29 March 2024 The Irish Film & Television Network
     
IBEC A/V Federation Event Highlights Digital Opportunities
05 Nov 2009 :
The Audiovisual Federation, the IBEC group that represents the feature film, television and animation sectors, and Enterprise Ireland hosted a seminar entitled ‘Explosion of digital content and TV’ on Tuesday, November 3rd, that brought together a wide range of industry leaders to discuss the evolution of broadcasting in Ireland and internationally.

Speaking at the seminar in Enterprise Ireland the director of the Audiovisual Federation, Tommy McCabe, announced; “With 2012 set as the target date for digital switch over, it is critical that Ireland prepares for this fundamental change. The increased take-up of digital TV will mean greater availability of content for consumers across all platforms, with new and evolving technologies such as IPTV, Mobile TV and Video on Demand transforming the traditional model of broadcasting.”

Andrew Lowe, Managing Director of Element Pictures and Chair of Audiovisual Federation, also voiced his support of the move to digital technology. “The audiovisual industry is a key sector identified by the Government as a driver of future economic growth. It is valued at €557.3 million and employs 6,905. Ireland must take advantage of this expanding and growing industry by creating more digital content for big screen, TV screen and the smaller screens of new devices, such as mobile phones.”

Speaking to IFTN this week, Tommy McCabe gave his thoughts on the outcomes of Tuesday’s seminar. “The seminar on The Explosion of Digital Content and TV provided a very enlightening and educational debate by converging sectors of Telecom providers and Content generators,” he said. “It was organised in conjunction with Enterprise Ireland who see enormous opportunities for Irish Companies to produce digital content that will sell in both the national and international markets. The key note speaker George Stromeyer of Cisco forecasted that 2010 will see an increasing dominance of internet Video which people will watch either on their PC's , their Mobiles or their TV's. By 2012, 50% of all internet traffic will be video, requiring a fundamental transformation in existing networks.”

The discussions at the event centred around the idea of a digital content explosion and there were panel discussions held, chaired by Richard Curran, deputy editor of The Sunday Business Post, which examined digital TV platforms, enabling TV content and enabling content production.

Other items addressed in relation to this included the decline in advertising funds across broadcast, which was a cause for concern especially in light of other new platforms emerging that look to the same pool of advertising funds. Michael O’Keeffe acknowledged that the newly formed BAI is currently reviewing the various new ways of funding broadcasting and ensuring guidelines are updated to accommodate new forms of advertising across television including sponsorship and how, for example, product placement is dealt with.

The panellists involved included; Minister Eamon Ryan, TD; Tommy McCabe (IBEC); Jennifer Condon (Enterprise Ireland); George Stromeyer (Cisco); Ronan Harris (Google); Mike Grant (Analysys Mason); Steve McCormack (Straywave); Chris Handley (Vodafone); Robert Dunn (UPC); Mark Deering (Sky); Michael O’Keeffe (Broadcasting Authority of Ireland); Nicholas Daly (Satellite Broadband); Dermot Horan (RTÉ); David McRedmond (TV3); Padhraic O Ciardha (TG4); Niall Cogley (Setanta Sports); Philip Kampff (Vision Independent Productions); Andrew Lowe (IBEC); James Morris (Irish Film Board) and John Rice (JAM Media).



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