Is this not simply good marketing / hype from Trinity ?
University College Cork's had an M.Sc. in Interactive Media for quite a few years now.
"MSc in Interactive Media (formerly known as the MSc in Multimedia Technology) which again has been updated to meet emerging challenges in the media area. On successful completion of the programme students will have a thorough knowledge of the underlying concepts, technologies and practices of interactive digital media and be able to apply these to create interactive digital media product"
Somewhat strange entry requirements:
"Graduates of any discipline who have achieved at least a Second Class Grade II Honours degree, or those with an equivalent professional qualification, are eligible to apply, provided there is no significant overlap between their previous courses of study and the content of this course. Significant overlap may occur where candidates have pursued a Computer Science course with significant multimedia or digital media content. In these cases the selection committee will decide the eligibility of the candidate. Selection of candidates for the programme is based on academic achievement or on the outcome of an interview. Applicants applying under equivalence require approval from the Faculty of Science"