Shannon Low thrives in two different worlds — even while at work. In the one we are familiar with, he attends functions, meets people, reviews proposals, does paperwork, travels overseas and makes things happen.

In the other, he enters an exciting “virtual” land-scape where anything can happen, and imaginations of the future are (digitally) in the making.

Shannon’s job title: Assistant Manager, Content Development/Digital Media, Industry Development Division, Media Development Authority (MDA).

Simply put, his role is to grow Singapore’s digital media industry by helping companies to develop and export content products. Such products include computer games, interactive media products, and animated television series and films.

Growing a budding industry
“The digital media industry is still quite young here,” said Shannon. “Although we haven’t got a large number of content products at the moment, there’s potential for growth.”

Shannon oversees MDA’s Digital Content Development Scheme, which provides funding for companies seeking to produce pilot episodes of a TV series, trailers for a film, a playable technical demo for a game, or an interactive media project.

With the funding from MDA, these companies can produce something to show interested buyers, investors and partners, who can then provide further funding for developing the entire project.

So far, close to 20 proposals have been submitted. Several have been approved. Those that have made it are truly innovative ideas and concepts that come with a promising business plan for marketing the products overseas.

Bringing different worlds together
Shannon also looks for avenues where MDA can work with the private sector to bring more attention to digital media content products and to excite more people to create them. For example, MDA supports international cybergames, digital art and animation competitions.

Going on industry promotion trips are also part of the job. Shannon recently spent a week in the US visiting animation and game development companies in a bid to pave the way for partnerships between US and Singapore companies.

He explained, “We want to get US companies to think about co-production and co-development with our local companies. That will give local companies a chance to learn from US companies, as well as an opportunity to gain access to the international market through their US partners.”

Work is fun and invigorating
“I read gaming magazines and play computer games for research, and I get to watch animated pilot TV series submitted by companies!” he said beaming.

However, what he enjoys most about his job is working in a dynamic industry.

“We are now seeing a big growth in 3D animation in TV series and films. We’re also seeing a lot more complexity in computer games. I think they can grow a lot more complex, with more impressive and exciting visual effects,” he said.

“There’s also the idea of convergence between media. For example, your mobile phone can become a widespread platform for much more interactive games. It’s exciting to be able to push and develop this industry, and see how companies come up with new ideas and ways to exploit the convergence and tools for interactivity.”

A ‘happening’ life outside of work too
Beyond office hours, Shannon thoroughly enjoys pursuing his many passions.

When he is not street racing on his PlayStation 2 or surfing on the beaches of Bali, Shannon produces his own digital projects. He co-publishes an online magazine (www.the2ndrule.com) and is the project director of Digital Compassion (www.digitalcompassion.com), a series of creative digital projects that address social concerns.