Prime Video is investing an additional £2.2 million in its Prime Video Pathway initiative, with a focus on tackling critical skills gaps and supporting struggling freelancers in film and television.
What is Prime Video Pathway?
Prime Video Pathway, launched in 2022, is a first-of-its-kind, multifaceted training initiative designed to open up access to jobs in the industry across the UK.
The new, expanded initiative responds directly to the challenges facing the UK’s creative freelance community. It involves two ground-breaking programmes developed in partnership with the National Film and Television School (NFTS).
The TV Freelancers Reskill and Upskill Programme is a comprehensive free training initiative that will offer over 60 one-day online courses, reaching up to 1,000 freelancers nationwide. The suite of online short courses will cover emerging areas such as digital production, podcasting, social media, AI, Virtual Production and project management.
Meanwhile, an intensive three-month, in-person programme will provide dedicated support for 100 freelancers who have been out of work for more than four months across the UK.
Who can apply to the TV Freelancers Reskill and Upskill programmes?
The programmes require a minimum of three professional credits for the short courses and minimum of three years in the industry for the three-month face-to-face courses, and are open to all freelancers regardless of genre, department, grade, and geography. Applications are open via the NFTS website.
“Amazon is proud to play its part with the largest free training and development programme to support a freelance community we know is struggling,” says Siena Packington, UK Country Manager, Prime Video. “We’re continuing to help upskill and reskill an industry facing unprecedented change while remaining trailblazers in apprenticeships that diversify our industry with proven opportunities for new entrants.”
The challenges facing freelancers in the UK
These freelancer-focused programs were developed following extensive research, including a skills survey completed by almost 800 freelancers. According to the survey:
30% of freelancers have been out of work for 4-6 months23% of freelancers have been out of work for 1 year or moreRespondents said their biggest barriers to opportunities were cost and not being aware of opportunities
Since its establishment in 2022, Prime Video Pathway has surpassed its initial three-year £10 million commitment to the UK creative sector, delivering training for 452 individuals (and counting) primarily from underrepresented groups. Importantly, 85% of trainees and apprentices trained via the programme in its first three years remain employed in the TV industry.
Earlier this year, Amazon also announced plans to invest £40 billion in the UK, including an ongoing commitment to the UK creative industry, the redevelopment of the historic Bray Film Studios in Berkshire, continued investment in multimillion-pound skills and training programmes, and landmark original TV and film productions.
Who else is supported by Prime Video Pathway?
Beyond the flagship freelancer programs, the additional investment will support several other initiatives, including:
Senior talent development through year-long step-up opportunities for six underrepresented executive producers, and sponsorship of the Wonder Women 2026 Mentoring Programme for 31 mid-career womenMid-career development through practical courses like “Afro Hair – On Set,” supported by the world-renowned Kevin Fortune Hair Styling AcademyNew entrant talent through major funding for the Royal Conservatoire of Scotland’s programs for deaf actors and care-leaving bursaries for students on other courses.
Jon Wardle, Director of the National Film and Television School (NFTS), says: “Freelancers across the creative industries are continuing to navigate significant challenges, and this expanded commitment from Prime Video will offer timely and much-needed support.
“By combining the free accessible online training delivered by the NFTS, with intensive in-person guidance, the freelance workforce will be able to expand their skills, regain momentum and lay the foundations for sustainable long-term careers.”
Prime Video Pathway will also continue several successful existing programs, including NFTS Production Coordinator apprenticeships, the Prime Video Scripted Directors Workshop, and support for the London Screen Academy.
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