CREATIVE INDUSTRY IN AUSTRALIA

ISMAIRIYANTI ISMADIMURNI NORESTRI MOHD NORDIN

OUTLINE

• Terminology• Sectors• Government support• Opportunity• Potential marketplaces• Challenge• Trend• Conclusion

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HISTORY

• Emerged to Australia in early 1990s• Launched in late 1990s and early 21st century• Creative Industries Cluster Study was

undertaken in 2002 to 2003• The industry’s income grew at an average of

7.7 per cent in 2001 to 2004

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SECTORS

• Core industries:Film, e.g. Animal Logic, Beyond, PlanetXMusic , e.g. Mushroom, WarnersBroadcasting, e.g. radio and tv networksPublishing, e.g. Lonely Planet, PenguinGames, e.g. Microforte, Infogrames, Torus;Interactive media, e.g. Yahoo, LooksmartIndustrial and visual design, e.g.

automotive design.

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SECTORS

• Partial industries:Software design and development, e.g.

EDS, SMS, Technology One, Solution 6, Rational

Advertising, e.g. George Patterson, BMCArchitecture and related professional

services.

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SECTORS

Source: Australian Interactive Media Industry Association04/08/23 6

GOVERNMENT SUPPORT• Government at all levels, as well as

industry associations and educational institutions, need to work together to create the vision and provide the infrastructure to allow this objective to be achieved.

• EMDG funding and AFC grants• Industry Development program• Cooperative research centres (CRCs)• Cluster and Incubator programmes• Skill Development program• CREATE Australia and the Vocational

Education and Training (VET) sector04/08/23 7

• FIBRE is existing programmes that is potentially most significant to all sectors of the Creative Digital Industry•Australian Film Commission (AFC)

Government's agency for supporting the development of film, television and interactive digital media Projects and their creators.

The focus for:the independent production sector-

companies and individuals

INDUSTRY DEVELOPMENT PROGRAM

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• Broadband Content Fund (Minister for Communications, Information Technology and the Arts) Inject a fund ($2.1 million over 3 years) to AFCSupport for demonstrates quality,

originality and creative ambition, is genuinely interactive and explores the possibilities of a broadband environment in innovative ways. $200,000 to $500,000 per project

The funding start 2002.04/08/23 9

INDUSTRY DEVELOPMENT PROGRAM

•This CRCs as a creative consultant to the company whose joint the creative industry •The function is an extremely effective path from research through to commercialisation and exporting

COOPERATE RESEARCH CENTRE (CRCS)

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• The $78 million Building on Information Technology Strengths (BITS)• 10 incubators have in total enrolled some 135 companies of which 17 could be classified as being members of the Creative Digital Industry

CLUSTER INCUBATOR PROGRAMMERS

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A. AFTRS is a specialist centre of excellence providing elite training for talented filmmakers and broadcasters, both potential and existing.AFTRS is currently seeking to instigate a major programme on entrepreneurship in the Digital Creative arts

B. NIDA (Australia's National Institute of Dramatic Art) is a centre of excellence in training for theatre, film and television.

SKILL DEVELOPMENT PROGRAMMERS

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CREATE AUSTRALIA AND THE VOCATIONAL EDUCATION

AND TRAINING (VET) SECTOR

•11 sectors in the cultural industries, under CREATE Australia determined by the Australian National Training Authority:

community cultural development entertainment film, tv and radio library and information services multimedia

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museums, galleries and cultural heritage sitesmusicperforming artsvisual arts, craft and designpublishing and journalismzoos and natural heritage sites

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CREATE AUSTRALIA AND THE VOCATIONAL

EDUCATION AND TRAINING (VET) SECTOR

OPPORTUNITY

• High opportunity 1. Infrastructure of the industry (bottom to up)2. The market local and international3. The business was matured4. The business model are becoming the main

product export

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POTENTIAL MARKETPLACES

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• Global marketplace – exporting the product

• THE STRATEGIES IS:Choosing the right Market and CountriesBrandingScalingCo-production PartneringTrade missionsDistributions

• THE THREATS OF GLOBAL MARKETPLACE:Politic considerationsCultural differencesEconomic Environment

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POTENTIAL MARKETPLACES

CHALLENGE

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TREND• Digital technology has also given rise

to new forms of expressionComputer game developmentShort film productionDigital animation

• The internet is the new distribution medium for creative content, sites include:Flickr(photos)YouTube(video)Facebook(various)

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TREND

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CONCLUSION

• Creative industry has big growth in Australia

• Factor for the successful is government support, the education, the innovative and creativity, create the demand and the issue, pioneer and infrastructure

• The current trend creates a lot of opportunity in creative industry

• Internet is the new channel distribution of creative industry

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THANK YOUQ & A