Working Together to Create Our Future Animation has the ability not only to entertain and educate, reaching across cultural and racial boundaries, but also to generate employment, and attract investment. Globally, the digital animation industry was said to be worth US$70 billion in 2005 up from US$ 21 billion in 2001. The Indian animation industry, alone, is expected to reach US$15 billion by 2010. Animation in South Africa is also experiencing a massive period of growth and although a number of local companies have begun to make a name for themselves in the international markets, SA animation companies are still finding it difficult to take advantage of this global trend in terms of marketing and lobbying support from government as virtually all of these companies are SMMEs.

Growth in the industry would most certainly mean the creation of sustainable careers and businesses for many South Africans and so, in 2006, a few dedicated volunteers, who realised that a collective approach was the only way, registered Animation SA (ASA) as a non-profit organisation. Since then, we have elected a board in both Johannesburg and Cape Town and encourage representation from other South African cities as well. Although internal progress has been slow as contribution is all on a voluntary basis, we are now seeing the tangible results of the hard work put in by the active members of Animation SA. A huge thanks to the tireless efforts of Natalie Davenport, David Whitehouse (chair and vice-chair of Gauteng) and Canda Kincses and Anthony Silverston (chair and vice-chair of CT) who have all contributed generously of their time to help get this organisation to the stage that it is at now. We'd like to also take this opportunity to thank the many other members who have also volunteered their time and energy at various stages over the last few years.

As we approach our next AGM in Gauteng, April 24th 2008, we are calling for members of our animation community to get involved in our board so that we can continue to build on the crucial steps made in this initial period of growth. Below is a list of just some of our achievements as a body over the last year.

MARKETING AND PUBLIC COMMUNICATIONS

Website
With the generous assistance of various sponsors, we are currently upgrading our current website, www.animationsa.org. This site was started by Stuart Forrest from Triggerfish Animation simply as a database of SA animators and over the last four years it has grown to become the primary resource for our organisation. During this time, we have gathered a large, active and growing database of professional animators, employers, hobbyists, students and animation enthusiasts who check the site regularly for jobs, news, technology updates and networking opportunities. The new website, to be launched in April 2008 will have an inclusive membershipstructure and will have a number of improvements and exciting features that will continue to develop its crucial role as a tool for the growth of our industry.

National Showreel
Following a request from the Cape Film Commission, the CFC assisted us in compiling a national showreel of animation which was extensively used as a marketing tool nationally and abroad. The enthusiasm with which the outstanding South African animation was met at events such as Hong Kong Filmart and MipCom in France was extremely encouraging. It also highlighted the need to fast track development in the industry in order to take advantage of the international interest now coming our way.

FESTIVALS AND EXPOS

animationXchange
This is a free monthly event that has been running in both Cape Town and Johannesburg for over 3 years. It has proved hugely successful in terms of building an animation community, showcasing local product, networking, and providing opportunities for anyone interested in animation. It will continue to take place in 2008 and is sponsored by Animation SA.

Mediatech
Animation SA's presence at Mediatech (broadcast, media, entertainment and AV exhibition in Gauteng) was a first, both for Mediatech and our organisation. With the help of our sponsors and the hands-on assistance of volunteers from Portal to Learning and Nine Degrees, the ASA stand looked incredible, winning the Bronze Award for Stand Design. Not bad for a bunch of exhausted first-timers!

In addition to a conference hosted by ASA, Numerous meetings were held with broadcasters from throughout Africa who all showed a keen interest in possible international co-production and educational development opportunities. All in all an incredible success for ASA.

Design Indaba
Animations from our 100 Second Challenge were shown at the 2007 Design Indaba in Cape Town, but in 2008 ASA had a stronger presence with an exhibition stand on the expo floor. Our stand, as part of the Creative Industries booth sponsored by the Department of Economic Development and Tourism, won the award for Best Stand. In addition to the animation showreels being showcased to the public, we also provided 30 minutes of content shown in a separate hall during the fashion shows.

At both Mediatech and Design Indaba, the volunteers manning the stand each day were kept busy describing the goals of ASA to throngs of enquiring people. We had a lot of interest shown in ASA membership and a huge number of questions being asked about the animationXchange. The overall result was to boost exposure of our organisation and to raise awareness of animation as an industry to the design and technology fraternities as well as the general public.

