Media 21, a blueprint of the Media Development Authority (MDA), envisions Singapore as a global media city where services and projects are created, developed, traded and distributed.

The vision anchors Singapore as Asia's leading media marketplace and financing hub as well as a test-bed for innovative concepts and ideas in digital media.

MDA is responsible for fostering the growth of this fast-paced media industry by taking it to new heights as it takes on a bigger role in the country's economic growth.

The Media 21 plan seeks to increase the media cluster's gross domestic product contribution to 3 per cent and create over 10,000 new jobs for Singaporeans by 2015. The media industry is projected to contribute $10 billion in value-added services to the economy by then.

The move by MDA to its new home in Fusionopolis brings together all its wings under one roof, and this will be welcomed by its stakeholders. MDA will occupy the Symbiosis tower at Fusionopolis, a 30 ha infocommunications and media research and development site at the liangone-north area off Buona Vista Road.

According to MDA chairman Dr Tan Chin Nam (above), several significant milestones have been achieved in the media industry here over the past year.

Digital media deployment and experimentation have been witnessing tremendous activity as traditional media is gradually becoming digital, he said in an interview. Businesses are encouraged to use Singapore as a place to experiment with new media and introduce innovation services, in line with the vision to be at the forefront of digital broadcasting.

Singapore became the first country in South-east Asia to launch commercial high definition television (HDTV) services late last year via cable and terrestrial channels. Video-on-demand, Internet Protocol TV (IPTV) and mobile TV have been added since then.

Today, there are more than 125 TV channels provided by commercial and trial video-on-demand and IPTV service providers.

Last year, the Interactive Digital Media Research and Development Programme Office hosted by the MDA funded 94 projects which are expected to deliver about 100 new innovative patents and products, says Dr Tan.

'We expect to fuel innovation with another 150 projects this year,'? he adds. These research projects include animation, games and effects, intermediary services comprising technical capabilities in the organisation, distribution and security of digital media, and on-the-move technologies which identify new ways of reaching and interacting with mobile-connected people who are always on the move.

The media industry development efforts here include funding schemes, co-production initiatives, assistance in location services and international marketing efforts to help grow the media industry.

D r Tan says that over $500 million is available for financing and investing in media projects, with the increased participation of financial institutions and commercial banks.

For instance, Singapore-headquartered RGM Entertainment has a $80 million fund to produce six international films with local production companies over a two-year period. Last year, the fund generated projects like The Girl in the Park, Just Buried and Winged Creatures.

Content development is another key thrust of the MDA.

D r Tan says Singapore media companies now have the confidence and capability to partner leading international players to co-produce high quality content for the global market.

A s media convergence gathers speed, Singapore media companies are seizing the opportunity to commercialise their intellectual property across the full range of media platforms, from print, broadcast, film and publishing to new areas of convergent media like digital and online media to provide multi-platform delivery.

A good example of made-in-Singapore animation crossing media platforms to widen its appeal is Peach Blossom Media's series of children's DVDs, Tao Shu - The Warrier Boy. The series was broadcast on Nickelodeon Asia, and in France as well as in the Middle East. It was also developed into merchandise such as stationery and bilingual children's books.

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