In 21st century, content is king IF THE 20th century crowned information king and used knowledge as currency, the 21st century is moving towards a society where content is worshipped and culture is capital. JEEPNEY NI JAN-JAN is an interactive learning tool from Anino Games. "People want to be entertained," said Ma. Leanna Beltran, manager of the Creative Content Development Project, an initiative under the Commission on Information and Communications Technology (CICT). "Instead of just looking into e-learning modules or viable research outputs from universities, why not focus on Filipino culture and the arts? Content is such a broad thing." During the launch of the said project, titled "Unboxed! A Collection of Works from Some of the Philippines Most Inspired Creatives," the CICT debuted Jeepney ni Jan-Jan by Anino Games, and Pasintabi, a 40-minute animated film by Tuldok Animation Studios. Developed in partnership with the Cultural Center of the Philippines (CCP), Jeepney ni Jan-Jan is an interactive learning tool by the same guys who created iPad and iPhone games for Universal Pictures' Despicable Me. "We've been doing games for the market abroad without any recognition," said Niel Dagondon, Anino Games chief executive officer. "We've always wanted to make an original game that has positive impact. [Jeepney ni Jan-Jan] is our legacy to the Filipino people." Fifty people worked on Jeepney ni Jan-Jan over a period of five years. The result is a virtual tour of the country, which features around 30 mini-games spread across 17 regions. Through these mini-games, users discover the dances, music, art, and architecture of the Philippines. As part of the Content Development Project, Jeepney ni Jan-Jan will be distributed for free to public schools nationwide. Tuldok's Pasintabi, meanwhile, was produced in cooperation with the National Commission for Culture and the Arts (NCCA). The short animated film is a charming take on local folklore as seen from the eyes of a Bicolano boy. "We want to create a sustainable, original animation industry," said Ramon del Prado, Tuldok president. In addition to Pasintabi, Tuldok also introduced "Lines to Life," a seven-episode instructional video on animation, which is, according to the presentation, a $110-million industry as of 2008. "In a globalized and interconnected world dominated by images, sound, text, and symbols, the creative economy is already needing employment, trade and innovation around the world," said CICT Chairman Ivan John Uy in a speech. "It has the potential to foster developmental gains by generating income, jobs and export earnings while at the same time promoting social inclusion and cultural diversity." Mr. Uy added that "connectivity and constant advances in information and communication technologies (ICT) have led to new business models that are changing the overall pattern of cultural consumption worldwide." Looking at the bigger picture, the CICT chairman said that original and creative content is a key part of the BPO-KPO (business/knowledge process outsourcing) sector, which generated 550,000 jobs this year and will likely hit $9 billion in revenue. In the next five years, revenue from the BPO-KPO sector is expected to exceed remittances from overseas foreign workers, now at $17 billion. Mr. Uy believes that by 2016, the BPO-KPO sector will be worth $25 billion. "It is notable that the youth's daily activities — online research, entertainment, social networking and gaming — account for the majority of this [use of technology]," said Mr. Uy, adding that the creative industry is one of the dynamic, high-growth value-added sectors in the world economy. He pointed out that over the period of 2000 to 2005, the international trade of creative goods and services increased an annual average of 8.7%, reaching $424 million in 2005. "This positive trend occurred in many parts of the world, including the Philippines," he said. "In searching for revenue for our current economic difficulties, we need to bring culture and technology into the mainstream of policy-making and development strategies."

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