sfde interim evaluation - final report 8.7.13 · web viewindustry experts and employers are engaged...

Interim Evaluation of the Skills for the Digital Economy (SfDE) programme

Final ReportJuly 2013

Prepared for:

By:

Arad Research

Enterprise House,

126/127 Bute St,

Caerdydd / Cardiff

CF10 5LE

Ffôn / Tel: +44(0)29 2044 0552

Gwe / Web: www.aradresearch.com

http://www.aradresearch.com/

Contents

Executive Summary....................................................................................................................... 21. Introduction................................................................................................................................7

1.1. Background to the evaluation...............................................................................71.2. Methodology......................................................................................................................8

1.2.1. Profile of contributors........................................................................................92. Overview of the SfDE programme............................................................................12

2.1. Overview of programme structure...................................................................122.2. Sector research............................................................................................................122.3. Overview of the courses delivered to date................................................14

3. Findings..................................................................................................................................... 173.1. Overall views..................................................................................................................173.2. Marketing and Recruitment..................................................................................203.3. Delivery.............................................................................................................................. 243.4. Mentoring and industry-led support...............................................................283.5. Outcomes and Impact..............................................................................................30

3.5.1. Longer term impacts........................................................................................333.6. Value for money and deadweight.....................................................................363.7. Future of the SfDE programme.........................................................................37

3.7.1. Potential further strategic links for SfDE...........................................373.7.2. General views on future delivery.............................................................383.7.3. Specific areas of training for consideration.....................................40

4. Conclusions............................................................................................................................445. Participant case studies.................................................................................................47

5.1. Participant case study 1.........................................................................................475.2. Participant case study 2.........................................................................................495.3. Participant case study 3.........................................................................................505.4. Participant case study 4.........................................................................................515.5. Participant case study 5.........................................................................................525.6. Participant case study 6.........................................................................................555.7. Participant case study 7.........................................................................................575.8. Participant case study 8.........................................................................................59

6. Employer case studies....................................................................................................606.1. Case study 1...................................................................................................................606.2. Case study 2...................................................................................................................636.3. Case study 3...................................................................................................................646.4. Case study 4...................................................................................................................666.5. Case study 5...................................................................................................................686.6. Case study 6...................................................................................................................69

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Executive Summary

Creative Skillset Cymru commissioned Arad Research to undertake an interim evaluation of the Skills for the Digital Economy programme (SfDE). The interim evaluation is intended to examine the extent to which SfDE has delivered against its aims and objectives and to identify any areas for further and new development as well as sharing lessons of good practice that can inform the remainder of the programme.

Background

Creative Skillset Cymru is managing the delivery of the SfDE programme: a £4.38 million programme of research, training and support for the Creative Industries that is being delivered between 2011 and 2015. The programme is funded by the European Social Fund (ESF) via the Welsh Government with additional funding support from the Welsh language broadcaster S4C, the trade association for Welsh TV producers, Teledwyr Annibynnol Cymru (TAC), and in-kind support from Creative Skillset Cymru.

Approach

This report presents the findings of the evaluation based on research and fieldwork with participants, employers, steering group members and training providers undertaken between July 2012 and July 2013. This has included the following:

A total of 104 out of 202 participants completed a participant questionnaire relating to their views on the SfDE programme and these were supplemented with further qualitative interviews which are included as case studies at the end of the report.

A total of six out of 17 employers participated in qualitative interviews relating to their views on the training programme.

Six out of eight training providers also provided evidence to the evaluation, either through interviews (five training providers) or written evidence (one provider) in October and November 2012.

Six steering group members were also interviewed between August and November 2012. Eleven interviews with steering group members were carried out in June 2013.

Progress against aims and objectives

The evaluation findings indicate that the SfDE programme is meeting its overall aim which is: “to develop and deliver flexible, industry-led, high level skills provision which meets the needs of Creative Industries employers and freelancers living and/or working in West Wales, the Valleys and North West Wales, supporting the knowledge economy and safeguarding the performance and productivity of the sector in these regions.”

SfDE is also succeeding in delivering against the priorities outlined under ESF Priority 3 Theme 2, namely:

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Supporting the knowledge economy, including the development of higher level and graduate and post-graduate skills;

Improving research into skills needs and systems for matching learning supply to demand from employers and individuals;

Support employers in identifying and addressing the skills needs of their sectors at all levels, including management, technical and craft skills;

Matching and improving learning provision so that it better meets labour market needs, thereby reducing skills gaps and shortages;

Helping workers and enterprises adapt to new forms of work organisation and new technologies.

Progress against project targets

Progress has been slower than anticipated against the overall target of 1080 participants by 2015. This has mainly been the result of delays in the start of the project and one course being postponed. However, the numbers of participants have increased over the last six months and a broader pool of employers is now involved in the programme.

The programme is progressing well in relation to its targets for the number of Welsh speakers participating in training courses. Progress has, however, been slower against targets for participants from BAME groups and disabled participants. Creative Skillset Cymru may need to consider revising these targets or arranging specific courses which specifically target these groups in order to increase the numbers participating on the courses.

Views of participants

The evaluation findings indicate that participants and employers have a high regard for the courses that have been provided. There is a high level of satisfaction amongst participants and employers in relation to the quality, relevance and type of training being offered which suggests that the programme is meeting the needs of participants from the digital media workforce in the convergence area. Several participants (30) have participated on more than one course, demonstrating that the SfDE programme is generating further interest in training among participants.

The vast majority of participants who responded to the evaluation survey considered the overall quality of the training to be ‘very good’ or ‘good’ (90%) and a similar percentage considered the training delivery (i.e. teaching or tutoring) to be ‘good’ or ‘very good’ (89%). Views in relation to specific aspects of delivery are shown in section 3.3.

Respondents’ views on the extent to which the training met their expectations were very positive. Over half (51%) considered that the training had exceeded their expectations and almost four fifths (38%) noted that it had met their expectations. Less than one in ten (9%) participants noted that the training had not met their expectations and just two per cent did not have any expectations. The vast majority

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of respondents (93%) would recommend their course to other participants in a similar situation to themselves – just 7% would not recommend their course.

Many participants have pointed to specific impacts including gaining new jobs, promotions or pay rises, winning commissions and acquiring new skills which they have attributed, at least in part, to the training provided. Many other participants consider that the programme will have more tangible impacts in future as they start to use the skills and knowledge acquired through the training courses.

Views of employers

The evaluation findings indicates that employers value the programme highly and this is demonstrated in the number sending several staff on training courses and in the views expressed during employer interviews. Employers interviewed regard the training to be of a high quality and consider that it has had an impact on their workforce in terms of productivity, developing new products or services and increasing the confidence of staff. Examples are provided in the employer case studies at the end of this report.

Employers highlighted the programme’s role in filling a gap during a period of tighter production budgets which have a knock-on effect on the funding available for training. Interviews with employers suggested that in the current economic climate, any similar training would have had to have been delivered in-house, incurring significant costs and being delivered over a far longer timeframe, if at all.

Views of steering group members

Steering group members interviewed as part of the evaluation were unanimously positive in their views on the strategic aims and objectives of the SfDE programme. They considered that SfDE is an important programme in terms of developing the skills of the Creative Industries workforce in Wales. Many noted that the programme ties in well with the needs of the sector and with national policies. Several steering group members also praised the programme’s strategic approach and attempt to maximise the impact of individual sources of funding for professional development. Some suggested ways in which SfDE could be linked to other policies and programmes at a more strategic level during the next phase of the programme (see section 3.7).

Steering group members valued the use of industry research to identify employer needs as well as the use of industry experts to validate the research and provide input to the programme of training. Several steering group members provided valuable insights in terms of what the future priorities of the SfDE programme should be including specific types of training that could be considered. These are outlined in section 3.7 of this report.

Overall, steering group members were of the view that the training which has been delivered through the SfDE programme was of a very high standard. Several steering group members noted that, based on their experience and contacts with participants,

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that the programme has been well received across the Creative Industries sector. Some had either observed or attended training and had been impressed by the quality of provision. Several steering group members also praised the quality and emphasised the importance of the credibility of the mentors. Several steering group members considered the training to be having a positive impact on participants, and those who had observed training sessions had positive views on the training delivery. Some noted that participation rates had been lower than had been projected and that this was a challenge for both the steering group and Creative Skillset Cymru to overcome in the next phase of the programme.

Views of training providers

Training providers’ views on the programme were positive overall. Training providers’ experiences of delivery had been positive, and those interviewed noted that they felt participants and their employers had been well engaged and motivated to take part in the training courses. Several providers noted that recruitment had been challenging and that they would welcome the opportunity to offer training to those outside the West Wales, the Valleys and North West Wales area on a different basis. Training providers considered that this could potentially offer opportunities to engage with a wider pool of the workforce and could lead to greater benefits and impacts for participants from within the convergence area through increasing networking opportunities and generating a ‘critical mass’ of participants for some courses. Creative Skillset Cymru’s ongoing exploration of alternative sources of income for those outside the convergence area represents an attempt to address the needs of those participants and employers.

Summary of SfDE’s successes and challenges

SfDE successes SfDE challenges SfDE succeeding in meeting its

overall aim and delivering against the priorities of ESF Priority 3 Theme 2.

Good progress against targets in relation to number of participants who are Welsh speakers and proportion of female participants.

There has been an increase in the numbers of participants on courses in the period September 2012 – March 2013 compared with the period up to August 2012.

Industry experts and employers are engaged in the project steering group and influencing industry relevance of training

Many participants and employers

Progress has been slower than anticipated against some targets – overall participation numbers, participants from BAME groups and disabled participants.

Maintaining the recent increase in the numbers of participants on courses needs to be a focus for the steering group and Creative Skillset Cymru.

Raising awareness of the cost savings offered by the programme to employers and freelancers.

Maintaining employer and freelance engagement with the programme in terms of the numbers participating on courses.

Exploring innovative ways to incorporate flexibility in terms of

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are returning to take part in further training.

There are high levels of satisfaction with the quality, relevance and type of courses among participants.

There is qualitative evidence of satisfaction with the quality, relevance and type of courses among employees, employers and freelancers

There are high levels of satisfaction with the quality of mentoring among participants and employers.

High proportions of participants are having their expectations met and/ or exceeded on courses.

There is evidence of progression through different levels of courses among participants.

There is qualitative evidence of impact on productivity among participants and employers.

There is qualitative evidence of the training programme meeting the needs of employers and filling a gap during a period of tighter training and production budgets in general across all the sector

Steering group members have positive views regarding the research and training programme.

There are positive views from training providers in relation to the overall aims and progress with delivery of the programme as well as the quality of participants.

delivery, into the training programme.

Continuing to encourage training providers and mentors to set mentoring/ ‘follow-up’ days with participants in advance to ensure that they take full advantage of the support available.

Continuing to explore potential additional sources of funding for engaging the wider workforce outside the convergence area (with different funding arrangements) to encourage a greater number of trainees on courses.

Maintaining the ‘currency’ and relevance of the research and keeping the programme up to date with the most recent technological developments.

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1. Introduction

Creative Skillset Cymru commissioned Arad Research to undertake an Interim evaluation of the Skills for the Digital Economy programme (SfDE). The interim evaluation is intended to examine the extent to which SfDE has delivered against its aims and objectives and to identify any areas for further and new development as well as sharing lessons of good practice that can inform the remainder of the programme.

This report presents the findings of the evaluation based on research and fieldwork undertaken between July 2012 and March 2013. The background to the research and approach to the evaluation is outlined in section 1, with section 2 providing an overview of the programme. Section 3 sets out the findings from research with employers and participants while section 4 includes our conclusions. Sections 5 and 6 provide a number of participant and employer case studies.

1.1. Background to the evaluation

Creative Skillset Cymru is managing the delivery of the SfDE programme: a £4.38 million programme of research, training and support for the Creative Industries that is being delivered between 2011 and 2015. The programme is funded by the European Social Fund (ESF) via the Welsh Government with additional funding support from the Welsh language broadcaster S4C, the trade association for Welsh TV producers, Teledwyr Annibynnol Cymru (TAC), and in-kind support from Creative Skillset Cymru

The overall aim of the SfDE programme is “to develop and deliver flexible, industry-led, high level skills provision which meets the needs of Creative Industries employers and freelancers living and/or working in West Wales, the Valleys and North West Wales, supporting the knowledge economy and safeguarding the performance and productivity of the sector in these regions.”

Furthermore, SfDE is expected to deliver against the objectives of ESF Priority 3, which is “to support productivity and progression in employment by raising skill levels at the level of higher level skills, to tackle skills gaps and shortages, and to promote gender equality in employment”.

SfDE aims to meet this objective by delivering against the priorities outlined under ESF Priority 3 Theme 2:





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SfDE has been mapped against key Welsh Government policy and strategies, including but not limited to:

Welsh Government Economic Renewal Programme , where the Creative Industries were identified as one of six priority sectors for Welsh Government business support and the skills and training system in Wales singled out as having an important role to play in economic growth;

Welsh Government Review of the Creative Industries (The Heart of Digital Wales), where the importance of the Creative Industries as a whole was emphasized and skills development for the industry identified as a priority;

Skills that Work for Wales where the Creative Industries are recognized as being of key strategic importance and the need to deliver industry relevant training provision as essential to the growth of the economy in Wales;

Delivering Skills That Work for Wales: Investing in Skills which sets out the goal of establishing a more demand-led and responsive skills system and highlights a key role for Sector Skills Councils in delivering industry-led skills and training.

