One of the consistently identified problems for the Australian economy is that we are net importers and consumers of IT products, rather than creators and exporters.
Recent Australian governments have started to address the challenge of creating a more competitive and dynamic Information and Communications Technology (ICT) sector. Most of these programs have focused on long overdue initiatives in the areas of infrastructure development and fostering research and development capabilities.
However, insufficient attention has been given to the other essential component for Australia's success as a player in the global information economy: the development--in parallel with the infrastructure--of a viable Australian digital content industry.
Australia has a nascent digital content industry with the potential to produce and export digital media--but as a nation, we have no strategies and no significant funding to support it.
The Australian Interactive Multimedia Industry Association (AIMIA) represents the multimedia content industry. We cover over 1200 members across Australia, the majority being producers and developers of digital content and content applications for the Web and other media platforms such as interactive TV, game consoles, and wireless devices.
Our members are individuals and corporations with skills and experience in the creation and production of Australian intellectual property. Many have grave concerns about the future of the digital content industry in this country.
Australia has a good track record in developing innovative and engaging content that can reach global markets. Several recent Government reports recognise these skills and have identified digital content as an important economic opportunity for Australia. Yet the digital content industry in Australia faces significant impediments in realising its potential in reaching local and global audiences.
Most significantly, following the stockmarket downturn, there has been intense scrutiny and searching for successful business models for the production and distribution of digital content. The identification of new business models and strategies will play an important part in increasing commercial investment in this sector. The Government can also play an important role in helping to provide seed funding, joint investment, marketing assistance, and removing impediments to the industry's development.
The future success of our digital content industry is critical to the future of all of Australia's content industries. With convergence, more and more traditional content is being produced and distributed on new media platforms. At the same time, many of the traditional mechanisms for supporting Australian content are not appropriate for these new technologies. Australia needs to start developing new policies and strategies to support Australia's content industries in the 21st century.
We've identified a range of solutions to address the needs of the Australian digital content industry, all of which require joint leadership by government and industry. They are:
- Analysis of the industry to help identify emerging business models and opportunities;
- Funding Australian digital content to help promote the uptake of broadband and other new electronic services;
- Enabling industry networks and development through supporting industry clusters or export and marketing promotion;
- Creating an intellectual property regime that can make it easy to produce and distribute digital content;
- Leadership by the Federal Government in driving the uptake of broadband and other interactive services.
The Federal Government has started to tackle these issues with the recent announcement of a Broadband Content fund of AU$2.1 million to be administered by the Australian Film Commission as well as the establishment of a Creative Industries Cluster Study to analyse how companies in Australia's digital content industries can form strategic alliances, develop new business models, and ways of working.
While these initiatives are a good start, Australia still needs to address the challenge of developing a vibrant and export orientated digital content industry.
Colin Griffith is President of the Australian Interactive Multimedia Industry Association (AIMIA). AIMIA is the professional association for creators and developers of digital content. AIMIA runs information and networking events across Australia, operates an export access office from Brisbane and holds annual mutlimedia industry awards to showcase the achievements of its members and the industry. It also lobbies and liaises with state and federal governments on issues germane to the well-being of the digital content industry. AIMIA can be contacted on 02 9252 4938 or at director@aimia.com.au.
