Global phenomenon TED set to roll bandwagon into Tyneside.

Byline: Andrew Mernin

IT'S journey has taken it from the Californian sunshine through the historic splendour of Oxford and now into the heart of Tyneside.

Last week Prime Minister Gordon Brown joined Al Gore, Bill Gates and Bono in the roll call of figureheads who addressed the world-renowned TED conference.

The event, which stands for the broad topics of Technology, Entertainment and Design, has grown into a global phenomenon since its inception in 1984 and aims to bring together the world's most fascinating thinkers and doers to give the talk of their life in just 18 minutes.

Last week's event took place in Oxford - an indication of the growing global appeal of the California-based conference.

And now the TED bandwagon is heading to Tyneside, albeit it on a smaller scale than its flagship four-day events in the US and Oxford, which are graced by the world's leading thinkers, politicians and even movie stars and are followed avidly online around the world by people who want to tap into their thoughts.

The not-for-profit organisers of TED have created TEDx - a programme of local, self-organised events which will bring people together to share a TED-like experience.

It may be small but it could be the start of something much bigger, according to a digital industry expert who believes TED could do a lot to help the North East in its ongoing transformation into a knowledge-based economy. Herb Kim, who heads up the North East digital industry body Codeworks Connect, has already played a role in bringing the TED experience to Tyneside. His organisation took inspiration from TED for NewcastleGateshead's an-nuatechnology-based conference Thinking Digital.

It will now run the TED event in Newcastle, as well as helping to organise similar events in Leeds, Manchester, Liverpool and Sheffield.

He said: "We're doing the event as a way to further our message that the spreading, developing and implementing of great ideas is as hugely important for the North East as anywhere in the world.

"If anything, as an economically disadvantaged region this message is more important here than in places like London or California.

He also said the event would help put the North East on the digital map. "We're hoping that doing TEDxNewcastle will help further raise the profile of North East England in terms of the international technology, media and design communities. This event helps put us on the TED map which means it's putting us on the maps of these related communities at the same time."

TEDxNewcastle takes place at Newcastle's Tyneside Cinema on the evening of September 30. Featured speakers include managing director of national web design firm Clearleft, Andy Budd, and Mike Stenhouse, an expert in user experience and web design.

CAPTION(S):

ENTERTAINMENT U2 singer Bono has addressed the TED conference. PRIME MINISTER Gordon Brown spoke at Oxford last week. PRESIDENTIAL CANDIDATE Al Gore was a guest speaker.