Main Content

Document details

1 result found

Evaluation of Interactive Tayside

Summary

Aims

Interactive Tayside was established in 2000 and was a key element of Scottish Enterprise Tayside’s Creative Industries and Digital Media Strategy 2000-2004. The Project aims to support, promote and develop the digital media (DM) sector within Tayside by encouraging collaboration between businesses and between businesses and academia to develop new commercial opportunities. The Project also aims to promote the region as a centre of excellence to a wider audience by showcasing the talent and skills of the local DM community. The evaluation aimed to examine the activities of Interactive Tayside between 2004 and 2007, assessing its effectiveness in achieving its aims. The more detailed objectives were to: measure the impact of the Project in both qualitative and quantitative terms; consider the views of individual partners and business beneficiaries; consider value for money for the funding partners; review the activities/services offered through the Project and the effectiveness of these; provide an operational review and identify gaps in provision; consider areas for management and operational improvements; make recommendations for the future direction and development of the Project; and consider how Interactive Tayside’s performance compares to that of similar UK initiatives.

Methods

The methodology comprised of desk research, partner consultations and beneficiary surveys.

Findings

The study found that, in many respects, Interactive Tayside has been a success. In assessing the project in terms of both qualitative and quantitative impacts the Project has delivered a number of benefits. Most notably, it has contributed to a sense of community, created a network of contacts, promoted individual companies, contributed to the promotion of the region as a centre of DM activity and generated jobs and sales impacts (albeit at relatively modest levels). However, the evaluation suggests ongoing issues with the level of awareness regarding public sector support and, given the low level of churn in the client base, Interactive Tayside could do more to improve the flow of information in this area. The key strengths are generally seen as outweighing the weaknesses. The strengths reported include: it offers good value for money; it involves all key strategic partners across Tayside; the knowledge/enthusiasm/approachability of the staff; it delivers activities that address the key market failure; it provides opportunities for collaboration; it is an essential part of a wider support network; and it is a key means of reaching a large number of small companies/individuals. There is general support for the Project’s continuation and evidence of future demand from both the partner organisations and the beneficiaries.

Recommendations

The report makes a number of recommendations, including that: the Interactive Tayside Project should continue; clearer targets should be set for the initiative that move beyond activity measures; the example of comparator initiatives should be followed and the private sector should be involved; in the short-term, the Interactive Tayside Project Manager should implement small changes to refresh the Project; Interactive Tayside should refocus its marketing effort to target relevant market segments; and a partnership approach should remain at the heart of Interactive Tayside in order to maintain the success of the project.

Record metadata
Documents
Full report (851 KB, doc)
ConsultantEkos Limited
Published year2008
Pages50
Document TypeEvaluation
Theme/SectorDigital markets and enabling technologies, Support to existing/growth businesses, Commercialisation