According to the company's Malaysia country manager, Tan Choon Sang (CS), the creative, productivity and workflow tools, which include the 10th anniversary release of Maya® software, would allow designers and artists to enhance the breadth and depth of their solutions for film, television and games.
"Recent advances in computing technology are enabling greater levels of interaction, simulation and immersion in 3D environments," said Tan "The creative processes for film, games and television are increasingly 'virtualised' and digital entertainment creation has become highly technical. Autodesk media and entertainment (M&E) launch demonstrated how Autodesk is driving the change from highly technical to more creative processes, which will allow artists to freely experiment and better express their ideas in the digital world."
Autodesk, Inc. (www.autodesk.com.my) produces 2D and 3D design software for the manufacturing, building and construction, and media and entertainment markets.
Tan said that Autodesk has received industry awards from such esteemed institutions as the US National Television Academy Awards, the Scientific and Technical Academy Award and the Game Developer Frontline Hall of Fame Award.
Growth drivers in Malaysia
Tan said that the company continued to observe significant growth drivers for its business in the M&E industry from three specific areas. The first area is the growing focus on increasing production efficiency through end-to-end creative solutions, rather than piecemeal software packages, he said.
Secondly, the growth potential in the mid-range television and games middleware (or games authoring) markets, and, thirdly, the opportunities to embed visualisation technology into the traditional CAD (computer-assisted design) process, creating synergies between the M&E industry and others such as manufacturing or architecture.
"We are seeing positive opportunities for our M&E business in Malaysia, capitalising on the increased emphasis and initiatives by the government and Malaysian Development Corporation (MDeC) to accelerate the development of local digital content, multimedia and creative industry," said Tan. "Autodesk also constantly seeks collaborations with relevant organisations to further drive awareness and address industry challenges in the market, which include the skills-gap and a shrinking talent pool."