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MyWorld Terms and Conditions

MyWorld Challenge Call in Partnership with Digital Catapult

Amplifying Imagination – AI in the Creative Industries 

Terms and Conditions, February 2024

1. Programme Description

1.1 Definitions

The following definitions apply in this document

Challenge Call Programme: the competition for grant funding relating the integration, advancement, or innovative application of Artificial Intelligence (AI) solutions that optimise creative approaches and processes as described further below.

My World Programme (“MyWorld”): the flagship programme for the UK’s creative technology sector, as described in more detail below, led by the University of Bristol and funded through the UK Research and Innovation (UKRI) Strengths in Places fund.

1.2 The Challenge Call Programme

Amplifying Imagination is a 16-week acceleration programme targeted at developers, creative studios, startups, and scaleups. Successful applicants will explore innovative artificial intelligence (AI) solutions addressing industry challenges related to the creation, delivery and assessment of experiences.

We are looking for projects which aim to develop new products, processes, services or innovative experimental prototypes which demonstrate clear advancement in the application, development or assessment of AI approaches, models or products. 

Whilst the programme covers the entire breadth of tooling in the creative industries, we have also highlighted specific challenges developed in partnership with industry partners, Amazon Web Services (AWS) and the BBC. There is also an Open Challenge for businesses to apply with areas of research and development (R&D) that are relevant for your roadmap.

1.3 MyWorld Programme

Funded by the UK Research and Innovation Strength in Places Fund, MyWorld is the flagship for the UK’s creative sector and is part of a UK-wide exploration into devolved research and development funding.  Led by the University of Bristol, the £30 million programme is made up of 13 partners from the West of England region’s creative technologies sector and world-leading academic institutions to create a unique cross-sector consortium.

Launched in April 2021, MyWorld will run for 5 years and has a mission to catalyse the region’s creative economy, creating new jobs, driving inward investment and supporting sustainable and inclusive business growth.

To achieve this, the programme will enable the research and development of new products, processes and services that advance regional capabilities in creative digital production, network distribution and audience evaluation research. With its unique set of creative partners and research collaborators, MyWorld will also deliver ground-breaking experimental productions, invest in innovative research and production facilities, create new skills programmes and develop the region’s creative business ecosystem. Visit for more information.

1.4 Digital Catapult

Digital Catapult is the UK authority on advanced digital technology. Through collaboration and innovation, we accelerate industry adoption to drive growth and opportunity across the economy.

We bring together an expert and enterprising community of researchers, startups, scaleups and industry leaders to discover new ways to solve the big challenges limiting the UK’s future potential. Through our specialist programmes and experimental facilities, we make sure that innovation thrives, and that the right solutions make it to the real world.

Our goal is to accelerate new possibilities in everything we do and for every business we partner with the journey – breaking down barriers, de-risking innovation, opening up markets and responsibly shaping the products, services and experiences of the future.

Digital Catapult works with organisations on projects involving at least one of the technologies from its “Advanced Digital Technology Stack”: Artificial Intelligence, Immersive, Internet of Things, Distributed Ledger Technologies and 5G/Future Networks.

1.5 Challenge Call Programme Partners, Judges and Mentors

​​University of Bristol is the programme lead for the MyWorld Programme responsible for the overall direction of the programme, operations (financing and contracting) and research activity. The Challenge Call Programme, Amplifying Imagination is run as a partnership between Digital Catapult and the MyWorld Programme (University of Bristol).

Digital Catapult will be acting as a delivery partner for the University of Bristol and has responsibility for a number of the processes underpinning the challenge, from its design and the collation of information to the evaluation and assessment of applications for the University of Bristol. Digital Catapult will deliver the 16-week accelerator programme for successful applicants.

Industry Partners

During the My World Programme, industry partners Amazon Web Services (AWS) and the BBC may support the Project through the delivery of relevant workshops, providing 1:1 scope development support, subject to availability.


Judges are responsible for scoring the applications according to the process and criteria set out in the Terms and Conditions. The Challenge Call Judges are as follows:

  • Digital Catapult Judges
  • MyWorld Programme Judges
  • Industry Partner Judge – AWS
  • Industry Partner Judge – BBC
  • Independent Judge – an independent judge will help judge applications, whose details are available on request


Mentors will offer direction and advice during the programme based on their specific industry expertise. These will include: mentors from Digital Catapult network and MyWorld Programme. Each Mentor will offer support to each Participant during the duration of the programme.

