The annual Rethink Media conference was held yesterday at Birmingham City University to address the future of the digital landscape and the challenges facing the sector and, predictably, there was plenty of blame to go around, and assurances that the answers were simple - but as usual when panels get together to lament the future, no one was doing anything.

Schools got the brunt of the cultural shame and blame.

“Schools need to fix the fact that technology is not being made aspirational for females”, urged Talk Talk’s Head of Digital, Rahul Chakkara. “Half of the talent is being lost at school level.”

A recent survey conducted by the manufacturers of Cadbury, Oreo and Kenco found that a third of 14-18 year-olds abandon STEM because testing shows they lack aptitude. Only one in five A-level physics students are female, a proportion that hasn’t improved in 20 years. Rethink Media host and Gadget Show presenter Jason Bradbury said that for the digital landscape to move forwards, there needs to be an appreciation that arts and technology go hand in hand.

“Schools need to be concentrating on STEAM, with the A being for arts, rather than just focusing on STEM, so that we can address the issues facing the creative and tech industries too”, said Bradbury. "If you think we've seen massive technology advances in the last 10 years, the next 10 will be like 1000 years,” he gushed, with no indication of why that would happen if art somehow became as important as actually being able to design a computer chip.

Bradbury and Chakkara joined former Google director Frank Golding and BBC’s Director of Future Media Ralph Rivera who both led keynote discussions on the technological advances we may see in the near future and the BBC’s current priorities. Speaking on BBC Three’s move to online, Rivera said, “We're going to be the first broadcaster in the world to shut down a successful TV channel and go online only. It’ll allow us to engage with the audience in a way that we haven't before. Engaging with people is not about the technology or the strategy, it's about culture.”

Other speakers at this year’s event included vlogging sensations Lily Pebbles and Anna Gardner, who both draw in over 1 million video views to their YouTube channels each month.