1.2. Methodology

The methodology adopted for this interim evaluation is shown below and included desk-based research alongside two main phases of fieldwork, analysis and reporting.

The first phase of fieldwork was undertaken between September and November 2012 informed an interim report to Creative Skillset Cymru in December 2012. This first phase included a survey of training participants and qualitative interviews with steering group members (six steering group members out of seven1), six training providers, freelancers and employers. Findings from the qualitative interviews undertaken during this first phase are included in this report.

The second phase of fieldwork was undertaken between January and March 2013 and included a follow-up survey of participants who responded to the survey during the first phase, a survey of new participants and case study interviews with participants and employers. A further round of interviews with steering group members was undertaken in June 2013. Further details on each of these phases are provided later in this report.

1 The steering group has since been expanded (see section 2)

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Figure 1. Methodology for the interim evaluation of the SfDE programme

Final reporting (March 2013)

Progress against objectives and targets Contribution to strategic goals Impact, diversity, sustainability

Analysis and further desk research (February 2013)

Review project outputs Project monitoring data Case studies

Second wave fieldwork (January-February 2013)

Follow-up survey 2nd wave survey (new entrants) Follow-up interviews (see case studies)

Interim report (November)

Progress against targets and objectives Interim findings from the fieldwork Possible improvements

First wave fieldwork (September-November)

Surveys & interviews with employers and participants Interviews with providers and stakeholders

Scoping phase (August)

Interview steering group Survey design Topic guide design

Inception phase (July)

Review project outputs Project monitoring data Draft research tools

1.2.1. Profile of contributors

The interim evaluation has drawn on the views of participants, employers, steering group members and training providers. Information on the profile of these groups of contributors is shown in this section.

A total of 104 out of 202 participants completed a questionnaire relating to their views on the SfDE programme, representing a response rate of 51%. A survey of participants was carried out in two waves between October 2012 and March 2013. The first wave survey was carried out in October and November 2012, gathering the views of those who participated in training courses up to August 2012. The second wave was carried out between January and March 2013 focusing on those who participated in courses between September 2012 and March 2013. A total of 104 participants completed a questionnaire – 38 in the first wave and 66 in the second wave.

Over half (54%) of those who responded to the survey were employed full time and a further five per cent were employed part time. Almost two-fifths (38%) were self-employed or working as freelancers. Five per cent of respondents were unemployed and a just two per cent were new entrants.

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Figure 2. Employment status of respondents to the participant survey

Source: Participant survey (Wave 1 and 2)N=102

Participants on all the courses provided through the SfDE programme responded to the survey. The table below shows the spread of respondents by course and training provider.

Table 1. Profile of respondents to participant survey by course

Course and training provider Number of respondents

Percentage of all survey respondents

Creative Business Talent Programme - Leadership and Management scheme (by Kirkbright) 4 4%The Preditor Programme - Shoot and Edit scheme (by DV Talent) 10 10%‘Convergence Catalyst’ – Multiplatform course/conference (by Sheffield Doc Fest & Crossover Labs) 9 9%Progress: Leadership and Management for Creative and Digital Media Managers (by the White Room) 8 8%‘Digital Dimension’ – Multiplatform course (by Cyfle) 2 2%Lighting for HD Television Drama (by Bill Curtis Associates) 5 5%Script Writing Schemes for Experienced Writers 6 6%

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(by Cyfle & BBC Academy)Sales and Marketing: with an emphasis on Social Media (by Cyfle) 2 2%Producer Plus: producer scheme with a focus on business skills / content creation skills (by DV Talent) 8 8%Hair and Make-up Training: SFX (by Creative Media Skills) 1 1%Hair and Make-up Training: prosthetics (by Creative Media Skills) 2 2%Hair and Make-up Training: facial hair (by Creative Media Skills) 1 1%Hair and Make-up Training: period hairdressing (by Creative Media Skills) 6 6%Shooting with Large Sensor Cameras (by Cyfle) 5 5%Directing / Location Directing as Visual Story-Telling training (by BBC Academy & Cyfle) 6 6%International Markets for Welsh Media Content (by The White Room, K7 Media & Big Learning Company Wales) 7 7%Multi-cam Directing course 2011 (by BBC Academy) 5 5%Multi-Camera Directing for Experienced Multi-camera Directors 2012 (by BBC Academy & Cyfle) 3 3%Final Cut Pro 7 – Editing for non-editors (by Cyfle) 4 4%Welsh Language Workshops (by Cyfle) 11 11%Other 4 4%

N=104Source: Participant survey

Extended case study interviews were carried out with seven participants in order to gain a greater insight into their motivations for taking part, their views on the training and its impact on them. In addition, a follow-up survey was distributed to 27 respondents to the first wave of the participant survey, with 18 of these individuals completing the questionnaire (a 67% response rate).

A total of 6 out of 17 employers participated in interviews relating to their views on the training programme. Six out of eight training providers also provided evidence to the evaluation, either through interviews (five training providers) or written evidence (one provider) in October and November 2012. Six out of seven steering group members who had attended steering group meetings were interviewed between August and November 2012 and a further 11 out of 13 members2 who had attended steering group meetings were interviewed in June 2013.

2 The steering group membership was expanded in 2013 (see section 2).

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2. Overview of the SfDE programme

The SfDE programme is designed to provide industry-led training to the Creative Industries workforce in the convergence area of Wales3. This section provides a descriptive account of the programme and a brief overview of the original strategic goals, delivery approach and progress against each of these to date.

2.1. Overview of programme structure

The SfDE programme includes two main elements which are designed to reinforce each other over the course of the four and a half years. The first is the industry-led research which informs and guides the programme towards the training that should be delivered. Research is conducted on a regular basis with Creative Industries employers, freelance workers living and/ or working in West Wales, the Valleys and North West Wales as well as other industry stakeholders and representatives. The purpose of this industry-led research is to identify the skills priorities of the Creative Industries sector in the convergence area. The findings of the research are then used to inform the second element of the programme which is the training delivery.

Following the research, Creative Skillset Cymru develops tender specifications and invites organisations to tender for delivering these training schemes. This process is overseen by a programme steering group which comprises representatives from Creative Skillset Cymru, the Welsh Government, S4C, TAC, Film Agency Wales, the BBC, Wales Interactive and nine representatives from Welsh independent Creative Industries companies4.

The programme is supported and guided by Creative Skillset Cymru's National Advisory Board, which includes representation from BBC Wales, ITV, S4C, five employers from the independent sector, the Welsh Government, the Film Agency for Wales (FAW), the trade union BECTU, trade associations TAC and PACT, the Higher Education Funding Council for Wales (HEFCW) and the Skillset Media Academy Wales.

2.2. Sector research

The courses delivered as part of SfDE have been chosen based on the feedback provided by the sector in research undertaken during 2011-12. Creative Skillset Cymru commissioned Trends Business Research and Olsberg SPI to undertake research on the skills needs of the Creative Industries in West Wales, the Valleys and North West Wales. This research involved four phases:

Analysis of immediate sector skills priorities and in-depth consultation with key employers to identify methods of addressing skills issues.

3 Those living and/or working in Isle of Anglesey, Denbighshire, Conway, Gwynedd, Ceredigion, Pembrokeshire, Carmarthenshire, Swansea, Neath Port Talbot, Bridgend, Rhondda Cynon Taf, Merthyr Tydfil, Caerphilly, Blaenau Gwent and Torfaen.4 These are Boomerang, Cwmni Da, Tinopolis (2 representatives), Rondo, Ceidiog, Bait, CC4 and Cube

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Detailed quantitative analysis of the skills issues experienced in each sector and cross-cutting themes for employers across West Wales, the Valleys and North West Wales.

A programme of in-depth consultation with key strategic stakeholders to gain their insight into skills priorities.

The development of an over-arching conclusions document, presenting the outcomes of the research undertaken across 2011/12.

Several reports were prepared based on the research undertaken:

Immediate skills needs of the Creative Industries in West Wales, the Valleys, and North West Wales

The current skills needs of the Creative Industries in West Wales, the Valleys, and North West Wales

Immediate skills needs of the Creative Industries in West Wales, the Valleys, and North West Wales – Stakeholder Consultations

Immediate skills needs of the Creative Industries in West Wales, the Valleys, and North West Wales – Overarching report

These reports provided recommendations on the key skills needs of the sector and priorities for the SfDE programme, providing a clear rationale for the development of specifications for courses.

The research confirmed that the training needs that had been identified were still valid and in many cases reinforced many existing perceptions of the needs of the industry. One key aspect of the research was that it asked employers whether they had funding to pay for the training and how much they were willing to pay. It also asked employers about their likelihood to travel to training which has informed decisions on training location.

The research has also examined the types of skills required and the level at which these skills were needed within companies. For example, if leadership and management skills were highlighted as a requirement the research also asked at what level they were needed (e.g. CEO, middle manager). The research also asked prospective participants about their preferred format for training.

The steering group and other interested stakeholders have played an important role in verifying the research and ensuring that the SfDE programme training takes account of current trends and changes within the sector. The input of organisations such as S4C, BECTU and the BBC has been important in this regard, helping to ensure that the programme is providing skills that will be relevant in future.

The input of other partners has also complemented the research by ensuring that the programme considers other needs that employers may not yet be aware of. For example, technological changes or developments in the training sector may mean that provision is available which employers are not yet aware of. The input of experts ensures that this is considered alongside the research.

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Partnership Managers in Creative Skillset have also played an important role in ensuring that these issues are considered and in ensuring that the training that is being commissioned is relevant to current and future needs of the sector. This acts as a safety net for the programme.

Further research is being commissioned and will be available for the steering group to consider in 2013. Decisions can then be made on the training programme for 2014.

2.3. Overview of the courses delivered to date

Up until March 2013, a total of 182 Creative Industries workers had participated in a total of twenty courses delivered through the SfDE programme5. The number of participants against each course is shown below6.

Course and training provider Number of participants

Percentage of all SfDE

course participants

Creative Business Talent Programme - Leadership and Management scheme (by Kirkbright) 7 3%The Preditor Programme - Shoot and Edit scheme (by DV Talent) 15 7%‘Convergence Catalyst’ – Multiplatform course/conference (by Sheffield Doc Fest & Crossover Labs) 32 15%Progress: Leadership and Management for Creative and Digital Media Managers (by the White Room) 9 4%‘Digital Dimension’ – Multiplatform course (by Cyfle) 7 3%Lighting for HD Television Drama (by Bill Curtis Associates) 3 1%Script Writing Schemes for Experienced Writers (by Cyfle & BBC Academy) 7 3%Sales and Marketing: with an emphasis on Social Media (by Cyfle) 8 4%Producer Plus: producer scheme with a focus on business skills / content creation skills (by DV Talent) 11 5%Hair and Make-up Training: SFX (by Creative Media Skills) 11 5%Hair and Make-up Training: prosthetics (by 9 4%

5 Does not include a further 46 individuals who attended the BECTU creative industries fair, taking the total number of participants to 228.6 18 participants took part in two courses each, 8 participated in three courses and one participated in four courses therefore the total number of course participants is 219.

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Creative Media Skills)Hair and Make-up Training: facial hair (by Creative Media Skills) 7 3%Hair and Make-up Training: period hairdressing (by Creative Media Skills) 7 3%Shooting with Large Sensor Cameras (by Cyfle) 5 2%Directing / Location Directing as Visual Story-Telling training (by BBC Academy & Cyfle) 10 5%International Markets for Welsh Media Content (by The White Room, K7 Media & Big Learning Company Wales) 20 9%Multi-cam Directing course 2011 (by BBC Academy) 5 2%Multi-Camera Directing for Experienced Multi-camera Directors 2012 (by BBC Academy & Cyfle) 8 4%Final Cut Pro 7 – Editing for non-editors (by Cyfle) 17 8%Welsh Language Workshops (by Cyfle) 21 10%Total 219

Creative Skillset Cymru are contracted to reach an overall target of 1080 participants overall (240 per annum) over the 4.5 year delivery period. Progress against this target has, to date, been slower than had been initially projected due to the programme start date being delayed and one course being postponed. However, the number of participants on the most recent wave of courses has been higher than the previous wave of courses, demonstrating an increase in participation rate. This increase in participation is anticipated to continue as awareness of the programme increases among employers and stakeholders.

One of the challenges facing the programme in terms of recruitment is the importance of Cardiff to the creative industries sector across Wales, with a large proportion of the creative industries workforce being based in the capital city. This in itself poses a challenge as any convergence area initiative can only have a limited impact on the development of the workforce.

Creative Skillset Cymru have sought to address this challenge by exploring the options available to develop further funding support for employers and workers outside the convergence area. Creative Skillset Cymru have, for example, met with Cardiff Council’s Enterprise division and Welsh Government officials to discuss whether the former could provide funding for participants living and/or working in Cardiff. This could increase the critical mass of participants on courses and lead to further benefits for existing participants through improved networking opportunities. Cardiff Council’s prioritisation of the creative industries sector provides an opportunity in this regard.

