● Central Salford Urban Regeneration Company (the URC) and the


● NorthWest Regional Development Agency (NWDA).


Their vision is to maximise the investment and opportunities presented by MediaCityUK to ensure it meets the ambition to become a globally significant media city with viable long- term benefits for people living and working in Salford, the North West and beyond. The PSP programme aims to achieve this through leading and co-ordinating partnerships with a range of public and private organisations and community groups. The public sector is supporting the development of the MediaCityUK physical site and transport infrastructure, for example through


● The new metrolink tram stop;


● Developing new bus routes to connect MediaCityUK with a wider city region;


● Developing the area as a visitor destination and providing operational support for MediaCityUK.


The public sector is also using MediaCityUK as a catalyst to grow the digital and creative industries and to develop skills throughout the North West.


The PSP’s Vision can be summarised as follows:


“To maximise the investment and opportunities presented by MediaCityUK to ensure it meets its ambition to become a globally significant MediaCityUK with viable long term benefits for people living and working in Salford the North West and beyond. The PSP programme aims to achieve this through leading and co-ordinating partnerships with a range of public and private organisations and community groups.”


MediaCityUK: Stakeholder Objectives


Each key stakeholder in MediaCityUK has different but overlapping objectives and it has been of critical importance to the project to ensure that those objectives are linked. To assist in achieving that, in May 2007, the key stakeholders Peel, the Council, the URC, NWDA and the BBC signed a Strategic Framework Agreement. This set out the roles and responsibilities of each of the stakeholders in delivering the vision. It also set out objectives, governance arrangements, the contractual framework, the regulatory framework, the framework for developing enterprise skills and research, and the role the BBC can play in supporting MediaCityUK.


The main objectives of the individual stakeholders are


PEEL ● To secure agreement with the BBC to bring a substantial, long lasting presence to Salford Quays;


● To work with public sector partners to ensure the delivery of essential financial assistance, support services and other incentives;


● To bring other media and creative industries and support services to the site;


NWDA


● To increase the scale and activity in the digital and creative sector in the north;


● To expand the number and skills levels of people in the north employed in media and supporting sectors;


● To increase the scale of creative production commission from and taking place in the north;


● To stimulate and develop the convergence between the traditional film/TV and digital sectors;


● To maximise the levels of R&D Investment in the sector by the private sector and Universities;


● To enhance the image of the North West region as an international centre of creativity;


● To create a new/enhanced visitor destination in MediaCityUK to attract visitors and improve the visitor offering in Salford Quays.


THE BBC


● To increase BBC spending in the north and regions by around 35% to more than £1 billion;


● To locate half of the BBC public service staff outside London;


● To move a fifth of all commissioning decisions (by value) outside London.


MediaCityUK: Governance Arrangements


The MediaCityUK project benefits from the guidance of a Strategic Steering Group, chaired by the NWDA. Members include all the key stakeholders.


● To build and service the best physical environment for the media and creative industries to manage it and ensure its continual evolution.


THE COUNCIL


● To facilitate the development of a major site, create a visitor destination designed to be accessible by the widest cross section of the public;


● To raise the profile of the City of Salford; ● To raise the aspirations of citizens and businesses; ● To create job opportunities for citizens.


THE URC


● To create a globally significant new Media City capable of competing with the world’s best;


● To create an environment which enables and stimulates linkage as well as the exchange of ideas;


● To weave MediaCityUK into the physical cultural economic and educational fabric of the north;


● To create a place where people want to work, live, learn and invest and a destination for the visiting public.


ASSET - Liverpool-10


Tiffany Cloynes


33


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