In the past few years, it has focused increasingly on new media services and interactive digital media, aiming to foster a pro-business environment for local industry players in the more and more connected world. The forward-looking institution realized early on that with all emerging and new media, it is imperative to lay a solid foundation to guarantee sustainable growth. And MDA has so far succeeded outstandingly in positioning Singapore as one of the key media centres in the Asia-Pacific region, thanks no less to the agency's ability of adapting fast to the challenges of the always developing digital media landscape. The convergence of media demands constantly new approaches towards business development and content regulation and MDA has managed to juggle excellently the public's demand for access to information, while at the same time, protecting against potentially offensive and harmful material.

This year, the Media Development Authority of Singapore once again headed the Singapore Pavilion at BroadcastAsia2008 which comprised of 50 local companies showcasing their expertise in digital broadcasting and media.

Dr. Christopher Chia, Chief Executive Officer, Media Development Authority of Singapore (MDA) said: "The Singapore Pavilion at BroadcastAsia2008 not only showcased innovative commercial products and services, it also provided a glimpse into the future".

So, Asian e-Marketing couldn't resist jumping at the chance to ask Dr. Chia, some more questions related to Singapore's media and broadcast industry and I really appreciate that he was willing to give us more insights into the lion state's media technology environment.

Q1. Can you give me an update of the current state of Singapore's media industry? Which specific industry segment is most successful, which one is less prosperous in the island state? What are the key drivers?

Singapore's media industry is making good progress in establishing itself as a hub for media business and the financing, making and trading of content and services. To-date, the media sector comprising television, film, animation, games, publishing and media services clusters generate revenues of $18.2 billion and employs some 53,000 people. Our traditional sectors of growth are in the publishing and broadcasting sectors.

The positive outlook has been boosted by the maturing of the media financing system in Singapore. Over S$500 million worth of media funds are available for media projects and companies, a result of private capital injected by banks, financial institutions and strategic investors. At the same time, ancillary businesses such as talent management and executive production company RGM Entertainment, and consultancy firm Pembridge Asia, are establishing or have established their regional headquarters in the country. These developments have contributed to building a healthy business ecosystem that is today attracting world-class media projects and talents to Singapore.

Alongside this is the rising international demand for Made-by-Singapore content. From serving the needs of local audiences five years ago, Made-by-Singapore content can now be found entertaining audiences in over 50 countries, including the United States, Germany, New Zealand and China. Driving this outcome is a strategy that encourages co-productions with leading international players to open up access to worldwide markets, as well as skills and knowledge transfer. 

A new engine of growth is Interactive Digital Media (IDM). The IDM Research and Development Programme Office (IDMPO) hosted within MDA, has put in place initiatives targeted at four key groups of stakeholders - individuals, industry, schools and research institutions. Since the program began in October 2006, over 100 IDM-funded projects focusing on the three key areas of Animation, Games and Effects; Intermediary services; and On-the-Move Technologies, have taken flight. This translates into some 100 new patents and products, involving 900 researchers and engineers.

In line with the country's strategic thrust into IDM, Singapore has also attracted international IDM companies such as Lucasfilm, Electronic Arts, and Southern Star to either set up their headquarters, or carry out business development, research and development, or game development from Singapore.  A notable highlight is Lucasfilm, which set up its only overseas base in Singapore.

Q2. If MDA plans to position Singapore as an ideal market for the creation, development and distribution of media content and services, are there any special programs envisioned or already implemented for digital content projects and services? It's obvious that the major trend in the media and entertainment industry is the shift to digital technology across the value chain. How is MDA reacting and adapting to this fact?

Media convergence brought about by digitalization has transformed the way content is made and delivered. This has opened up new opportunities for media companies to innovate and grow by providing new value to their customers, whether by repurposing existing content for different platforms, or creating new kinds of content and formats. MDA has encouraged the development of digital content and services through the following efforts:

National deployment of digital media services

It is supporting industry experimentation and deployment of services on new digital platforms. Following the success of its High Definition (HD) TV trial in 2006, Starhub Cable Vision (SCV) commercially launched HDTV services on 18 January 2007, making Singapore the first country in Southeast Asia to launch HD subscription TV. SCV now has three HD channels - National Geographic, Discovery and HD Showcase.

