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FM - About Telling and Selling Stories in a Digital Age

FIRST MOTION Presented Results at Closing Conference in Riga

The closing conference under the topic "Future Media 2.0 starts now!" on 5th and 6th December in Riga (Latvia) represented the finalisation of the EU-funded new media project FIRST MOTION. The project is an association of ten partner institutions in seven countries of the Baltic Sea Region (BSR). Under the auspices of the Film Fund Hamburg Schleswig-Holstein (Germany) it aimed to exploit the potential of the audiovisual sector in the BSR. After three years of duration FIRST MOTION partners look back on times of creative process, exciting practice and thorough research which led to noticeable achievements within the av-industry.

FIRST MOTION supported the paradigm shift in media industry evoked by the digital development and thereby focused on four crucial points: production, distribution, education and business models. The goal was to improve the business environment susceptible for innovation and to overcome the insufficient use of innovative potential and the low intensity of joint efforts in the BSR. Therefore the team of FIRST MOTION was engaged in funding new formats and ideas, researching new markets and value-chains, developing a new distribution platform, installing training and education courses and improving cluster and policy guidelines.

16 Initial Projects supported
The partners defined ambitious targets for the project. In order to build capacity in the av-industry for new crossmedia formats FIRST MOTION chose 16 projects in two calls for tenders for an initial funding of their research and development, part-financed by the EU. The idea was for SMEs (small and medium-sized enterprises) and their institutions (government bodies) to execute the research and development in a hands-on approach, namely the implementation of concrete project ideas. The chosen projects convinced the FIRST MOTION committee because of their technologies and innovative usage of emerging crossmedia tools. The funding included up to 30.000 Euro for initial research and development, two mandatory international workshops, individual mentoring by FIRST MOTION partners as well as digital publishing and international marketing of the pilot product.

The Collaboration Tool Baltic Universe
Another objective of FIRST MOTION was to design and launch an online collaboration tool and distribution platform for film- and cross-media-producers in industry, universities and schools, which is open for all and for everybody's benefit. The result is Baltic Universe, a complex but easy to handle tool to find partners, exchange ideas, start co-operation at all project stages, distribute content and get revenue. Baltic Universe is a joint venture of all FIRST MOTION partners, mainly brought on its way by the University of Agder (Norway), the National Film Cen¬tre of Latvia and the Film Fund Hamburg Schleswig-Holstein (Germany). The final version of the non-profit platform was released at the closing conference. The platform will be maintained in the next years by the FIRST MOTION partner institutions.

MA Curriculum for the BSR
The Master Curriculum "Crossmedia Production" is the result of FIRST MOTION's commitment to install a professional education opportunity for creatives in the BSR. Launched in autumn 2011 by the Baltic Film and Media School - an institute of the University of Tallinn - the programme addresses questions like how to transfer audiovisual content to the new interactive media platforms, and how to develop relevant business models for innovative crossmedia products.
Building up on its success an additional BA programme "Crossmedia Production" was launched combining the areas of IT, management and audiovisual media production, offering both theoretical grounds and exciting practical assignments. The 3-year-programme started in September 2012.
In 2013 BFM will run a summer school on crossmedia production for the first time. Young professionals of the Baltic Sea Region will have the opportunity to improve their knowledge and train their practical competences in a short term course.

Tools and Publications
In order to meet the objective of strengthening the development of business amongst companies in the field of crossmedia several tools were generated by FIRST MOTION. For example, business development services like Passion A/S, a series of workshops designed to guide participants with a transmedia focus in successful preparation and presentation of pitches. It aimed at providing small and relatively inexperienced companies with the necessary knowledge and tools to identify their needs and develop effective strategies to different aspects such as: PR and communications, networking between companies, business models, how to think internationally and how to attract investors and sell your idea.

