Animation SA - Growth and Integration

The following list of priority interventions and focus areas has been identified through ongoing consultation with the industry.

• Training and development
• Access by PDI?s/HDI?s to the industry
• Enterprise development
• Marketing and promotion
• Infrastructural support
• Funding and incentives
• Creation and development of distribution channels
• Creation of best practices
• Ongoing lobbying
• Continuous research

These can be organised into two main strategic thrusts, namely Growth and Integration. The following framework has been formulated to assist with the planning and communicating of activities, projects or interventions.

GROWTH

Growing the animation sector in South Africa is the overarching goal for AnimationSA. This growth comes in many forms including the type of products and services we offer, the amount of our own content being developed and the number and quality of people and organisations that operate in this sector. Our efforts for the duration of this strategic period under review will focus on:

Training and Development.

According to research, there is a severe lack of relevant development initiatives in the country. Since this area is key to industry success and transformation, the following projects and related outcomes are proposed for 2008/2009. These specifically relate to individuals, trainees/learners and not enterprise development. There will be an emphasis on entrepreneurial development.

Pre Entry level/ High School:
a) Career Guidance/ Awareness Programs (Road Shows)
Programs annually (February for Grade 12 and September for Grade 11)
My School supporter ? become beneficiary
Invitation to some AnimationXchange events
Awareness in terms of presenting to Department of Education / Schools

b) Bursary fund to made available to a minimum of 10 PDI?s across institutions and courses. ASA will initially apply for funding from MAPPP SETA discretionary fund for learnerships & skills programs

Entry Level/During/Post Tertiary:
Career guidance, opportunities and knowledge on the business of animation: 1 program annually at the beginning of the Year
Site visits / participation in tertiary career days
Ensure continued education through website, competitions, awards (school & post), workshops, etc.

Intern Program:
Designed with suitable local mentors through accredited organizations, training providers and assessors who are members of ASA.

Beginners Point/ Entry into Particular Development:
International Mentorship Program: In particular accessing international professionals to host talks / workshops etc BUT of course primarily creating a golden thread through animation.
Inward bound programs ? selected by ASA to address gaps as they arise

The following Additional Projects are proposed for the years 2007 ? 9:
MAPPPP-SETA funded learnerships & skills programs
International mentoring & facilitating

Product Development

Although there is a great deal of excellent local animation product, a number of areas need to be addressed if the sector is to become internationally competitive. In particular, training and development opportunities need to be broadened; investment in infrastructure needs to be improved, and SA broadcasters and all distributors need to play a more proactive role.

Effectively addressing these areas requires adequate funding. It is therefore imperative that a portion of public film funding be earmarked for the animation sector. These funds need to be available to all stages of animation, including: pre production, animation, post production and sales/ distribution/ marketing. These funds should also address any subsidization or co- production needs within the animation industry.

It is of paramount importance that the national broadcaster is lobbied to increase animation content on their channels.

Enterprise Development

Especially in the Western Cape, the animation industry tends to play a reactive role, catering to the service sector of film. To move the industry from a largely service oriented view to a self sustaining one, the various enterprises must be able to access information and receive sufficient development support to allow them to remain competitive at all times.

As such, AnimationSA proposes the following projects for 2008/2009.

Inward bound delegates talking about the business of film (Annually)
Sithengi/ Film Conference on animation access, representation and consultation
Workshop on business plans; EMIA; MAPPP Seta etc. that can be arranged by local/ national government
Working towards a 100% local animation station

Infrastructural Development

In accordance with the research from various bodies, there is a definite need for infrastructural development, if the animation industry is to realize its true potential. The following is therefore required:

Infrastructure development required:
Hardware: graphics workstations
Software: Max, Maya, XSI ? Payment plans, vendor assistance
Cheaper broadband connectivity ? ongoing evaluations
Concessions on tax of imported equipment/software : Suppliers must investigate
Studio/ environmental development

Marketing

Without the active promotion and marketing of the industry and its product, the medium cannot be successful. As such, AnimationSA therefore proposes the following immediate marketing projects:

All relevant government marketing bodies to be made aware of the Industry and to be provided with marketing information
Creation of website, logo, marketing materials and central access point
Inward bound advertising and information dissemination
Outward bound marketing campaign
Inward bound marketing campaigns
Industry networking events: e.g. Sithengi, Animation Exchange etc. ? representation through NFVF, IPO, etc?
ASA Awards: tied in with annual ASA publication
ASA exhibition ? unique to animation! International exhibitors
Connection to JHB/CTN Chamber of Commerce
Radio spots: 702, call for sponsors, etc?

Integration

Integration means aligning the efforts of a diverse range of stakeholders on practical, simplebut bold initiatives to create sustainable momentum in animation. As mentioned, without the integration of the industry, there can be no growth and the following areas are fundamental to this pillar:

Infrastructural Development

It is vital that the following infrastructural developments take place to ensure that training, product and enterprise development are able to be implemented successfully. This will also help the industry remain sustainable and able to produce local content.

The following infrastructure is required:

• Marketing channels
• Organisational infrastructure
• Telecoms infrastructure
• Centralised databases and research facilities

In light of the needs of the industry, infrastructural development will have to take place through engagement with (national and international) public and private bodies and funders.

Stakeholder Relations

The animation industry is still in its infancy stage, and therefore requires intervention by a number of bodies, mostly governmental at this stage. The key ones in each area are as indictated.

Training and Development - MAPPP Seta & NFVF & International training initiatives

Content (Product) Development - SABC, NFVF, DTI, IDC,
SterKinekor & Numetro

Enterprise Development - MAPPP Seta, NFVF & DTI

Marketing and Promotion - NFVF, DTI, SABC

Integration

Infrastructural Development - CFC, GFC, DTI & IDC

Stakeholder Relations - DTI, NFVF, SABC, IDC, MAPPP
Seta, CFC, GFC, Ster Kinekor & NuMetro, CWCI (EU sponsored)

Best Practices - Various Industry Bodies

Transformation - NFVF, DTI, SABC, IDC, CFC, GFC
MAPPP Seta,

Additional Bodies that will have to be lobbied:

Telkom
Corporates and Networks in New Media including MTN, Vodacom etc.
Corporates in Hardware: e.g. HP, Apple etc.
International Cultural Investors

Best Practices

AnimationSA will also engage in research into suitable best practices for the industry to be integrated in consultation with all professionals affected by the practices.

Transformation

AnimationSA is committed to growing an industry that not only creates sustainable opportunities, but ensures that these opportunities are made available to all previously disadvantaged individuals.

AnimationSA is also committed to the NFVF and DTI?s drive towards a common film charter for the industry.