The Road to New Asia Media Having trouble viewing? Experience our Annual Report 09/10 using Augmented Reality! Just follow these simple steps: Just follow these simple steps: 1. Ensure that the black MDA marker , and not the front of the driving licence, is placed parallel 1. Remove the driving licence from the inner cover to the webcam. of this booklet (on your left). You’ll find ablack MDA marker on the back. Also ensure your PC has a 2. Do not block any part of the MDA marker’s black functioning webcam. square with your fingers. 3. Make sure the driving licence is not bent or 2. Insert the Annual Report DVD found above the folded. Markers with creases can impair detection. driving licence. Once the DVD flash menu has loaded, click on “Launch AR Application”. 4. Ensure your camera can detect the driving licence clearly. Markers that are further away are more 3. 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CONTENTS Mission and Vision 2 Chairman’s Message 4 Board of Directors 10 Senior Management 14 Destination Singapore 18 All Aboard the Media Express 22 Trailblazing 28 Passport to the World 31 Driving Change 33 New Media, Ahoy! 36 MDA Advisory Committees 38 Mission and Vision Mission and Vision 3 The Media Development Authority (MDA) The three desired outcomes are: was formed in 2003 to champion the - Engaging Singaporeans This includes creating new jobs, as well as developing better media content, development of a vibrant media industry innovative services and new applications that Singaporeans can enjoy. in Singapore. - Boosting Industry This encompasses nurturing all aspects of the media sector, from financing to producing, post-production and distribution, hence attracting leading A core function is nurturing homegrown international media companies and talents to Singapore. enterprises and the export of quality - Transforming the Economy Singapore content across different media This involves promoting the use of digital media in other sectors, propelling the growth of Singapore’s creative economy, improving productivity, and sectors – TV, film, interactive media & fostering collaboration and innovation across the economy. games, music and publishing. At the same time, by putting in place pro-enterprise To achieve these outcomes, three strategies were identified: policies and enabling infrastructure, 1 Making Singapore the Best City for Business MDA helps to foster a vibrant and - Investing in developing manpower and enterprise capabilities competitive sector, and increase media - Setting up enabling infrastructure - Anchoring media financing activities choices for consumers. - Embracing pro-business policies 2 Positioning Singapore to be on the Leading Edge of Digital Media In 2009, Singapore embarked on a new - Creating a critical mass of high value-adding enterprises five-year journey with the launch of the - Leveraging national research and development initiatives - Encouraging creation of new media intellectual property S$230 million Singapore Media Fusion Plan 3 Remaining Connected to the World (SMFP) that will chart the path towards the - Enhancing the international appeal of Singapore’s media content, destination of making Singapore a Trusted tools and services - Working with partners to expand Singapore’s international networks Global Capital for New Asia Media and strategic media partnerships Chairman’s Message Chairman’s Message 4 5 Going the Distance vibrancy. The media The IDM sector alone has The $230 million SMFP sector contributed S$5.49 grown at an estimated sets out three strategies billion of value-added and 25% CAGR since 2005, to propel the media S$22.4 billion in revenue adding some S$360 sector forward. The first to the Singapore economy million in VA and 3,500 Journey to the aims to provide the best in 2008. Indeed, the new jobs in the process. environment for media media sector recorded Today, Singapore-built business. The second a compounded annual IDM applications and Trusted Global Capital leverages R&D to help growth rate (CAGR) of services are being the media sector exploit 6.8% in the decade used by more than new opportunities in the starting from 1997 – 50 million users in over for New Asia Media digital media value chain. higher than the growth 200 countries around rate of 5.9% for the the world. Every journey begins with sands, uncharted waters KEY ATTRACTION The third strategy calls a step. and other challenges. for Singapore to remain overall economy over Trusted Global Capital connected to the world to the same period. Since the inception of In this light, our launch for New Asia Media. enhance the international the Media Development of the Singapore Media appeal of Singapore-made Authority (MDA) in Fusion Plan (SMFP) last content, applications 2003, giant strides year was a timely move. GETTING THERE BY THE and services. have been made to SMFP charts the way SINGAPORE MEDIA transform Singapore ahead for the media FUSION PLAN To date, we have made into a global media city. sector to thrive in a good progress. Last year, • Provide the best Our developmental media landscape that is environment for Singapore produced over efforts to nurture the driven by convergence, media businesses 60 short and feature films creation of Singapore rapid technological and over 2,200 hours content, talents and change and the historic • Invest in R&D of TV content. In the enterprises have borne rise of Asia; whilst to exploit new fast-growing Interactive opportunities in fruit, while significant leveraging on Singapore’s and Digital Media (IDM) the digital media inroads have been made strengths and strategic value chain space, a sector that was into the international location as an East-West insignificant four years market. Today, Singapore- gateway. • Connect Singapore- ago, some 600 companies made content, services made content, are now operating and applications and and applications are Armed with SMFP as serving millions of users services to the world entertaining audiences the roadmap, the media worldwide, according to a and users worldwide. industry is charging full- 2008 study by Deloitte. steam ahead towards But our quest is far a new destination – to The latest figures from the from over. transform Singapore into Department of Statistics a Trusted Global Capital show that employment As with any journey, for New Asia Media. And figures in the media unforeseen paths may the year 2009 has, in sector in 2008 were emerge along the way. many ways, seen many at least 63,000, which Travel plans have to be significant milestones was a 16% increase updated or refreshed to achieved en-route to over 2006. Other figures navigate through shifting our goal. underscore the sector’s Chairman’s Message Chairman’s Message 6 7 As testament to technologies and content. players in their fields. IDM in downstream Singapore’s status as a Notwithstanding the These include game industries. A new initiative financial hub and trusted recession, the Asian company Garena, with – Media-In-Learning – was place to do business, new Television Forum closed more than 26 million established to enhance international funds were with US$88.7 million users, and Mozat, a learning and training brought into our shores, worth of programming rapidly growing mobile through the use of digital including a landmark sales, a 20% increase social networking media such as games. strategic alliance with over the previous year’s software platform Hyde Park Entertainment record of US$73.7 million. company with a global Finally, MDA continued of Los Angeles and The performance of these user base of more than to build up the industry’s ImageNation Abu Dhabi. trade markets points to 10 million. capabilities in producing The alliance with MDA the resilience of the Asian and post-producing 3D will result in a slate of content and technology Increasingly, R&D is content. Today, Singapore cross-border feature films industries, whilst being embraced by the is one of the first worth US$75 million. underscoring Singapore’s industry to spur growth. territories in the world In all, the value of attractiveness as an Asian An example is Razer with one-stop, end-to-end private funds available gateway to international Asia-Pacific, the world’s production and post- for media projects has finance and trade. leading brand of gaming production capabilities in risen to S$1.5 billion. peripherals, which is theatrical stereoscopic 3D. setting up a 100-man Local companies such Dinosaur Train, by Singapore’s Sparky Animation and The Jim Henson Company. Despite the challenging Uncovering US$20 million lab here to as BlackMagic Design economic conditions last New Territory undertake gaming R&D. and Widescreen Media Train, by Singapore’s downloads, outdoor year, the two stalwart Continued investments are lending their skills Sparky Animation and display screens and the shows on the media in building an IDM Last year saw the and expertise to the The Jim Henson Company. internet, reaching out calendar – BroadcastAsia community fuelled by launch of our Future of filming and editing of It was the highest-rated to over 15 million daily and Asian Television research & development Media initiative to drive 3D projects. series on the United commuters and viewers Forum – continued to are paying off, with the development and States’ PBS Kids Channel in both countries.