International New Media Festival fits with aggressive P.E.I. plans for broadcast and digital growth

Prince Edward Island’s digital and broadcast development agency has confirmed that it will fund the International New Media Festival to the tune of $100,000 this year, with the option of first refusal to do the same in the next five years. TechPEI says that, in return, the province expects greater national and international exposure for its burgeoning new media industry, including a new facility built specifically to attract film, television and new media business to the island.The deal, which was finally announced on August 22 (CNM, Aug. 21/02), will see the popular festival move to Rodd’s Brudenell River Resort in Roseneath PEI, October 17-19. Telefilm Canada, the CBC and several other partners are on board as sponsors as well. Scot MacDonald, TechPEI’s director of new business investment, says the event is expected to be seamless to visitors as the last-minute change of venues takes place.The festival is an important coup for the province, which has aggressively pursued new media, broadcast and film business over the past year. MacDonald has been on several road trips across the country drumming up business and potential tenants for P.E.I.’s soon-to-officially-open Atlantic Technology Centre. The fit, says MacDonald, is ideal."From a strategic standpoint, we had already sunk a lot of dollars and a lot of strategic planning had been made going into this. Acquiring the festival was really just another way of putting a stamp on P.E.I. as a great place for doing business in this sector," he tells Canadian NEW MEDIA. "We really see it as an investment that will pay big dividends down the road – setting us aside as the new media locale and trying to establish ourselves as a leader instead of a follower in this space."MacDonald is quick to point out that TechPEI didn’t pursue the festival until it was clear that the Enterprise Cape Breton Corp. had pulled out of the event. In fact, he says, P.E.I. had been a staunch supporter of the festival for several years, spreading word about the event to Atlantic Canadian companies and sending a significant contingent.When it became clear that the festival would not be held in Baddeck NS this year due to funding woes, TechPEI stepped into the breach, aided by International New Media Festival board member Gretha Rose, of P.E.I.’s Cellar Door Productions. Two considerations, says MacDonald, were key to P.E.I.’s decision to take over title sponsorship of the event."We’re very attracted by the potential for the international component. That really weighed heavily on our decision-making as to taking on this project." MacDonald notes that the festival has recently seen an influx of delegates from Europe, including a very supportive group from Manchester, England.Further, he says, the festival has recently been twinned with the Banff Television Festival – another key deciding factor."These are two things that we felt had a tremendous amount of upside that, perhaps, Cape Breton didn’t take a hard look at that we really felt were beneficial."MacDonald says P.E.I. is committed to the event for the long term. Asked whether TechPEI’s continued support rested on the participation of other partners in years ahead, he notes: "Basically, we have an option, as I indicated, of first refusal to become title sponsor in years ahead. We wouldn’t be getting into this if we didn’t feel very strongly that that would be the case. Basically, we’ve taken the opportunity to take a look at the festival this year. I suspect, in future years, Telefilm will be there. But it’s not hinged on anything. It’s hinged on viability, not on whether or not any particular partner is involved."He notes that TechPEI has lent some human resources to the event to help plan this year and has also suggested some additional speakers for the program. An updated web site for the festival is online at http://www.newmediafest.com.

International New Media Festival fits with aggressive P.E.I. plans for broadcast and digital growth

Broadcast | September 6, 2002

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