2. Key Dates

  • 19th February – Call Opens
  • 22nd February – Open Call Briefing Event (in person)
  • 28th February – Open Call Briefing Webinar (online)
  • 25th March – Open Call Closes
  • 19th April – Shortlisted Applicants Notified and Invited to Interview
  • 14th & 15th May – Interviews
  • 16th May – Successful Applicants Notified
  • 26th June – Kick off event (in person)
  • 26th June – 11th October – 16-week Accelerator
  • Date TBC – Showcase Event

3. Challenge Call Programme Benefits

Participants will receive the following benefits:

  • Prototype Funding
    Up to £50,000 to develop a challenge focused proof-of-concept prototype or innovation to extend an existing project and supporting material.
  • Industry Engagement and Mentorship
    Regular meetings with industry partners to help businesses develop their solutions and define a route to market with commercial opportunities.
    In addition, the programme provides financial support for participants to find the right mentor to develop their product and grow the business.
  • Workshops and Masterclasses
    Focused workshops and masterclasses to support businesses on a variety of topics such as value proposition, pitching, product and business development, and investment readiness.
  • Digital Catapult Support
    Regular interactions with the Digital Catapult team to assess the commercial and strategic needs.
  • Peer-to-Peer Learning
    Be part of a cohort of up to 9 businesses made up of talented entrepreneurs from the Creative sector, and the wider MyWorld cohorts, sharing learnings and insights gained from the programme as well as previous expertise.
  • Technical Monitoring
    Immersive Technologist expertise to increase confidence in the prototype build. This monitoring could include other technologists (AI, 5G) if needed.
  • MyWorld Network Support
    Access to the MyWorld network of industry, academia and mentors with technical and business expertise, based on the needs of the participants and the specific call challenge.
  • Facilities
    For the duration of the programme, the cohort will get the opportunity to make use of existing MyWorld facilities, expertise and kit (labs, expertise, testbeds, kit and resources) to facilitate experimentation and growth (subject to availability and site terms).
  • Sharing & Showcasing
    Opportunity to demonstrate, test and showcase your work in progress and final prototypes, products or processes through the various public engagement channels in the MyWorld programme, including the MyWorld programme.
  • Digital Catapult Alumni Programme
    Upon successful completion of the Project, the opportunity to join the Digital Catapult Alumni Network; providing additional opportunities to engage with Digital Catapult and other Alumni.

Amazon Web Services (AWS) Challenge Benefits 

As an Industry Partner, AWS are providing the following benefits to the successful projects to this challenge: 

  • AWS Credits – up to $3500 per project – subject to conditions* and further review by AWS
  • Mentoring – AWS Representative assigned to the project to review and mentor progress 

*Credits are in USD and not GBP

  • They should only be used for this specific MyWorld Challenge.
  • We would tag the credits so that they can only be used for AWS services relating to the challenge.
  • The credits would have an expiry date. This can be up to a year so would cover the duration of the challenge.
  • Credits would be assigned against a single AWS account for the relevant project and not per user within an account, or multiple account numbers within an AWS account.

BBC Challenge Benefits 

As an Industry Partner, the BBC are providing the following benefits to the successful projects to this challenge:

  • Discussions with BBC R&D Researchers with experience in accessible audio 
  • Access to audio assets (subject to clearance) for various kinds of content 
  • Possible co-dissemination support of outputs

4. Challenge Call Programme Obligations

Participants must be willing to commit to the following key obligations:

  • Kick Off Event
    Attend the kick-off event hosted by Digital Catapult on 26th June.
  • Technology Roadmap
    Create a technology roadmap and scope of work in collaboration with the team at Digital Catapult and (where relevant) the Industry Partner during the concept development period.
  • Workshops & Webinars
    Attend all workshops and/or webinars hosted by Digital Catapult from June – October 2024 (If there are any circumstances which prevent the project lead from attending, please nominate an alternative team member with relevant experience to attend in your place and discuss it with your Digital Catapult assigned Contact).
  • Monthly Demo Reviews
    Project Lead and Technical Lead to attend monthly demo reviews with the Digital Catapult team and (where relevant) Industry Partners.
  • Showcase Opportunities
    Attend, present and demonstrate at the relevant Showcase opportunities identified for your project.
  • Digital Catapult EDI Survey
    Complete the Digital Catapult’s Equality Diversity and Inclusion Survey (please note each question will have a “prefer not to say” option). EDI survey is optional for all applicants, but the EDI survey is mandatory for all successful applicants.
  • Association with MyWorld and Digital Catapult
    Agree to be visibly associated with the MyWorld and Digital Catapult brands.
  • Monitoring Requirements
    Agree to comply with all monitoring requirements and requests made pursuant to MyWorld Programme, including without limitation, all reasonable requests for information or reports relating to (i) the Project progress and outcomes, and (ii) the participant business, including information on; gross revenues, net profits and employee numbers, for the duration of the Project and for a maximum of five years following the Project end date.
  • Impact Measurement
    For a maximum period of five years following the Project end date, the Participant shall use its reasonable endeavours to answer specific questions from Digital Catapult relating to its growth and progress to assist Catapult in demonstrating the impact of its activities. This shall include: (i) participation in an annual telephone conversation of one hour, and (ii) participation in a two-yearly survey issued by Digital Catapult.


