Digital Media


Where Creativity Meets Technology
in the Digital Economy

A Context Paper for Canada's Interactive Digital Media Industry

"Recognized the world over, Canada's interactive digital media content creation industry is an innovation powerhouse fuelled by the sector's unique fusion of creative and technology skills."

With these arresting words, the authors of CHRC's newly released Context Paper on Canada's Interactive Digital Media Industry, set the stage for a compelling analysis of the DM industry and its central role in our country's digital economy.

This research was commissioned by CHRC to highlight how digital content is having a pervasive influence in shaping economic development in Canada; and to understand the DM industry's pressing need for greater access to talent with the right skills.

What emerges in terms of training is the importance of a new "hybrid worker" who encompasses "a convergence of skills once deemed to be separate... a confluence of artistic ability, technological invention and business acumen".

Among the concluding observations, the authors pull no punches:

"Canada must keep pace with evolving labour needs in an industry where artistic, technological and business skills are converging around innovative new products and services, and the adoption of new business models and markets.... Working professionals must have access to ongoing training opportunities to enhance their business, creative and technology skills".

The Context Paper is a foundation piece of research for CHRC as the Council undertakes an analysis of skills needed by DM workers in a competency chart for a "Digital Media Team".

Recognizing that job titles and descriptions are elusive in this industry, the DM experts who developed the competency chart decided to group competencies by "functions": creation, project management and business. This unique approach will provide employers with a means of assessing the skills gaps of their DM teams; educators with a map for curriculum development for aspiring DM content creators, project managers and producers; and workers with an understanding of their own strengths and weaknesses vis a vis their role on a DM team.

Explore this up to date snapshot of Canada's DM industry and follow CHRC's ground breaking related work on skillsets and training needs for DM workers in the Executive Director's blog as she and her colleagues hold focus groups across the country to validate the chart.


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Table of Contents

  • The Digital Economy and the Interactive Digital Media Industry
    • The Digital Economy and Interactive Digital Media
    • The Link between Creativity and Innovation
    • Key Features of the Interactive Digital Media Industry
    • Selected Successful Canadian Digital Content Creators that are Advancing Canada's Digital Economy
    • Summary Observations
  • Towards an Understanding of the Economic Importance of Canada's Interactive Digital Media Industry
    • Understanding the Far-Reaching Impact of the Interactive Digital Media Industry on the Economy and on Other Industries
  • The Way Forward: Preparing the Workforce for Future Success
    • Ensuring the growth and success of the interactive digital media industry
    • Ensuring a talent pipeline for the interactive digital media industry
    • Greater workforce diversity in the digital media industry
  • Concluding Observations
  • Annex 1: Interactive Digital Media Industry Content Creation Sectors
  • Annex 2: Bibliography