With the new media market suffering a skills shortage, a project has been launched to groom graduates to fill the gap has been launched.
The Employability Skills Unit will advise on how graduates at two southern colleges can be prepared for work in the creative world during their academic careers.
Its remit covers courses at Sussex University and Ravensbourne College and Design and Communication in London, reaching 12,000 students in total.
The unit is working to tailor creative courses, such as media studies, information technology and computer science, with improved content to nurture the transferable skills needed at work.
Project manager John Sander said: "The programme aims to strengthen the employability skills of students, graduates and others, to help support the massive growth of companies in the creative sector in the South-East.
"It is about cultural change to broaden and deepen the interface with industry."
The unit has developed links with companies across the area to gain regular input on the changing needs of the new media industry.
Representatives from major new media ventures will be helping it change the structure of teaching and provide direct access to students through sending guest speakers to student lectures.
Sussex University, at the heart of a new media hub, attracts students keen to take advantage of the opportunities in the South.
There are more than 350 media companies in Sussex, most in Brighton, employing about 3,000 people and with a turnover of £300 million.
The project has been funded by a grant of £556,000 for four years from the Higher Education Funding Council for England.
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