What does IMDA mean by capability development for media professionals?

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IMDA's Capability Development Focuses on Enhancing Digital Content Creation Skills for Media Professionals

IMDA's capability development initiative, as part of the Digital Content and Capability Development (DCCD) programme, aims to equip media professionals with the necessary skills to thrive in a digital-first media environment. This involves providing them with opportunities to utilise emerging technologies, such as artificial intelligence (AI), as tools for content creation. The overarching goal is to ensure media professionals can effectively produce digital content and maintain a competitive edge in the evolving media landscape.
Enhancing Skills for Digital Content Creation

Capability development within the DCCD programme is specifically geared towards improving the practical abilities of media professionals in producing content for digital platforms. This encompasses training and exposure to new methodologies and technologies that are shaping modern media production. The initiative seeks to foster an environment where professionals can adapt to and leverage these advancements, thereby enhancing the quality and reach of their digital content.
Integrating Artificial Intelligence in Content Creation

A significant component of the capability development pillar is the emphasis on artificial intelligence. Media professionals will receive opportunities to learn and apply AI tools within their content creation workflows. This integration is intended to streamline processes, unlock new creative possibilities, and help professionals stay at the forefront of technological advancements in the media industry.
Synergy Between Content and Capability Development

The DCCD programme operates on two interconnected pillars: digital content development and capability development. While digital content development focuses on the creation of new and innovative digital media formats, capability development ensures that media professionals possess the underlying skills and technological proficiency to execute these creative ambitions. This dual approach ensures that both the output (content) and the creators (professionals) are strengthened.
Accreditation and Proposal Opportunities

To participate in the DCCD programme, media companies must first undergo an accreditation exercise. This process assesses their existing content development capabilities and professional track record. Upon successful accreditation, companies become eligible to participate in Calls for Proposals (CFPs), which are structured opportunities to receive support for their digital content projects, further reinforcing the link between demonstrated capability and the potential for new content creation.

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What does IMDA mean by capability development for media professionals?

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