A new wave of media innovation is taking shape in Wales, where virtual production is no longer a distant concept but an emerging reality. With the recent unveiling of two cutting-edge facilities and a coordinated strategy led by Media Cymru, the Cardiff Capital Region is staking its claim as a serious player in the future of screen content creation.
The arrival of Seren Virtual Productions in Cardiff and Fivefold Studios in Bridgend signals a major step forward for Wales’ virtual production ambitions. Both facilities have been established with collaborative support from Media Cymru, a 22-partner consortium led by Cardiff University and backed by broadcasters, production companies, universities and regional leadership.
Professor Sara Pepper OBE, Deputy Director of Media Cymru, defines the initiative through the Welsh concept of cynefin – a word meaning “sense of place,” encompassing community, identity and belonging. “We see Media Cymru as defining a new cynefin where economic activity creates both jobs and a sense of identity,” she says. “It offers the promise of more environmental sustainability, global reach, equality, diversity and inclusion, and sustainable economic growth.”
These values are reflected in the facilities themselves. Fivefold Studios’ LED volume and 5,000 sq ft fixed green screen cove – thought to be the largest in Europe – provide world-class infrastructure to support both traditional and virtual techniques. Seren Studios, meanwhile, is the result of a partnership between Media Cymru, Great Point, Fields Park and US-based Volume Global. Both sites are integrated into a broader vision that includes training pipelines, funded research and talent development initiatives across the region.
But innovation isn’t just about infrastructure. It’s about building resilience and future-readiness into a media sector that has, like others, faced a turbulent few years. From Covid-19 to Brexit and shifts in digital consumption, creative industries across the UK have been tested. In Wales, a sharp focus on R&D is seen as essential to weathering those challenges.
“The sector continues to face myriad challenges,” says Pepper. “We’re at an important juncture which is why funding, support and investment in RD&I is crucial in creating opportunities for the development of new products, services and experiences.”
Media Cymru’s Innovation Pipeline has already funded multiple advanced production projects, including efforts in virtual production, AI integration, and immersive content. Working closely with partners like the University of South Wales, the consortium is now launching a significant VP training programme through 2025–2026. The goal is to build a skilled workforce that can meet both local demand and international standards.
Wales already boasts a rich media heritage. From the iconic Doctor Who and Gavin and Stacey to modern dramas like His Dark Materials and Steeltown Murders, the Cardiff Capital Region has carved out a reputation for high-quality content. The sector contributes over £730 million to the Welsh economy through more than 1,600 creative firms, many of them SMEs exporting to global markets.
But to keep pace with global giants like Netflix, Amazon and Disney, innovation must be embedded, not bolted on. Virtual production offers not just creative possibilities but sustainability benefits too. Research suggests carbon emissions from production can be slashed by up to 50% when VP methods replace traditional location shoots – an attractive proposition for an industry seeking to reduce its environmental impact.
As these new facilities bed in and training ramps up, Wales finds itself at a critical crossroads: a region once known for coal and steel now forging a new identity in pixels and production workflows. It’s a shift not just in economy, but in outlook.
With virtual production as a catalyst, and Media Cymru as its architect, the Welsh media sector is laying foundations for a globally connected, locally empowered future – one where creative innovation is deeply rooted in place, purpose, and possibility.
