In 2012, ICICS led a successful application for a $10M Canada Excellence Research Chair (CERC) in Digital Media Research and Innovation. An associated Centre for Innovation in Digital Media will be housed in ICICS. The Centre, under the leadership of the Chair, will collaborate closely with colleagues and with industry to envision and direct a range of cross-disciplinary digital media research projects. The Centre will act as a focal point for industry wishing to benefit from UBC digital media expertise. By educating the next generation of discipline-spanning graduates in digital media, it will also contribute to nurturing a culture of innovation in Canada. The intent is to elevate UBC and British Columbia from a prominent to a world-leading role in digital media research and innovation.