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Research Within the Framework of the Baltic Sea Region Programme FIRST MOTION 2007–2013 Contents

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Research Within the Framework of the Baltic Sea Region Programme FIRST MOTION 2007–2013 Contents Research within the Framework of the Baltic Sea Region Programme FIRST MOTION 2007–2013 Contents Introduction 3 1. The existing situation in the sector of audiovisual media in the Baltic States 4 1.1. Education possibilities in the sector of audiovisual media 1.1.1. Education possibilities in the audiovisual media sector in Estonia 1.1.2. Education possibilities in the audiovisual media sector in Latvia 1.1.3. Education possibilities in the audiovisual media sector in Lithuania 1.1.4. Summary 1.2. Film, TV, animation studios and services rendered 6 1.2.1. Film studios 1.2.2. TV channels 1.2.3. Animation studios 1.2.4. Summary 1.3. Other creators of audiovisual products 12 1.4. Distribution of films: the existing practice and recent tendencies 12 2. New business models in the audiovisual media sector: opportunities in the Baltic States 15 2.1. The existing and new models of the audiovisual media business 15 2.2. Recommendations for the development of the audiovisual industry in the Baltic States 18 List of literature and other sources of information 19 Appendix 1 20 Appendix 2 22 Appendix 3 24 Research carried out by Front cover SIA Jura Podnieka studija Filming in Latvia, Baltic Pine Films Citadeles iela 2, Rīga LV1010, Latvia Back cover www.jps.lv Filming in Estonia, Homeless Bob Production [email protected] The Temptation of St. Tony IntRoduCtIon Riga, 2010 the Research Motivation the Baltic States and, analyzing the latest trends in the world, to provide suggestions for possible development of onsiderable changes have happened in the glo- new business models and value chains. bal media world in the last decade where, on Methods of research are as follows: analysis of literature the one hand, a number of new formats and and other sources of information, analysis of statistical platforms have been created but, on the other data and interviews with audiovisual sector experts and Chand, customs and requirements of clients have changed company executives in all of the Baltic States. During the rapidly, therefore products of audiovisual media are ex- research 15 interviews were conducted both directly and ploited in rather different combinations than before. The electronically. The basis for this research also consists of rapid development and growth of accessibility of the In- the presentation and discussion materials of the Tallinn ternet has substantially influenced these processes, result- Summer School seminar, “New Media and Innovation ing in not only quicker distribution of audiovisual media Management”. but also much more intensive involvement of users in the The Research Report comprises two chapters, the development of media products. All-embracing advertise- first of which examines the existing situation in the au- ments in different media (cross media) is an example to diovisual industry in the Baltic States, and the second how informative contents can be produced with the as- inspects possibilities of development in the audiovisual sistance of the numerous media formats and platforms, media sector in the Baltic States. The report structure has which, as a result of the interaction and exchange of ideas, been developed taking into account issues of the given create new media products and technologies, thus devel- task. Chapter One consists of the review on the educa- oping new forms of expression and communication as tion in the audiovisual sector, a summary of activities and well as new and unique experiences for the creators and services rendered by film, TV, and animation studios, as users. Thus new business models appear as a result. well as other creators of audiovisual products, analysis of Five or ten years ago, strategic business entities of Bal- traditional and new forms of distribution, and evaluation tic States’ media companies consisted of separate media of the impact of digital technology on the costs of prod- products, for example, films, TV, press and books, and ucts and distribution. Chapter Two surveys international computer games; besides, every company usually cre- practice in the development of new business models in ated only products of one type of media. Presently, new the audiovisual media sector and provides suggestions for business models and value chains based on cooperation opportunities of development in the Baltic States. among companies of different audiovisual media and The research has been contracted by the National Film other creative industries, involvement of users in content Centre of Latvia and conducted within the framework of creation, development of technologies and distribution the Baltic Sea Region programme First Motion 2007-2013. platforms, uniform marketing strategies and new models The research contractor is SIA “Jura Podnieka studija”; of financing have been developing both internationally the report is drafted by Antra Cilinska, Kaspars Šteinbergs and in the Baltic States. and Dr.Tatjana Volkova. Consequently, the goal of this research is to examine The research was executed and the report drafted from the existing situation in the audiovisual media sector in June 1, 2010 to September 17, 2010. 