5. The Application

5.1 What information should my application contain?

Applicants must answer all required questions in the full online application form.

Failure to complete all sections may result in your application being rejected

5.2 Who will see my Application?

The following people will see your application: 

Digital Catapult representatives: relevant Digital Catapult representatives will see your application in order to assess the application, and otherwise in the administration of your application and, if successful, participation on the  Challenge Call Programme.

Judging Applications

  • Challenge Call Programme Judges: will see your full application, except for your personal information fields.
  • University of Bristol Representatives: will see such information submitted with your application as is required to enable them to verify the requisite due diligence processes and assess the minimum financial assistance requirements.

Challenge Call Programme Participation

  • Challenge Call Programme Partners: For each Participant, Digital Catapult and the Industry Partner (where applicable) will see your full application, along with your company name, key contact name and key contact email address in order to provide bespoke support during the programme including 1:1 office hours, mentorship, workshops and/or webinars.
    Note that Challenge Call Programme Industry Partners and Challenge Call Programme Sponsor Judges will not see your personal information fields when judging applications.

5.3 Key contact

Applicants will appoint a main contact for the Challenge Call Programme (“Key Contact”). This person will be Digital Catapult’s main point of contact for the competition and, if successful, the Applicant’s programme activities, including workshop and event commitments, team members’ availability, ongoing activities, and assessment of progress during and after the programme.

Digital Catapult will use this personal information to notify successful and unsuccessful Applicants of their submissions. The personal data we collect may be shared with and processed by Challenge Call Programme Partners for the purpose of assessing the Applications and for the provision of benefits to the Participants on the Challenge Call Programme, as set out in these Competition Terms.

5.4 What we are looking for

We seek projects that aspire to create new products, processes, services or innovative experimental prototypes which demonstrate clear advancement in the integration, application, development or assessment of AI approaches, models or products. 

5.5 Minimum Requirements

  • Applicants must be a UK-based registered business.
  • Projects must be able to demonstrate impact in the West of England region. Please refer to the selection criteria with particular emphasis on how the project can provide long-term benefits to the region.
  • Applicants must have a UK business bank account. 
  • Applicants must be eligible to receive up to £315,000 in Minimum Financial Assistance under the subsidy control rules (see Subsidy Control section below).
  • The team has to have one or more team members with expertise in the area they are applying for.
  • Applicants must have two or more team members.
  • Applicants must develop prototypes, processes or products which deliver technical solutions addressing the theme of the challenge.

5.6 Submission

Submitting your application

You must submit your application via the online form (“Submission Method”).

All applications must be submitted via the Submission Method by the Application Deadline.

It is your responsibility to ensure you upload documents and submit your application on time.

Once the application is completed, the Applicants will receive a confirmation receipt by email from Digital Catapult. If the Applicants do not get a receipt within 24 hours of the next working day, they should email [email protected] with the subject ”MyWorld: Amplifying Imagination Application Submission”. 

5.7 Digital Catapult’s Equality Diversity and Inclusion Survey

In addition to the application, Applicants will be required to complete Digital Catapult’s Equality Diversity and Inclusion Survey (‘Survey’). The completion of this Survey is optional and the responses to this Survey will be kept separately from the application and will have no effect whatsoever on the application to the Challenge Call Programme. The EDI survey is mandatory for all successful applicants.

Digital Catapult (as the Data Controller) will collect and process the personal data, including the following special category data to help Digital Catapult improve its services in respect of equality, diversity and inclusion:

  • Racial and/or ethnic origin 
  • Sexual orientation
  • Health (including disability)
  • Religious and/or philosophical beliefs 

The data collected and processed may be shared with relevant third parties and/or published but only in an aggregated form, which means you will not be personally identifiable.