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As noted in section 1 of this report, one of the objectives of SfDE is to promote gender equality in employment in line with ESF Priority 3. In this regard, the programme has delivered courses to a relatively even number of male (56%) and female (44%) participants to date.

In terms of specific target groups, fewer participants from Black Asian and Minority Ethnic Backgrounds have participated in the programme than had been expected - 7 to date against a target of 216 by 2015. Similarly, fewer participants with disabilities have participated in training than had been anticipated – 4 to date against a target of 216 by 2015. The programme may therefore need to consider organising specific events for this target group in order to increase the numbers participating in the training.

The programme is making good progress towards achieving its target in relation to the total number of Welsh speakers participating on courses. To date, 112 Welsh speakers have participated against a target of 216 by 2015.

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3. Findings

This section details the findings from fieldwork with participants, employers, steering group members and training providers. The overall views of stakeholders in relation to the course are outlined as well as findings on marketing, recruitment, delivery and impact. Issues relating to funding, additionality and deadweight as well as the barriers and challenges faced by the programme are also explored in this section.

3.1. Overall views

The vast majority of respondents considered the overall quality of the training to be ‘very good’ or ‘good’ (90%) and a similar percentage considered the training delivery (i.e. teaching or tutoring) to be ‘good’ or ‘very good’ (89%). Views in relation to specific aspects of delivery are shown in section 3.3.

Figure 3. Participants’ views on ‘the overall quality of the training’


Interviews with participants provided an indication of their overall views of the courses.

“The quality of the training was absolutely world class, of a very high standard and on the doorstep in Wales”

Participant, Freelance make-up artist

“It [the course] has been absolutely massive for me. It has changed my life.”Elin Lowri Griffiths, Trainee Director, Tinopolis

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Respondents’ views on the extent to which the training met their expectations were very positive. Over half (51%) considered that the training had exceeded their expectations and almost four fifths (38%) noted that it had met their expectations.

“The course was just what I was looking for and has helped me enormously”Lewis Monk, Freelance camera operator

“The materials and techniques used in the industry have changed a lot over the years, I needed to update my skills”

Stephen Williams, Freelance Make-up Artist

“The course delivered pretty much what I was expecting. (I have experience of this type of course.) Support - especially pastoral - was excellent.”

“I must admit that I had very little time to think about the potential relevance of the course before taking part, but it certainly exceeded any expectations that I might have had in advance.”

“I was aware of the fact that my mentor is one of the best designers in the film industry, and had won an Oscar. My expectations were pretty high.”

“I expected the course to be relevant to my current career path - that’s why I applied to attend. It was!”

“To give me confidence, reignite my passion for the role”

Participant survey respondents

Less than one in ten (9%) noted that the training had not met their expectations and just two per cent did not have any expectations. The reasons given for this varied but comments provided by those whose expectations had not been met included the following:

“I thought it would be more tailored to my specific company development” “Too intense really fast highly technical” “Not enough of a clear strategy over the two days to meet my expectations”

The vast majority of respondents (93%) would recommend their course to other participants in a similar situation to themselves – just 7% would not recommend their course.

Employers interviewed during the evaluation considered that the training was meeting their expectations in terms of quality and outcomes.

“We had high expectations of the courses and these have been met. The programme is delivering exceptionally well through all of the courses.”

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Boom Pictures Cymru

Figure 4. The extent to which training met respondents’ expectations


At a more strategic level, employers and steering group members considered that the programme was helping to develop the creative industries workforce in Wales. Those interviewed considered the funding to be crucial in supporting employers to provide, and freelancers to access, high quality training. Employers interviewed welcomed the programme’s role in identifying industry needs and in seeking to meet these demands through provision and support. This was echoed by steering group members who valued the research which had helped inform the training programme.

The SfDE programme was seen by steering group members and employers as being increasingly important in a time of budget reductions. Employers in particular highlighted the programme’s role in ‘filling a gap’ during a period of tighter production budgets which have a knock-on effect on the funding available for training.

Steering group members were unanimously positive in their views on the strategic aims and objectives of the SfDE programme. Many noted that the programme ties in well with the needs of the sector and with national policies. Some suggested further policies and potential strategic links for the next phase of the programme.

“The aims and objectives are very valid and relevant to the sector. The fact that there is a programme aiming to raise skill levels in a specific part of Wales that doesn’t always benefit from these types of initiatives is a positive thing.”

Steering group member and employer

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Several steering group members also praised the programme’s strategic approach and attempt to maximise the impact of individual sources of funding for professional development.

“It’s good to have a programme that is broader than what TAC, S4C or Creative Skillset could do alone.”


Several steering group members welcomed the use of sector research and the expert views of stakeholders to ensure that the programme remained relevant to the needs of the sector.

“I’ve been glad to see that the programme isn’t operating in a bubble and is including the views of the sector and the broadcasters. This is really important in an industry that changes so quickly – just look at the growth in importance of drama over the last few years.”


During the first phase of this interim evaluation, some steering group members suggested that the industry research should be supplemented by a more informal approach to collecting the views of employers on the content of the SfDE programme. It was suggested that this would help Creative Skillset Cymru to take account of the rapidly changing demands of the digital media sector when developing specifications for training courses. Creative Skillset Cymru has addressed this through expanding the membership of the steering group to include a wider range of stakeholders and employers. During the second wave of steering group interviews, members welcomed the inclusion of a broad range of industry representatives on the SfDE steering group.

3.2. Marketing and Recruitment

The views of employers and participants on the recruitment and marketing process were positive. Both employers and participants had heard about the courses through a variety of different routes and the vast majority were happy with the recruitment and enrolment process. The views of participants on these issues are explored in more detail below.

Survey respondents had most commonly heard of the SfDE courses via their employer (29%) or through information from Creative Skillset Cymru’s staff, website or events (29%). Just over one in ten heard through social media (11%) or their union (11%). Others had heard via colleagues or friends who had previously accessed the training (8%) or through other marketing or promotional material (5%). Some respondents had heard directly from S4C or individual training providers.

“I heard about the training through e-mails from the Writers Guild and from Creative Skillset Cymru”

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“I heard about it through BECTU and luckily was able to persuade my employer to give me the time off to pursue it.”

Participant survey responses

Figure 5. How participants heard about their SfDE course

Source: Participant surveyN=104

Participants were asked what their motivations were for taking part in the course. The most commonly given response was ‘to help me gain new skills’ (84%) followed by ‘to help me progress in my career’ (66%). Almost half of the respondents noted that they had hoped ‘to win new contracts/work’ (47%) ‘to help me to improve a certain aspect of my performance at work’ (46%). Around a fifth noted that the training would ‘allow me to take on further responsibilities in my current role’ (22%) or that they were ‘encouraged to take part by my employer / manager’ (19%). Others noted that they had participated in order to support them in seeking a new job (12%) or in seeking a pay rise (6%).

“I had every faith that the training would be very relevant to my interest in directing drama as the BBC were leading the course and that it was a specific ‘story-telling’ course. I was aware that it would be quite ‘hands-on’ and I was not disappointed”

“I was expecting to expand my horizons in terms of genres etc. This was brilliantly achieved.”

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“I was expecting to receive training on how large sensor cameras work compared to small sensor cameras. The training achieved this.”


Figure 6. Reasons given for participating in the course


Interviews and open responses to the participant questionnaire also provided an insight into participants’ motivations for taking part in the course.

“I wanted to take the first steps into directing, to get the company to trust me with directing programmes”

Elin Lowri Griffiths, Trainee Director, Tinopolis

“Before the course my expectations were that I hoped there would be good balance between learning the technical and business/ admin side of multi-platform production.”

Stephen Williams, Freelance Development Producer

Participants were also asked about the level of information provided to them before they started their course. The vast majority of participants (88%) considered that they had received enough information prior to taking part in the course with 12% of the view that they would have liked more information. None of the participants felt that they had been provided with too much information.

“The course sounded really exciting in the e-mails I got from the provider and it certainly lived up to that and more”

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“I was sent lots of information via e-mail including biographies of the speakers and information on the content of the course. The information was pitched at the right level.”

“I was sent links to videos which described every role in the gallery so that you could familiarise yourself with the different jobs and terminology - editing, sound etc.”

“I was sent lots of information via e-mail including biographies of the speakers and information on the content of the course. The information was pitched at the right level.”


Steering group members and training providers were broadly positive in their views about the marketing of courses but were less positive in terms of the recruitment process. Most of those interviewed felt that it had been challenging to generate as much interest as had been hoped in the courses.

The main factor identified as a contributor to this challenge was the need to focus recruitment solely on the West Wales, the Valleys and North West Wales area and, consequently, a smaller pool of target employers, colleges and freelancers. Some training providers considered that the ability to run courses that included participants from both the Convergence area and the Competitiveness area (East Wales, which is not able to access the ESF Convergence funding) would be beneficial.

As noted in section 2.3, Creative Skillset Cymru have sought to address this challenge by exploring the options available to develop further funding support for employers and workers outside the convergence area.

The importance of linking SfDE to wider strategies was noted by a number of steering group members. It was acknowledged that steering group members needed to do more to ‘champion’ the programme within their organisations. This was considered important to ensure that the programme could provide progression routes for those leaving education or newly entering the industry as well as potentially referring individuals back to further learning.

“It is vital that we continue to link to wider strategies such as the WG creative industries strategy and the work of universities.”

Steering group member

“The process of addressing the skills needs of identified groups has been good, however it is now the time to link in SfDE to other courses and training opportunities and thinking about skills needs in a more strategic way and look towards 2014-15. Examples could include Digital Cardiff week, which Creative Skillset is involved with, which can be a platform for debating future skills needs and learning about current good practice in the sector. ”


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It was suggested by one steering group member that the SfDE could also be used as a type of marketing tool for the creative industries in Wales. The positive impact of the programme could thus be used to promote Wales to other employers, potential investors and the creative industries outside Wales, including internationally. Creative Skillset confirmed that progress was being made towards using evidence on the impact of the programme in this way, with recent examples including coverage in the Western Mail newspaper as well as a prominent part on BBC website and App. This, in the view of this steering group member, would enable Wales to demonstrate that it is upskilling the workforce (both generally and in specialist fields) and looking to further develop the creative industries sector. The steering group member noted that this could help companies in Wales to work competitively at an international level.

3.3. Delivery

Participants, employers and stakeholders were asked a series of questions relating to their views on the delivery of the courses, including the content, format and teaching provided. The majority of the feedback provided was positive and indicates that the SfDE programme has provided training of a high quality that has been delivered effectively. As noted earlier in the report, around nine out of ten participants considered the overall quality of the training to be ‘very good’ or ‘good’ (90%) and a similar percentage considered the training delivery (i.e. teaching or tutoring) to be ‘good’ or ‘very good’ (89%).

“[The training] gave me a stronger understanding of the business side of production and knowledge of how to package and sell media products”

Ben Cawthorne, Head of Research & Development, Dinamo

“The trainers were excellent. You can’t teach unless you know what you are talking about”

Stephen Williams, Freelance make-up artist

“The speakers were really good, leaders in their field and importantly they were good, open and interesting speakers.”

Seiriol Hughes, Assistant producer, Rondo Media

“I expected it to be more like a classic training course following a text book but it was a lot more tailored and personal in the way the trainers worked with you. They encouraged you to share info with other participants and vice versa which was good.”

“The format was well thought out. Being in a country retreat was a good idea. It took people completely away from their daily distractions which helped concentrate the mind, and it was a good chance for group members to get to know each other. Our group got on very well together so this worked out well!”


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Respondents also had positive views in relation to other aspects of the course with the following percentage of respondents considering these aspects to be ‘good’ or ‘very good’:

The level of detail on the training course 88% The length of the training course 78% The training materials provided 79% The training course content 86% The training delivery (i.e. the teaching or tutoring) 89% The recruitment/ enrolment process 82%

The small minority who were not as satisfied with the training, materials and delivery outlined their reasons for this. The main issue raised in these cases was that the training was not sufficiently industry focussed on their specific area of work while a small number of participants raised specific issues relating to the organisation or practicalities on their course. An example of the latter related to one networking event on one of the courses which was poorly attended by commissioners, which was a source of disappointment to several participants who had hoped to make some key contacts as part of the course.

“The course was basic. The level of tuition OK - although on reflection, the sales element was not relevant enough to our sector. Could have done with more structured and specific sessions”

“I expected there to be more content about animation, which was why I thought Skillset had emailed me in the first place. Had I known that there was very little or no support, I probably wouldn't have gone and saved myself some time and money.”


Employers provided very positive feedback on the training and support provided through the programme. Two of the employers specifically noted that they had appreciated the way in which they had been kept informed of their employees’ progress by the provider and this was considered to be an additional positive outcome of the training. These briefings included being aware of their employees’ skills needs assessment at the beginning of the course and being able to review the outputs of the training. All six employers had positive views on the quality, relevance and format of the training.

