Editorial

In 2005, the Expert Group on Future Skills Needs (EGFSN) published a study on the “Skills Requirements of the Digital Content Industry in Ireland.”. In response, IDA Ireland requested that the Expert Group should undertake a complementary study into trends internationally among the global leaders in the Digital Media sector in order to see how the skill needs of this sector will evolve over the medium term. The result of that request is the recently published “Future Skills Requirements of the International Digital Media Industry.” by Forfas.

It makes for interesting reading and underlines why the digital media industry is so potentially important to the Irish economy going forward. Globally, the games market is predicted to grow by 25% from $25 billion in 2004 to $55 billion in 2009.

The CGA (Computer Generated Animation) and SFX is expected to grow by 4% from $28 billion in 2003 to $33 billion in 2008.eMusic is set to grow by a staggering 105% from $4 billion in 2004 to $25 billion in 2009. Wireless and mobile data services revenues will see a four-fold increase from $55 billion in 2003 to $235 billion in 2010. Elearning will have seen a commensurate rate of increase over the last 4 years from $6 billion in 2003 to $24 billion in 2006. If Ireland can grab a part of any of those markets, it is fair to say that we will have successfully replaced our traditional reliance on manufacturing industries with knowledge-intensive industries, which is part of the overall government strategy.

So this report, in many ways, details what we need to do in order to make that transition. In other words, it outlines the shape and makeup of the bullet that we need to bite. To that extent, there is still a lot of work to be done. The phrase “Ahead of the Curve” which was used to describe the Enterprise Strategy Report is perhaps even more relevant here. With broadband infrastructure being ubiquitous in countries like Singapore and Korea and being rolled out quickly in countries such as China and India, outsourcing is becoming an increasing option for much of the global digital content creation, especially in the area of animation where costs can be 25-30% of what they are in Europe or the US. In this regard, it is imperative that Ireland aims for the “creative” and “intellectual property” share of the industry.

In terms of Digital Media Skills, the report outlines that a vital need for this burgeoning industry will be programming skills as the need to build tools for content creation, management and distribution is ever-increasing. Government initiatives to attract graduates into the IT sector will certainly need to be stepped up. Employees in the sector also increasingly need a wider variety of technical skills and proficiency, as tools sets in the content creation become more technically focussed and, in some cases, merge. For example, the impact of digital technologies has been profound in television and film sector where disciplines which had once been separate, such as offline and online video editing, have been coupled together by sophisticated software packages like Final Cut Pro.

But there is also increasing specialisation in other areas such as artistic roles for games, CGA and Special FX and programming. With the fantastic rate of change, adaptability is the key asset for any employee and Irish graduates will need to have the ability to adapt to different types of work, changes in technology and platforms. Non-technical or soft skills are also becoming an increasingly necessary such as project management, sales & marketing, communication and interpersonal skills. As they also require an understanding of the technology, this will require a certain amount of “naturalisation” for graduates coming from these traditional disciplines who are keen to enter the digital media industry. But critical to the sector, and something which cannot be learnt, is creativity. It is heartening to see that the report sees digital media technology and the associated technical skills are a complement to creative ability, not a substitute for it.

 

Digital technology is the new rock n' roll

We have discussed in these pages the differences between Generation X – “the Slacker” generation and Generation Y - the new “Connected” generation. For many Generation X-ers, there is only one thing more annoying then the perky self-confidence of the Googling Generation Y – and that is the smug self-satisfaction of the preceding “Baby Boomer” generation. It is that generation that boast about enjoying free love, great music, art, films and literature as their contributions to the world. Whereas what can Generation X boast – Nirvana? Dirty Dancing? Damien Hirst? It seems that perhaps we slacked too much and will now be viewed by history as irrelevant. 

But to my mind what galvanises Generation X and Generation Y is Technology. The epoch defining movie of our generation (perhaps marking the end of one and the beginning of the next) was certainly “The Matrix” – the culmination of all the conspiracy paranoia of Generation X with the post-modernist, multi-media of Generation Y. It also heralded Technology as the new Rock N’ Roll. I can already hear readers of a certain vintage writhing in their seat as the connotation of comparing Jim Morrison to some technology guru rises in their mind. But in many ways what Generation X will be remembered for is being the founding fathers of the digital revolution.

If we look closely at the parallels, there is much common ground between the birth of Rock and Roll and that of the now ubiquitous digital technology. Rock and Roll itself was born out of technological innovation – the electrification of the guitar, amplification and the ubiquity of the wireless radio – culminated in a unique sound that appealed to a post-war generation of disaffected youngsters. Rock and Roll also came out of the impoverished black communities of America where the blues, jazz and gospel were melded together to form a unique sound when wedded with the electric guitar.

