Zainir Aminullah talks in short spurts. His poker face denies any measure of enthusiasm – whether he is negotiating a deal, winning awards, discussing programming formats or conducting meetings
Zainir Aminullah talks in short spurts. His poker face denies any measure of enthusiasm – whether he is negotiating a deal, winning awards, discussing programming formats or conducting meetings.
However, he allows a wrinkle of a smile when he talks about his pet project, the Nextgen Contentpreneur Awards (NCA). As executive director of Astro Entertainment, Zainir is tasked with originating fresh ideas, working with the best available talents and turning raw ideas into commercially marketable content for multimedia, broadcasting, and communications platforms.
“NCA is one of Astro’s primary vehicles in discovering the future stars of content creation,” proclaims Zainir. “It gives us access to young and undiscovered talents, many of whom may not be given an opportunity to unleash their creativity if not for platforms like NCA.”
The NCA is organised by Astro in collaboration with the Malaysian Communications and Multimedia Commission (MCMC) and Multimedia Development Corporation (MDeC).
Zainir has grand ambitions. He wants NCA to be an influential link to the future. Indeed, the widespread use of digital technology is already having a great impact at all stages of the multimedia, broadcasting, and communications chain, in particular the production of audiovisual works.
Now in its sophomore year, NCA aims to challenge the competition’s participants by raising the creative bar. Although the competition is targeted primarily to students pursuing a degree in the multimedia, broadcasting, and communications field, it is also open to anyone who possesses talent and an interest, and keen on making a serious play for a career in this industry.
“We were completely surprised and encouraged by the number of submissions for last year’s NCA,” Zainir recalls. “It was a trial run for first-time entrants to evaluate their work from an academic perspective.”
This year, Zainir is hopeful that participants will stretch out a little farther – and let their imagination take root.
Explains Zainir: “Without a doubt, theoretical training is beneficial. Hands-on, practical work, however, distinguishes these novice talents. The core competencies of what they learn in school must be explored to the full extent – and NCA is the platform that gives them the opportunity to showcase their creative proficiency.”
Astro’s pitch to students is simple: “If you want to be involved in this industry, the NCA offers an opening.”
And, as Zainir puts it, “It doesn’t matter if you don’t win the Big Prize. You’ll walk away with a piece of work that can be part of your portfolio when you graduate.”
With the industry rapidly expanding across all platforms, there is more room now for ‘amateur professionals’.
“The inherent benefits of participating in NCA are enormous,” believes Zainir. “Apart from career prospects, the participants also get a first-hand insight into the industry. We also provide merit-based grants and training to promising talents.”
Although the NCA is an Astro initiative, Zainir reasons that the competition profits the industry as a whole.
“When we activated NCA, we knew it was a long-term proposition in the creation of a sustainable talent pool. Just as the industry continues to evolve, so does the form of content. What is relevant now may be obsolete in the near future. The next generation of content creators will dictate the shape, form, and tone of what we see, hear, and experience across all media platforms.”
The weather, like the economy, may be gloomy for the next few months. But it won’t be difficult to solicit a smile from Zainir until the run-up to the NCA finals. Don’t be surprised, though, if he discovers a BIG talent from the NCA and grins from ear to ear.
By Christie Leo