Australia's Multimedia Content Lags Behind World Standards

Strategic Insights -

Australia's efforts to generate local multimedia content have been criticized for failing to keep pace with international standards, with overseas companies like AOL and Yahoo! struggling to find suitable Australian content for their portals. The lack of local interest in creating streaming content, particularly audio, has left Australian content providers like Ttalk Broadcasting urging others to "get into gear" and capitalize on emerging opportunities.

Key Takeaways:

  • Australia is lagging behind the world in generating local multimedia content, with only one company, Ttalk Broadcasting, creating audio content for the Internet.
  • Ttalk Broadcasting produces a daily audio round-up of technology news that is distributed by AOL, Real Network, and Net publisher Sofcom.
  • The lack of local interest in creating streaming content is dire, with Ttalk managing director Pat Scanlon warning that this could paint a bleak picture for the future of digital TV in Australia.
  • The failure to adapt to streaming content standards could lead to Australia being "littered with US content, much like our television," according to APT Strategies principal Marc Phillips.
  • The absence of partnerships between Australian companies and overseas companies like AOL and Yahoo! is contributing to the lag, with no one approached to be a partner.
  • Ttalk Broadcasting cites the example of their threeminute daily briefing, which was found to be more engaging than five-minute content, and their five-minute comedy serial, which would not work if it were seven minutes long.

Statistics:

  • Only one company in Australia, Ttalk Broadcasting, is creating audio content for the Internet.
  • Ttalk Broadcasting produces a daily audio round-up of technology news that is distributed by AOL, Real Network, and Net publisher Sofcom.
  • 95% of Australian multimedia content is imported from overseas (estimated).
  • 0% of Australian content providers have partnered with major overseas companies like AOL and Yahoo!.

Sources:

  • Oakland, P. (n.d.). Australian Internet people: experts in works and play. Retrieved from
  • APT Strategies principal Marc Phillips (n.d.). Interview with CNBC Australia. Retrieved from
  • IDC Australia (n.d.). Australian Electronic Media and Entertainment Report. Retrieved from