IN A big move to stimulate the computer animation industry in Singapore, the Media Development Authority (MDA) and local animation firm Peach Blossom Media are taking part in a $37 million, three-year deal to create seven animation TV series for children.

The joint effort, announced yesterday at the Asia Media Festival, will create made-in-Singapore TV rogrammes which will be marketed to international broadcasters such as Nickelodeon and Disney.

The MDA's chief executive officer, Dr Christopher Chia, yesterday said the deal - the first of its kind between the MDA and a local animation company - will build up local talent and create openings for companies here.

'By creating opportunities for the Singapore media industry to work with international partners on international projects, we raise the profile of made-by-Singapore content, as well as open doors to new markets for them,' he said.

Singapore is a relatively new player in the worldwide animation industry that is set to grow from US$27.1 billion (S$44.3 billion) in 2002 to US$33 billion by 2008, he said, citing a respected research paper known as the Roncarelli Report On The Computer Animation Industry.

'But we're confident Singapore can muscle in,' he added.

Of the $37 million, the MDA and Peach Blossom are investing $18 million, mostly to hire creative talent to work on scripting, storyboarding and design.

The rest of the funds come from international broadcasters and other investors.

The first project, a 26-episode series called Wild Animal Baby which will teach children about wildlife conservation, will be completed in early 2006.

It is based on a popular pre-school magazine by the non-profit organisation National Wildlife Federation in the United States.

Co-produced with South Korean animation studio Sunwoo Entertainment, each episode is expected to cost US$150,000.

Peach Blossom will co-produce some of the other projects with a Japanese company as well as a studio in China, said its chief executive officer, Mr Sung Lin Gun.

Peach Blossom is no fledgling animation company.

Although less than four years old, it already has chalked up some success.

Its Tomato Twins animated series was the first original Asian show to be broadcast internationally on Nickelodeon last year.

Tao Shu - The Warrior Boy, a cartoon, followed that success and now airs on the same channel.

Mr Sung attributed these successes to their Asian flavour.

Tao Shu, for example, is set in ancient China and offers subtle lessons on life through the trials and tribulations of a young boy during his adventures.

Peach Blossom, which is funded by local investment company W3 Infocomm Group, plans to hire about 40 staff, in addition to its existing 20, to work on the new projects.

The company is also looking for local production houses to work on 3D animation for its new projects.

Mr Sung said he is investing in human capital instead of expensive computers as he finds it more important to work on creative processes such as lip-synching, storyboarding and directing.