AUSTRALIA LAUNCHES MULTIMEDIA PUSH INTO EUROPE

Australia has chosen Europe's major multimedia trade show, MILIA '95 in France, to launch a new, concerted campaign to market Australian multimedia products and services on world markets, the Australian Minister for Trade, Senator Bob McMullan, announced today.

For the first time, Australia's multimedia industry - supported by the Australian Federal Government - is combining to present a broad spectrum of its products, achievements and opportunities to buyers visiting MILIA '95.

The Australian Interactive Multimedia Industry Association (AIMIA) with backing from Austrade and the Australian Department of Industry, Science and Technology has formed a peak export advisory group - Multimedia Export Australia (MEA) - to assist the industry build its export and international investment program.

The establishment of MEA will complement specific initiatives targeting the multimedia sector contained in the "Creative Nation" policy statement by the Prime Minister, Mr Paul Keating, in October 1994. The Federal Government has committed $A84 million over a four-year period to develop the multimedia program.

"MEA will focus on enhancing Australia's reputation as a centre for world class development of multimedia products and services," Senator McMullan said.

"It will also target the development and implementation of export initiatives, developing closer cross-industry links and advising the multimedia industry and the Government on investment and export opportunities in that sector.

"MEA's Board will contain key representatives from various industry sectors such as multimedia, film, music, publishing and entertainment, with each Board member being a successful exporter in their own right. The wealth of experience these people will bring to MEA will enhance the performance of an already thriving and effective industry."

Board members of MEA include Chris Gilbey, Vice President A&R/BGM Australia; Robin James, Chief Executive Officer of the Pacific Film and Television Commission; Alan Bremner, General Manager, Disctronics Technologies; Stephen Schwalger, Chief Executive Officer of AIMIA; and key representatives from the multimedia industry.

Senator McMullan said MEA will work closely with Australia's multimedia industry, with Austrade and the Departments of Communications and the Arts and Industry, Science and Technology to implement an initiative contained in the Prime Minister's "Creative Nation" statement for a series of Australia-wide Forums on the multimedia industry.

The Forums program was designed to foster greater understanding of multimedia, stimulate debate and promote the benefits of using multimedia in business and in the general community.

The Forums will also support visits to Australia by international experts and key industry decision makers.

Senator McMullan said AIMIA, with funding from the Department of Industry, Science and Technology had developed a CD-ROM based presentation called "OZmm" that demonstrates the products and capabilities of many of Australia's top media developers.

The CD-ROM program contains details of more than 400 Australian companies and demonstrates a variety of products and services. The program has capability for Matching and Search so that users can easily identify Australian companies that are capable of meeting their needs.

Further information:

Senator McMullan's Office: Brendan Sheehan (06) 277 7420

Austrade: John Robertson (06) 201 7691