“The [provider] did a skills needs assessment at the start of the course so they pitched it really well. It was definitely up to the standard required for the industry”

“It was good and they also delivered some of the training here so it was really convenient and flexible for our staff”

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“Although I didn’t see the training first hand, the feedback [participant] provided was very positive and the difference in his confidence says it all really”

Employer interviews

Steering group members interviewed during the first phase of the evaluation were of the view that the courses were of a high quality and well delivered. Several also considered that having a range of different providers delivering courses was a positive development for the creative industries in Wales.

Overall, steering group members’ views on the programme of courses was positive in terms of their coverage of sector specific skills, the level at which they had been aimed and their quality. Steering group members were of the view that the training which has been delivered through the SfDE programme was of a very high standard. Several steering group members noted that, based on their experience and contacts with participants, that the programme has been well received across the Creative Industries sector. Some had either observed or attended training and had been impressed by the quality of provision. Several steering group members also praised the quality and emphasised the importance of the credibility of the mentors.

“The quality and calibre of the speakers has impressed me. I’ve heard nothing but praise from employees who’ve attended the courses.”


“Courses like Global last year are really important to the future of the industry in Wales in terms of encouraging co-productions etc. One of the strategic priorities of S4C is to develop co-productions with international companies and create partnerships in order to draw on other funding sources.”


Several steering group members welcomed the focus on higher level skills and courses aimed at senior managers. Although it was noted that these were typically very busy individuals who were difficult to engage in training, it was also noted that high level courses such as Global could provide benefits for the sector in terms of improving access to new markets and increased funding opportunities through co-productions etc.

“There is a glut of graduates in the market and many are not trained to a sufficient standard. There is therefore a need for high level skills and courses that are focused on those with industry experience. This can lead to higher quality work in the sector.”


“I have to say that I think it’s fantastic – it’s meeting the needs of a diverse number of subsectors within the creative industries. It’s great that it includes training aimed at a variety of different roles for example managers within the industry, business skills at all levels, practical skills, production managers and location managers.”

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Although steering group members emphasised the importance of high-level specialist skills, many also noted the need for employees and freelancers to have a rounded set of skills in order to work effectively with others within the industry. In this respect, several steering group members praised the inclusion of courses such as ‘editing for non-editors’ and ‘shoot and edit’ courses. These types of courses were considered essential in developing a more flexible workforce. Other similar courses suggested for the next round of SfDE included ‘coding for web designers’ and ‘web design for coders’. These could be considered alongside the outcomes of the research that will be commissioned as part of the SfDE programme.

“We need specialists but we also need to create a workforce that is multi-skilled and who understand how to work alongside other disciplines and get the most out of each other.”

“The new breed [of creative industry workers] are instinctively using a camera, directing, editing and putting their content on YouTube. Those in traditional companies need to be able to do all of these things these things instinctively or they’ll be left behind.”

“The basic courses are important. You won’t create specialists, but you’ll get producers, editors or whoever to understand what is possible and how to get the most out of their colleagues.”

“If we can get assistant producers who are able to shoot and assemble their own items, we can get companies working more efficiently and free up the time of specialists.”

Steering group members

“I would welcome the focus on providing companies with the skills to exploit intellectual property rights and generate an economic impact. Also, production managers and location managers are rare within the sector so it is good that the programme is focused on training for these roles.”


Several steering group members commented that some of the programme targets may have been too ambitious when they were set. However, many also felt that the programme is now targeted more realistically. Some steering group members considered that increasing the number of courses delivered ‘on site’ at employers’ premises could be a way of increasing take-up among some independent companies.

Creative Skillset acknowledged on-site delivery was considered as parts of the SfDE planning process, however, it was also noted that feedback from participants suggested that the quality of training was not as high in cases where this model was followed. As part of the programme’s internal evaluation process, training providers report back on the feedback of participants in each training scheme. Reservations

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regarding the ‘on-site’ model of delivery were noted in the feedback of participants on DV Talent’s ‘Shoot and Edit’ courses. This was because participants were called back to their desks during the ‘on-site’ training, with one participant not returning to the course because of their workload.

“Several companies have told me that it’s hard to release lots of staff for training – sometimes a large proportion of their workforce – so we need to think of ways to overcome this. For example, more on-site delivery. We might lose some of the networking benefits but we need to consider it.”


Training providers’ views on the delivery process were also positive, with those interviewed noting that they felt participants and their employers had been well engaged and motivated to take part in the training courses.

3.4. Mentoring and industry-led support

Half of the respondents (47 participants) to the participant survey had received mentoring or industry-led support as part of their training course. The views of these respondents on the mentoring were also very positive. The vast majority (92%) agreed that the mentoring had added value to the training (4% disagreed) and over three-quarters (78%) agreed that the level and frequency of contact with their mentor was just right, with 7% disagreeing with this. The vast majority of respondents (87%) noted that the mentoring support was flexible enough to meet their specific needs.

Table 3. Participant views on the mentoring process

Strongly agree Agree

Neither agree nor

disagree

Disagree Strongly disagree

Don't know / not

applicable

The mentoring support added value to the training 49% 43% 4% 4% 0% 0%The level and frequency of contact with my mentor was just right 28% 50% 13% 7% 0% 2%The mentoring and support was flexible enough to meet my specific needs 34% 53% 9% 2% 0% 2%


Several participants provided qualitative views on the mentoring process.

“[The mentor] is very supportive - not just the practical elements but also building confidence”.

Heledd Lewis, Director, Cwmni Da

“It's hard to see how the training and support could be improved. The course mentors [name] and [name] were absolutely amazing - going way 'above and beyond' in terms of support and advice.”

Stephen Williams, Freelance Development Producer

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“The mentoring was good as you can lose momentum but this kept it and made it easy to remember things.”

“I had a mentor for a year after the training and it was an experienced director who could provide answers to questions. I haven't taken as much advantage of the mentor as I could have due to work commitments but it was really good”

“The course was run on one weekend per month over three months with phone calls to mentor us in between which was really good.”


The vast majority (87%) felt that the mentoring and support was flexible enough to meet their specific needs. Some participants’ survey respondents however did highlight challenges in arranging mentoring sessions outside the course. This presented particular difficulties for freelancers who found that they had to cancel or rearrange sessions.

“Mentoring support was very beneficial for me as I’d recently been made redundant. I was given lots of support and advice that was specifically tailored to my needs. It was hard to arrange convenient sessions for both me and the mentor though as we both had busy schedules.”

“The mentor was great but I wish I’d been able to take more advantage of them and their knowledge.”

“It was difficult to arrange Skype meetings as facilities were not readily available”


Employers, steering group members and training providers welcomed the inclusion of industry-led mentoring and support provided as part of the course. Whilst employers, steering group members and training providers acknowledged some of the challenges of arranging mentoring sessions and the potential conflict with work pressures, they believed that the mentoring added value to the courses and enabled participants to gain more work-relevant insights that would be of benefit to them and their employability. One employer suggested that mentors should undertake workplace visits as a way of making the mentoring as flexible as possible to the needs of the participant. In response to findings in the interim report (November 2012), Creative Skillset Cymru have sought to build in more structured planning of post-training mentoring sessions to the most recent wave of training courses and this is a welcome development.

3.5. Outcomes and Impact

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Participants reported that the training had led to a number of different outcomes and impacts for them. Employers highlighted improved productivity, new products and services and increased levels of confidence and creativity as examples of impacts on their staff. Examples of the impacts identified by employers are detailed later in this section.

The vast majority of participants (92%) reported that the training had increased their skill levels to some extent (53% to a large extent). The vast majority also considered that the training had increased their confidence (85%) and provided them with additional and relevant industry related information (84%). Over three quarters (76%) reported having been able to make new contacts in the industry and almost two-thirds (64%) noted that the training had improved their chances of future employment.

Just under three-fifths of respondents (59%) reported that the training had enabled them to identify clear career paths within the industry and 45% noted that it had helped them access further training or qualifications. Two fifths of respondents (40%) agreed that the training had helped them or their company to win new work.

In terms of impacts on employment, just over a quarter (26%) reported that it had helped them get a better quality job with their current employer and a third (33%) noted that it had helped them to get a better quality job with another employer. Just over a fifth (22%) considered that the training made them less likely to be made redundant.

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Figure 7. The extent to which participants considered that the training had an impact on them


In addition to the above evidence, interviews with individuals yielded several examples of specific and tangible impacts which the training had on participants including impacts on job roles, remuneration and work won.

One participant noted that they had received a pay rise as a result of taking on more responsibilities which were directly linked to the training.

One participant noted that their company had won a commission worth £120,000 and felt that they would not have won this work without having participated on the training course.

“I sound more professional and credible, especially when dealing with camera and sound crew who also do multi-cam work [the majority] and I can convey what I need from them faster”

Heledd Lewis, Director, Independent Production Company

“[Since the training] The company has been involved in more successful pitches and I now structure my project work differently.”

Ben Cawthorne, Head of R&D, Dinamo productions

Some participants’ responses to open ended questions on the questionnaire also demonstrate the impact of the training.

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“As of January 2013 I have taken up the mantle of AP in charge of Social Media for BBC Cymru Wales. I would not be in this position without the course's assistance, and I would certainly not be as prepared for the interview as I was without the exceptional support of course tutor.”

“The course helped me believe in myself more and helped me to strive for better results.”

“The course has taught me about two cameras I have not used. The course has got me contacts for further work experience.”

“I’ve progressed a lot faster in my career than I would have done without the course”

SfDE course participant survey respondents

Employers also pointed to a number of examples of how the training had had an impact on their employees and their business; although they noted that it was too early to try and quantify these in financial in terms (e.g. increased sales or profitability). Some also felt that it would be too difficult to isolate any direct impact of this type). However they were able to provide their qualitative views on the impact of the training on their company. Three main types of impact were cited by the employers interviewed:

Increased staff productivity The ability to offer new products and services Impact on confidence and creativity

One of the main impacts related to increasing the productivity of the staff who had participated on the training, by enabling them to carry out tasks which added greater value to the company. An example of this was offered by a media company whose staff member had been able to move from undertaking production work to directing live multi-camera studio productions as a result of the training provided.

A further benefit highlighted by this employer was that other more senior staff members were then able to work on new ideas and programmes that could lead to new work for the company. Some companies also reported an associated benefit of being less reliant on hiring freelancers as a result of the new skills gained by in-house staff.

“Overall it has been a very positive experience for us. One of our deputy producers is now a producer and has really stepped up to the mark, developing new skills and confidence as a result of the training.”

Employer, North Wales

“The course has given [the participant] the confidence, skills and knowledge to reach out beyond Wales to develop new business for the company.”

Geraint Evans, Editor: Welsh programming, ITV Cymru

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A further impact identified by employers was being able to offer new products or services as a direct result of the training. An example highlighted by a media company involved a staff member being able to create mobile apps for an existing customer as a direct result of the training. This enabled the company to offer more services to their customers and, in the view of the employer, made it more likely that they would win work with this customer again. Another interactive media company noted that they had developed a new interactive department and associated products following the development of new skills in their staff.

“[Participant] is now able to create phone apps for Apple and Android products that can be produced for commercial clients. This has enabled us to provide new interactive services to existing clients."

Employer, South Wales

A more general impact highlighted by all the employers interviewed was on the levels of confidence and creativity among staff. Several employers noted that staff had returned from the training with higher levels of confidence and that this had a positive effect on their company.

“They came back full of confidence and bouncing with ideas. The training has helped them into new areas and levels of performance”


The examples above demonstrate how the SfDE programme has had an impact on employers through cost savings, increased efficiency and productivity as well as through enabling them to provide additional services to clients. A number of these impacts are highlighted in the employer case studies that have been developed following interviews with employers. These are included in section 3.8.

Steering group members also considered that the training was having an impact on participants, with several able to point to examples either from within their own companies, from observations they had undertaken or from their discussions with participants and employers in the sector. One steering group member and employer noted that the company had started a pilot project as a result of the training and that this had led to a Channel 4 commission.

“The confidence and skills gained from the (SfDE) training led to that pilot project and Channel 4 commission”


3.5.1. Longer term impacts

The vast majority of participants thought that the training would have a long term impact on their career. Just under two-fifths of respondents (37%) considered that the training would have ‘a long term or sustainable impact’ on their career ‘to a great extent’. A further 57% noted that it would have an impact ‘to some extent’ and just 7% thought that it would make no difference.

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Figure 8. Participants’ views on to what extent they believed the training would make a long term/ sustainable difference to their career progression/ development


The participant case studies in Annexe 1 include examples of individuals who considered that the training had led to a career change.

“Before going on the course, I did not expect to receive training from some of the best producers in television – this has been priceless. The majority of the advice I have had will be a big help to me in throughout my career.”

Participant survey response

The follow-up survey undertaken as part of the evaluation asked those who had completed a survey in November 2012 (participants up to August 2012) a set of further questions in February 2013 relating to the impact of the course on them. The majority of the 18 respondents agreed to some extent that the course had an impact on the following aspects of their career:

Helped me, or my employer, to develop new ideas – 14 out of 18 respondents

Helped me, or my employer, to win new work – 9 out of 18 Helped me, or my employer, to develop new products or ideas – 13 out of 18 Helped me, or my employer, to access new markets or customers - 6 out of

18

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“I have, in collaboration with others been able to put together proposals for crossmedia projects but these haven't yet produced a concrete commission as yet. Although my screenwriting work has kept me very busy since the course so I haven't devoted very much time to seeking out this kind of work.”