Moreover, different publications were produced and within the framework of baseline research several reports and case studies were put forth during the last three years. The Danish FIRST MOTION partners Alexandra Institute and Filmby Aarhus, for instance, defined guidelines for creative clusters and their management. Their expertise then went into the creation of a very hands-on, non-typical tool: the Handbook on Cluster Landscapes. The Lodz City Council (Poland) created the „Guide to Copyright Law" or, briefly, „IPR Guide" which stands for Intellectual Property Rights. The guide documents important issues of different digital distribution rights for all Baltic States. The Danish regional partners Filmby Aarhus and The Alexandra Institute as well as the Polish partners at the University of Lodz (Poland) conducted a research of exemplary cases of cross-sectorial spillovers in their countries.

Final Documentation
To share the gained insights all studies and reports which have been completed and published can be downloaded from the FIRST MOTION website In addition you can find here the final documentation of FIRST MOTION titled "How to tell & sell a story in a digital World?". It provides an overview of backgrounds, targets and strategies as well as the achieved results.

Advisory Board Keeps Involved
FIRST MOTION initiated an advisory board to broaden the discussion about its work, to disseminate its results in other networks and to participate from the experience outside. The advisory board consists of the professionals:
• Charlotte Appelgren, Secretary-General of Cine-Regio, Den-mark
• Eva Hubert, CEO Film Fund Hamburg Schleswig-Holstein, Ger¬many
• Jan Lundin, Director General, Council of the Baltic Sea States Secretariat, Sweden
• Dr. Eberhard Schmidt-Elsaeßer, State Secretary of the Ministry of Justice, Cultural and European Affairs Schleswig-Holstein, Germany
• Edith Sepp, Cinema Adviser in Culture Ministry, Estonia

The advisory board met several times during the FIRST MOTION project period and will go on meeting in the future in order to take care for the initiated projects.

Project Partners
FIRST MOTION was formed by ten partners from seven countries. They can be divided into three basic areas: film funds, universities and national or regional developers or municipalities, all with a different profile, area of expertise and aim.

The FIRST MOTION Project Partners are:
Baltic Film and Media School (Estonia)
Boost Helsingborg (Sweden)
Estonian Film Foundation (Estonia)
Film Fund Hamburg Schleswig-Holstein (Germany)
Filmby Arhus (Denmark)
High -Tech Accelerator, University of Lodz Foundation (Poland)
Lodz City Council (Poland)
National Film Centre of Latvia (Latvia)
The Alexandra Institute (Denmark)
University of Agder (Norway)

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Project acronym: FM

Project title: FIRST MOTION - driving BSR regional development by innovating the high-skill growth sector "creative/AV industry" (FM)

Application call: 2

Priority: 1. Fostering innovations

Project website:

Show all partners on map

Lead Partner:

Filmförderung Hamburg Schleswig-Holstein GmbH
Friedensallee 14-16
22765 Hamburg
Eva Hubert
Phone: +49 40 398 37 20
Fax: +49 40 398 37 11

Project Manager:

Filmförderung Hamburg Schleswig-Holstein GmbH
Friedensallee 14-16
22765 Hamburg
Julia Grosch
Phone: +49 40 39837291
Fax: +49 40 398 37 10

Information Manager:

Büro für Öffentlichkeit
Nagelsweg 16
2009 Hamburg
Christopher Cohen
Phone: +49 40 80905590
Fax: +49 40 809055929

Summary description of the project:

FIRST MOTION (FM) aims at improving the business environment susceptible for innovation and to overcome the weakness of insufficient use of innovation potential and low intensity of joint efforts in the BSR. Building upon the strengths of the BSR, the innovative potential of Baltic SMEs in creative industries, IT and culture, FM takes advantage on exiting opportunities, makes use of the vast innovation potential of the E-BSR and the formation processes of new competitive cluster in creative industries to define new innovative approaches in the AV media industry for the BSR to become a recognized player in the emerging markets of digital media. “Creative industries”, are an industry with over-proportional growth and high economic potential which is right now subject to massive changes. Marked by a high concentration of SMEs, the industry actors are in many cases unable to build up and expand necessary innovation due to their size and fragmented, small domestic markets. FM combines the