MDA then introduced a 2-tier Internet Protocol TV (IPTV) licensing framework in January 2007 to facilitate the entry of new players in the market. In July 2007, Singaporeans had their first experience of IPTV with the launch of SingTel's mioTV service, providing consumers' access to about 48 local and overseas TV program channels, including 6 HD channels. There are currently 7 commercial and trial Video On Demand (VOD) and IPTV service providers offering more than 125 TV channels to consumers in Singapore.  

The official launch of HD5 in November 2007 placed MediaCorp as the first broadcaster in Southeast Asia to roll out an HDTV channel on a terrestrial platform. HD5 is also available on SingTel's mioTV and will soon be available on Starhub's cable platform. Today, Singapore households enjoy HD content delivered through terrestrial, cable and IPTV.

Moving forward, MDA is keen to encourage broadcasters to develop more services that tap on the potential of convergence and interactive digital media to offer more value-added services to consumers.

Encouraging Innovation in Digital Media Applications and Services

MDA also supports the development of original and innovative applications, services and devices for the broadcasting industry through its Digital Technology Development Scheme (DTDS). One recipient, Pixelmetrix Corporation, has even gone on to clinch an Engineering & Technical Emmy awarded by the National Academy of Television Arts and Sciences in the United States, for its DVStation Transport Stream Analysis products.

In June this year, MDA issued a Call for Proposal (CFP) to industry players with innovative digital media applications and services that have commercial viability and the potential to become industry leaders. The Call is aimed at supporting companies to push their innovative digital media applications and services to the global market.

The scope of the CFP includes high growth areas that Singapore has potential to excel in. These niche areas include, but are not limited to: Immersive Learning Media, the provision of engaging on-demand learning and simulation technology; Pervasive Media, which allows information processing to be fully integrated into everyday objects and activities; Virtual and 3D Media such as building online social networking sites and communities; Digital Interactive Advertisements and Digital Hubs.

Interactive and Digital Media (IDM) Research & Development

The digital media scene has been enriched with the establishment of the IDMPO to catalyze the IDM sector by sparking off innovations and R&D. Of the 100 research projects funded in 2007, 60 per cent having gone on to secure further funding from the private sector. In a promising sign, young start-ups are benefiting from the push to seed a culture of innovation on the ground. One example is First Meta, a start-up focusing on financial services for both virtual and physical worlds. Within two years of its founding, First Meta was shortlisted for the Red Herring 200 Global 2007 awards that recognize the most promising private technology ventures in the world. 

Other growth milestones include the establishment of the GAMBIT Game Lab by Singapore and the Massachusetts Institute of Technology to work on game research projects, some of which have received recognition at international game conferences. The renowned Chinese Academy of Sciences (CAS), Institute of Automation has set up the China-Singapore Institute of Digital Media in Singapore - the first overseas lab by CAS. Singapore media companies too are investing in R&D and rolling out new innovative products and services.

Q3. MDA has identified digital animations as a niche genre Singapore is good in. How do your plans look like in order to deploy this fact?

MDA has put in place comprehensive initiatives and schemes to nurture the capabilities of Singapore animation and games companies, and encourage the creation of original animation and gaming content for the global market.

Schemes such as SCREEN and INVIGORATE have supported the development of over 110 animation and games development projects or ideas into tangible products such as animated pilots/ trailers or playable game prototypes. Such funding helps companies to test the market before moving into full production.

Beyond content creation, MDA also provides a leg up to local enterprises by co-investing in the production of original animated TV series and feature films for export to international markets. Thereafter, we lead delegations of Singapore companies to international trade markets like MIPTV, MIPCOM and Cannes Film Market to showcase their content to overseas broadcasters and distributors. There, we actively facilitate collaborations with international players on projects.

