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MDA and Singapore Science Centre Board ink MOU to promote IDM

Dated: 5 December 2007

Collaboration paves way for young to crea​​te IDM content and experience IDM learning, while showcasing IDM technologies and projects to industry players 

The Media Development Authority of Singapore (MDA) and the Singapore Science Centre Board (SCB) today signed a Memorandum of Understanding (MOU) to generate greater awareness and opportunities of interactive and digital media (IDM) amongst Singaporeans and the industry.
A significant collaboration laid out in the MOU is the set-up of two permanent educational labs at Sc​ience Centre focused on encouraging students to create IDM content. MDA will explore supporting these state-of-the-art virtual labs, which will enable students to design, test and develop prototypes with an emphasis on special effects and animation. The objective is to equip students with the necessary IDM skill sets to interest them in both the creative and research &development (R&D) side of IDM.

The two organisations will also look into the development of a factual entertainment programme based on the themes of science, technology and media in high-definition. The programme will be co-funded by MDA as part of the public service content it supports. This series will differentiate itself from other programmes by harnessing new technologies such as the Internet and mobile to educate students and the public in an interactive, engaging and fun way.

Another collaboration being explored is to tap SCB’s technical expertise in implementing a showcase of IDM-related technologies, exhibits and projects, at MDA’s new office in Fusionopolis, for an immersive IDM environment for business visitors.

Dr Christopher Chia, Chief Executive Officer, MDA, said: “IDM is increasingly becoming a ubiquitous part of our lives. To catalyse the development of Singapore’s IDM industry, we recognise that this is best achieved through its people. In this digital age, Singaporeans need to be savvy users of IDM and in so doing, stimulate demand for IDM content and services. Students, in particular, will be the next generation of talents that will fuel these industries.

“Hence, through this MOU, we hope to adequately prepare our people to appreciate the potential of IDM, hone their skills and raise their media literacy skills to become sophisticated users and even creators of technology.”

“The Science Centre is pleased to have this opportunity to collaborate with MDA to bring the knowledge of science, technology and media to everyone. With interactive media claiming a global market exceeding S$100 billion, such initiatives will not only contribute to this growing trend, but also educate and inspire visitors on the fascinating world of digital art and technology," said Dr Chew Tuan Chiong, chief executive of the Singapore Science Centre (SSC).

The MOU will be inked amidst the launch of IDM exhibits from IDM festivals in Tokyo and Korea – called I-Tokyo and Creative Korea respectively, as well as an Open Call Section conducted by SSC. Interactive Tokyo (I-Tokyo) is held in Miraikan (National museum of emerging science and innovation), a science museum for children and young people in Tokyo, since 2005. DAT is the first time Interactive Tokyo will be held in an international venue. Creative Korea is an initiative by Korea’s Ministry of Culture and Tourism. The ministry is responsible for affairs in the areas of culture, the arts, religion, tourism and sports. (Please refer to Annex on information on these exhibits.)

Calling for interactive media works that merge design, art, and technology, moves beyond technology traditions, and transforms social assumptions, the Open Call competition attracted 52 entries internationally and locally. Finally, four international and local winning displays were selected to be displayed at the iSpace Nexus area of the Singapore Science Centre. The installations will be on display from 5 December 2007 till 1 January 2008.

As part of its efforts to raise awareness and promote the adoption of IDM, MDA is supporting the SSC’s exhibition on DAT at SSC. This exhibition features new media and technologies displayed in an artistic format, while offering a first-hand experience on how IDM can be used for work, learning and play. It is held from 10 November 2007 to 1 January 2008 and more information can be found at or Annex.

General Information on DAT exhibition:
Name of Event DAT (Digital Art and Technology) exhibition
Dates 10 November to 1 January 2008
Opening Hours Tuesdays to Sundays, 10am – 6pm
Closed on Mondays except School & Public Holidays
Address Singapore Science Centre, Annexe Building
15 Science Centre Road, Singapore 609081
Ticket Prices $10 Adults, $8 Child (3-16 yrs), $32 Family Package (2A+2C).
Ticket prices inclusive of entry to SSC.
Public Enquiries 6425 2500

For media enquiries, please contact:
Sharon Tan (Ms)
Manager, Communications
Media Development Authority
Tel. : +65 6837 9011

