Screen and digital content companies launch strategy

Press Release – Auckland Tourism Events and Economic Development
Game and digital media developers are joining forces with Auckland’s film industry in a new initiative to unlock the city’s economic potential across the wider screen and digital content sector.

Under the banner of Auckland Screen and Digital Content Sector (ASDCS), the key stakeholders have today launched a strategy which aims to make Auckland a global destination for cutting edge screen and content solutions.

Trigger Happy CEO and ASDCS co-chair Shona Grundy says the screen production and digital content sectors have come together for the first time and the strategy is a cohesive blueprint to boost their combined contribution to the city’s economy.

“Nationally the screen sector contributed almost $3 billion of gross revenue in 2011, of which almost $2.2 billion came from Auckland. But current screen production sector statistics don’t include digital content and high value technology sectors such as gaming, digital media and software development. This strategy broadens the definition of the sector to include these increasingly significant areas.”

Ms Grundy says the screen production sector has been identified as a potential growth sector by both Central Government and Auckland.

“Its growth potential is increased exponentially when the high value digital content sector comes into the picture.”

The action-focussed ASDCS Strategy has been developed by industry for industry, with support from ATEED and its subsidiary Film Auckland.

Film Auckland Manager Michael Brook says the strategy is an exciting step as is seeks to redefine and grow the sector.
“Importantly, the strategy is clear on its goals and deliverables and contains a specific action plan for 2012 / 13. We look forward to working with the other industry members to turn this into results.”

The strategy has six key objectives as follows:

  • Create an environment to facilitate cross sector collaboration
  • Create an optimal regulatory environment across the Auckland region for the screen production sector
  • Develop and commercialise leading edge innovative technologies, production and management processes
  • Increase sector infrastructure to improve capacity and capability.
  • Ensure a sustainable quality supply of talent to meet demand
  • Implement a robust sales and marketing approach for the screen production sector

The ASDCS leadership group developed the strategy and will be responsible for implementing it. The group is made up of members from the screen industry, ATEED, Film Auckland, Creative Digital Content (CDC), tertiary sector, NZ Game Developer’s Association and New Zealand Trade and Enterprise.

NZ Game Developers Chairperson Stephen Knightly describes the strategy as future proofed and inclusive.

“It covers the whole screen including film, animation and the fast-growing games sector, and has an eye on the future as the screen industry continues to go digital,” he says.

Oktobor Animation co-founder and Creative Digital Content co-chair Dan Wang says he is encouraged by the motivation and the resolve of the ASDCS Strategy.

“With a well-timed delivery of this strategy Auckland has an exciting opportunity to capitalise on the tremendous aptitude and potential locally. Now is the time to forge our identity as the hub for high-end digital content, services and technology to both the established West and the emergent East.”

The ASDCs leadership group is calling for all industry members to support the strategy and is welcoming feedback on it. Feedback can be sent to The strategy is considered to be in ‘perpetual beta’, giving the group flexibility for ongoing review. It will be formally reviewed on an annual basis.

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