Through strategic collaboration and emerging technologies, the MediaCity Immersive Technologies Innovation Hub (MITIH) is transforming how creative industries innovate and grow, strengthening Greater Manchester’s position as the UK’s second digital and creative city region.
MITIH has cultivated a thriving ecosystem for immersive technologies, focused on advancing R&D and innovation within technology-driven creative practices. These include animation, TV, film, advertising, games, audio, music production and location-based immersive experiences—sectors undergoing rapid digital transformation.
The initiative supports creative experimentation using motion capture, creative AI, spatial computing and real-time engines, accelerating innovation in content creation while addressing wider societal challenges such as economic inequality and access to opportunity.
Inspiration
MITIH’s mission is to redefine the future of immersive content and experiences by:
- Advancing cutting-edge immersive technologies across creative sectors
- Supporting SMEs in developing, testing and scaling digital innovations
- Encouraging interdisciplinary collaboration and creative R&D
- Promoting the role of immersive tech in solving real-world challenges
- Driving inclusive economic growth through creative innovation
This mission builds on MediaCity’s status as an international digital and creative powerhouse, acting as a catalyst for regional development, talent growth and global creative influence.
Innovation and Impact
MITIH is delivering meaningful economic, creative and social benefits:
- 45 collaborative innovations developed through industry-academic partnerships
- £3.47 million in co-investment to support business-led innovation
- 250 creative and digital SMEs engaged through workshops, residencies and grant support
- 4,000+ people reached through cross-sector events spanning TV, Film, media, games, esports, advertising, marketing, music, education, health and the built environment.
Key Programme Highlights
- Createch Lab Launch: A pioneering experimental tech facility facilitating collaboration at HOST Salford, has supported over 250 professionals, completed 41 business assists, and hosted 10 business residencies, empowering SMEs to accelerate innovation.
- Secondary Grant Funding: 26 projects supported with a total £1.077 million in grants, involving 99 employees, 77 subcontractors, and leveraging £2.78 million in co-investment from 66 partners including industry, investors and freelancers.
- Accelerator Programmes: Co-designed the ‘Cultural Accelerator’ with Future Everything to meet the unique needs of the creative sectors. 11 participants were supported to bring their artist-led ideas to life.
- Global Exposure: Supported companies featured at key international events such as South by South West, TED Vancouver, Paris 2024 Olympics and ARVR Innovate Dublin, enhancing Greater Manchester’s global creative footprint.
- Uniting stakeholders: MITIH plays a central role in uniting stakeholders across Greater Manchester and beyond to scale immersive innovation.
Conclusion
The MediaCity Immersive Technologies Innovation Hub is a powerful example of how place-based innovation can unlock new opportunities for the creative industries. By fostering cross-sector collaboration, advancing immersive technologies, and supporting SMEs, MITIH is driving economic growth, technological leadership, and global visibility for Greater Manchester’s creative ecosystem.
MITIH exemplifies how investment in immersive innovation contributes to job creation, inclusivity, and the long-term competitiveness of the UK’s creative and digital economy.