The new academy offers a 12-week, five-module course to enable businesses to tell their brand story via video. It is delivered on-demand and in bite-sized chunks, thereby removing barriers around availability and accessibility as the course is available anywhere in the world.

The concept of Tech Clubs was pioneered during the first lockdown and has subsequently developed into the more formal Tech Academy approach.

Lee Midlane, IT Central CEO and founder, said: “The demand for video content has increased over lockdown with internet users often spending more than seven hours a week watching online videos. There is a real risk that smaller businesses could get left behind altogether in video marketing.

“I have had increased opportunities to complete training and courses during the lockdown period and it became apparent that gaps were increasing, both for small businesses in general and female-owned businesses in particular.

“Our course is available anywhere in the world. As long as you have a smartphone and the internet you will be able to learn how to create engaging videos from concept, through the production process.”

Scott McKnockiter, business development account manager with HIE in Moray, added: “IT Central is part of our region’s creative industries sector, a strong sector for the Highlands and Islands and one with considerable growth potential. The firm’s move to create a video production academy in a dedicated studio space will not only help IT Central expand, but will help other Moray firms improve their market reach through more engaging video content.

“I am very pleased we have been able to support this venture and look forward to seeing the video academy achieve its ambitions.”

The development of IT Central’s purpose-built video production space necessitated a relocation from the firm’s long-term home on South Street to the iconic Audrey’s Tearooms at the top of Harrow Inn Close.