Screen Content in Australian

Education: Digital Promise

and Pitfalls
Report by Stuart Cunningham I Michael Dezuanni I Ben Goldsmith I Maureen Burns I Prue Miles I Cathy Henkel I Mark Ryan I Kayleigh Murphy

Project Partners

THE PROJECT .................................................................................................................................. I

STRUCTURE OF THE REPORT.......................................................................................................... II
CONTENTS .................................................................................................................................... III
INTRODUCTION: DRIVERS OF CHANGE .......................................................................................... 1
SUMMARY OF KEY FINDINGS ........................................................................................................ 3
SCHOOLS, TEACHERS, STUDENTS: DEMAND............................................................................................... 3
PRODUCERS, DISTRIBUTORS, SERVICES: SUPPLY......................................................................................... 4
INDICATIVE SHAPE OF THE EDUCATION MARKET .......................................................................... 7
HOW MONEY FLOWS FROM THE STATUTORY LICENSE ................................................................................... 8
SOME INDICATORS OF END USER DYNAMICS ................................................................................................ 9
SCHOOLS, TEACHERS AND STUDENTS: DEMAND ....................................................................... 11
FORMS OF SCREEN CONTENT USED BY TEACHERS ........................................................................................ 11
DELIVERY OF SCREEN CONTENT ............................................................................................................... 12
THE COMPLEX NATURE OF TEACHERS WORK ............................................................................................. 14
PRODUCERS AND INTERMEDIARIES AS CONTENT CURATORS .......................................................................... 18
STUDENT PERSPECTIVES ON SCREEN CONTENT IN THE CLASSROOM ................................................................ 20
TEACHING WITH YOUTUBE .................................................................................................................... 21
THE ABC, SBS AND ACTF AND AUSTRALIAN SCREEN CONTENT ................................................................... 27
CLASSROOM PEDAGOGY OBSERVATIONS ................................................................................................... 28
UNDERSTANDING SET TEXTS IN AUSTRALIAN SENIOR SECONDARY ENGLISH ............................ 30
NEW SOUTH WALES ............................................................................................................................ 30
AUSTRALIAN CAPITAL TERRITORY ............................................................................................................ 31
VICTORIA ........................................................................................................................................... 32
QUEENSLAND ..................................................................................................................................... 33
TASMANIA ......................................................................................................................................... 33
SOUTH AUSTRALIA AND NORTHERN TERRITORY ......................................................................................... 34
WESTERN AUSTRALIA ........................................................................................................................... 34
OVERVIEW ......................................................................................................................................... 35
AUSTRALIAN CONTENT IN UNIVERSITY SCREEN STUDIES PROGRAMS ......................................... 36
SOURCING AND SCREENING AUSTRALIAN CONTENT..................................................................................... 36
AUSTRALIAN SCREEN CANON .................................................................................................................. 38
AUSTRALIAN SCREEN CONTENT AND CULTURAL HERITAGE ............................................................................ 41
PEDAGOGY AND ASSESSMENT ................................................................................................................ 42
FOCUS ON RMITS AUSTRALIAN CINEMA COURSE ..................................................................................... 43
FOCUS ON UNIVERSITY OF SYDNEYS AUSTRALIAN STAGE AND SCREEN........................................................... 44
PRODUCERS, DISTRIBUTORS, SERVICES: SUPPLY ....................................................................... 46
PRODUCERS/DISTRIBUTORS/SERVICES ..................................................................................................... 47
PUBLIC SERVICE MEDIA ......................................................................................................................... 48
ABC: CASE STUDY................................................................................................................................. 48
SPECIAL BROADCASTING SERVICE (SBS): CASE STUDY ................................................................................. 50
COMMERCIAL ..................................................................................................................................... 60
YOUTUBE: CASE STUDY ........................................................................................................................ 60

CLICKVIEW: CASE STUDY ...................................................................................................................... 62

