The project aims at setting up a pilot collaboration between HEIs and VET providers in 8 European countries to investigate the potential for a closer collaboration between the world of the interactive media and arts design business and the higher and further education institutions for Media and Arts Design Studies. The collaboration will focus on detection of possible skills and competences mismatches between education and the professional world and will consequently put in place a pilot mechanism to address this mismatch by designing and piloting a curriculum design framework for use in this specific sector.

The aim of the project is to build, test and then distribute a research based on a model framework that will assist the Education sector and especially VET and the Higher Education Institutions to match, in a digital way, the curriculum of their students in Media and Arts Studies with the professional requirements expressed by the international community of media and arts businesses. This framework will demonstrate its effectiveness and quality in a series of pilots projects in the participating HEIs, as well as in other institutions that express their interest.

Digital Media, Arts and Culture in general are increasingly globalized, both regarding consumption markets and business  creation. Trade agreements, international co-productions, legal issues such as IPR are no longer contained by borders. It is therefore paramount that the workers in this area are also internationally savvy and that they recognize beside the importance of regional qualities and requirements of the media and arts, the international and intercultural issues. Businesses expect from education that alumni come prepared to the profession with a good view on the present state of the art of their profession, and that includes obviously these important international aspects of multilingualism, multi- or inter-cultural competences.

On a regional or national basis it is difficult to put the importance of these to the same value within the curriculum, as well as all other professional skills related to Media and Arts design, it is only when put in the international perspective  and even global perspective that HEIs will see their importance: to build an alternative to the predominance of North American companies and capital in the market and to the global spread of their digital media products.

The present situation of the process of European integration seems to offer an opportunity to bring together the measures which promote diversity, a real characteristic of the European culture, with the necessary strengthening of identity through media, arts and culture in general.