The Media Development Authority of Singapore (MDA) and its West Australian counterpart ScreenWest, announced the launch of the MDA-ScreenWest Cross-Media Development Initiative today.

The Initiative aims to encourage producers in both territories to jointly develop and and exploit the potential of multi-platform intellectual properties.

Proposals from three genres - Children's Programming, Documentary and Animation - will be accepted from both Singaporean and West Australian producers. Selected projects will receive up to a total of US$90,000 in co-development funding.

The MDA-ScreenWest Cross-Media Development Initiative follows the Australia- Singapore Film Co-production Agreement signed in September 2007.

Media companies from Australia and Singapore have also collaborated successfully on several front. Co-productions in recent years include feature film The Home Song Stories and lifestyle TV programme 5 Star Insider.

The two screen funding and development agencies have expressed enthusiasm in the Initiative.

The MDA's CEO Dr Christopher Chia said, "Content that can be commercialised on multiple platforms will enjoy a wider reach and longer life span and the MDA-ScreenWest Cross Media Development Initiative is a step in supporting our media companies to rise to the challenge of the new media landscape where consumers increasingly demand to enjoy content on their own terms,"

Ian Booth, ScreenWest Chief Executive, said the importance co-productions was recognised through the initiative.

"The bonus of this initiative is the development of cross-platform digital media which can be made in Singapore and Australia and viewed around the world."

The closing date for the submission of proposals for the Initiative is December 1, and the announcement of selected projects will be made at the Asia Television Forum held in Singapore from December 10 to 12