Interactive Television to Have Major Impact On Advertising Worldwide

Brisbane-based Group Spearheads New Global Research Program Out of Perth

23rd December 2004

For immediate release

The international advertising and entertainment industry is on the verge of entering a new era, following the approval – announced today – of a world-first research project into interactive television advertising.

The project is set to have a major impact on the advertising industry globally, exploring new models for interactive advertising for some of the world’s biggest brands, media platforms and advertisers.

The Federal Government has committed $1.65 million to Brisbane-based ACID – the Australasian CRC for Interaction Design – to undertake the research project.

(CRC stands for Cooperative Research Centre, which is a Federal Government funded initiative.)

CEO of ACID, Professor Jeff Jones, says Australia’s creativity and innovation has been given another major boost with the approval of supplementary CRC program funding.

"The new program will position Australia as a global leader in interactive content creation," Professor Jones said.

“The original goal of ACID was to promote Australasian creative industries globally. This new project puts Australia squarely on the world stage.

“This project is a catalyst for strategic relationships with leading global companies to enhance the commercial capacity of ACID and its partners.

"This success strengthens Australia's reputation, attracting higher levels of local and foreign investment in creative industries and, in turn, growing employment and export opportunities," Professor Jones said.

ACID is based at QUT's new Creative Industries precinct at the Kelvin Grove Urban Village in Brisbane, and brings together six Australian universities: QUT, the University of Queensland, Griffith, Murdoch, UTS and RMIT and internationally, the University of Canterbury.

“The Government's support for the new research program demonstrates growing confidence in ACID and its partners to lead commercially sound research,” said Professor Jones.

This project will be based in Perth at The interactive Television Research Institute at Murdoch University under the direction of renowned interactive TV researcher, Professor Duane Varan.

“This research program represents a significant development for Australia,” said Professor Varan.

“The world’s most influential brands and media platforms have joined together in what will be a unique opportunity to help redefine the business of television globally,” he said.

Professor Jones said there had been a huge response to the new research project.

"Since we submitted the research proposal for supplementary funding in May, we’ve received significant industry interest," Professor Jones said.

“Now the funding is approved, we’re expecting global interest and support throughout the life of the project,” he said.

For more information:
Jason Pickersgill, ACID. T: 07 3337 7929 or 0432 163 886. E: jason@acid.net.au