Your personal data will be kept for 15 months from the time you respond to the Survey. Should you apply to another of Digital Catapult’s opportunities within the 15-month period, we will provide you with the option to allow us to re-use the data we already hold, to resubmit the Survey or to delete your Survey data. If you choose to complete the Survey again, Digital Catapult will keep your updated data for 15 months from the time you resubmit the Survey. 

Please note you are responsible for the accuracy of the data you share with Digital Catapult and you agree to inform Digital Catapult if your data needs to be updated.

For more information on Digital Catapult’s collection, use and protection of your personal data and your rights in regards to your personal data, please see Digital Catapult’s privacy policy or contact Digital Catapult at [email protected]. If you have specific queries on Digital Catapult’s use of your Survey data (including a request to delete your Survey data), please contact Digital Catapult at [email protected].

6. The Selection

6.1 Selection Process  

Stage 1: Applications judged and longlisted

Once applications close, completed applications are assessed by a panel of judges from the programme and industry partners, based on the selection criteria which are all equally weighted. At this stage applications will be selected for the longlist.

Stage 2: Shortlisting

An internal review will take place with the judging panel to select a shortlist from the longlisted applications.

Stage 3: Interview day and final selection

The shortlisted project team is invited to an interview with Digital Catapult and its partners on either the 14th or 15th of May. This interview stage is intended to provide an opportunity for project teams to present their idea and answer any questions the judges may have. The panel will then deliberate and select the final cohort of 9 projects.

 6.2 Scoring Criteria

Applications to the open call, Amplifying Imagination will be assessed and selected based on all the following criteria:

Strength and Originality 

  • The idea presents an innovative solution to the challenge selected by the applicant.
    The proposal demonstrates a high level of innovation in the application, development, or integration of AI technologies.
    It evaluates the economic benefits, cost-effectiveness and long-term sustainability of the proposed solution. It also considers and demonstrates ethical considerations in the development and application of AI.

Value for Money

  • The idea is relevant to the programme theme and is feasible within the budget and timescale of the call.
    Ideas should also take into account the potential economic benefits and sustainability of the AI innovation.

Team Experience

  • The team is equipped with the appropriate technology and business skills and has a good track record to deliver the proposed solution within 16 weeks.

Impact and Development Plan

  • The proposal demonstrates an ambition for a positive impact in the West of England region and is likely to be suitable for further development after the programme:
    – Applicants should clearly state how their project will benefit the West of England region in terms of potential long-term benefits; economic and social. Please refer to the FAQs on Defining Impact in the West of England.
    – As well as evaluating the economic benefit, your project should demonstrate the extent to which the proposed AI innovation considers and addresses the ethical considerations, societal impact, and potential risks, ensuring responsible and sustainable outcomes.
    – We recommend that applicants from outside of the West of England region get in touch with the MyWorld team ([email protected]) if you have any enquiries.

6.3 Due diligence

University of Bristol representatives acting on behalf of the MyWorld consortium will carry out due diligence on applicants prior to the point of selection onto the Challenge Call Programme. Applicants must be willing to submit further information or documentation upon request to qualify as ‘successful’.

All qualifying applications will be reviewed and scored by the Challenge Call Programme Judges panel. Shortlisted applicants will be invited to interviews with the Challenge Call Programme Judges.

6.4 Successful applicants

Successful applicants will be notified by Digital Catapult and provided with a standard agreement for review and execution (“Grant Funding Agreement”) by University of Bristol which will be entered into between the successful applicant and the University of Bristol as the grant-awarding organisation.

The Grant Funding Agreement is a standard agreement and not negotiable. We do try to ensure these contracts are fair and reasonable.

In order to be accepted onto the Challenge Call Programme, successful applicants must sign the Grant Funding Agreement. 

7. Competition Terms – Specific

7.1 Subsidy Control

Participants are receiving some of the benefits on the Challenge Call Programme which are subject to the subsidy control rules.  Under the Minimal financial assistance, Participants may receive a total of £315,000 by way of permitted subsidies over a three-year period.

The total received or due to be received by a Participant (including any associated companies e.g. subsidiaries), originating from a United Kingdom source, must not exceed £315,000 for GB companies in aggregate across the Participant’s current fiscal year (as at the Grant Funding Agreement Date) and the previous two fiscal years.

This Challenge Call Programme has been assessed as providing £50,000 for Participants.

Before signing the Grant Funding Agreement, all Applicants will therefore be asked to sign a declaration confirming that they are eligible to receive the Minimum Financial Assistance.