four relevant domains INDUSTRY CAPACITY BUILDING/MARKET DEVELOPMENT, INSTITUTIONAL CAPACITY BUILDIND/POLICY DEVELOPMENT, CLUSTER/REGIONAL DEVELOPMENT and EDUCATION AND TRAINING in one holistic project in order to start effective developments in the concerned areas. The four research and development areas form the four work packages structuring the PP’s field of activity. FM employs a Triple-Helix approach (university, industry, government) to ensure solutions of high practical relevance and their implementation. The close bond of the industry to all work packages ensures hands-on solutions to relevant problems and their efficient dissemination.

In FM we have collected expertise about the emerging markets, developed new crossmedia formats, efficient business models, and ideas for sustainable support/subsidies accordingly. FM has incorporated new knowledge into the institutions and developed appropriate policies for regional development of the creative sector, further supported by the

initiation of a BSR AV industry advisory board. FM has researched current cluster structures,cross-sector and transnational co-operations and developed models comprising the necessary changes, implemented and tested them on regional level within the project, sustained by the initiation of a BSR AV cluster.

FM has developed an international MA and BA Curriculum for the offspring of the convergent (av-)media industries and designed an annual Summer Academy offering professional training. One main FM output is a PAN-BALTIC ONLINE PLATFORM as market-and communication space. It is maintained as a non-profit entity lessening the East-West divide and facilitating co-operations and knowledge transfer between actors in creative industries. FM is formed by 10 partners from 7 countries from the areas film funds, universities and national or regional developers or municipalities. This variety has given FM the necessary input and knowledge to successfully reach the project’s aims.

Achievements of the project so far:

Historically relevant BSR content was digitized, restored and made publicly available through the market and communication platform “Baltic Universe” (BU), which was launched in its Beta Version in February 2011. The platform addresses film producers, film students, festivals and film lovers from the BSR and has been further developed and does now include a more functional video player, a budget planning tool, an address register and the interactive version of the IPR-Guide. An additional transnational structure has been built: the Baltic Universe EEIG (European Economic Interest Grouping) run by 5 FM partners and 2 associated partners from the FM-Partnership to secure the activity of BU in the upcoming five years minimum. BU is not only designed for end users in the BU but also for the av-industry, filmmakers and students from the BSR.

16 innovative content forms were supported, successfully developed and presented at Berlinale 2011 and 2012. A handbook »Cluster Landscapes« (which had more than 1000 views by the end of the project) and a website to go with (, which offers recommendations and individually approachable and usable information for establishing the right foundation for your audiovisual cluster have been published. »Cluster Landscapes« is a hands-on tool for cluster managers and cluster-related companies at the level of small business parks. It is based on First Motion’s »Report on business models, value chains and business development services in the audiovisual/creative industries«. Seeking to explore new markets and value chains the report includes both research on the relevant parts of the audiovisual value chain (education, networks, TV and funding) and tendencies in the development of new practice related to business models.

The report ‘Business Models and Value Chains in Audiovisual Media’ shed some light on the topic from the overall angle of the Baltic States. The Guide on intellectual property rights (IPR) for producers das been realized – an online version available on BU has been realized as an on-top feature. The ‘Crossmedia Production MA programme’ is developed and started as part of the Baltic Film and Media School teaching courses in autumn 2011. A similar study programme on the BA level has started in fall 2012.

The book ‘Crossmedia Innovations’ by FM partner Indrek Ibrus has been published in December 2012. The Passion Inc. Workshops developed by PPs 5/11 were a big success and will be partly repeated and adopted by PP5 associated partner Shareplay. The workshop created profound knowledge about Crossmedia Production in Central and North Jutland.

