The programme aims at nurturing creative talents who are proficient in Transmedia storytelling techniques and knowledgeable about the trends of social network while possessing strong marketing sense. In recent years, the investment of creative industries is migrating to digital platforms. In response to this rapidly-changing media ecology, the training offered by the programme focuses on the following areas: 
• storytelling strategies that cater to the consumption behaviours of online audience 
• application of interactive game technologies (e.g. VR, AR) in entertainment contents 
• construction of digital marketing plan to engage target audience 
• multiple skills - students are offered workshop training in areas such as filmmaking / visual effects / sound design / graphics communication / 2D animation and character design / game design, etc., for more diversified exposure