Cape Film Imbizo
Animation SA had a strong presence at the CFC's Cape Film Imbizo held at the Bay Hotel in November 2007. There is no doubt that the huge exposure animation received at the Imbizo raised awareness and the profile of the animation industry within the local film industry. Both animators and filmmakers were left with a lasting impression of the incredible quality of animated content being produced and of the potential for the animation industry to grow. The event brought members of the animation industry together in a platform that encouraged dialogue about development and progression within the industry.

Animation artists were thrilled to be recognised for their achievements for the first time with the animationXchange awards held during a plush Gala dinner that allowed animators to experience the spotlight in the most extravagant surroundings amongst high profile members of the film industry.

The animation information day had a jam-packed line-up of fascinating talks and demonstrations with the highlight for many being presentations from two experienced international veterans. After having worked on major blockbusters at Disney and Dreamworks, they both praised the efficiency and talent of the South African animation industry.

In addition, the four directors of Animation SA met together for the first time, where many issues from corporate governance to planning for the year ahead were discussed.

PARTNERSHIPS

Cape Film Commission
Lawrence Mitchell and the Cape Film Commission have been an incredible support to our organisation over the previous year. Bianca Mpahlaza, chief Operating Officer of the CFC is on our board and has provided crucial input in terms of setting up structures within our organisation. Besides representing our organisation at a number of international events, amongst other things, the CFC have also put our industry in the local spotlight with the Cape Film Imbizo and animationXchange awards. The recently launched Runway Centre provides a base from which to operate and meet as well as a place to run courses and workshops. The CFC have identified the animation and new media sectors as ones which they will continue to invest in and support, so we look forward to a growing partnership in 2008.

Gauteng Film Commission
Following the successful support demonstrated by the CFC, a meeting between Terry Tselane, head of the Gauteng Film Office, and representatives of ASA was held during November, paving the way to a constructive and mutually beneficial relationship with the regional film office. Developing this relationship will be ongoing during 2008.

Other Bodies
Initial meetings or negotiations with the National Film and Video Foundation, Department of Trade and Industry, Industrial Development Corporation, ICASA, Mappp-Seta, Department of Science and Technology, Cape Information Technology Initiative, and SABC have all taken place with the aim of representing the animation community to these bodies as a whole. Negotiations will continue to take place over the next year as we lobby for more funding and representation and recognition for our industry.

Egypt
Representatives of ASA were invited to a dinner at the Egyptian embassy. A number of luminaries from the Egyptian animation industry were in South Africa to attend Media for Kids and had requested an opportunity to meet ASA. Meeting the Egyptian ambassador and animators and filmmakers from Egypt was a fantastic opportunity to forge new relationships between Animation SA and the Egyptian animation fraternity.

EDUCATION AND TRAINING

AIDI
As we began to understand the demands of our industry, we quickly saw that one of our biggest challenges would be training and education. We began to investigate ways in which to fast track development of human resources and infrastructure and again with assistance from the CFC, have set up a dedicated team who are researching these issues and who are very excited about creating opportunities for previously disadvantaged, hearing impaired and physically challenged South Africans. This public-private partnership is the Animation Industry Database Initiative.

An application has also been made on behalf of ASA to Mappp-Seta for funds for 10 internships to be spread throughout a few key companies in CT.

Media for Kids
ASA held a workshop for kids, describing the process of animation and possibilities for careers in

animation. Led by experienced professionals, the workshop was incredibly interactive, with kids abuzz with excitement and full of questions for the duration of the workshop.

SPONSORS

ASA garnered the support of a number of sponsors and advertisers during 2007, including Autodesk, Touchvision, Toonboom and Avid as well as the animationXchange sponsors DDS, Opera and Glen Carlou. Plans for 2008 include maintenance of these relationships, gaining support of more sponsors, and attracting advertisers to make use of the opportunities available to them through various ASA channels.

FUTURE PLANS

The positive sentiment for the future of animation in our country is steadily gaining momentum and we are confident that in years to come Animation SA will be instrumental in creating an industry that is transformed, sustainable and lucrative. But for this to happen, we need your help!

If you wish to learn more or become involved, please go to our website, www.animationsa.org or come to the AGM on April 24th.