Research Centre
Digital Content Creation and Production Centre (DCCPC)
The Digital Content Creation and Production Centre (DCCPC) is a newly established platform at the Academy of Film and Creative Technology (AFCT) of Xi’an Jiaotong-Liverpool University, dedicated to advancing industry-education integration and innovative practices in the field of digital content. Leveraging the school’s in-house content production company, the center closely aligns with industry needs and serves the media and creative sectors with high-level content creation capabilities. DCCPC aims to break down barriers between academic research, talent development, and industrial application, building a collaborative innovation system driven by technology, content, and market orientation.
The mission of DCCPC is to cultivate digital content talents with international perspectives and industry-ready practical skills, facilitate the transformation of creative technological achievements into actual products and commercial projects, and achieve end-to-end coverage from idea incubation to product implementation through deep collaboration with the content production company. The Centre focuses on the following key areas:
- Digital Audiovisual Content Production: covering the R&D and production of diverse forms of content such as film, television, animation, game, virtual production, and interactive storytelling;
- Immersive Experience and Extended Reality (XR) Technology Applications: developing immersive solutions applicable to cultural, educational, entertainment, and other sectors based on real industry scenarios;
- Artificial Intelligence and Generative Media: exploring innovative applications and industrial pathways of cutting-edge technologies like AIGC in content production workflows;
- Cross-Media Content Development and Industrialisation: promoting practical research on IP construction, story world development, and multi-platform content distribution strategies.
DCCPC will actively collaborate with the academy’s content production company, undertaking real-world commercial projects and innovative experimental initiatives. It will provide comprehensive support to students, faculty, and industry partners throughout the entire process, from idea generation and technical testing to finished output. The Centre will also extensively engage in cooperation with domestic and international enterprises, institutions, and venture platforms to jointly develop industry-influential benchmark projects and branded content.
DCCPC is now open for collaboration with academia, industry, and creative communities. Content creators, technology developers, and cultural institutions are sincerely invited to participate in content R&D, project incubation, and industrial innovation. For cooperation, please contact the Centre Director: Cheng Fang at?Cheng.Fang@gdsqbz.com.
Art, Technology and Industry Research Centre (ATIRC)
The Art, Technology and Industry Research Centre (ATIRC), affiliated with the Academy of Film and Creative Technology (AFCT) at Xi’an Jiaotong-Liverpool University (XJTLU), is dedicated to advancing digital content creation through innovative research. By establishing an interdisciplinary framework that integrates art, technology, and industry, ATIRC spans the entire value chain from fundamental theory to industrial application, positioning itself as a pioneering research platform for digital creativity and innovation.
ATIRC focuses on the entire process of creative work—from ideation and content production to entrepreneurship. It undertakes vertical projects commissioned by governments and policy institutions, serving as a think tank for cultural and creative strategies, while also collaborating on horizontal projects with enterprises in tourism, culture, arts, and creative sectors to deliver practical, industry-oriented solutions.
Leveraging the AFCT’s diverse faculty expertise and interdisciplinary strengths, ATIRC integrates knowledge across art, entertainment, creative technologies, data science, the humanities, business, education, and other disciplines to promote close synergy between academic research and industry development. The Centre also works with XJTLU Cultural Technology Company to ensure the transformation and application of research outcomes.
The Centre’s mission is to become a world-leading hub for digital creativity research, foster future creative talents, address cultural-tech strategic needs at home and abroad, and advance XJTLU’s “3.0 model” of education, research, and industry integration, empowering the sustainable growth of creative industries in China and globally.
For collaboration inquiries, please contact:
Dr Yiming Chen, Director of ATIRC
Email: yiming.chen@gdsqbz.com