Saturday, December 8th, 2007

Three hundred of South Australia's brightest, most creative minds celebrated a year that saw the interactive media industry named alongside wine, mining, and defence as one the State's high-growth export industries, at the annual Interact expo.
Che Metcalfe, president of Interact organiser the Australian Interactive Media Industry Association of SA (AIMIA SA), said the crowd attending the annual celebration was diverse, from digital content creators to interactive media students, government agencies and media to advertising and arts industry employers.
"Apart from being able to see what all the other companies are doing, we were also celebrating the fact that the digital content industry has been named by the State government alongside wine, mining, and defence as one the State's high-growth export industries, in its blueprint for the future of the ICT industry," Mr Metcalfe said.
Mr Metcalfe added that digital media is one of the world's fastest growing industries, predicted to reach $1.3 trillion worldwide in just two years' time.
"It will revolutionise every economy, every industry, every business and every household on the planet," he said.
Among the productions on show were a TV commercial created by People's Republic of Animation, which has been selected by Mitsubishi for its new Lancer promotion.
Sydac showed its latest rail simulators, which are teaching train drivers as far apart as the UK and Singapore how to deal with emergencies, while Touche showed how easy it could be to publish your own content to any size of screen display.
South Australia's fastest growing technology company, m.Net Corporation, which recently placed at number 5 in the Deloitte Tech Fast 50 league, demonstrated some of it smobile marketing and advertising solutions for brands such as Y!7, Nokia, Lion Nathan and Warner Music.
The SA Film Corporation represents another segment of the interactive media industry, showing how much film and technology have converged in the past few years with its successful animated short films Dots and Diamonds, Errorism and Stanley & Dean.
More than 300 Interact delegates were able to download free content to their mobiles using Podmo, the world-first telco network that lets you exchange texts, participate in multiplayer games and share everything from music to opinions, all for free.
Interact delegate Jason Neave, a partner in new media agency Via Media, said, "South Australians in the interactive media industry can share in a multibillion-dollar pie, but when you look at global trends, the market here is still in its infancy."

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Leila Henderson

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South Australian interactive media industry embraces digital future at Interact


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