Project Duration: Sep 2009 - Dec 2012
Approximate total project budget in EUR: 3.025.070,00
ERDF co-financing: 2.000.970,00
ENPI co-financing: 0,00
Norwegian national contribution: 259.332,00

List of partners

Filmfund Hamburg Schleswig-Holstein GmbH (FFHSH)
22765 Hamburg | GERMANY
Friedensallee 14-16
Region: Hamburg
Contact person: Eva Hubert
Phone: +49 40 398 37 20
Approximate total partner budget in EUR:508.723,00
ERDF co-financing:381.542,00
ENPI co-financing:0,00
Norwegian national contribution:0,00
Tallinn University Baltic Film and Media School (BFM)
13419 Tallinn | ESTONIA
Sütiste tee 21
Region: Eesti
Contact person: Martin Aadamsoo
Phone: +372 5087 774
Approximate total partner budget in EUR:244.622,00
ERDF co-financing:207.929,00
ENPI co-financing:0,00
Norwegian national contribution:0,00
Estonian Film Foundation (EFF)
10111 Tallinn | ESTONIA
Uus tn. 3
Region: Eesti
Contact person: Marge Liiske
Phone: +3726276062
Approximate total partner budget in EUR:181.764,00
ERDF co-financing:154.500,00
ENPI co-financing:0,00
Norwegian national contribution:0,00
Kommune Kristiansand
4604 Kristiansand | NORWAY
Servicebox 417
Region: Agder og Rogaland
Contact person: Oyvind Laderud
Phone: +47 38102980
Approximate total partner budget in EUR:18.918,00
ERDF co-financing:0,00
ENPI co-financing:0,00
Norwegian national contribution:9.459,00
Filmby Aarhus (FA)
8000 Århus Århus | DENMARK
Filmbyen 23, 1. sal
Region: Midtjylland
Contact person: Søren Poulsen
Phone: +456945 8940 4846
Approximate total partner budget in EUR:470.302,00
ERDF co-financing:352.727,00
ENPI co-financing:0,00
Norwegian national contribution:0,00
LV-1050 Riga | LATVIA
Peitavas 10/12
Region: Latvija
Contact person: Ilze Gailite-Holmberg
Phone: +371 67358870
Approximate total partner budget in EUR:374.138,00
ERDF co-financing:318.017,00
ENPI co-financing:0,00
Norwegian national contribution:0,00
Innovation Center – High-Tech Accelerator The University of Lodz Foundation
90-237 Lodz | POLAND
J. Matejki Street 22/26
Region: Lodzkie
Contact person: Jacek Bauer
Phone: +48 42 635 4982
Approximate total partner budget in EUR:181.918,00
ERDF co-financing:154.630,00
ENPI co-financing:0,00
Norwegian national contribution:0,00
Lodz City Council (LCC)
90-430 Lodz City Council (LCC) | POLAND
ul. Piotrkowska 113
Region: Lodzkie
Contact person: Monika Głowacka
Phone: +48 42 638 59 29
Approximate total partner budget in EUR:229.224,00
ERDF co-financing:194.840,00
ENPI co-financing:0,00
Norwegian national contribution:0,00
Boost Hbg
252 21 Helsingborg | SWEDEN
Dunkers Kulturhus Kungsgatan 11
Region: Sydsverige
Contact person: Anna Ljungmark
Phone: + 4642-104873
Approximate total partner budget in EUR:120.216,00
ERDF co-financing:90.162,00
ENPI co-financing:0,00
Norwegian national contribution:0,00
University of Agder
4602 Kristiansand | NORWAY
Serviceboks 422
Region: Agder og Rogaland
Contact person: Alf Homelid
Phone: +4738140000
Approximate total partner budget in EUR:499.745,00
ERDF co-financing:0,00
ENPI co-financing:0,00
Norwegian national contribution:249.872,00
The Alexandra Institute Ltd.
8200 Århus N | DENMARK
Åbogade 34
Region: Midtjylland
Contact person: Ole Lehrmann Madsen
Phone: + 45 70 27 70 12
Approximate total partner budget in EUR:195.497,00
ERDF co-financing:146.623,00
ENPI co-financing:0,00
Norwegian national contribution:0,00