Follow-up survey respondent

Five of the 18 participants reported that the course had ‘Helped me gain a promotion or better quality job with my current employer’ to some extent and three of these ‘to a large extent’. Three of the participants noted that it had helped them gain a job with another employer. Five out of 13 freelancers who responded to the follow-up questionnaire noted that it had helped them win more freelance work at least to some extent and 13 out of the 18 respondents considered that the training would improve their chances of future employment or freelance work. Twelve out of 18 believed that the course had ‘Enabled me to identify clear career paths within the digital and creative industry’ and nine considered that they would be less likely to be made redundant or to be without work.

Eleven of the 18 respondents considered to a great extent that the training would have a longer term impact on their career and a further eight considered that it would have an impact to some extent. Follow-up survey respondents noted a number of areas in which courses had an impact on them:

“The personal skills and self awareness gained are priceless, and they are skills which can be implemented in all areas of both your professional and personal life.”

“Most of all the course opened my eyes to the possibilities of cross media projects. Although I haven't actively pursued this kind of work to any great extent I do feel the course offered enough to make me feel confident in doing so if and when the opportunities arise.”

“Now have the basic insight into how to produce simple broadcast quality video production.”

“The Progress course was an example of a course of the highest quality that was cleverly tailored for individuals from different backgrounds. It increased my awareness of the ‘craft’ of production and the different roles an individual can play at different points within a production.”

Follow-up survey respondents

Four out of 18 respondents noted that the work had to some extent led directly to them or their employer winning new work or commissions (one to a large extent). Five respondents noted it had not led to new work and nine respondents considered it too early to tell. One respondent was able to value the new work they or their company had won directly as a result of the training at £120,000.

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A total of 17 out of 18 respondents to the follow-up questionnaire noted that they would continue to recommend the training to others.

3.6. Value for money and deadweight

Few respondents (8%) noted that they would have undertaken similar training and paid for it themselves. However, over a quarter (26%) would have considered this an option if funding for the course had been available. Just under a quarter (24%) noted that they would have addressed their needs through self-led learning and 16% would have approached their employer for further training opportunities. A further quarter (27%) noted that they would either have done nothing or that they were unsure.

Figure 9. Participants’ views on what they would have done in the absence of the SfDE training course

“I’d like to take part in more training as my experience with this one was first class.”

Lewis Monk, Freelance camera operator

All of the employers interviewed noted that they would not have been able to send their employees on the training courses had the SfDE programme funding been unavailable to them. Several highlighted that the high quality of training provided by SfDE would have been inaccessible to them without some form of funding. Some employers noted that they would have sought to address some of their training needs in-house had SfDE not been available. However, these employers noted that this would not have been undertaken as quickly and would not have provided the same level and quality of experience for the training participants.

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“We would probably have trained her in-house, but it would have been done over a lot longer and she probably wouldn’t be directing live programmes yet. There are so many distractions for the staff member and the trainer when you do it in house. Work takes over, you can lose momentum and things get forgotten.”

Employer, South Wales

All employers interviewed were very positive about the programme’s role in identifying industry needs and in seeking to meet these demands through provision and support. This in their view contributed to the training offering good value for money. Employers also highlighted the programme’s role in filling a gap during a period of tighter production budgets which have a knock-on effect on the funding available for training. Some employers also outlined that, as small enterprises, they often lack sufficient funds and time to identify and access training for their employees and therefore the SfDE provided a good opportunity for them.

“We wanted to have an effective training programme for our staff and to provide opportunities for our employees. The quality and value for money of the SfDE programme were also motivating factors.”

Boom Pictures Cymru senior manager

3.7. Future of the SfDE programme

At the time of writing (July 2013), Creative Skillset is in the process of commissioning a provider to undertake research to inform the next round of SfDE courses, with the intention of providing the steering group with up-to-date intelligence for employers to consider. Steering group members provided their own views on the future of the programme during interviews, which can be considered alongside the more detailed research.

Overall steering group members were very positive about the courses delivered to date and suggested further areas that could be developed to strengthen the programme further. Further potential strategic links for SfDE to consider were outlined by some steering group members (see 3.7.1 below). Some general suggestions relating to delivery were made by steering group members (see 3.7.2) as well as specific courses that could be considered for inclusion (see 3.7.3). Some of the courses suggested by steering group members have already been delivered or planned. Others have been explored (e.g. Visual Effects courses) but been found to be unfeasible to deliver due to no training provider applying to deliver the course.

3.7.1. Potential further strategic links for SfDE

As noted in section 3.1, steering group members welcomed the strategic approach taken by SfDE in terms of bringing together different sources of funding in order to address the needs of the Creative Industries workforce at national level. However, some steering group members provided further suggestions in terms of strategic links between SfDE and other programmes.

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Some steering group members suggested that there could be more cross-over with other UK-wide training programmes (e.g. Creative Skillset’s Bigger Future programme) in order to ensure that SfDE is investing in skills that are required at UK level, giving Wales a competitive advantage over other areas. This could help lead to more producers sourcing their crew from Wales and ultimately to more productions coming from Wales. Creative Skillset noted that they are ensuring that these links are made through internal senior management team meetings as well as meetings with partner organisations to ensure that links are made between SfDE and other Wales and UK-wide programmes. The linkages between SfDE and Creative Skillset’s Skills Investment Fund (SIF) were noted as an example of this.

Steering group members welcomed the links that had already been made with Higher Education Institutions through some of the courses such as the Convergence Catalyst – Multi-platform course; Global: International Markets for Welsh Media Content; Sales and Marketing: with an emphasis on Social Media; and Legal Standards and Compliance Issues in the Creative Industries. Some steering group members suggested building on the programme’s success to further develop strategic links with some Welsh HEIs in order to provide progression routes for students. It was acknowledged, however, that not all of the courses would be suitable for partnership with HEIs.

Another potential strategic link suggested by one steering group members was the Collective Studio – a BBC project which involves S4C, Higher Education Institutions (HEIs) and SMEs. This project is based around open partnership and opening up online platforms to meet future editorial and commissioning challenges in the digital sector (e.g. archive development). The Collective Studio focuses on finding different engagement models and developing ideas / active commissioning with a focus on creativity and innovation. It was suggested that Creative Skillset could consider how SfDE could link to this project.

3.7.2. General views on future delivery

Some members of the steering group noted that there should be further consideration of SfDE in a strategic context in Wales. They noted that there is a case for linking SfDE more deliberately to sector policy and progress in Wales, particularly as the creative industries are one of the Welsh Government’s nine priority sectors. One steering group member commented that this has already taken place at the outset of the programme and could therefore be built into on-going progress. Creative Skillset confirmed that this will form part of the ‘exit strategy’ for SfDE and the project team will invite the steering group members to comment on this document.

“The content of the Programme has been a very good fit strategically. Creative Skillset Cymru are seeing the benefits of undertaking so much work at the outset in defining skills needs of the industry and individual companies operating within it in Wales and developing the content accordingly.”

Steering Group Member

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Although steering group members were all positive about the overall programme of training, some suggested that the programme should be careful ‘not to try and deliver too many courses’. Some suggested that SfDE focus on a narrower range of courses in order to ensure that overall quality remained at a high standard. However, Creative Skillset highlighted that their remit was to address the whole of the Creative Industries sector, and that that focusing on a narrower group of sub-sectors would be to the detriment of others. One steering group member suggested that the programme could focus on those courses that had already been successful and look to further develop this cohort of individuals’ skills. Creative Skillset confirmed that individuals who have taken part in SfDE courses are provided with information on subsequent courses and funding opportunities for training.

Many steering group members praised the training courses that had been tailored to individuals’ needs and several were of the view that these types of courses could be further developed during the programme. Some steering group members were of the view that working closely with individual companies to develop a tailored training ‘package’ could be of benefit to the training programme. Creative Skillset highlighted that the Digital Talent Fund was available to those looking to further develop their skills following SfDE courses.

“Scheduling some training at the weekends has been a good idea – this makes it easier for companies to enable participants to go on the courses.”


“It’s important to have more bespoke courses. Some courses will be too basic for some and too technical for others. It’s hard to get the balance right.”


“We haven’t been as involved as we’d have liked to be due to a lack of time really. Maybe some courses could work more around the participants, with trainers going out to companies at suitable times. Shorter and more focused bespoke courses would be good for employers.”


One steering group member considered that the SfDE programme could go a step further than developing training packages for companies, by allocating some funding to provide a flexible source of funding for individuals to choose specific training they required. It was acknowledged that this would constitute a different model of delivery but was suggested as an additional element that could be considered. Creative Skillset highlighted that the Digital Talent Fund as well as a freelance bursary fund was already available to those looking to further develop their skills following SfDE courses.

“We can only assume so much about what training is needed. Individuals will pick out their own good quality courses elsewhere and it would be good to be able to support them.”


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Creative Skillset noted that SfDE participants were notified about the opportunity to apply for a bursary and/or the Digital Talent Fund upon completing their course.

Some steering group members noted that the recent specifications they had seen for future provision have also been very relevant to the on-going development of the programme.

“The programme is adding value to what the tertiary and HE sectors are doing and are adding value to what Welsh creative companies are doing and want to do in the future.”


3.7.3. Specific areas of training for consideration

Steering group members welcomed the inclusion of courses focused on finance for non-finance managers and considered that further courses could be developed in this area. This was particularly valued by steering group members representing independent production companies as being important in an era of falling budgets and a need for sourcing funding from multiple sources. Specific elements suggested for inclusion in future courses included:

Financing and marketing productions (aimed at middle managers and new companies)

o How to fund content from multiple sources. Co-productions etc.o Raising finance/‘Gap finance’ o Financing low budget film productionso Business skills for experienced professionals

Steering group members welcomed the Global course delivered through the programme and considered courses aimed at developing marketing skills to be essential to the industry at a strategic level. Several steering group members noted that marketing was an area that SfDE could potentially address during the next round of courses.

“Marketing is a weakness in the sector at the moment, even in some of the larger companies. There are loads of people in the industry with great ideas but no idea how to sell them or visualise them in order to stand out.”

“There is a lack of awareness of the implications of digital content in the industry. The industry in Wales can still be quite old fashioned when it comes to commercialising content and marketing. There are lots of established companies with no marketing strategy.”

Steering group members

Suggested areas within marketing that SfDE could focus on included:

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Marketing (mainly aimed at senior managers and senior production managers)

o Targeting international markets o Distribution o Including use of social media

Coding and web design were raised as specific areas with skills shortages in Wales. Some noted that there is a shortage of individuals with both coding skills and Welsh language skills at the moment

Coding and Web designo Basic understanding of what coding is (for all)o App development (for producers/assistants)o Coding for web designerso Web design for coders

Steering group members welcomed the focus on social media in some of the existing courses delivered through SfDE. The importance of professionals at all levels gaining an understanding of the potential of social media within the whole lifecycle of a production including market research, idea development, marketing and gathering feedback was emphasised. Several steering group members suggested areas that could be further developed if social media was included in the forthcoming round of courses.

Social media (all levels)o Social media as part of the digital workflow

Market research, Creative process, Marketing, Understanding audience reaction and problems

o Use of language in social media

Understanding digital content was also an area which several steering group members emphasised. These were mainly considered to be ‘entry’ level courses for producers and directors aimed at raising awareness of the potential offered by digital media to understanding the technical aspects digital content.

Digital content (Aimed at Producers/Directors)o Commercialising digital content (e.g. mobile apps)o Understanding and handling different file formatso Planning equipment purchaseso Shooting and assembling content o Putting content on YouTubeo Understanding digital workloads

Some steering group members felt that further leadership and management courses could be delivered through the programme. One member felt that these should be aimed at ‘post-production supervision’, particularly among freelancers as it was felt that there was a shortage of freelance senior editors with management experience.

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“There is a lack of freelance post-production supervisors. Most of the existing senior editors in Wales are in-house with large independent companies or BBC Wales.”


Animation and gaming were both raised as potential areas where Wales has strengths but where the workforce could be further developed. In particular, some steering group members felt that courses aimed at areas of crossovers between the work of animators and game developers. One steering group member and employer suggested that a ‘storyboarding’ course for animators would be welcomed.

“There is no shortage of comic artists in Wales who know how to storyboard but perhaps not for feature films, animation and live action”


Animationo Supervising / management skills

Specifically training animators to supervise work on seto Lighting and camera work for animation

Gamingo Games development linked to education, training and e-learning o Games for phones, tablets etc.

Visual effects were raised by two steering group members as being a priority with come specific software packages being suggested by one steering group member.

Foundry products packages (all these interact with one another)o Nukeo Mario Modoo Kanata

Arnold (rendering software)

It was acknowledged, however, that efforts had been made to deliver a VFX course but that a lack of take-up among the sector had meant that it had not been possible to deliver the course.