RISE OF ECO-WARRIORS: CASE STUDY..................................................................................................... 64
COMMERCIAL INDUSTRY PROFILES........................................................................................................... 68
NOT FOR PROFIT ................................................................................................................................. 74
AUSTRALIAN CHILDRENS TELEVISION FOUNDATION: CASE STUDY ................................................................. 74
NOT-FOR-PROFIT INDUSTRY PROFILES ...................................................................................................... 79
SUBSIDIARIES OF NOT-FOR-PROFIT ......................................................................................................... 80
NON-SCREEN ORGANISATIONS .............................................................................................................. 81
RECURRENT CHALLENGES, SUCCESSFUL STRATEGIES .................................................................. 82
CHALLENGES....................................................................................................................................... 82
SUCCESSFUL STRATEGIES AND RESPONSES ................................................................................................. 87
CONCLUSIONS ............................................................................................................................. 90

 Distributor

Distributor

 Distributor

Producer

 Figure 1: Number and types of schools in Australia

Source: ACARA National Report on Schooling Data 2013

Table 1: Amounts collected distributed by Screenrights

Source: Screenrights Annual Report 201415

 Figure 2: Breakdown in types of audiovisual material copied by Australian educational institutions

Source: Screenrights Annual Report 201415

 Chart 1: Online resources used by teachers in the last 12 months

 Figure 3: The complex nature of teachers work

 Figure 4: Teachers curatorial role

librarian, primary school

Teacher

 Year 3 teacher, metropolitan primary school

 Year 10 student, regional state high school

independent secondary school

Year 6 student, regional independent secondary school

Year 12 student, regional all-girls Catholic school

Year 11 student, regional

 Year 11 student, independent secondary school

Year 10 student, regional state high school

 Year 1

teacher, metropolitan state primary school

Head of English, regional senior secondary school

Science teacher, outer-metropolitan secondary high school

 Exchange with Year 10 student, outer-metropolitan school

outer-metropolitan regional school

Exchange with Year 10 student,

Year 12 student, regional senior college

 Exchange with Year 6 students, regional independent school

Year 12 student, regional senior college

Year 12 student, regional senior college

college

Head of Teaching and Learning, large metropolitan

Exchange with Year 12 student, regional senior

high school

Table 2: Queensland University of Technology: sources of screen content for higher education

 Table 3: Australian cinema screenings

37

 Table 4: Australian Cinema (FLMOL1001), Federation University (2015)

 Table 5: Australian Cinema (COMM1033), RMIT (2015)

 Figure 5: A sample of producers/services/distributers interviewed

44

45

 Senior Legal Studies Teacher

English Teacher

Senior

Senior Study of Society Teacher

 Senior Legal Studies Teacher

Senior Visual Art Teacher

Senior Media Teacher

 Senior Media Teacher

Senior Drama Teacher

 Senior Drama Teacher

Benjamin Law, The Family Law author 47

 Senior Geography Teacher

Senior History Teacher

 Senior Media Teacher

49
50

51

52

http://tomorrow.org/speakup/2015_FlippedLearningReport.html
53

54

Taroona High School Tasmania (Microsoft Worldwide Mentor School).

Dallas Brooks Community School

Roxanne Pritchard Teacher,

Val Karaitiana, Principal,

Education, Alberta Canada

Terry Godwaldt, Director, Centre for Global

Primary (Top 20, World Tour Schools, 21st Century Learning School)

Tony Bryant, Principal of Silverton

Jeff Davis, Executive Principal of Varsity College (Top 20, World Tour Schools)

 Senior Teacher

 ACTF

Figure 6: Screenshot of the My Place website

Source: http://www.myplace.edu.au/

 Figure 7: Screenshot, dramatising the apology to the stolen generations on My Place

 Producer

Producer

Producer
Producer

 Producer/Distributor
Producer
Distributor

Distributor

Distributor

Producer

Producer

 Producer

Distributor

Distributor

 Producer

Senior Teacher

Producer/Distributor
Producer/Distributor
Producer
Producer
Producer
Producer

Producer

Producer

 Producer

Games Developer

The online version of this report, in both high and low resolution can be found at:
http://australianscreencontentproject.net/

Digital Media Research Centre

Queensland University of Technology

Creative Industries Faculty
Musk Avenue, Kelvin Grove
Brisbane, 4059