7.2 Key Dates

Digital Catapult reserves the right to change the Key Dates at its sole discretion. The aim is that projects will be delivered by the end of the 16-week programme period. We do recognise that due to unforeseen circumstances, some participants may require longer, by exception, and where justified we can negotiate a period of up to 6 months for delivery for prototype development.

Digital Catapult reserves the right to consider the factors and decide whether such circumstances are extenuating and whether granting an extension is fair to other applicants.

7.3 Applications

All information and documents requested must be submitted. Failure to submit all requested information and documents may result in the application being rejected. Digital Catapult will not use outside information in respect of your application unless otherwise indicated. Digital Catapult and University of Bristol reserve the right to not work with people or an organisation that they believe could impact its reputation.

7.4 Personal Data

Digital Catapult is the Controller for the personal information submitted in the Application for the purposes of the Data Protection Act 2018 and the UK GDPR.

In submitting the Application, the Applicant confirms that it has made the Key Contact and any other person whose personal data has been submitted, aware of, and has the lawful grounds to enable each Controller (including its processors) to, process the personal information of the Key Contact (and any other person named in the Application and open call process) as set out in these Competition Terms and in accordance with the respective privacy policies: Digital Catapult ( 

7.5 Amendments to Competition Terms and Grant Funding Agreement

University of Bristol reserves the right at any time to make amendments to these Competition Terms and to make amendments to the Grant Funding Agreement it issues up until the point of execution by both parties.

7.6 Final awards

All final awards are dependent on the requisite funding having been received by the University of Bristol from UK Research and Innovation.

8. Competition Terms – General

8.1 Data Retention

Digital Catapult will store your application and the scoring it has received for the entire duration of the Challenge Call Programme.  If you are a successful Applicant, we shall also store your Application for a period of up to five (5) years following the end of the Challenge Call Programme. 

For administration purposes, University of Bristol may store contracts providing Minimum Financial Assistance under the subsidy control rules for up to seven (7) years from the end of the Challenge Call Programme.

8.2 Confidentiality

The information provided in your Application will be kept confidential and only used and disclosed as reasonably necessary for the purpose of assessing Applications, and, if admitted onto the Challenge Call Programme, for working with you on the Challenge Call Programme. This may include our MyWorld Consortium Partners and Challenge Call Industry Partners as outlined above.

For practical reasons, NDAs will not be signed by Digital Catapult or the Challenge Call Programme partners as part of this Challenge Call Programme. The activities we provide can only be achieved through trust across our community. It is therefore not in our interest to release your sensitive information. Confidentiality provisions are included in the Grant Funding Agreement.

The scoring of your Application will be treated as sensitive information.

As your Application will be transmitted over the Internet, ultimately Digital Catapult cannot guarantee its security.

8.3 Intellectual Property

We respect the intellectual property of others and we ask our Applicants to do the same.

In submitting the Application, you promise that you have and continue to have all necessary rights, licences, permissions and consent to provide the content in your application to us, and for Digital Catapult to use the Application as we have set out.

We will not remove from Applications any proprietary labels or copyright assertions.

8.4 Disclaimers

Neither Digital Catapult nor University of Bristol accept any liability for any consequences, whether direct or indirect, that may arise from your participation in the Challenge Call Programme, your reliance on any statements we may have made about the Challenge Call Programme, or its suspension or withdrawal.

In any case, to the extent permitted under law, University of Bristol’s liability as the contracting party shall be limited to one thousand (£1,000) pounds. Nothing in these Competition Terms shall limit or exclude any liability for fraud.

Costs and expenses incurred by the Applicant are at its own risk, even if these Competition Terms are amended or challenged, delayed or withdrawn.

8.5 Entire Agreement

These Competition Terms constitute the entire agreement between University of Bristol and the Applicant and extinguish all previous and contemporaneous agreements, promises, assurances, and understandings between them, whether written or oral, relating to the subject matter of these Competition Terms.

University of Bristol and the Applicant agree that they have not relied on any statement, representation, assurance or warranty (whether made innocently or negligently) that is not set out in these Competition Terms.  University of Bristol and the Applicant agree that they shall have no claim for innocent or negligent misrepresentation or negligent misstatement based on any statement in these Competition Terms.

8.6 Third Party Rights

Save that the University of Bristol may enforce the Grant Funding Agreement directly against you, these Competition Terms do not and are not intended to confer any contractual benefit on any person pursuant to the terms of the Contracts (Rights of Third Parties) Act 1999.

8.7 Jurisdiction

The Challenge Call Programme competition is governed by English law and the Applicant agrees that any dispute shall be exclusively resolved in the English courts.