Some steering group members highlighted the importance of courses focused on Intellectual Property in the Creative Industries that are currently being delivered as part of SfDE. Specific issues of importance to these steering group members included:

• Understanding rights / legal aspects of production• Understanding music rights

Some steering group members welcomed the inclusion of scriptwriting and one suggested a further addition to the programme in relation to film. Creative Skillset

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confirmed that a current scriptwriting course being delivered through SfDE (‘Y Labordy’) is collaboration between the Arts Council of Wales, Film Agency Wales and S4C will address these needs.

Understanding script development for film (rather than TV script editing)o Both in Welsh and English

Creative Skillset noted that they would consider the information gathered from steering group members alongside the sector research which is due to be completed in 2013.

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4. Conclusions

The interim evaluation of the SfDE programme examined the views of participants, employers, training providers and stakeholders on training courses provided through the SfDE programme up until March 2013. During this period, a total of 182 Creative Industries workers from West Wales, the Valleys and North West Wales participated in a total of twenty courses delivered through the SfDE programme7.

The courses covered a variety of disciplines and skills needs and have recruited from all levels and occupations within the creative industry workforce; from managing directors of large production companies to relatively inexperienced freelance workers. A broad range of 17 employers has been engaged in the training, with many employers sending several staff on courses.

The evaluation findings indicate that participants and employers have a high regard for the courses that have been provided. There is a high level of satisfaction amongst participants and employers in relation to the quality, relevance and type of training being offered which suggests that the programme is meeting the needs of participants from the digital media workforce in the convergence area. Several participants (30) have participated on more than one course, demonstrating that the SfDE programme is generating further interest in training among participants.

Although the numbers of participants were initially lower than had been projected due to delays in the start of the project and a course being postponed the numbers of participants have increased over the last six months and a broader pool of employers is now involved in the programme. The programme is also progressing well in relation to its target for the number of Welsh speakers participating in training courses as well as the proportion of females participating on courses. Progress has, however, been slower against targets for participants from BAME groups and disabled participants. Creative Skillset Cymru may need to consider revising these targets or arranging specific courses which target these groups in order to increase the numbers participating on the courses.

There is evidence to demonstrate that the recruitment, delivery and management of the training is effective overall. The views of participants suggest that the vast majority have had positive experiences of taking part in the training and being provided with mentoring support. The vast majority of participants have positive views on the recruitment process, the content of courses, quality of teaching and mentoring, materials and equipment used and the level of detail provided. The training has met or exceeded the, often high, expectations of those who took part and has had an impact on the skill levels, industry contacts and employability of the majority of participants. Most participants also note that these impacts are likely to be sustained at least to some extent through their current work and future career paths.

Many participants have pointed to specific impacts including gaining new jobs, promotions or pay rises, winning commissions and acquiring new skills which they

7 Does not include a further 46 individuals who attended the BECTU creative industries fair, taking the total number of participants to 228.

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have attributed, at least in part, to the training provided. Many other participants consider that the programme will have more tangible impacts in future as they start to use the skills and knowledge acquired through the training courses.

Employers interviewed clearly welcome the programme’s role in identifying industry needs and in seeking to meet these demands through provision and support. This was echoed by steering group members who valued the research which had helped inform the training programme. Employers highlighted the programme’s role in filling a gap during a period of tighter production budgets which have a knock-on effect on the funding available for training. The research has therefore created a demand-led programme of learning and this evaluation has also found evidence of demand for further training, both from participants and employers.

In terms of deadweight and additionality, there is little evidence to suggest that participants would have undertaken training of a similar nature in the absence of the SfDE programme. Whilst many participants noted that they would have liked to have undertaken similar training, this was predicated on funding being available.

Interviews with employers suggested that in the current economic climate, any similar training would have had to have been delivered in-house, incurring significant costs and being delivered over a far longer timeframe, if at all. Employers also placed particular value on being able to access high quality training providers and courses at a reduced rate through the SfDE programme.

Employers also provided evidence of impact, through increasing the productivity of existing staff, developing new products and services based on the skills gained by staff and through increased confidence and creativity among participants. Gains in productivity applied to those who had participated in the training as well as the company as a whole through positive knock on effects which freed up other staff for more productive work as a result of the new skills gained by participants. Some employers also reported reduced freelance staff costs as a result of existing staff being more productive or suited to specific tasks. Many employers also pointed to the most recent wave of courses having ‘broadened the horizons’ of participants and their employers.

Stakeholders have welcomed the use of research for identifying the training needs of the sector and employers also welcomed the engagement of Creative Skillset Cymru and its partners in the process of addressing the needs of the workforce and identifying quality training providers. It is clear, however, that the rapidly changing demands of the digital media sector require this process of gathering intelligence to be ongoing during the programme. It is encouraging, therefore, that the recent enlargement of the steering group to include more employers and stakeholders attempts to draw on a greater pool of industry experts in this regard. Furthermore, new members of the steering group have provided the evaluation with positive views on SfDE’s progress to date and have demonstrated a willingness to provide suggestions for the future of the programme.

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The level of demand for training in the convergence area has provided some challenges for training providers, with several calling for the steering group to consider whether training could be offered to those outside the West Wales, the Valleys and North West Wales area, albeit on a different basis. This could potentially offer opportunities to engage with a wider pool of the workforce and could lead to greater benefits and impacts for participants from within the convergence area through increasing networking opportunities and generating a ‘critical mass’ of participants for some courses. Creative Skillset Cymru’s ongoing exploration of alternative sources of income for those outside the convergence area represents an attempt to address the needs of those participants and employers.

In terms of potential improvements, the programme faces a challenge in meeting the needs of both employers and the workforce. On the one hand, the programme needs to meet the needs of enthusiastic participants who are keen to develop their skills further and who often express a wish for longer courses and employers who, whilst wanting to develop their workforce’s skills, are faced with time pressures when considering whether to release staff for sessions. The feedback gathered from both employers and participants suggests that the programme is successfully maintaining this balance at this stage.

The evaluation concludes that the SfDE programme appears to be meeting its aim which is: “to develop and deliver flexible, industry-led, high level skills provision which meets the needs of Creative Industries employers and freelancers living and/or working in West Wales, the Valleys and North West Wales, supporting the knowledge economy and safeguarding the performance and productivity of the sector in these regions.”

SfDE is also succeeding in delivering against the priorities outlined under ESF Priority 3 Theme 2, namely:






Overall, the interim evaluation concludes that the programme is progressing well and that the quality of training and support provided appears to be having a strong impact on participants and employers from the digital media sector in Wales.

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5. Participant case studies

Case study interviews were undertaken with seven participants to gain a greater insight into their experiences of participating in the SfDE courses. These case studies are outlined below.

5.1. Participant case study 1

Name: Ben CawthorneRole: Head of Research & Development, Dinamo Course: Creative Business Talent Programme - leadership & management

scheme (by Kirkbright)

Ben Cawthorne is Head of Research and Development at Dinamo - one of Wales’ leading animation companies based in South Wales. Dinamo produce a variety of content including full animation series for television, title sequences as well as products for mobile and interactive services. Dinamo’s clients include major broadcasters in Wales and beyond such as Disney, BBC and S4C.

Ben’s role as Head of Research and Development is to combine creative processes and technology to enable informed opportunities to develop products and services. Ben has been in the industry since 2003 and in his current position since 2008.

Ben attended the “Creative Business Talent Programme” leadership and management scheme provided by Kirkbright. He noted that he was hoping to gain a fresh insight and a better understanding of the challenges in his role and how to address them.

Expectations

Prior to attending the training, Ben had no expectation for the course and was not sure what to expect. However, Dinamo were keen for him to attend the training in order to develop his leadership and management skills. Ben heard about the training directly from Creative Skillset Cymru, but was encouraged to attend by his employer.

“The company was growing and needed to spread responsibility among the staff”

Views on the training

Ben’s views on the training were positive, noting that the level of detail provided and length of the course were good. He noted that the format of six days of training over three weeks was appropriate and that the teaching was of a high standard. Ben thought that the business-related aspects of the course were good for production although some aspects were less relevant to animation. This is due to differences in the way animation is budgeted and therefore these aspects were less relevant to his work.

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“I now have a better understanding of how a successful business works.”

Although the training had not led to a change of role or responsibility within Dinamo, Ben felt the training had an impact on his skills and approach to aspects of his role.

“[The training] gave me a stronger understanding of the business side of production and knowledge of how to package and sell media products”

He also felt that the course had been successful from his company’s perspective, noting a number of impacts in relation to winning work and their approach to business development.

“[Since the training] The company has been involved in more successful pitches and I now structure my project work differently.”

Future opportunities

Ben noted that he would be keen to participate in future training if he considered it relevant to his role. This would include interactive digital media training at all levels and courses such as JavaScript and managing app development.

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Name: Seiriol HughesRole: Assistant Producer, Rondo MediaCourse: Multi-camera Directing Course for Experienced Multi-camera directors

Seiriol joined Rondo shortly after graduating from university in 2008. Over the last four and a half years, he has gained industry experience through working as an assistant producer on Sgorio - S4C’s flagship football show.

Seiriol was made aware of the SfDE programme’s Multi-camera Directing Course for Experienced Multi-camera directors by a family member. Following initial discussions with the training provider, he hoped that participating in the training would give him a better understanding of other programme genres as well as an opportunity to learn from experienced industry professionals.

After the initial discussions with the provider, one of the aspects which appealed to Seiriol was learning about scripting for music programmes. He felt that this aspect of the course was clearly structured. Although not all aspects of the course were immediately relevant to his job, Seiriol felt that some of the elements could be useful in his future career. The course provided him and the other participants an opportunity to discuss experiences and ideas and relate them to their own.

“Everyone comes at it from a different angle so you spend time relating things back to your everyday work”

The quality of the course and standard of equipment as well as the experience and knowledge of the speakers on the course impressed Seiriol.

“The speakers were really good, leaders in their field and importantly they were good, open and interesting speakers.”

Seiriol felt that the training had taught him the importance of taking a flexible approach to planning production schedules depending on the nature of the programme. He also valued the opportunity to network with fellow industry professionals noting that he would be more likely to make contact with some of the other participants.

“Although Wales is small, meeting other directors and learning about their work on the course was really useful.”

Seiriol has had the opportunity to direct programmes with Rondo but felt that it is too soon to know the full impact of the training as he has not yet completed the mentoring element of the course.

“Some things I will use in my everyday work, but a lot of the knowledge will be in the background and might become useful in future”

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Name: Stephen Williams Role: Freelance Development ProducerCourse: ‘Digital Dimension’ – Multiplatform course (by Cyfle)

Stephen Williams is a freelance Development Producer and heard about the SfDE training programme through the Cyfle website. He took part in the Digital Dimension multiplatform course, delivered by Cyfle in 2012. As well as gaining new skills, Stephen hoped that the course would be of benefit in winning new work and progressing in his career. As a direct result of the course Stephen has spent the early part of 2013 working on a major 'Social TV' development with a high profile UK client (terms of NDA restricts any further project detail).

“Before the course my expectations were that I hoped there would be good balance between learning the technical and business/ admin side of multi-platform production.”

Stephen rated the overall quality of training and the standard of tutoring very highly. He also felt that the content was very good as well as practical elements such as the organisation, recruitment and materials provided. His views on the mentoring support received as part of the course were particularly positive, noting that that this had added value to the training and been flexible enough to meet his needs.

“It's hard to see how the training and support could be improved. The course mentors [name] and [name] were absolutely amazing - going way 'above and beyond' in terms of support and advice. Staff at the Cyfle office were always fantastically helpful.”

In Stephen’s view, the Digital Dimension course would be likely to have a long term impact on his career and he considered that it had already improved his chances of future employment. He also noted that the course had provided him with additional and relevant industry related information and enabled him to make new contacts in the industry.

The Digital Dimension course had therefore exceeded Stephen’s expectations and he would recommend it to others in a similar situation to him. In terms of future training opportunities, Stephen noted that he would like to see a scheme set up for individuals seeking to start-up new digital companies in Wales - offering mentoring on aspects such as business, law and distribution skills.

Stephen emphasised the importance of the funding provided through the SfDE programme in enabling him to attend the course.

“Most of the course cost was met by a Skillset bursary - without which I couldn't have considered going on the course.”

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Name: Lewis MonkRole: Freelance Camera OperatorCourse: Lighting for HD Television Drama (by Bill Curtis Associates)

Lewis Monk is a freelance Camera Operator who undertakes some editing alongside his camera work. He has been in the media industry for three years and is trying to consolidate his career as a lighting cameraman. Lewis works mainly in the area of promotional videos, but wants to move into feature films and other areas of the industry.

Lewis’ expectations of the Lighting for HD Television Drama course delivered by Bill Curtis Associates were high but he believes that these expectations were met. He felt that the quality of the tutors was very high and noted that the training delivery and format were effective in creating a good learning environment.

“The course was of a high standard delivered by knowledgeable trainers in a relaxing and informative atmosphere”

According to Lewis, the course has had a big impact on him, giving him an insight to the work of a lighting cameraman and meeting his high expectations.

“The course was just what I was looking for and has helped me enormously”.

