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Industry calls for cheaper broadband 
Friday, June 21 2002
by Andrew McLindon


Ireland's digital media sector could stagnate due to a lack of affordable
broadband and the government's failure to recognise the industry's potential.

This was the overriding view of delegates at last month's National Digital Media
Conference. The delegates also said that the government must do more to ensure
that the Irish digital media industry can replicate the success of the country's
software sector.



"Despite the diversity of companies represented, concerns raised during
industry workshops were very consistent," said Damian Ryan, founder of event
sponsors and co-organisers Perfect World. "For example, while the appointment
of an e-minister would be welcomed, there was a consensus on the urgent need for
a pro-active, effective directorate to harmonise and drive the industry."



Delegates attending the telecommunications and infrastructure workshop at the
conference highlighted the lack of flat-rate Internet access or affordable
broadband services for Irish consumers, which they felt has led to Internet
penetration stalling at 33 percent. Attendees criticised consumer broadband for
being too expensive. While Eircom is currently charging a minimum monthly fee of
EUR89 for DSL, delegates said it should be closer to EUR30.



Those attending the finance and industry development workshop acknowledged
Ireland's reputation as a well-developed and technologically advanced nation with
a strong entrepreneurial outlook. But they warned of the need for a co-ordinated
approach to funding to jump-start the industry.



The conference report also found that advertising agencies have not been
sufficiently informed about the benefits of digital media and have, therefore,
shied away from using it. "Although audience measurement for Web sites is
extremely scientific and accurate, there is a need for an independent and
credible audience research tool that would give advertisers and agencies more
confidence in on-line advertising," the report said.



Ryan told ElectricNews.Net that "frustration and disappointment" were the
general sentiments of conference attendees. "Ireland has a tremendous
opportunity to develop a world-class digital media sector, but it has not been
followed through on," he remarked.



Ryan said his view was that leadership was needed from both the industry and the
government in order to change the current situation. "The government needs to
get behind the digital media sector. It has talked about doing this but has done
nothing to make this happen. It needs to start delivering incentives and
infrastructure, and do it soon if the digital media industry is to flourish in
this country.



"Likewise, the industry needs to take a leadership role and demonstrate that it
is capable of moving the sector forward," commented Ryan.



The National Digital Media Conference took place in May and was attended by 270
delegates. The full report of the findings of the conference is available on-line
at the NDMC Web site.