DIGITAL media companies aiming to develop innovative new commercial opportunities are being asked to apply for lucrative grants.

The Technology Strategy Board (TSB), set up by the Department for Innovation, Universities and Skills (DIUS), is offering millions of pounds to companies which have the right money-spinning ideas.

If the grant application is accepted, firms could benefit from millions of pounds of funding.

Last year Brighton-based animation experts Animazoo received £1.35 million over two years to work with the University of Sussex to develop new hardware that could change the face of the computer games industry.

Wired Sussex, the business support organisation for the digital media sector, is asking firms to get in touch to guide them through the process of applying for a grant.

This year’s funding call comes under the heading Accessing and Commercialising Digital Media Content.

Phil Jones, managing director of Wired Sussex, said: “These grants try and make sure the UK leads the world in technological and commercial innovation.

“They are not about increasing a company’s marketing spend or hiring new staff.

“We are advising companies or groups of companies on what will be successful and what will not.

“The key issue is technology so an idea will have to have a technological focus in some shape or form.

“This can be bringing a new kind of technology forward, using existing technology in a new way or bringing together different types of technology in a way that hasn’t been done before.

“Usually the most effective bids are partnerships between technological and creative companies.”

An example of the kind of thing the TSB will be looking for, according to Mr Jones, is a recent link-up between a digital media company in Bristol, Gloucester County Cricket Club and Bristol University.

The partnership is exploring ways of providing live coverage of sporting events to members of the audience actually at that event.

Mr Jones said: “In golf, for example, people in the crowd can only see one hole at a time so they could provide coverage direct to their mobile phone or laptop.”

Animazoo has used the TSB money to develop an affordable motion capture suit for playing computer games.

While the company will call on its extensive motion capture design and development expertise, Sussex University will develop software for the product and investigate future marketing opportunities.

Ali Kord, chief executive at Animazoo, encouraged other companies not to be put off by what can at first seem like a very complicated application process.

He said: “Applying was very complicated and extensive.

However, once I found the right academic partner – who had already been through the process – I found it much easier.

“My advice to other firms is to find the right partner who best matches your needs and has alreadybeen through the grant.”

For information on how to apply for TSB funding, call Wired Sussex on 01273 692888.