The New Media Council was formed by the Producers Guild of America (PGA) in 2002, in order to recognize, represent, and protect producers working in emerging media such as DVDs, broadband and mobile entertainment, interactive television and video games.
The PGA protects and promotes the credit and role of the entertainment producer. In January 2001, following a series of summits that brought together members of the new media and traditional producing communities, producer Marc Levey spearheaded an initiative to revise the PGA constitution to provide for the representation of New Media producers. This led to the formation of the New Media Council. Since its formation, the Council has sought to identify and address issues relevant to New Media and the PGA. These include how "new media" should be defined, and how the role of a new media producer differs from or is similar to its counterpart in traditional media, recognizing that medium must serve the story and not the other way around.
On April, 5, 2010 the Producers Guild of America Board of Directors officially approved its New Media Code of Credits, adding twenty-six major new credits to cover new media producers. The code is significant in that it marks the first time the Producers Guild of America recognized new media producer industry credits and responsibilities in Broadband, DVD/Blu-ray, Animation, Games (console and online), Mobile, Digital Visual Effects, iTV (interactive/enhanced Television), Special Venues, and Transmedia.
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