Q4. The key to maximizing returns on investment in original creation is the export and delivery of content on multiple platforms - therefore the acquisition and protection of intellectual property is without question vital. Is MDA working on IPR laws to support its plans to propel Singapore's vision of becoming a global media city? How would the ideal digital rights management look like from MDA's point of view?

Singapore is well known for its robust intellectual property regime. This has been pivotal in attracting and encouraging local and international media companies to develop properties and embark on research in IDM. Leveraging its role as a media exchange, MDA is working with partners to further develop Singapore as a global and regional hub for digital media assets by building up our trading and distribution capacity for media content, tools and services. 

Q5. A conductive regulatory environment is critical for businesses to flourish and necessary to encourage foreigners to contribute. How will MDA ensure that its regulatory policies and business practices are progressive and meet international standards?

MDA adopts a market-oriented regulatory framework that seeks to create a vibrant media hub and a marketplace where there is improved flexibility and reduced costs for businesses. Our pro-enterprise regulation is calibrated to incentivize investments in media, encourage the development of multi-platform content and the growth of IDM services. Underpinning our pro-enterprise policies is a comprehensive competition framework that will promote open access and a level playing field, benefiting both industry and consumers.

Reinforcing these policies are Singapore's comprehensive ICT infrastructure, PC-literate and technology savvy population, strong government support in IT usage and deployment and intellectual property protection laws.

Q6. How come that we barely hear anything in the media about Fusionopolis - the home of researchers, content creators and financiers of the local media industry? How successful is the project? What foreign talents and companies did it attract so far? How do you think it will evolve in the near future?

MDA's move to Fusionopolis later this year will promote synergy and more efficient resource sharing as this consolidates all our offices currently located at four different locations: MICA building, The Adelphi, URA Centre and Novena Square.

One of our visions is to develop the IDM R&D sector alongside our efforts to find new opportunities for traditional media which must develop new business models, content and services to keep pace with rapidly increasing digitization. Our move to Fusionopolis marks the start of an alignment with Fusionopolis' objectives to put Singapore on the international media radar as a leading hub for R&D in infocomm and digital media. So far, the Asian Food Channel, Ubisoft and the Digipen Institute of Technology have become tenants at the prestigious Fusionopolis, which is part of the new technology park One North.

Q7. Mobile TV and related advertising are still in its infancy, but the potential opportunity is enormous. What benefits, challenges and obstacles do you see for mobile TV and advertising in Singapore?

The deployment of mobile TV services in Singapore is a development that will offer more choice to consumers and new opportunities for the industry. Some companies are already experimenting with new mobile broadcasting services as for instance Innoxius Technologies, Singapore Digital and MediaCorp (in partnership with M1) who hold trial licences from MDA to conduct commercial and technical studies of mobile broadcasting.

MDA has been working to put in place a clear policy framework that will drive investment and innovation and enable mobile TV service providers to offer attractive services to consumers. We conducted a public consultation on the regulatory framework for mobile TV between November 2007 and January this year and received 22 responses and will finalize the framework after studying the responses.

Besides having led the Singapore Pavilion at BroadcastAsia 2008, MDA organized in addition two other events during the show, providing even more platforms for engagement with regional partners on digital broadcasting. MDA was co-organizing the inaugural Regional Seminar on Digital Terrestrial Television Broadcasting (DTTB) with the International Telecommunications Union (ITU), Canal France International (CFI) and the Asia-Pacific Institute for Broadcasting Development (AIBD), which provided technical and policy training to support the collective effort of ASEAN countries in the adoption of a common digital TV broadcasting standard. And it also hosted the 6th ASEAN Digital Broadcasting meeting - a closed door discussion on the adoption of technical specifications for basic SD and HD set-top boxes, following last year's endorsement of the DVB-T standard as the common ASEAN terrestrial DTV standard.

Singapore has its media infrastructure in place and advances continuously, home-grown talents, technology and content is increasingly in demand overseas and prospects are bright with investments to deepen Singapore's research capacity in interactive and digital media, to spur the industry's growth on even further. Appreciate the chance to be part of it! ◊