Likewise, the web and other technologies we take for granted now were created in the bedrooms and garages or University research labs by another disenfranchised group – the Geeks. They weren’t disenfranchised in the normal sense – i.e. economically – but rather by the fact that they didn’t adhere to the cultural norms, either conformist or non-conformist. The cultural norm at the time was all about joining a rock band, being a writer or an artist. That was the so-called maverick spirit – which was every bit as conformist in a way as the very groups they would seek to differentiate themselves from.

The true outsiders during this period though were the ones who developed a passion for this new phenomenon – digital technology. The fact that most of them came from engineering backgrounds precluded them from being part of the cultural cliques of the day. Now many of them our cultural icons – Steve Jobs, Bill Gates, Larry Ellison, Larry Page and Sergei Brin. They are feted on Time magazine and Wired – the Rolling Stone of the connected generation in the same way as Rock and Roll icons once were. For in truth, technology has a much more independent, maverick and disruptive power now then Rock and Roll – and it is having the same effect on teenagers today as Rock and Roll did back in the 1950s. All be it in a different way.

 

As The Rolling Stones tour the world yet again, as Paul McCartney dyes his hair another shade of auburn, all we are left with are poor imitators of a bye-gone age – Oasis, Franz Ferdinand, Green Day etc. The more relevant Rock and Roll bands such as U2, Artic Monkeys or the virtual band, Gorillaz, have embraced technology.

But it is worth noting that like the black musicians, many of the people who helped create these technologies, will not gain the fame or attention that they may deserve. This is due to the pioneering and self-sacrificing spirit of Open Source where coders gladly offered up their applications and source code for free to the internet community.  If you look at the latest generation of websites - Bebo.com, Youtube.com or Myspace.com, we see now the first fruits of the unnamed Geeks who made it all possible. Whereas before the loudest way of self-expression was to join a Rock N’Roll band, now teenagers can rant and rave to a mass audience through the many vehicles of the new medium – online, text, video etc. And this is what makes technology most like Rock and Roll - its increasing relevance to young people, their everyday life and as a means of self-expression. What’s more, it is utterly democratic and pluralistic.

Generation Y have been the benefactors of the labour of Generation X. The so-called “Slacker” generation created their revolution in their bedrooms and set it free on to the world through the internet. Most won’t get credit for it, but they will be thanked. Thanked by the millions of users who now are tearing up the rules of the traditional media as they create their own medium – the New Medium. This is a Medium where, perhaps, the studios won’t rule the music; where the bands won’t sell out; where people will do what they do for the love of doing it… Maybe. We’ll see.

News

The Digital Hub Development Plan

In accordance with Section 9 of the Digital Hub Development Agency Act 2003, Digital Hub Development Agency (DHDA) has published a Draft Development Plan.  The plan is the result is of an extensive consultation process with our community, public sector and private sector partners.

There are a number of ways in which a copy of the plan can be obtained:

The plan is available for inspection at the offices of DHDA, Digital Exchange, Crane Street, The Digital Hub, Dublin 8, until 5.30pm, Monday, 28th August 2006.

The plan can be obtained by emailing your full name and address to: info@thedigitalhub.com
A copy of the plan can be obtained by post. Please telephone DHDA, Tel: 01 4806200
Submissions or observations to the plan can be made in writing.

These should be addressed to: Draft Development Plan, Digital Hub Development Agency, Digital Exchange, Crane Street, The Digital Hub, Dublin 8.
Or by email: info@thedigitalhub.com
The closing date for submissions or observations is Monday, 11th September 2006.

All submissions will be considered by the Community, Public, Private Partnership (CPPP) Steering Group, which has been appointed by the Board of DHDA to ensure full consultation.

Learning Initiative showcase: Nature Bytes

On Thursday 10th August, The Digital Hub Development Agency held a showcase called Nature Bytes. This was an innovative project through which local children digitally record their summer project day excursions.

The showcase was launched by Eanna Ní Lamhna, Broadcaster and Botanist.

The event celebrated the achievements of children from the Liberties/Coombe community who worked with The Digital Hub as part of their Summer Project in 2006.

Events

August 21st - 22nd: Edinburgh Interactive Entertainment Festival - Industry Conference

Location: Royal College of Physicians (21/08) and the Odeon, Lothian Road (22/08), Edinburgh, UK.
Time: 1pm
Price: STG195 + VAT standard delegate rate, STG75 + VAT student rate

The Edinburgh Interactive Entertainment Festival (EIEF) celebrates the best of the interactive entertainment industry and creates an environment where the development and publishing community can celebrate the latest creative milestones and look to future innovations.