Koh Shu Ching
Public Relations Officer
Singapore Science Centre
Tel: 6425 2541

About Media Development Authority of Singapore
Formed in 2003, the Media Development Authority of Singapore (MDA) plays a vital role in transforming Singapore into a Global Media City and positioning it at the forefront of the digital media age. MDA spearheads initiatives that promote developments in film, video, television, radio, publishing, music, games, animation, media services and Interactive Digital Media. At the same time, in ensuring clear and consistent regulatory policies and guidelines, MDA helps to foster a pro-business environment for industry players and increase media choices for consumers. For more information, visit

About Singapore Science Centre
The Singapore Science Centre is a non-formal educational institution dedicated to the promotion of science and technology among students and members of the public. As a leading Science Centre in the region, the Singapore Science Centre has twelve exhibition galleries with more than 1,000 exhibits, and another 18,000 sq metres of outdoor space showcasing the exhibits of the Waterworks, Ecogarden and the Kinetic Garden. The Centre also houses the Omni-Theatre — Singapore’s only dome-shaped, 5-storey high theatre with a capacity of 276 seats. Apart from IMAX movies, the theatre also screens IMAX DMR movies. The Science Centre receives more than 950,000 visitors annually. For more information, please visit


Open Call

  1. Escape Clause – An Interactive Ferromagnetic Installation

  2. Marci MacGuffie – USA

    Using Ferromagnetic Paint (iron infused latex paint), an interactive installation can be altered and changed by the audience.

    With handmade magnets that look like brush marks, a pattern installed is later altered by audience interaction. The magnets rest on ferromagnetic surface and the audience is invited to move these magnets by hand.


    Escape Clause, 2006 is included in the recent book “Art in Action, Nature, Creativity and our Collective Future.” Published by Palace Press in conjunction with an exhibition at The Novel Peace Center in Oslo, Norway.

  3. Electric Organ Discharge (EOD 4)

  4. Frederick De Wilde - Belgium

    EOD 04 is an installation by Frederick De Wilde created in collaboration with University Hasselt in Belgium and Bruno Zamborlini (IT). The project is an interactive installation founded on special species of living fish that perceive, electro-sense, their environment and communicate with each other by emitting electric signals, either in pulses or waves. The project explores the normal communication mechanisms of electric fish, including JAR (the means by which e-fish avoids attempts by other e-fish to jam its frequency) and thus investigates the communication and non-communication mechanisms between men and animal. In other words, interspeciescommunication.

  5. Bear’s Beer

  6. Tomohiro Anemiya, Taro Maeda, Hideyuki Ando - Japan

    This is a bear’s beer bar. A waiter (user) in the bar wants to deliver a drink ordered by a customer (a bear target). The waiter does not know where the customer is sitting. However, his “smart tray” creates an attraction force centered on the customer and guides the waiter to the customer. Since the guide is based on force sensation, the guidance information is useful regardless of the waiter’s age or language ability. Moreover, since the guidance directions are transmitted via touch, the other senses remain available to the waiter, making it easier to move through even in the most crowded areas. Finally, the instructions remain entirely private; no one else can discover that the waiter is receiving the instructions.

    In DAT, the latest version of force device with attractive application will debut (customers are bear-type robots)

    This demonstration will show the non-verbal interaction made possible by the hand-held device with the force perception technologies.

  7. ​​​Parting of the Red Sea

  8. Alex Tan Wei Kian - Malaysia

    The concept of this interactive art is based on motion tracking system to capture human movements, gestures and culminating into a story. This interactive installation replicated one of the Old Testament’s most monumental events – Moses’ parting of the Red Sea. The floor-based configuration has the best ability to accommodate the criteria and so a system involving a video camera and projector pointing down was devised.

  9. With You

  10. Choi Yong Soon – Singapore / NUS

    These wearable Interaction Concept Designs are made for the explanation of the wearer’s feelings, emotions and personality on certain circumstances or situations as interpreted by lights and shapes. Using this mechanism, human beings can communicate with other people more truly and interestingly.

  11. A Novel Interactive Charity Engine

  12. Low Guan Hong – Singapore / Temasek Polytechnic

    This installation is powered by the Interactive Charity Engine (ICE). The aim is to enthuse the public to make a token contribution to a charity organization. On sensing a contribution (e.g. 50 cents), the engine will react by adding interesting elements to the art piece. Overtime, if no contribution is received, elements in the art piece will “deteriorate”.