Lewis noted that it is too early to tell what impact the course would have in terms of winning new work and progressing in his career. However, he noted that he had already seen an impact in terms of his skill levels, knowledge and confidence. Lewis has recently been working on a feature film as a trainee cameraman and felt the skills he had learned on the course gave him confidence in this new environment and allowed him to develop further.

Lewis noted that he would recommend the course to others in a similar situation to him looking to develop their employability within the industry. Following his first experience on the lighting course, Lewis is already discussing the possibility of undertaking further training with Creative Skillset Cymru as part of the Skills for the Digital Economy programme.

“I’d like to take part in more training as my experience with this one was first class.”

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Name: Heledd LewisRole: Director, Cwmni DaCourse: Multi-Cam Directing Course (BBC Academy), November 2011

Multi-camera Directing Course for Experienced Multi-camera directors, February 2013

Heledd has been working in the industry for fifteen years and with Cwmni Da, one of Wales’ leading independent production companies based in Caernarfon for eleven years. She has been working as a PSC (portable single camera unit) director for eight years on various S4C productions such as Pethe (a culture programme) and Byw yn yr Ardd (a gardening show).

She was made aware of the Skills for the Digital Economy programme’s Multi-camera Directing course through the union BECTU. She had previously applied independently for financial support to undertake a similar course, but had been unsuccessful. She hoped that taking part would lead to improved skills and career development and was able to persuade her employers too.

Opinions of the course

Heledd rates both courses as “excellent” and the standard of the teaching stood out as being particularly good. Heledd believes that both courses were relevant and applicable to training needs in Wales:

“Those who are qualified (or able) directing multi-camera are rare among the younger generation in Wales, and I believe that is danger that there will be a shortage of studio directors in the future when many of the current crop retires. I also believe that it is essential to ensure a workforce of Welsh speaking multi-camera directors in order to have a natural bilingualism in the industry and to maintain the high standards of Welsh-medium studio programmes.”

Impact

The training has had an impact on Heledd’s skill levels and she has learnt a raft of completely new skills related to directing multi-camera productions including using vision mixing desks and directing scripted music. Although there are no opportunities currently for her to direct multi-camera productions at Cwmni Da she is expecting to undertake some multi-camera directing work for the company over the summer of 2013. She has also been able to apply some of the new skills to her PSC directing work. She has also learnt new terminology and acronyms which are also applicable to PSC.

“[The courses have] instilled a more disciplined way of working - everything had to be on time, we were trained as if we were working on a live production, so we were taught the correct procedures, the proper protocols in

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studios and on location and to respect to co-workers - I've been able to use and adapt that for my PSC work.

“I sound more professional and credible, especially when dealing with camera and sound crew who also do multi-cam work [the majority] and I can convey what I need from them faster”

In terms of softer skills she reports increased confidence and more contacts:

“It was good to meet others in the same type of job as you – you could learn from their experience…. In work you never meet many people doing exactly the same job as you – as a director you work with a camera and sound person but not with other directors so opportunities for learning from others are limited”.

To date, the training had had no formal impact on Heledd’s career nor the situation of her employer. Heledd notes though that she hopes to use the skills gained in future productions.

“Hopefully in the future there may be more opportunities with Cwmni Da - if Cwmni Da get more multi-cam work, then I'm in a good position”.

Heledd observes that the course has made her more employable, in that with her extra skills her job may be more secure should the company be in a position where it has to lay off staff.

Mentoring support and work experience

The first course included a work experience element and mentoring support. Her mentor is a BBC director, and one of the tutors from the first course who then ran the second course (and remains her mentor on this course). This element is particularly valuable and the mentoring has taken the form of telephone conversations and visits to a studio.

“[The mentor] is very supportive - not just the practical elements but also building confidence”.

She had also intended to take part in two sessions of a week’s work experience but work commitments meant that she was unable to take the time off to take part on the second week – “I was too busy to have a week off”. The week of work experience that she was assigned to was at Boomerang was interesting but “not quite the type of multi-cam directing that I hope to go into” [it was green screen work rather than directing a normal studio].

Her only suggestion for improvement would be the networking element offered as part of the second course. A networking evening was arranged but only one contact was present which was disappointing for the participants.

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Her only suggestion for improvement would be the networking element offered as part of the second course. A networking evening was arranged but only one contact was present which was disappointing for the participants.

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Name: Elin Lowri GriffithsRole: Trainee Director, TinopolisCourse: Multi-Cam Directing Course (BBC Academy), November 2011

Multi-camera Directing Course for Experienced Multi-camera directors, February 2013

Elin Lowri Griffiths is a Trainee Director with Tinopolis, an international media producer and distributor and one of the UK’s largest independent television suppliers to major broadcasters. Elin has worked in the industry for six and a half years and after attending the directors course has been employed as a Trainee Director for the past 11 months.

Elin’s motivation for participating in the course were to progress within her career with Tinopolis from being a Production Assistant to being a Director.

“I wanted to take the first steps into directing to get the company to trust me with directing programmes”

Elin had high expectation of the course in terms of quality and hoped it would lead to career progression with her employer. She funded part of the course fees herself and hoped it would be beneficial to her career.

“I wanted to use the course as a way of getting my employer to sit up and take notice of me”

Her expectations of the course were met and that the course was completely relevant to her needs. She noted that the teaching was excellent and that the five day length was also appropriate.

“The music day was practically interesting and also the instruction on how to get a programme on air was very good.”

According to Elin, the course has had a large impact on her life and career, in terms of her skills, confidence, employability and job role. In terms of tangible impacts, she has now progressed to work as a Trainee Director with the company. She also noted that she has gained valuable experience of directing multi-camera productions which will help her to progress in her future career.

“It [the course] has been absolutely massive for me. It has changed my life.”

Elin also noted that the skills she had gained had allowed her to take on more responsibilities within the company, which had in turn enabled Tinopolis greater levels of flexibility to allow senior directors to focus on other activities. This provided financial savings to the company and enabled senior staff to focus on business development opportunities, thus potentially making Tinopolis more competitive. Elin

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felt that this had been particularly beneficial to the employer in a in a time of financial constraints.

“My directing ability has allowed the company more flexibility in scheduling so senior directors can concentrate on other jobs while I direct. This saves money on freelancers etc”

Elin would not have been able to afford this course without the funding provided through the Skills for the Digital Economy programme. Elin funded her part of the course herself largely by selling a motorbike. The success of the course have led to her attending a second BBC Academy directing course, which has been funded by her employer due to the success of the first.

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Name: Stephen Williams Role: Freelance Make-up ArtistCourse: Hair and Make-up Training (by Creative Media Skills)

Stephen Williams is a freelance make up designer who has been in the industry for over 30 years. He attended the Hair and Make-up Training by Creative Media Skills which included elements focusing on period hairdressing, special effects, prosthetics and facial hair.

The participant works mainly on modern day drama productions for S4C. His motivations for participating in the training were to improve his skills levels and knowledge of the most recent developments in the sector. Stephen attended the courses to improve and update his skill is in period and SFX makeup and prosthetics in particular.

“The materials and techniques used in the industry have changed a lot over the years, I needed to update my skills”

Stephen’s views on the course were very positive. He felt the course was very important to his section of the film and TV industry, noting that there are few continuing professional development opportunities within the sector for makeup artists and other related skills. For this reason, he noted that it could be difficult for professionals to keep skills updated. The participant’s views on the trainers were very positive.

“The trainers were excellent. You can’t teach unless you know what you are talking about”

He also felt that the course provided good networking opportunities through meeting other make-up artists on the courses.

“It’s good to know what’s out there and talk to others”

Impact

The courses have had a big impact on Stephen’s knowledge and confidence in offering his services to producers. Due to changes in techniques and materials, Stephen noted that gaining more knowledge of these changes would allow him to offer a more effective and up to date service to production companies.

Although the participant felt that the courses have increased his skill levels and confidence in this aspect of his work, but was unable to quantify and specific financial gain from having participated on the course and felt that it was too early to tell whether it would benefit his career.

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In terms of future training opportunities, Stephen would like to see more courses in this field as he believes training is lacking and that there is a potential gap in the provision that is available.

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Name: Case study participantRole: Freelance Hair and Make-up ArtistCourse: Hair and Make-up Training: SFX, prosthetics, facial hair and period

hairdressing (by Creative Media Skills)

The participant is a freelance hair and make-up artist who has been working in Wales since 2009. Her career has mainly involved work on feature films and short films and she has recently undertaken a placement with BBC Wales, working on the series Casualty.

The participant was drawn to the Hair and Make-up Training (including elements on Special Effects, prosthetics, facial hair and period hairdressing) by the opportunity to improve her skills in specialist areas. She also noted that the funding was a significant factor that helped her attend the course.

The participant felt that the course itself was very good and had been impressed with the training providers from Creative Media Skills.

“The trainers were of a high standard - industry class trainers. I learnt a huge amount about modern prosthetics”

During the course, the participant was provided with information on the wider sector and supply chain. This included information on suppliers, prices and manufacturers of materials which she found particularly informative as a freelancer. Overall her views of the course were very positive.

“The quality of the training was absolutely world class, of a very high standard and on the doorstep in Wales”

The course had a big impact on the participant, including improving her skills to a high degree, particularly in the field of prosthetics and hair design. Since attending the course the participant had updated her CV and it she noted that it had been requested by companies as a direct result of the course.

The longer term impacts were more difficult to gauge according to the participant. She noted that it was too early to tell what the direct impact on her work would be although she is expecting to gain more work as a result.

In terms of future participation, the participant noted that she would like to participate in a longer course devoted to period hair design. She would recommend the course to others in a similar situation to hers.

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6. Employer case studies

Six employers were interviewed as part of the interim evaluation. Case studies based on these interviews have been developed as part of this interim evaluation and these are shown below.

6.1. Case study 1

Company: Independent production company, South WalesInterviewee: Commercial DirectorSize: 33 full time staff and 30-40 freelance staffNo of SfDE Participants: 5

The Commercial Director of an independent production company in south Wales first became aware of the SfDE through Creative Skillset Cymru’s mailing list which is received by around six of the company’s staff. This initial e-mail was followed up in discussions with Creative Skillset Cymru staff, and a total of five employees have now been on SfDE courses including the Convergence Catalyst - Multi Platform Course and Conference and the Preditor Scheme - Shoot and Edit.

The company was motivated to take part by the courses that were on offer and the fact that they are constantly seeking ways of up skilling their workforce.

“It is part of the company’s vision to produce the best multi-platform content and part of this is to ensure that our staff are equipped with the right skills. We are always looking for a way to gain an edge on our competitors.”

The company is increasingly required to produce digital content including commercial DVDs, video for websites and phone apps and the commercial director noted that it is therefore important that as many of the company’s staff as possible understand and are able to contribute to the development of these different types of media. The company also wanted to be able to provide multi-platform services to its clients including S4C and other commercial clients.

The employer values training highly but has found that budget cuts have had an impact on the company’s ability to spend money on training. In the last 12 months they had sent staff on Cyfle courses (e.g. Health and Safety) and editing courses (e.g. Final Cut Pro).

“The S4C cuts have been passed on to the company and have had an impact on training activity. This training [SfDE] has helped to bridge the gap.”

They also emphasised the importance of the funding support that was provided as part of the programme. The employer noted that they would not have been able to afford to undertake the training without the subsidy offered by SfDE. An example given was the most recent training undertaken which entailed the employer having to pay £350 for a course costing around £2000.

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“The fact that it was heavily subsidised was also very beneficial as we would not have been able to send staff on the course otherwise.”

The employer noted that the SfDE training programme had exceeded their expectations and had improved the skill levels of staff in several ways. The employer rated the quality of the training very highly in terms of its content, relevance, teaching and mentoring. They also felt that the training had been particularly beneficial for three staff members.

The Commercial Director noted how the skill levels of one staff member had improved greatly over the last year. This staff member is now able to create phone apps for Apple and Android products that can be produced for commercial clients.

“This has enabled us to provide additional services to clients. We already provided them with video clips for their website but since [participant] went on the course we have been commissioned to develop apps which enable our client’s customers to view the products they sell sale on their phones.”

The company are currently developing Android apps for the same client and it was hoped that this market could grow for them. The employer noted that this staff member’s confidence had also grown significantly since his involvement in the training.

The Commercial Director also referred to two other members of staff who had been on a camera and editing course which has benefitted the company greatly in relation to one of its recent productions for S4C. The programme was filmed overseas, and whilst a camera crew filmed the main programme, the two members of production staff who attended the training were able to film and edit additional footage for the programme’s website and video diaries for the programme. This additional footage would either not have been filmed or would have led to the company incurring additional costs (i.e. to bring in an additional freelancer) in the absence of the SfDE training.

Based on the responses of their employees and the impact on their skills, the employer felt that the training had been of a high quality. It was also felt that the delivery of training in the workplace had been very effective and enabled the training to be delivered efficiently (e.g. at lunchtimes) and in a way that related to participants everyday working practices.

“One of the main benefits has been the networking opportunities offered by the training. Our staff have made new contacts and kept in touch with others on the training sessions.”

