Malaysia's Multimedia Development Corporation (MDeC) unveiled its Saladin 3D cartoon project, the latest development in MSC Malaysia's Creative Multimedia Content Initiative (CMCI).

Saladin 3D, an animated television series, is meant to cater to the Middle East region, which is looking for content that fits its culture and history.

"We know that the Middle East, a region with a population of over 200 million people, has a hunger for Islamic digital content which has not been met by content producers from other parts of the world. What Malaysia can offer is multimedia solutions which are on a part with anything else from around the world, whilst also being in tune with the culture here and its traditions," said MDeC General Manager for Middle East Fairuzzudin Nasron.

Al Jazeera Children's Channel (JCC) and Multimedia Development Corporation (MDeC) recently formalized their partnership in content development and distribution.

The collaboration consists of the co-production and global marketing of the 26 episodes of Saladin 3D Animated Television Series, which is planned for broadcast on Al Jazeera Children's Channel in the last quarter of 2008.

The Saladin series is based on the epic story of the 12th century Kurdish warrior who united the Muslims during a turbulent era and reclaimed Jerusalem..

"One of the key objectives of the CMCI is display the best that Malaysia has to offer, which is on a par with anything else in the world. Can we help develop the industry in this region as well? I certainly hope so, as this region is one which is looking to grow its own digital content industry over the coming years. As shown by Al Jazeera Children's Channel, it's a win-win partnership for Malaysia and for the Middle East," said Fairuzzudin.

The MSC Malaysia Saladin Project made waves internationally when it recently won the Tokyo Big Sight Award at the Tokyo International Anime Fair 2007 recently.

Saladin won the award for its excellence in 3-Dimensional Computer Generated Imagery (3D CGI), special visual effects and animation.

The judges found Saladin a worthy contender, noting that "the visual image is splendidly beautiful such as the underwater scene and depiction of the flame. It is a very impressive piece with mysterious charm that entices the audience. The degree of perfection is high and people of all generation can enjoy it."

Fairuzzudin said the award was testimony that the Saladin project and local talents had the capability and technical know-how to produce animation that could compete with the world's best.

"Malaysia certainly has the knowledge, creativity and technology to produce high quality animation to cater for global market. It shows that we possess world class animators who have the ability to undertake high-quality work, on par with that of international players," he said.

Middle-east online