  13. Meta-Fluids

  14. Lu The Kiet – Singapore / NUS

    Meta-Fluids is meant to make people engage with computer systems in a new and meaningful way. Generally, interacting with a computer is made through the interface using the mouse and keyboard as sources of input. Meta-Fluids takes interaction to another level and acknowledge the complexity and richness of human movement in space.

    The modes created were the underwater caustic effect, smoke simulation, field density representation and the “Matrix effect” mode.

  15. Physics Edutainment Game

  16. Melvin Eng – Singapore

    This unique edutainment gaming concept is specially tailored to focus on a specific physics principle. Requiring the player to apply several principles all at once will only lead to an unfocused (an messy) gaming experience. The unique characteristic of this game is that it uses physics puzzle subtly crafted into some hypothetical real-life scenario. It is up to the player to figure out what physics principle is involved and he has to apply it accordingly.

  1. Tabby

  2. Atsuro Ueki / Japan

    “Tabby" is designed to be a content of interior furniture generating an air of relaxation and intimacy to a living space. Its feature is to be a subject of affective interaction that no traditional lights can be, by having its form, texture and motion that generate a sense of being alive besides a lighting function.

  3. Kage no Sekai

  4. Yu Uchida, Mami Naito, Shiho Hirayama, Masa Inakage

    “Kage no Sekai” makes us able to communicate through the actual shadow with the marvelous creatures; that we can see when we look in the shadow. We look in to the shadow of the objects on the table, is making their own world view that we won’t usually find out. Users can communicate with the creatures in the world of shadow by creating new shadows with various objects or you can also move those objects and change the shapes of the shadows.
  5. Interactive Travel Into Unu Temple

  6. Taejin Ha, Haesun Kim, Sangchul Seo, Hyeongmook Lee, Jaeseok Kim, Youngho Lee, Woontack Woo

    Interactive Travel into Unju Temple’ is an interactive storybook using AR technology which can unfold the legend of Unju Temple as a sequence of events at each page of a story book. Users can experience the story by manipulating interactive content displayed on the story book. Most of the attempts about digital heritage are based on the aspect of preservation science and visualization which aims to exquisitely restore cultural assets through historical investigation. Unlike traditional digital heritage, ‘Interactive Travel into Unju Temple’ expresses the uncompleted beauty and legend of the temple, which we cannot find out from Unju Temple today. The main idea of our approach is to facilitate communication of cultural meaning by taking into account not only demands of end users but also of a storyteller.

  7. AR Gardening with Learning Companion - BLUEBIRD

  8. Sejin Oh, Sangchul Seo, Woontack Woo

    The proposed AR gardening system makes participants experience interactive flower gardening with a bluebird, an intelligent learning companion squatting in an augmented picture. The proposed system augments fiducial markers in the picture with the animated bluebird to support interactive edutainment experiences. The bluebird perceives user’s actions and reactions as well as environmental situations on the fly. It then appraises the user’s feedback and situational information to provide participants with context-aware personalized problem-solving guidelines. Moreover, the bluebird presents anthropomorphic expression, and responds like a companion than an instructor. Furthermore, the learning companion-like bluebird helps the participants experience how to properly grow the interactive flower in real environment.

  9. Peterpan’s Shadow

  10. Byeongsoo Kim

    Do you know the Peterpan's Shadow? There was a fantastic scene that Peterpan was chasing his shadow to catch it. Because his shadow has its own personality, it moves as it wishes. This installation shows that scene as depicted in the story.

  11. AR Mirror For Kids

  12. seongyong Oh, gihon Lee, jihong Jeung, younghwan pan

    'AR Mirror for Kids' is an interactive magic mirror using AR technology. Kids can experience the story by manipulating interactive contents(kind of animation) displayed on the magic Mirror. Kids can get a new experience. There are two worlds in this piece, the real world and the dream world. A user can get a small tool (like a hair pin, a headband, a cap) on the table and stick it on his head and ‘AR Mirror for Kids’ shows a comics or cartoon story on the screen. The main idea of the approach is to make a dream world and make a new experience for kids using these devices. This research is based on an action research of children’s behavior with mirror.