16/12/2009

Scotland's Digital Industry reacts warmly to digital Inspiration DIGITAL INSPIRATION PROPOSALS

TUE 15 DEC 2009
Members of the Scottish digital community have reacted positively to the views of Digital Inspiration, a Strategy for Scotlands Digital Media Industry.

Aimed directly at presenting to The Scottish Government the opportunity it has in front of it, the Digital Inspiration: Strategy for Scotlands Digital Media Industry report sets out a vision for 21st Century Scottish industry to quickly adapt to digital communications at a time when unprecedented opportunity is made available through a still burgeoning media sector that the country can be at the forefront of.

It claims that the country already has world class digital companies operating within its boundaries, working for international leaders in the video games industry and operating new media platforms for national broadcasters.

The document states that while Scotland has a reputation for its creative output, it means to address the gap that still exists towards a commercial realization for this work as it aims to double its digital media by 2012 and build on core strengths in doing so.

Our vision is to create a high growth, world class cluster of content, platform and technology providers, developing and distributing innovative digital content and technologies to global markets, concludes the mission statement.

The report sets out nine key recommendations in developing the sector and reaching a greater ambition across the creative, distribution and exploitation chain.

- increase both the number and scale of digital media companies
- a national drive to increase the volume and value of innovative digital media platforms owned or managed from Scotland
- a greater and more profitable role for Scottish companies in the chain of distribution and interactivity
- a more sophisticated understanding of the value to be derived from digital media as a growing and evolving business sector
- a greater commitment to improving the performance of companies in the creative value chain
- much more profitable leverage of intellectual property rights
- launch a pilot programme of tax and fiscal benefits to support the Dundee games sector in 2010 to increase its global competitiveness
- generate greater investor awareness of digital media as a growth sector and greater investor readiness on the part of emergent companies
- cultivate a more ambitious national culture of acquisition, allowing Scottish companies to buy and not always be bought

Stuart Cosgrove, who has chaired the Scottish Digital Media Industry Advisory group over the past 18 months, explains: To react to the speed of change, the Scottish Government has encouraged the industry to propose achievable actions. This new strategy does that but the report also goes beyond its initial brief and advocates a step change in performance. It is not afraid to point to weaknesses where they exist. This is a brazen document that does not shy away from some of the more contentious issues that must be addressed if the industry is to succeed. A group of passionate people worked hard on the report, to take us to the next level of achievement in digital media. We have always endeavoured to make it as clear, concise and challenging as it can be and we think weve achieved that.
There is another important point and that is about confidence. Scotland has a remarkable new generation of innovative companies unfettered by the restraints of previous media eras or the problems of spectrum scarcity. An aspiration we have always harboured as a culture has finally come of age creativity and technology are now more closely aligned. This is an opportunity that Scotland cannot fail to exploit.
Alasdair Smith, director of Skill Scotland, comments: Its great to see such a high profile given to the role of skills in Digital Inspiration. Skillsets work over the last few years to establish a network of Skillset Screen and Media Academies is already delivering on some of the actions highlighted in the document, such as industry-backed education and training, and an active research and knowledge transfer agenda. All of this will play its part in growing the sector in Scotland.
The report also heavily promotes Scotlands global reputation for video game development as another sector which will continue to grow, especially the city of Dundee, widely recognised as a hub for gaming talent.
Gregor White, director of academic enterprise, Institute of Arts, Media & Computer Games, University of Abertay Dundee welcomed the publication and the ambitions it set out for Scotland.
Says White, In difficult economic times it is gratifying to see that the report acknowledges the achievements of the sector in Scotland and is promoting medium to long-term objectives for investment in technological and economic infrastructure that will secure continuity and longevity for the digital media sector. New generations of students are graduating with the skills and attitudes that can lead Scotland to becoming an international force in digital media industries; it is essential that industry and government match their ambition and determination to succeed.
While talking to The Drum, Cosgrove was quick to highlight the need to grow the number of digital companies operating in Scotland, and SMEs have also shown both interest and warmth to the publication.
Greig Tosh, MD at CIVIC, says: The strategy embraces, for the first time, the tremendous collective digital offering Scotland enjoys. In these challenging, yet opportunistic times, Scotland is ideally placed to benefit from its enviable track record in staying ahead of the game.
Gerry McCusker, director of Dog Digital added: "I truly believe that there is a hotbed of talent in our country. This report should not only be read by the sector, it should start a conversation. Ideally this will be the catalyst to help us make our mark on a global scale.
Meanwhile, Kevin OHara, commercial director of Innovation Digital believes that the future success of digital media is dependent upon how it is applied as it is upon the applications themselves.
Progress comes with the successful implementation and the benefits to the users and it is the application of user centric approaches that will make the difference. We are seeing a definite shift to a more user centric approach, reflecting the more mature and discerning markets in which we now operate. Those who value these approaches are seeing much greater returns for their investments.
By 2012, the report hopes that through its digital sector, Scotland will produce revenues of 6.3billion, double its current total. It is doubtless that this is a sector that will develop and grow with time given no extra resources, but the paper also makes clear the astronomical achievements that can be made by Scotlands digital sector with the right funding and support.

This piece was written with the assistance of Arvind Salwan director of New Media Corp.