3 BusIness Models And Value ChAIns In AudIovIsuAl MedIA 1. the exIstIng sItuAtIon In the AudIovIsuAl Media seCtoR In the BAltIC stAtes 1.1. Possibilities for education in the tuition are available to Baltic students. The school has its own sites in the social and video portals. the Audiovisual Media sector The Estonian Academy of Arts offers two study programmes in the audiovisual media sector: bachelor (3 year) and master (2 year, also in English) animation Baltic States offer a rather wide studies and master studies (2 year) in interactive multi- selection of study programmes media. It is possible to master the basics of animation in in the audiovisual media sec- the bachelor studies in animation programme; and the tor. Entrants have possibilities programme is orientated to puppet animation filmmak- Theto choose both narrow and specialized courses, for ex- ing. The master programme, also available in English, ample, in sound direction at the Lithuanian Academy of together with professional courses offers general courses, Music and Theatre, or comprehensive study programmes like project management. Courses on the history of the like new media art at Liepaja University. It is possible to development of multimedia, development and produc- receive all college, bachelor and master level education ing of media projects, programming, development, and in the audiovisual media sector in study programmes management of multimedia projects in different envi- in Estonian, Latvian, Lithuanian, English, Russian and ronments, are integrated in the Master Programme in Belorussian languages, both in the capitals and regions. Interactive Multimedia. However, the offer of education differs in Estonia, Latvia Studies for a fee are available, but scholarships cover- and Lithuania (see Appendix 1); therefore the following ing full tuition are available for the best students. paragraphs will provide a survey of what is offered in each of the Baltic States. 1.1.2. Education Possibilities in the Audiovisual Media Sector in Latvia 1.1.1. Education Possibilities in the In Latvia all of the possibilities in receiving education Audiovisual Media Sector in Estonia are connected with the capital, Riga, where several study In Estonia, almost all of the study programmes in the programmes are offered both by state and private higher audiovisual media sector are available in its capital, Tallinn, education institutions. The leading institution that offers where the Baltic Film and Media School at Tallinn Univer- education in the area of audiovisual media is the Latvian sity and the Estonian Academy of Arts (Eesti Kunstiaka- Academy of Culture (LKA). The Latvian Academy of Arts deemia) are situated. The only study programme outside (LMA) also offers education in several specialties and, Tallinn in the sector of audiovisual media is Media and according to requirements in the labour market, new pro- Advertisement Design offered by Tartu Art College. grammes of audiovisual media studies have also opened The Baltic Film and Media School (BFMS) at Tallinn in private higher educational institutions. University was established in 2005 and offers bachelor (3 The department of Theatre and Audiovisual Art at year) and master (2 year) studies in film, TV etc., speciali- LKA was established in 1992, and offers bachelor (4 year) ties of audiovisual media as well as public relations both studies in the theory of audiovisual arts, photography, in Estonian and English languages. The international drama, and film direction, as well as master (2 year) stud- orientation of the school ever since it was founded has at- ies in audiovisual arts. Enrolment for the programmes tracted more than 350 students and professors from more is held periodically, and by 2009 the total number of than 15 countries, thus exporting successfully the service graduates from all of the audiovisual media programmes of educating and training professionals, able to work in a comprised 88 bachelors and 18 master’s graduates. Stud- global environment. It is possible to master all the profes- ies are in Latvian, and the best local specialists from both sional skills necessary for audiovisual media at the shoot- the academic and professional circles in the audiovisual ing pavilions, TV studio, postproduction laboratory, and media sector ensure the cost of tuition. Professional skills sound studio of the school, which are all equipped with can be mastered at the shooting pavilion and computer the latest and most up-to-date equipment and technology. editing facilities, and by using sound recording, shooting The tuition fee is from EUR 2,375 per year for the pro- and lighting equipment, however, in line with modern grammes in Estonian and EUR 3,000 for the programme requirements and the latest technology, technical updates in English; however, scholarships that fully compensate are necessary. Subsidized study places are available in all 4 BusIness Models And Value ChAIns In AudIovIsuAl MedIA the programmes, and students can also enrol for a tuition 1.1.3.
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