Hereward Academy will be the engine room for addressing skills shortages and making innovative and watchable quality telly

The objects of Hereward Media are to advance the education and training of the inhabitants of Peterborough and its surrounding areas in broadcasting and audio, video and media skills techniques. A more extensive version of these objectives are as follows:

1. To advance the education of the public through the establishment and maintenance of a media resource centre. This will help to further or benefit the beneficiaries within Peterborough and the Fenlands, without distinction of sex, sexual orientation, race or of political, religious or other opinions by associating together the said residents and the local authorities, voluntary and other organisations in a common effort to advance education and to provide facilities in the interests of social welfare for recreation and leisure time occupation, with the objective of improving the conditions of life for the beneficiaries. To promote learning for pleasure by people no longer in full time employment as well as those in long-term unemployment, through the continued development of their individual capabilities, competencies, skills and understanding in subjects of educational value.

2. Developing the capacity and skills of the members of the community, in particular those who are socially and/or economically disadvantaged, in such a way so that they are better able to identify, and help meet, their needs and to participate more fully in society, in particular via increased employability.

3. Promoting social inclusion for the public benefit by preventing people from becoming socially excluded, relieving the needs of those people who are socially excluded and assisting them to integrate into society. The public benefit will be further served by ensuring that our community is not socially excluded from access to these resources on the basis of its geography. For the purpose of this clause 'socially excluded' means being excluded from society, or parts of society, as a result of one of more of the following factors: unemployment; financial hardship; youth or old age; ill health (physical or mental); substance abuse or dependency including alcohol and drugs; discrimination on the grounds of sex, race, disability, ethnic origin, religion, belief, creed, sexual orientation or gender re-assignment; poor educational or skills attainment; relationship and family breakdown; poor housing (that is housing that does not meet basic habitable standards); crime (either as a victim of crime or as an offender rehabilitating into society).

4. In furtherance of these objects but not otherwise, the trustees shall have power to maintain or manage or co-operate with any statutory authority in the maintenance and management of such a centre for activities promoted by the charity in furtherance of the above objects, provided always that nothing contained herein shall authorise or be deemed to authorise the carrying on of any activity for any purpose save those regarded as charitable by the laws of England and Wales.


Vision of Hereward Media

1. On 18th June 2014, the Parliamentary Education Committee published its report into the underachievement of white working class children in education.  The Chair of the Committee, Mr Graham Stuart, said: 'poor white British children now come out of our schools with worse qualifications than equally poor children in any other major ethnic group.'  Additionally, 'great schools (can) make a significant difference in turning poor children's education around.' Hereward Media will, through education via its Academy, tackle this issue, with special emphasis placed on this disadvantaged group.

2. White working class underachievement applies equally to both males and females. Therefore, all genders will be within our target group, educating and encouraging aspirational ideals for their futures, preparing them for prospective new employment routes.

3. Our training will have a community Local TV station as an ancillary output, as well as a local news internet platform. We will also look to target beneficiaries that are underachieving in other ethnic groups, concentrating on those who are the most disadvantaged economically and socially.

4. Facilitate the learning of social skills for those who lack strong positive (male) role models in their lives. This is because female role models within this community segment come in the form of teachers and single parents, so we will be addressing a genuine gap.

5. We will also target the over-50s, the 'baby boomers' in particular, as an area of interest for our training facilities, who are no longer well-served by existing outlets and will be given a new direction and a new drive for future employment possibilities.

6. Via the mechanism of broadcast training, we will help those who do not count English as their first language to gain greater confidence in its use, and to develop their skills in a safe, relaxing environment supported by other beneficiaries.

7. Our outputs will provide a platform for local charities to raise awareness of their work and initiatives, and be a mechanism for different communities to integrate and mix within a mutually beneficial association. It will also provide a method of communication for individuals to raise awareness of their own charitable efforts for one-off individual events, or longer-term endeavours.

8. We will facilitate the learning of social skills by those who lack strong positive role models in their lives. We will offer events which support families, such as a Saturday morning 'Kids' Club' as a way to promote good citizenship and social inclusion, providing a primer for future cultural and media studies, as well as being a fun way to learn new skills. We will facilitate achievement in the educational system, and emphasise the positive rewards of education, for instance the acquisition of training certificates rather than being served punitive sanctions.

9. We will identify those with an aptitude for television and internet skills, and offer more advanced instruction in areas where they show flare; for instance sound editing, TV and/or internet production, TV and/or internet advertising, public speaking, marketing and TV and/or internet writing and editing.

Mission Statement

1. We will network in the community, and support local events such as the Willow Festival and the Peterborough CAMRA Beer Festival. At the same time, we will publicise the opportunities the project offers to the community, and help other events to be even more successful. We will encourage good citizenship, and nurture mutual support within the beneficiaries themselves.

2. We will give the community a powerful voice so it can be heard, in particular within the decision-making processes which have an effect on them. We will give them a voice in how the station will be run, and its future projects, aims and goals.

3. We will provide an efficient and cost-effective platform to fulfil these social benefits for the community of greater Peterborough and the Fenlands.

4. We will look to similar television and internet community projects across the UK, with the objective of seeking common ground and beneficial links between us.

5. We will nurture contacts with local schools and colleges, both via formal service agreements and on an ad hoc basis, to provide facilities, equipment and instruction on educational projects. We will provide placements for teenagers to engage in work experience, subject to relevant employment laws and health and safety issues, and ensure all relevant members of the station have the necessary DBS checks.

6. We will provide work experience opportunities for the long-term unemployed, to help accustom them again to a working environment, and to facilitate the learning of necessary workplace skills needed for undertaking paid employment.

7. We will offer advice, help and support to ex-servicemen who have found it difficult to re-enter civilian life, or as a means of communication for an Armed Forces-related programme format which will be of interest to serving members of the military. Due to some of the internet-based nature of the station, this ancillary output will be created in such a way that it can be received worldwide.

8. We will provide an advice centre, backed up by a suitable TV/internet format, working in conjunction with other similar organisations such as the Citizens Advice Bureau and the Job Centre, to help vulnerable people through advice on their rights and on access to social services, and help with 'form filling' to those groups which have difficulty with such tasks.

9. We will provide a platform for disabled people to learn new skills and gain confidence, and realise their full potential in a caring environment, and make facilities accessible.

10. We will provide internet access to the general public, and instruction via our Academy on how to 'surf the web' to those individuals who need it, as well as develop the skills sets for creating content for the internet, as well as creating and maintaining websites.  We will make this facility known to other partner organisations who deal with the unemployed, young adults and/or the elderly.

11. Future objectives, as part of promoting our training options, will include applying to Ofcom for Local TV licences for the area, initially via Virgin Media, TalkTalk TV, BT TV, and then via Freeview. We also aim to become self-sufficient through grant givers, private funding and sponsorship, as well as through the support of predominantly local advertisers.