Hetta Howes learns how Sylvia Xueni Pan from Goldsmiths, University of London is using VR to do everything from training GPs not to overprescribe antibiotics to creating a groundbreaking Peaky Blinders game. While Sarah Ellis, Director of Digital Development at the RSC, is working with researchers and practitioners like Sylvia to create extraordinary virtual experiences for theatre audiences. They are among the many women playing key roles in the creative industries - the fastest growing sector in the UK - where university-based researchers are helping to turn new ideas into commercially viable products and ideas.

This episode is one of a series of conversations - New Thinking - produced in partnership with the Arts and Humanities Research Council, part of UK Research & Innovation.

Producer: Torquil MacLeod