Some Viewpoints on Developing
Digital Content Industry
Dr. Ming-Yuhe Chang
Associate Professor
Department of Multimedia and Entertainment Science
Southern Taiwan University
Email: changmy@mail.stut.edu.tw
2004/2/17
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Outline
• What are the definition and the range of
digital content?
• Technology
• Some viewpoints on game development
• Suggestions to succeed in game development
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Definition
• A definition in UK
Digital Content is a varied and wide-reaching
sector, which includes publishing, software, web
development, graphic design, computer games,
and broadcasting.
• Definition in Taiwan Government:
Digital content is the technology, products, or
services, excluding hardware, made from digital
materials of image, character, video, audio, etc.
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Range
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Digital Game
Computer Animation
e-Learning
Digital Audio-Visual Service
Mobile Content Service
Networking Service
Content Software
e-Publishing/Digital Archive
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Digital Game
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Audio-visual entertainment systems
operating on information hardware platform
TV Game (e.g., PS2, GameCube, Xbox)
PC Game (e.g., console and online games)
Handheld Game (e.g., Game Boy Advance,
Nokia N-Gage, etc.)
Mobile Game (Java games)
Arcade Game
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Sony PSX
• 120 GB HD
• TV Tuner
• DVD Writer
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Computer Animation
A sequence of images/graphics produced by
operating computer-aided tools applied to
entertainment or businesses.
• Entertainment: TV program, game,
movie/film, broadcasting, etc.
• Businesses: architecture, industry design,
advertisement, etc.
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Rank 1
Cost $90m
US B.O. 320m
International B.O.
373.1m
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e-Learning
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Access to synchronous or non-synchronous
learning activities by operating a digital
device,e.g., a computer, PDA, etc.
Content created
Content tools
Content service
Others:
content management, evaluation, etc.
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Digital Audio-Visual Service
A multimedia service made through the
processes of photographing, broadcasting,
and playing digital content to the audience.
• Digitization services: digitizing traditional
music, film, TV program, broadcast, etc.
• Digital services: digital music, KTV, MOD
(Movie-on-Demand), etc.
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Mobile Content Service
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A service provides the audience with data or
content service in mobile environment.
Short message service
Mobile data service (GIS/GPS)
Mobile multimedia message service
others
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Kgt i-mode service
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Networking Service
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A service provides the users with network
content, connection, storage, communication,
broadcasting.
ICP (Internet Content Provider)
ASP (Application Service Provider)
ISP (Internet Service Provider)
IDC (Internet Data Center)
Others: e.g., Internet Presence Provider (IPP)
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Content Software
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Software to create digital content
applications and services.
Content authoring tools
Content platform systems
Content applications
Content consultant services
Others…
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e-Publishing/Digital Archive
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Using information technology and network
delivery generates and publishes digital
content in digital storage.
e-Paper
e-Magazine
e-Book
On-line Database
Others: e.g., Digital Library.
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定義: 將圖像, 文字, 影像, 語音等資料, 運用資訊科技加以數位化並整合運用之技術, 產品或服務
衣
育
數位
遊戲
數位
學習
食
樂
住
行
商業應用
數位影
音應用
電腦
動畫
行動應
用服務
內容
軟體
網路
服務
數位出
版典藏
流通與保護技術 (內容管理, 頻寬管理, 串流技術, 版權管理, 收費機制, ...)
數位化處理技術 (內容製作, 格式標準, 資料壓縮, 特效處理, 圖像運算, ...)
網際網路
行動通訊網路
有線電視
衛星通訊
無線電視
電影
數位廣播
數位儲存
數位內容產業範圍
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Game/ Animation Technics
• HLSL (High Level Shader Language):
– Cg (nVidia) with vertex or pixel shading for
OpenGL and DirectX 9.0
• Rendermonkey (ATI) for texture editing
• QUAKE 3
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Other Technics
• e-Learning SCORM, XML, Stream media
• Digital Audio-Visual mpeg4/7/21, MIPS, microsoft TV
• e-Publishing Smart Paper, pocket PC, tablet PC
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Some Viewpoints on Game
Development
The following are good for Taiwan to develop
digital content industries in Chinese world.
• The culture with the characteristic of
diversification
• Leading the industries, including TV program,
fashion music, and publishing in southeast
Asia and the Chinese world
• Leading the information hardware industries
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Some Viewpoints on Game
Development
Trends on digital game
• The main stream of marketing belongs to TV Game (e.g.,
PS2, GameCube, and Xbox) in USA and in Japan.
• The development of TV Game is towards TV Game
operating on heterogeneous network.
• PC online game is still the main stream in Chinese
market.
• The rapid growth of wireless communication bring
Mobile Game a new opportunity.
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Some Viewpoints on Game
Development
SWOT (Strength, Weakness, Opportunity, Threat)
Analysis on digital game
• Strength:
– familiarity with Chinese marketing and leading the
marketing,
– mastering the operating know-how in online game
business,
– flourishing creativity, and
– powerful support by government.
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Some Viewpoints on Game
Development
SWOT (Strength, Weakness, Opportunity, Threat)
Analysis on digital game
• Weakness:
– The progress of core technology falls behind lots of foreign
companies.
– There exists a lack of practice and experience in developing TV
Game.
– The style of game and art design does not match the taste of
international audience.
– Smaller capital from small or middle enterprises.
– Lack of sufficient and excellent manpower.
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Some Viewpoints on Game
Development
SWOT (Strength, Weakness, Opportunity, Threat)
Analysis on digital game
• Opportunity:
– Same language, i.e., mandarin, with Chinese for the
ease to open China market,
– The rapid growth of users in broadband network, and
– TV game and online game mastering the main stream
of market.
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Some Viewpoints on Game
Development
SWOT (Strength, Weakness, Opportunity, Threat)
Analysis on digital game
• Threat:
– A strong competitor: Korea fully promote game
industry.
– Copyright protection problem in Chinese game market
– A blurry market in China
– Too many PC games already but not so much
attention on developing TV games
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Suggestions to succeed in Game
Development
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A successful company developing games should perform
excellently in the following aspects:
Game design, project management and execution,
Mastering the core technology (e.g., real-time rendering, content
delivery network, digital rights management, MPEG, and mobile
network),
Hiring high-level manpower for high productivity with high quality,
Managing the well relationship with international publishers,
Mastering the business information in global,
Protecting intellectual property right,
Raising funds as well, and
Well government administration and tax systems.
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