GTMA announces latest in string of interactive digital media industry studies

Yet another study of the multimedia industry, this one in the Greater Toronto Area, has been announced by a partnership spearheaded by the Greater Toronto Marketing Alliance (GTMA). The GTMA was recently the recipient of a grant from the Ontario Ministry of Enterprise, Opportunity and Innovation’s (MEOI) Interactive Digital Media Small Business Growth Fund to fund the initiative. GTMA officials say the interactive digital media component of the report, which will be the first part of the project to be launched later this summer, is just one aspect of a broader planned look at the entire information and communications technology community in the Toronto area. The study, which will be conducted in partnership with the SMART Toronto Technology Alliance (STTA), is slated to report the interactive results at the Canadian New Media Awards week in early June at STTA’s facilities. The goal, says GTMA VP of international marketing John Jung, is to collect the industry facts needed to create marketing and other materials to highlight competitive advantages in the Toronto cluster as GTMA prepares for a summer ICT mission to the U.K., and to help other organizations and associations pursue their own objectives. The first phase of the study is being guided by an impressive advisory body that includes the participation of academia, technology associations, groups such as the Interactive Multimedia Arts & Technologies Association, the CATA Alliance, Communications and Information Technology Ontario, the New Media Business Alliance, Industry Canada, MEOI and others. In addition to the interactive digital media component, the first phase of the report will also hone in on other technology sectors, including wired and wireless telephony, call centres, e-health and e-learning, and others. The entire study is expected to last all year as phases two and three, which deal with benchmarking and creating marketing messages, are pursued. But, says Jung, those parts of the study are not yet funded, and the GTMA is currently seeking financial partners in the public and private sector. Nonetheless, the GTMA is forging ahead with the project with the expectation that the necessary financial resources will be found. It is important work that will help position Toronto and environs on the world market," Jung says. "That’s part of the problem. We Canadians don’t go out internationally to market ourselves very well," he tells Canadian NEW MEDIA. "With this brand new information, we’ll be able to get into certain U.S. and overseas markets and be able to market ourselves from a position of strength." Deloite & Touche did a similar study a few years ago, but economic turmoil and terrorism have changed the competitive landscape. "We recognize that the whole sector, with all its various segments has gone through tremendous change through the past couple of years. It’s really important for us to understand what this cluster is and who to benchmark against," Jung says."But, you know, at the end of the day…the ICT study aims to do a lot of things locally. Not only to have us better understand ourselves and provide a current and comprehensive study with all these various elements, but we also wanted to work toward building something that everyone can work towards and have some level of ownership around and then be proud to say, ‘we worked on this together.’" Also assisting in the study will be E+B Data and G2M Strategic Public Relations and Communications. The study will join several other ongoing initiatives across Canada. Soon, Delvinia Inc. will be releasing the results of its Interactive Media Producers’ Survey. Women in Film and Television – Toronto has planned a study of Canada’s screen media (CNM, March 6/03), the Ottawa Centre for Research and Innovation also received MEOI money for a similar look at ICT in the capital (CNM, Feb. 7/03), and New Media BC is in the final stages of producing a report on the B.C. new media industry (CNM, Feb. 20/03).

GTMA announces latest in string of interactive digital media industry studies

Broadcast | April 3, 2003

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