LOOMS, Peter BA, MA, University of Cambridge    Multimedia Senior Consultant, Danish Broadcasting Corporation    Visiting Associate Professor, Department of Computer Science, HKU    Email: polooms@ecom-icom.hku.hk   Peter has worked for the Danish Broadcasting Corporation (a public broadcaster with radio, TV, Internet and mobile services) since 1977. As senior consultant in the commissioning body, he is responsible for championing strategic projects from the drawing board to a point at which they can be handed over to others for implementation & routine operation.

Recent work includes:

• Chairing collaborative projects at European level on Personal Video Recorder (PVR) services on free-to-air digital television in Europe so viewers can find and watch TV when they want
• Taking part in research on TV viewing leading to new television promotion strategies that take account of time-shifted & on-demand viewing
• Providing inputs to mobile TV strategies by studying the use of "personal pocket media" - rich media on handheld devices
• Providing strategic inputs on digital television & e-inclusiveness in some 30 European countries through participation in the DTV4All consortium.

What summarizes Peter's work is holistic change management - making things happen with digital media in an international context.

Teaching experience

Peter has been visiting Hong Kong regularly since 1995 and holds or has held a number of teaching positions at universities:

• visiting associate professor at the University of Hong Kong ECOM/ICOM Masters programme [DAM, Digital Assets, Convergence and Digital Entertainment]
• Programme Director [Masters in IT - interactive design & multimedia] at the IT University of Copenhagen
• External lecturer at the IT University in Copenhagen & Danish Technical University [Project Management; Innovation & Digital Media; Business Models; supervising postgraduate research; setting up collaboration with several Asian universities to promote globalisation & intercultural communication skills]
• Visiting fellow at ITRI, Murdoch University (Australia); UAB, Barcelona, Spain; Universidad de Monterrey, Mexico; UNITEC (New Zealand); & Zhejiang University (China).

It's useful to combine being a part-time academic with work in a large media company. University work gives a solid intellectual basis for analysing media phenomena that needs to be applied to the daily realities and imperatives of digital media.

Since May 2007, Peter has been doing independent consultancy work outside Denmark that includes:

• work for the European Commission (evaluations of project submissions in he fields of games, Video On Demand and emerging technologies);
• consultancy work for overseas universities & university publishers in Spain (change management & the use of ICT in teaching and learning);
• inputs to national media strategy at FAS, Ireland;
• e-learning strategies for commerce & industry (NZ);
• analogue TV shut-off in Portugal and impact studies for the Portuguese regulator ANACOM.