More info: emma@bhpr.co.uk +44 (0) 1462 456781 http://www.eief.co.uk/

August 22nd: Edinburgh Interactive Entertainment Festival –Games Screenings
Location: Odeon, Lothian Road, Edinburgh, UK.
Price: Free

Get up close and interactive with the heroes behind some of your favourite video games at the Edinburgh Games Screenings. EIEF06 offers you the exciting opportunity to go behind-the-scenes with the games of the moment as well as giving you sneak previews of upcoming titles in this exclusive one-day showcase. Packed full of international premieres and news exclusives, EIEF06 brings you closer to the games than ever before.

More info: emma@bhpr.co.uk +44 (0) 1462 456781 http://www.eief.co.uk/

Sept. 5th: Testing SIG: Test automation, Model based testing
Location: Holiday Inn Hotel, Pearse Street: Dublin 2: Ireland:
Time: 2pm
Price: Free to SoftTest members, 50 euro/year individual sub

In this SoftTest Ireland educational event, members will learn from two international experts about the testing secrets of Google and best practices in test automation. The guest speakers will be Mark Fewster of Grove Consultants on 'Test Automation Frameworks' and Harry Robinson of Google on 'Model-based Testing'. Mark is co-author of the book Software Test Automation with Dorothy Graham of Grove Consultants. Harry Robinson is a Software Engineer in Test for Google in Kirkland, Washington.

More info: admin@softtest.ie 053 94 22294 http://www.softtest.ie/events/ 05394 22165(fax)

Sept. 11th: DCEB -- Start Your Own Business Course
Location: National College of Ireland
Time: 6pm - 9.30pm
Price: EUR200

DCEB's Start Your Own Business Programme covers all the basic information to help you set up a business and get things right from the start. This eight evening programme course is highly practical and interactive. You learn new skills and how to develop both your business and yourself.

More info: info@thelookdublin.com 01 677 6068 Fax: 01 677 6093
http://www.dceb.ie/opencontent/default.asp?itemId=15

Sept. 13th: DCEB -- Finance and Funding for Small Businesses
Location: National College of Ireland
Time: 5.30pm - 9.30pm
Price: EUR30

This course will give participants an idea of where to secure funding for fledgling businesses -- when the Enterprise Board and Banks can't or won't help! It will also familiarise participants with the systems required to record all of the transactions in their businesses and introduce them to the appropriate systems in order to survive the first few years.

Sept. 13th: Dublin City Enterprise Board -- Financial Management
Location: National College of Ireland
Time: 5.30pm - 9.30pm
Price: EUR150

This four evening programme (13th, 20th, 27th & 4th October) is suited to any individual aspiring to running his or her own business or to have a refresher course on what requirements are necessary to the successful running of a business. Due to the fact more businesses are failing because of insufficient financial control, it is crucial to have some expertise in this area. This programme will give you the skills and knowledge to understand basic financial structures as well as detailed information on planning finance for initial start up.

More info: info@dceb.ie Tel: 01 677 6068  Fax: 01 677 6093 http://www.dceb.ie/opencontent/default.asp?itemId=15
 

Sept. 25th: it@cork -- Blogging Training Series
Location: National Software Centre, Mahon, Cork.
Time: 6pm
Price: Members EUR50, Non EUR100

Beginning Monday September 25th for five consecutive weeks it@cork looks at: 1. How to set up a blog?; 2. How to optimise your blog?; 3. How to find content? 4. How to Promote your blog and posts? 5. How to Podcast? All five sessions cost just EUR50 for members or EUR100 for non-members.
More info: catherine.wall@itcork.ie 021 2307011 Fax: 021 2397046 http://www.itcork.ie/index.cfm?page=events&eventId=74

Sept. 27th: Dublin City Enterprise Board -- Time Management
Location: National College of Ireland, Dublin.
Time: 2pm - 6pm
Price: EUR30

Time management is a challenge that every business owner and manager faces, regardless of their experience, industry or size of workforce. This course identifies the main sources of time management problems and offers practical, effective solutions to form new habits and methods of getting things done. It is highly participative and encourages the practice of new skills throughout.

More info: |info@dceb.ie 01 677 6068 Fax: 01 677 6093
http://www.dceb.ie/calendar/default.asp?itemId=17

Sept. 30th:  Dublin City Enterprise Board -- Women Entering Business
Location: Guinness Enterprise Centre, Dublin.
Time: 10am - 4pm
Price: EUR150

This six day programme (each Saturday for six weeks) is designed to help prepare women to set up their businesses. The programme will introduce participants to the tools required to become more competitive in a challenging environment and to develop a range of skills to help run a better business.

More info: |info@dceb.ie 01 677 6068 Fax: 01 677 6093
http://www.dceb.ie/calendar/default.asp?itemId=17