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Ethnographic Evaluation of AmbITion:Second Interim Report
Cambridge University Technical ServicesReport authors: Lee Wilson (lw243@cam.ac.uk), David Leitner (dl281@cam.ac.uk)
 
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INTRODUCTION................................................................................................................................................3
SUMMARY...........................................................................................................................................................3
EVALUATION APPROACH............................................................................................................................5
A
IM OF EVALUATION
..................................................................................................................................5
M
ETHODOLOGY
..........................................................................................................................................5
F
ORMAT OF REPORT
....................................................................................................................................6
CASE STUDIES...................................................................................................................................................6
C
ASE
1: H
OIPOLLOI
....................................................................................................................................6
C
ASE
2: L
UDUS
D
ANCE
..............................................................................................................................8
C
ASE
3: R 
OYAL
L
IVERPOOL
P
HILHARMONIC
............................................................................................9
C
ASE
4: A
LDEBURGH
M
USIC
....................................................................................................................11
THEMES AND ISSUES....................................................................................................................................12
T
HE VALUE OF THE CONSULTANTS
...........................................................................................................12
T
IMELINE
...................................................................................................................................................13
I
 NFORMAL INTERACTION WITH OTHER ORGANISATIONS
.........................................................................14
K 
 NOWLEDGE
P
ORTAL
...............................................................................................................................14
P
ERFORMING
R 
IGHTS
L
EGISLATION
........................................................................................................15
U
PTAKE OF NEW TECHNOLOGIES
..............................................................................................................16
T
HE IMPORTANCE OF
‘
PLAY
’....................................................................................................................17
E
 NGAGEMENT WITH ORGANISATIONS
......................................................................................................18
C
HANGE
.....................................................................................................................................................19
 
 
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Introduction
 This interim report is the second deliverable for the AmbITion project in satisfaction of the requirements of Phase 2 of the programme of work defined in the contract betweenCambridge University Technical Services (CUTS) and the Manchester DigitalDevelopment Agency (MDDA) to provide an ethnographic evaluation of AmbITion. This report should be read in conjunction with the first interim report produced as partof this evaluation process. The first report details at length the methodology, approachthat we have employed and the research objectives of the evaluation. That report shouldbe referred to for more detailed information on these matters. It was carried out prior tothe implementation stage of the AmbITion project, and in this respect provides a‘baseline’ against which this second evaluation report should be read. That is, the tworeports should be read as snapshots of the AmbITion project before and after theintervention stage. We would like to thank all those that have given so generously of their time during what were often frantic periods of organisational activity to engage with us to produce thisevaluation report. We warmly welcome any further comments and feedback on thisreport.Lee Wilson, David Leitner,Cambridge, November 2008
Summary
 We have noticed a marked change in attitudes towards digital technologies amongst thearts organisations since phase 1 of this evaluation. Moreover, there is now a significantcommitment of resources, both time and budgetary, on the part of these organisations,as evidenced by the creation of new job roles and a greater engagement with new media. An interesting development is the degree to which companies are exploring the creativepotential for new technologies, especially video, in education, performance andevaluation. Having the time to ‘play’ around with these technologies, to be creative withthem, seems to be a key factor in their uptake. Where they have been employed in noveland unanticipated ways, the individuals using these technologies have viewed them as anextension of their creative missions, and not merely marketing or fundraising tools(although their value in this respect is not disregarded). Individuals seem to take on theextra time and effort involved in using these technologies because they are approaching the task as a creative opportunity. Whether incorporated into performance practises,overcoming spatial and temporal restrictions to reach out to new audiences, or as ameans of ‘capturing’ experience to provide evidence of value to funders, the potential of new media has captured the imagination of the companies that we have visited. The implementation and upgrading of other technologies - new computer networks andbetter databases - has addressed important issues for some organisations, facilitating better communication, more efficient programming and targeted marketing strategies.However, even where these technologies are most appreciated, they have yet to effect a
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