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Start arrow Agenda arrow 22@Breakfast arrow Past Events arrow 22@Update Breakfast November 2007
22@Update Breakfast November 2007
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"The audiovisual sector: a new economic reality".

November.s 22@ Update Breakfast focused on the audiovisual sector.s potential for innovation and its versatility, which allow this sector to generate new forms of consumption and make it an essential part of many different types of economic activities.

David Xirau, Director of New Projects at Grupo Mediapro, presented the i3media project, which was awarded a CENIT grant (Strategic National Consortiums for Technical Investigation) from the Ministry of Industry in 2007, as part of the INGENIO 2010 initiative. The aim of this project is to create and automatically manage intelligent audiovisual contents using technology.

Innovation is fundamental in a constantly changing global market because it allows companies to stay competitive. In order to face this situation, the i3media Consortium was created by bringing together a group of companies that work in different points of the supply chain, production, distribution and advertising: Mediapro, Telefónica I+D, Alcatel-Lucent, Havas Media, Catalan Radio and Television Corporation through CCRTV SSGG (General Services), TVC (Catalonia Television), Activa Multimedia, STT, Infospeech, Brainstorm, Raditech and Noufer.

The Consortium actively collaborates with ten Spanish research organizations, bringing together a group of professionals and researchers specialized in content-related technology. The idea is to create a new audiovisual model using technology that allows work to be done below the smallest content unit, the frame. The project fragments images in order to offer multiple channels in independent screens or sub-screens. This allows each object to be treated as an independent entity with separate associated information. From this fragmentation, the project centers on three fundamental areas of application:

  • intelligent contents: users in the future will be able to interact with the contents, selecting additional information about each object. Moreover, these objects will be clickable and surfable, because they will be connected to the net.
  •  personalization: contents will be adaptable depending on the characteristics of the user.
  • automation: in order to lower costs and manage larger volumes of  content with minimum operator participation.
To achieve these characteristics, the Consortium will work with: metacontents, cataloging, characters, intelligent objects, virtual and acoustic environments, scene reconstruction, natural language, expressivity, interaction, perception and communication between users.

As Innovator of the Month, David Martí, Director of DDT Special Effects, presented the company he runs with his partner Montse Ribé, which won the Oscar for best make-up in 2007 for the film Pan.s Labyrinth.

The company centers on three main products: special make-up, body replicas and animatronics (animal and human replicas animated by internal mechanisms).

DDT Special Effects was founded in 1991 and worked mainly on TV commercials, because most films made in Spain at that time didn.t require their services. They made the jump to film in 1998, with Jaume Balagueró.s film The Nameless, and the following year with Daniel Monzón.s film Heart of the Warrior.

David Martí stresses the importance of fostering development in the Spanish cinema industry so professionals don.t have to go to other countries, especially the USA, to work. .We want to do the effects at home and not have to leave the country; Americanize the process, but do it here. says Martí.

Finally, to close November.s Breakfast, Josep Miquel Piqué, 22@Barcelona Managing Director, stressed the importance of combining the district.s urban-planning and economic models in addition to being an innovation magnet connected to others all over the world.


The i3media project is working to create a new audiovisual model that adapts its contents to the needs of each user in order to allow them to interact with more active and personalized information.

DDT Special Effects specializes in make-up, animatronics, body replicas and props. They want to develop this sector in Spain and enrich it by incorporating American working practices.

The i3media Consortium supports research and innovation in the media sector with the aim of being able to compete on the global market by developing intelligent audiovisual contents.


.The key is that they brought together two companies from the audiovisual sector with different potential..

.Like David Martí said, it.s important for specialists in the sector to be able to work in Spain and not have to leave the country..

.They.ve showed us that the audiovisual sector has great potential for development..


  • The Ministry of Industry, with their Center for Industrial Technology Development (CDTI), supports large-scale technological tractor projects through the CENIT program, investing 200 million euros in subsidies to finance 15 large-scale R&D&I projects. 65 % of the participating companies are SMEs.
  • The i3media research project has a budget of 35 million euros and works with 140 first-rate researchers, putting Spain and the i3media Consortium in the forefront of audiovisual content research.
  •  DDT Special Effects has 15 years of experience; they have participated in over 180 commercials and more than 30 films, including American blockbusters like Hellboy and Doom. Some of the feature films they.ve participated in are:
    • The Nameless and Fragile, by Jaume Balagueró
    • Heart of the Warrior, by Daniel Monzón
    • Common Wealth, by Álex de la Iglesia
    • Arachnid, by Brian Yuzna
    • Torrente 2, by Santiago Segura
    • Sex and Lucia, by Julio Medem
    • The Devil.s Backbone and Hellboy, by Guillermo del Toro
    • Talk to Her, by Pedro Almodóvar
    • Werewolf Hunter and Second Name, by Paco Plaza
    • Warriors, by Daniel Calparsoro
    • Dagon, by Stuart Gordon
    • The Nun, by Luis de La Madrid
    • Somne and Jugar a matar, by Isidro Ortiz
    • Doom, by Andrzej Bartkowiak


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