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IPA backs innovative Digital Economy Programme

The Government has announced that it is to provide £36m in funding for a trio of research centres that will study the transformational effect of new digital technologies. The Digital Economy Programme, which was officially launched by Lord Drayson on 29th April, sets out to involve industry from the outset and the IPA is pleased to announce that it is providing an interface with the advertising and creative industries.

14/05/2009

The Government has announced that it is to provide £36m in funding for a trio of research centres that will study the transformational effect of new digital technologies.

The Digital Economy Programme, which was officially launched by Lord Drayson on 29th April, sets out to involve industry from the outset and the IPA is pleased to announce that it is providing an interface with the advertising and creative industries.

Following a highly successful brainstorming event earlier this year, the IPA will be hosting a networking session at the end of June (date to be confirmed) for leading researchers to meet senior agency executives with a view to forging working partnerships. Coinciding with this will be a showcase event in which a selection of the most exciting projects will be demonstrated to a broader agency audience.

Examples include:

• A headset or 'Virtual Cocoon' that will mimic all five senses and make the virtual world as convincing as real life.  http://www.youtube.com/watch?v=8uQnVUXETPI

• New forms of entertainment that respond to people's emotional experiences in real time.

Says Nigel Gwilliam, Senior Communities Manager, IPA: “We're delighted to be working with the Digital Economy Programme. The UK has a fantastic tradition of invention and innovation but this has not always translated into commercial application. The early involvement of industry through bodies such as the IPA is a great way to ensure research becomes business reality.”

For full details about the programme, please visit:
www.youtube.com/watch?v=n_KqrX0_ARk or www.epsrc.ac.uk/ResearchFunding/Programmes/DE/default.htm
 


 

Last updated 14/05/2009


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