Vision

AnimationSA is the representative and legitimate industry body for animation in South Africa.

Our vision is to create a vibrant and transformed Animation and New Media industry for South Africa, where there are sustainable job and business opportunities creating a diverse range of content and services that is unique and globally competitive.

Mission:

AnimationSA will fulfil its vision by:

• Providing access to information and opportunities to all relevant stakeholders
• Facilitating the development of skills and enterprises within the industry
• Encouraging and facilitating the development of relevant and necessary infrastructure
• Marketing and promoting the New Media Industry of SA
• Actively lobbying and engaging with various stakeholders, including but not limited to Government, Corporates, SMME and service providers for the benefit of the SA Animations Industry
• Providing promotional and marketing platforms to individual animators and animation production companies

Definition of Animation and New Media

Animation is a sequence of frames that, when played in a particular order at sufficient speed, presents a smoothly moving image, for broadcast projection, new media and network use in an entertaining, educational, informative or instructive manner. An animation can be hand-drawn images: (2d animation), digitized video, computer-generated images, (3d and flash animation), live action objects or a combination thereof.

Animation is broadly used for:

• Television commercials,
• Television series work
• Features film
• Short films
• Games
• Websites
• Art

Animation is used as a production technique for film, television, video, the internet, console and mobile platforms.

Target Markets

AnimationSA?s main focus is on the ?internal? group of stakeholders which includes the individuals, companies and other organisations that make up the core of the animation industry and who form its membership and main support base. Specifically the following broad categories exist:

Individuals

Students
Independents contractors, freelancers
Employees, production and full-timers
Friends, fans and patrons

Companies

Emerging turnover of less than say R200k p.a.
Micro / Small enterprises with a turnover of less than R1m
Medium sized business with turnover of less than R2.5m
Large companies, corporates and broadcasters, turnover of R2.5m plus

The second category of stakeholders for AnimationSA is the ?external? group which includes:

Vendors & service providers

Training & education institutions
Other film sector bodies such as CPA, IPO, SAASP etc
Relevant public sector bodies, national and regional

In terms of geographic segmentation the following regions are important:

Countries with which co?production treaties exist: Italy, UK, Canada & Germany
Additional countries serviced in SA: France and USA
African states

Although it may be necessary to broaden the geographical focus in the long-term (including such countries in Asia, South America and Eastern Europe), it is far better to concentrate effort in a few key markets in the short term. This will maximize resource efficiency and allow for quality engagement with potential partners.

Legal Entity / Structure

AnimationSA is a registered Section 21 duly constituted and represented. It has 2 main chapters at present, namely Gauteng and the Western Cape, but seeks to develop a presence in the other regions starting with KZN and the Eastern Cape.

As a organisation that is staffed exclusively by volunteers at present, AnimationSA must balance up the issues of sustainability and a separation of executive power with the need to have a voice for the industry that is seen to be credible and legitimate, whilst providing real value for its primary target markets.

The organisation has 4 directors currently who have been nominated and appointed by their regions. Furthermore the organisation makes use of sub-committees who focus on specific events and issues. Every year the organisation will have at least one AGM as required by their constitution where voting will take place for people to serve on the board of AnimationSA.

Relationship with animationxchange

Animationxchange is a community driven initiative separate but related to AnimationSA that is focussed on the development of artistic talent, networking and showcasing of work in a community of equals.

The separation from AnimationSA is important to maintain the casual nature of animationxchange, to avoid the substantial administrative burden that comes with formalising any organisation in South Africa and because of the importance of keeping the artistic and creative processes free from commercial interference. A code of understanding will govern this relationship.


Animation South Africa (ASA) a Section 21 Company - Reg. no.: 2006/003985/08

P O Box 3472, Pinegowrie, 2123, South Africa ~ Tel: +27 (0)11 293-3365 ~ Fax: +27 (0)86 640 6035
info@animationsa.org ~ www.animationsa.org
Directors: N. Delport ~ C. Kinsces ~ B. Stilwell ~ D. Whitehouse

Feasibility Study of South African Animation Sector (March 2004) ? Yoliswa Koyo Leballo