As the complexion of the workforce changes, with an increasingly competitive jobs market demanding high-level IT skills as well as "softer" skills such as adaptability, creativity, imagination and communication, the need for media literacy training is becoming more acute. Technology is driving change at such a pace that professionals struggle to keep up with the latest ways of accessing information. Unsurprisingly, Screen WM, the screen agency for film, television and digital media in the West Midlands, has had to evolve rapidly, broadening its remit from one solely to do with film to recognise that the film, television and digital sectors are converging fast. The pace of change has meant that the agency has had to perform an awkward "balancing act" between being innovative and ensuring access across the whole community. While the author recognises the wide benefits that engagement with culture and creativity can have--promoting confidence, communication, independence of thought and civic participation, among other skills and attributes--she also realises that there is much work to be done to ensure that the groups currently most disadvantaged by lack of access have a fair share of the benefits. The investment Screen WM has made over the past eight years in local screen media talent has already begun to yield promising results.