In terms of impact, the employer felt that the training had led directly to improving their services and products as well as being able to ‘monetise’ new products (e.g. apps) and add value to existing products (e.g. additional footage for programmes). The training had also helped them cut costs (particularly in employing freelance staff)

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which was an important factor in the context of shrinking budgets and a requirement to work more efficiently. It was felt that the training had enabled their staff to be more productive.

The employer noted that it was too early to be able to say whether the training had led to the company winning additional work or increasing turnover or profits. However, the company hoped that having a good reaction to their forthcoming programmes (i.e. positive commissioner responses and good viewing figures) would lead to winning further commissions.

In terms of potential improvements to the programme, the employer felt that follow-up sessions one or two months after the training could be beneficial to help answer any practical questions on applying the training to participants’ work. It was felt that this could be done through a visit to the workplace in order to maximise the efficiency of delivery and enable real-world examples to be addressed.

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6.2. Case study 2

Company: Broadcast TV and Animation Company, South WalesInterviewee: Managing DirectorSize: 39 employeesNo of SfDE Participants: 2

The Managing Director of an animation production company in south Wales noted that the organisation become aware of the training or support available thorough the SfDE programme via an e-mail from Creative Skillset Cymru. The employer noted that they often received information on training opportunities from the Sector Skills Council. The Managing Director had previously attended management training arranged by Creative Skillset Cymru. Two members of the company’s staff have participated in the Creative Business Talent Programme provided by Kirkbright.

The company’s general level of training activity was high according to the Managing Director, with employees participating in in-house and ‘offsite’ training in animation and interactive media.

“We provide lots of in house training in animation and employees have been sent on app development courses”

The company noted that the training subsidy on offer was a key factor in their participation in the programme. The employer noted that the company would not have sent staff on the training in the absence of the SfDE programme and would have sought to meet their staff’s needs in-house.

The organisation decided to pursue opportunities for staff to participate in the SfDE training as part of the company’s policy of offering continuous training and development. The company also sees retention as a motivation for improving their staff’s skills levels.

“We want to retain key people and we think that offering them ways to develop is a good way of doing that”

The company rated the training that was on offer highly and had high expectations of the training that would be offered through the programme based on the Managing Director’s previous experiences. In spite of these high expectations, the employer felt that the training had met their expectations “to a high degree”.

The employer considered the training on offer to be highly relevant to their work, with leadership and management skills increasingly seen as being important to the successful delivery of contracts in the sector. The employer also felt that the content and teaching were good and that the training had been pitched at a level that was very good.

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The employer felt that it was too early to tell whether the training would have any impact on turnover. However, one of the employees has developed a new department within the company and it was felt that the leadership and management skills developed were an important contributor to this. The employee had also contributed to the development of new interactive products within the company.

“[Participant] has developed to a high degree since the course, taking on new responsibilities such as managing the development of a new department.”

In terms of potential improvements which could be made to the programme and training on offer through SfDE, the employer suggested that production skills could be offered as a course as well as financial courses and marketing.

6.3. Case study 3

Company: Independent Media Company, South WalesInterviewee: Productions ManagerSize: Full time - 170 staff; Part time - 9; Freelance - 38No of SfDE Participants: 1

The Production Manager of an independent media company in south Wales noted that they had become aware of the training through e-mails and general contact with Creative Skillset Cymru. However, an employee brought a specific course to their attention having heard about it through word of mouth. This is the only employee from the organisation that has taken part in training through SfDE.

The employer noted that the company undertakes a lot of training in-house and that they had previously trained the participant as a production assistant over four years. However, the employer noted that they prefer to send employees on an external course as it takes them away from their every day working environment and ensures that they are focused on learning new skills.

“Internal training can be disrupted by the participant and trainer being distracted by their everyday work and it therefore takes a lot longer to reach the same level as you do on an external course.“

The employer also noted that external training was preferred by them as it enables staff to meet others from other organisations and encourages a greater degree of collaboration and learning. The company sends staff on lots of training courses including Cyfle courses, and has recently sent staff on courses to learn to use Final Cut Pro editing software.

The employer noted that, without the training subsidy, it would have been possible for the company to train the participant internally. However, they emphasises that it would have been over a far longer period of time and would have required the displacement of other staff members to undertake the training.

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“The course enabled them to up-skill an existing staff member quickly and to enable her to get hands-on experience of undertaking multi-camera directing in an external environment.”

The company was motivated to participate in the training as a multi-camera director had recently left the organisation and there was an opportunity for an existing member of staff to fill their shoes. The employer agreed that it would be a valuable course for her to attend as it provided an opportunity to progress from production work to directing and editing. It was also seen by the employer as a natural development from her existing work as a production assistant with four years of experience.

“[Participant’s] experience made her a good candidate for inclusion on the course as she was already familiar with the terminology and techniques of the production gallery. She already understood how the production floor worked so the course gave us an opportunity to up-skill an existing member of staff to a degree where [participant] could start directing programmes.”

The training had exceeded the employer’s expectations and they were very pleased with the performance of the participant and the standard of the training as well as the feedback provided to them as an employer. The employer felt that the employee’s performance was now very confident in the gallery and she had progressed to being able to direct multi-camera productions for important S4C studio productions.

The employer felt that the training was exactly what was required to bring a producer up to the standard required for multi-camera directing.The BBC assessed participants’ skills at the start of the programme and this enabled them to pitch the training correctly in order to deliver it efficiently. The training provider had provided them with evidence of their employee’s performance in directing a programme through a recording of her instructions over the ‘talkback’. This showed them the instructions that she was providing over the microphone along with an understanding of how she had performed under pressure in a simulated multi-camera BBC environment.

It was felt that the training was of a high standard and pitched the participants into a situation they would not usually get to be a part of as quickly (i.e. simulating directing a multi-camera BBC programme). The standard of personalised feedback was deemed to be very high, including a DVD of the edited programme and a recording of the participant’s ‘talkback’ (i.e. instructions given to editors and other staff)

The training led to a production assistant being able to direct major S4C studio-productions for the employer far more quickly than would otherwise have happened. It has also freed up the time of other directors who are now able to focus on creating new content. It has therefore increased productivity within the company and could potentially lead to new programmes that would otherwise not have been made.

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“There are lots of things going on at the same time in the gallery, lots of screens which a director needs to be aware of and to know when to focus on particular ones. The course helped throw them into an environment that really tests how they are under pressure”

Two other freelance staff known to the company took part in the course and have had some experience working on the company’s productions. The employer felt that these staff would also become good directors as a result of the course.

In terms of future skills requirements, the employer noted that editing skills remain very important to them as do specialist camera skills. They noted that although multi skilling is important in the industry, the best productions require specialists in these areas and it is difficult to replace these with multi-skilled people (e.g. director-camera person).

6.4. Case study 4

Company: Independent Production Company, North WalesInterviewee: General Manager / Human ResourceSize: 60 full time employees, 7 part time employeesNo of SfDE Participants: 9

The General Manager of an independent production company in north Wales was well acquainted with the SfDE programme through his role on the steering group. Staff in the company had been encouraged to participate in the programme’s training opportunities, which were considered to be of a high quality by the company. As a result, nine employees had participated in courses thus far.

The employer noted that they undertake a lot of in-house and external training but that they do not have a specific training budget. However they use ESF money to support additional training and have to be very targeted in their approach and meeting their needs. The employer considered that the SfDE programme was a cost effective way for the company to assess what training courses were available and also for them to have a say (via the research and steering group) in how TV companies in Wales have the opportunities to access training provision. The employer noted that he has a responsibility for training within the company and works with employees and directors to assess training needs of individuals and the company as a whole.

“The courses overall were of a very good standard and I had expected that as I knew that experts had evaluated and chosen the courses and providers on offer.”

The employer felt that the courses overall were of a very good standard and he expected that through his contact with Creative Skillset Cymru and role on the steering group. The employer particularly highlighted the BBC courses on offer along with courses from DV Talent, White Room and Kirkbright. He noted that the company

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could never afford courses of this standard previously. The employer welcomed the fact that courses had been tailored by the providers to meet the particular interests and needs of companies.

The employer referred to some specific courses including the Progress Leadership and Management course attended by one employee which was aimed at helping this member of staff break into management. The employer was also particularly positive in their views on the Multi-camera Directing course run by the BBC Academy which also created additional cross-training links with Boomerang.

Based on feedback from employees and his own experience of the training delivered the employer noted that the tutoring was largely excellent and the trainers provided by companies were very experienced in their particular field. The facilities provided, and the equipment and materials were also very good in the employer’s view.

In terms of impact, the employer considered that 75-80% of employees on the SfDE courses had benefited hugely from being involved.

“For some, some elements were probably a bit too basic however it has been a learning curve for everyone getting involved in the training.”

In terms of individuals, one participant had developed additional commissioning skills and others developed higher confidence levels, new ideas and creativity.

“They came back full of confidence and bouncing with ideas. The training has helped them into new areas and levels of performance”


The training was therefore considered to have helped staff to perform better in their roles and enable them to undertake new tasks. One staff member had become a producer as a direct result of having participated in the training.

“Overall it has been a very positive experience for us. One of our deputy producers is now a producer and has really stepped up to the mark, developing new skills and confidence as a result of the training.”


The employer noted that the training has had further advantages for the company in that it has meant that they haven’t had to bring in additional expertise on a freelance basis. The company is now doing additional projects internally and this is also given others (such as researchers) the opportunity to step up.

It was also considered that the training had led to the company making additional industry contacts in England, such as Manchester and London.

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6.5. Case study 5

Company: ITV Cymru WalesInterviewee: Geraint Evans, Editor - Welsh programmingSize: -No of SfDE Participants: 1

One member of ITV Cymru Wales’ production team took part in the 'Producer Plus' course for producers. The course had an emphasis on business skills and content creation skills and was run by DV Talent. ITV Cymru Wales became aware of the SfDE training through a variety of sources including directly from Creative Skillset Cymru, via email, directly from Cyfle and from the course attendee.

ITV Cymru Wales’ motivations for participating in the training were to further develop the skills of the participant, to gain exposure to new areas of work and to make new contacts with producers and executive producers from other companies as well as commissioners from broadcasters.

ITV Cymru did not have any specific expectations from the course but felt that the course was of a high standard. The organisation felt that the course was very relevant to the participant’s area of work and the information gained through the course was plentiful. The participant made a number of contacts in the industry and the course provided an opportunity to develop new ideas.

One of the challenges faced by ITV Cymru Wales was to accommodate their staff member participating in the training whilst delivering a weekly current affairs show.

“Perhaps some flexibility could be built in to the course as filming schedules are very tight on a weekly production.”

The employer noted that the training had led to an increase in confidence in the participant. They also felt that it had changed their perceptions of business development and as a result they are hoping to change how they develop and present new ideas to commissioners.

“The course has widened our horizons and has led to us thinking differently about how we pitch ideas to network broadcasters.”

The employer thought that the impact of the training could not be measured in financial terms but they did consider that it could potentially lead to new work in future.

“The course has given [the participant] the confidence, skills and knowledge to reach out beyond Wales to develop new business for the company.”

ITV Cymru Wales noted that they may have considered the training in the absence of the funding available from the SfDE programme, but that they would have been subject to financial constraints. The employer considered that they would probably not have pursued this type of training.

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6.6. Case study 6

Company: Boom Pictures CymruInterviewee: Joanna Adams and Gwenda GriffithSize: Approx 200 employeesNo of SfDE Participants:

Boom Pictures Cymru is one of Wales’ largest independent production companies and undertakes a wide variety of productions for broadcasters in Wales and beyond. In terms of the company’s general training activity, staff training is co-ordinated in line with the company’s training plan which is re-evaluated on annual basis.

The employer became aware of the training courses through several channels including directly from Creative Skillset Cymru staff and through the company’s senior management having regular contact with Creative Skillset (the MD is a member of Creative Skillset Cymru’s National Board) and Cyfle, one of the training providers on the programme.

Boom Pictures Cymru was motivated to participate in the programme for several reasons. These included the potential benefits for their workforce and the opportunity to access high quality training at a subsidised and affordable rate.

“We wanted to have an effective training programme for our staff and to provide opportunities for our employees. The quality and value for money of the SfDE programme were also motivating factors.”

The employer’s views on the delivery of the training courses were very positive and they felt that the SfDE programme was most effective. The employer noted that the training courses were of a high standard and were being well delivered.

“We had high expectations of the courses and these have been met. The programme is delivering exceptionally well through all of the courses.”

Boom Pictures Cymru felt that all of the courses were of a high standard but had been particularly impressed by the training provided by DV Talent and Mediasmiths/The White Room

“All of the courses were relevant to those who went on them and to Boom’s business.”

The company felt that the training had been effective but suggested that some flexibility could further improve the programme and make scheduling easier for those working on programmes. The employer noted that they would like to see “shorter, high impact” courses being provided through the programme.

Boom Pictures Cymru noted that it was difficult to measure impact in the very short term, but that the SfDE training has broadened participants’ horizons and greatly increased the confidence of those who attended.

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In terms of financing the training, Boom Pictures Cymru noted that financing the training without the subsidy from the SfDE programme would have been difficult.

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sfde interim evaluation - final report 8.7.13 · web viewindustry experts and employers are engaged...

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