Section 3

Unit Title The Animation Business

Unit Code ANI301
Programme BA (Hons) Animation
Credits 15 Level 3 Unit Status Mandatory

Contact Time 40 Access to Resources 30 Independent Study 80

This unit is focused on developing learner’s understanding of the
British animation business – particularly the economic and
operational constraints under which industry operates.
Whilst students are developing their textual analysis skills in the
parallel unit, Animation and Film Analysis, this unit will introduce
students to a range of economic and business models that shape
the UK Animation industry.
Introduction
Students will place their chosen discipline area within a macro
context, gaining an understanding of the full cycle of animation
production from commission to delivery platform, helping them
contextualise their intended role as a professional within that cycle.
The unit also offers the opportunity to carry out self directed
research and analysis into the operating context of specific
businesses within the creative industries.

The topics covered are, by their very nature, constantly evolving and
the unit content will therefore respond dynamically to real world
developments. Topics listed below will help to give a sense of the
unit content, but are not prescriptive:
• The diversity of uses of animation afforded by the adoption of
computer software techniques;
• The role of the internal market in corporate TV production;
• The influence and scope of regulatory bodies;
• The impact of global distribution networks (localisation and
cultural issues);
Indicative • The possibilities of alternative delivery models (pay per view
Curriculum
interactive TV etc);
Outline
• The influence on animated film commissioning of audience
demographics;
• In house production versus independent production
companies;
• The influence on output of co-production deals (Pixar and
Disney, Aardman and Dreamworks);
• The possibilities and problems presented by WIFI or 3G
product distribution.
Students will give presentations relating to a core topic within the
unit and submit a related 2000 word essay.

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This unit is a Level 3 unit. Learners must therefore demonstrate both

a comprehensive knowledge and a critical understanding of:

Knowledge and Understanding

1. The current and emerging economic models within the UK

animation industry; (LO1)
2. The animation commissioning process; (LO2)
3. Audience measurement techniques; both qualitative and
quantitative; (LO3)
4. Content distribution models; (LO4)
Unit Learning 5. Regulatory frameworks in the UK. (LO5)
Outcomes
Skills

6. Analyse information and experiences; (LO6)

7. Articulate reasoned arguments through reflection, review and
evaluation; (LO7)
8. Critically assess texts, concepts and methodologies with
reference to existing and emerging academic debates; (LO8)
9. Carry out research using a variety of forms and methods;
(LO9)
10. Evaluate research sources and show critical judgement in
their use. (LO10)

Overview
This unit will be taught across a term with students presenting
seminars on the unit’s core topics. Each week they will attend a
lecture delivered by the unit leader and then several days later two
of their number will give presentations to form the basis of a related
seminar. These seminars would be led by the tutor and engage the
group as a whole in debate and reflection on the topics under
discussion.
Teaching and
Learning
The course tutor will set the groundwork for the course in the
Strategies
opening weeks with an introductory lecture and seminar. From this
point the student’s will begin to take control of their own learning
strategy through research and analysis in preparation for their
seminar presentations and their essay.

This is intended to allow the student’s to take control of their own

learning strategy and to engage critically with the material contained
in the course.

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In the final week of the course, learners will have a tutorial with the
unit leader where a grade for their contributions to the terms
seminars will be agreed. These sessions will be taped and archived.

Teaching and Learning Methods

At Level 3 learners are expected to take full control of their own
learning strategy, adapting to known weaknesses and strengths and
utilising the many learning opportunities available to them. Primary
learning methods on this unit will be:

Lectures/Guest Lectures
Weekly.

Small Group Seminars

Weekly.
Tutor led discussion based round the weekly lecture and
supplemented by learners’ own research.

Seminar Presentation
Each student will make a ten minute presentation to the seminar
group. This will be videotaped.

Self-Directed Study
Learners are expected to carry out a considerable amount of self-
directed research and analysis in preparation for seminars, their
group presentation and their essay. In order to aid seminar
presentation there will be a Course Reader produced with a
selection of essential texts for each week of study.

Course Reader
As detailed above.

Tutorial
Learners will receive one end of term tutorial where a grade for their
contribution to seminar discussions is agreed. This tutorial will be
videotaped.

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Formative Assessment
Students will receive feedback and indicative grades after their
presentation which they may then use as a basis for their essay.
Students will receive written feedback within 2 weeks (Those
presenting in weeks 9 and 10 will receive feedback within 1 week by
e-mail or post by arrangement with the tutor).

Summative Assessment
The following elements will be assessable and will contribute to the
Assessable final grade for the unit.
Elements
Assessable Elements Percentage of Final Grade
Seminar presentation 20%
1 x 2000 word essay 60%
Agreed mark for seminar 20%
contributions*
* Students will propose a grade with respect to their seminar
contributions and provide evidence to support that grade. The tutor
and student will then together agree a grade for this element of the
assessment. The tutorial session will be videotaped.

Assessment
Criteria Learners are judged to have successfully passed this unit when they
have fulfilled the following threshold criteria. The final grade for each
element will be arrived at with reference to the College Grade
Descriptors (found in the Academic Regulations for the Awards of BA
and BSc). Further guidance on grading criteria for specific elements
can also be found in their associated Project Brief.

In order to receive a pass, the submitted essay will:

• Be approximately 2000 words;
• Identify and problematise a specific business or economic
model or regulatory framework; (LO1, LO2, LO5)
• Use a range of primary and secondary sources in order to
analyse a specific business model, economic model or
regulatory framework; (LO1, LO3, LO4, LO5, LO10)
• Place that model within a broad business/economic context;
(LO1)
• Conform to the conventions of academic essays in terms of
format, bibliography, referencing and tone; (LO8)
• Have a clear unambiguous argument; (LO7)
• Use both primary examples and secondary texts in order to
illustrate that argument; (LO9)
• Use appropriate academic material and show discrimination
in the use of non-academic sources. (LO9, LO10)

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In order to receive a pass, the seminar presentation will:
• Be approximately 10 minutes, including a 1 page hand-out
outlining the main points of the presentation;
• Use a wide range of sources to give an overview of the weeks
topic; (LO7)
• Include extracts, both primary and secondary, which support
or disprove specific arguments; (LO7)
• Draw on sources other than the Course Reader/weekly
lecture; (L09)
• Be clearly structured and utilise appropriate audio/visual aids;
(LO7)
• Use a variety of information sources and show discrimination
in their use. (LO6)

In order to receive a pass, the seminar contributions element, the

student will:
• Contribute to seminar discussions; (LO6)
• Discuss key elements from the essential reading found in the
Course Reader. (LO1, LO2, LO7)

Franx, Gail. (2005) Animation directory 2005: the complete

reference guide to animation production in the United Kingdom.

Stabile, Carol A. and Harrison, Mark. (2003) Prime time animation:

television animation and American culture.
Indicative
Foote, Cameron S. (2002) The business side of creativity.
Reading List
Hoskins, Colin. (1998) Global television and film: an introduction to
the economics of the business.

Viljoen, Dorothy. (1997) Art of the deal: the essential guide to

business affairs for television and film producers.

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