildings  Consider a hotel on campus  30 mins from Amsterdam  Learning points as inspiration mix – 5 relevant ideas

Architecture & Design

 Design to embody a connection centre and meeting place  Emphasis on quality architecture  Flexible spaces  Sustainable build and focus  Iconic  Experience route emanating from the centre of the park  Green buildings and intertwined with nature  User transformation existing buildings  Make media application visible

   

Source: Hilversum Mediastad Co-Creative Workshop Session (11 Sep 2017): Findings and input collated from workshop participants PwC Advisory Confidential information for the sole benefit and use of PwC’s client.

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Sources (1/1)

Sources General

Hilversum Mediastad

 Robert Picard – Media Clusters, Media Management and Transformation Centre  Understanding “UndersCultural Ecosystem” in Creative Industries Policies

 Hilversum Media Campus   Monitor Creative Industrie 2016   Cross Media Café  MediaMatter   Mediapark   Beeld en Geluid jaarverslag  2016  Mediavisie 2016-2019

PwC Advisory Confidential information for the sole benefit and use of PwC’s client.

Creative Valley Hainaut

Website Creative Valley Hainaut Creative Valley’s role in Mons 2025 strategy Café Europa Coeur du Hainaut report Employment report

FilmbyArhus

nextMedia.Hamburg

Vancouver Film & Media Centre and the Film Commission

 Website FilmbyArhus  The Big Picture – strategy  Reasoning behind the Big Picture  About FilmbyArhus  FilmbyArhus development projects  This.festival event  Aarhus Stories  VR Clinic  Filmby3  Aarhus Filmcity CrossSectoral Strategies  Aarhus 2017 Strategic Business Plan

 Website nextMedia.Hamburg  Media & Digital City Hamburg  Gamecity Hamburg  Cooperations nextMedia Hamburg  Hamburg@Work  Start-up City Hamburg

 Vancouver Film & Media Centre and Film Commission  Digital Entertainment & Interactive  Film & Television production  VFX Animation  Video games & Interactive media  History of Vancouver’s digital entertainment & interactive industry  Centre For Digital Media  Events  VFX jobs  Career scout  British Columbia statistics  Trade and Invest BC

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