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Professor Mark Armstrong

Preface

This volume contains the full record of discussion at our seminar on Australian content in new media, held in Sydney on 15 October 2001. AIMIA and others suggested that we organise such an event, because of the slow progress in developing Australian material for the new media, including the Internet.

Whilst telcos and ISPs are spending vast amounts on networks and hardware to deliver new media, there is comparatively little money going into creating the content. Many people want to see more Australian content on the Internet, in Pay TV, in interactive TV and datacasting. There is a divide between the carriage investors and content investors. Carriers say they will extend their service if somebody offers them good content. Producers say that they will produce the content if somebody will fund the production. This volume draws together experts from the different areas who need to work together so as to clarify the issues and suggest solutions. The issues in these pages include:

  • What is the state of play on the Internet, broadband, game consoles, digital TV and wireless platforms? Does Australian digital content have a place on the new media platforms? What local content is already out there? What are people actually using?
  • What does 'content' mean in a new media environment, and how does this affect the ways in which we look at local content? What new forms of local content are enabled by interactivity? How important is re-purposing of existing content? What kinds of content do audiences want?
  • What is the cultural and economic importance of local content? What connection should there be between cultural policy and industry policy?
  • What mechanisms and policies are available to promote digital content?
    Can, and should, the regime for local content in broadcasting be extended to new media? Are 'local content' laws possible in the Internet era? Are there any lessons to be learnt from other sectors?
  • What is the role for film and media support organisations: the ABC, SBS, FFC, AFC, Australia Council, and others?
  • How do we marshal the local talent? How do we attract investment? What realistic strategies can Australian players and government pursue?

The following pages include the edited transcript of what speakers said, and the slides they used; as well as the full record of discussion in each session, including many valuable observations from industry leaders in the follow-up discussions. We sent the draft transcript to each of the main speakers for additions and corrections. However, it was not feasible to have the speakers from the floor check their remarks. Apologies to any whose exact words may have been mistaken, for transcription reasons.

Our sincere thanks to: the speakers, for sharing their valuable ideas and information on such a challenging topic; the Australian Interactive Media Industry Association and its president, Colin Griffith, for helping us put the seminar together; Gilbert & Tobin, particularly Peter Leonard and Susan Byrnes for hosting the seminar; Mimi Loomes for preparing the transcript; and Cris Abad and David Mitchell of Network Insight for all the hard work of making the seminar happen. David has now left Network Insight for new challenges in the Americas. We know he will be a great success there, as he has been with us. Finally, we thank Kirsten Harley for her excellent editorial work in creating this volume.

Mark Armstrong
Director, Network Insight
January 2002

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