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Attitude in global spotlight- again

Attitude, Auckland, September 25 2014: The Attitude Group, a New Zealand digital disability content specialist, has been selected from broadcasters and production companies across Asia-Pacific to participate in the “1 Asia Co-production Initiative”, funded by the Japanese Government.

This latest achievement comes simultaneously with the news that two programmes from its flagship weekly TV documentary series “Attitude” are finalists in the annual Asia-Pacific Broadcasting Union (ABU) awards.

Other finalists include major broadcasters such as the Australian Broadcasting Corporation, Australia’s SBS, Japan’s NHK, CNN International and Korea’s KBS.

‘The Attitude Awards’, a documentary about the annual celebration of New Zealanders living with a disability, is a finalist in the ABU Perspective Awards category. ‘Adam Hall: Defending Champion’, featuring Paralympic Skier Adam Hall’s buildup to the Sochi 2014 Paralympic Winter Games, is a finalist in the sports category. Both documentaries were funded by New Zealand On Air.

These achievements are the latest in a string of international successes for the independent company founded in 22 years ago by veteran Kiwi documentary maker Robyn Scott Vincent. In the past 12 months alone The Attitude Group has:

  • Won the Special Jury Prize at the 2013 ABU Prizes for its documentary about New Zealand’s Paralympic cycling team
  • Won the 2014 Asia Image Apollo Awards1 Prize for Editing for its documentary about a young man living with autism called ‘Jimmy Wants a Job’
  • Become the first independent production company to secure broadcast rights for both the Sochi 2014 Paralympic Winter Games and the Rio 2016 Paralympic Games
  • Livestreamed 50 hours of HD 1080 content from the Sochi 2014 Paralympic Winter Games on its groundbreaking, fully accessible web platform AttitudeLive.com
  • Grown unique pageviews of AttitudeLive.com to an average of 45,134 a month, averaging 10 minutes per session, in less than a year

Since its launch in September 2013 AttitudeLive.com has attracted viewers from 172 countries/territories around the world.

CEO and Executive Producer Robyn Scott says broadcasters are recognising how Attitude’s focus on content relating to disability and chronic health work is helping shape public attitudes.

“Most importantly it is giving people with disabilities all over the world a sense that they have both skills and real value to offer society,” Scott Vincent says. “We are really happy AttitudeLive.com is rapidly developing into the global online community that was our vision to help create.”

Ann-Marie Quinn, the Attitude Group’s director of partnership, says the capacity to attract an international audience reflects in part the common themes of disability, but more importantly the capacity of the Attitude team to focus on the essence and individuality of every story.

“It’s this skill the 1 Asia Project has identified and secured our place as a partner in this exciting project,” she says.

The Attitude Group currently employs eight people living with disability, three of whom are heads of department. Dan Buckingham who lives with quadriplegia and is a Paralympic Gold medallist, is the Producer, AttitudeLive.com. Jai Waite, whose editing skills secured this year’s Apollo Award, is also a quadriplegic and Paralympian and he heads post production. Tanya Black, who lives with paraplegia, is head of content, helping to develop stories and campaigns for both the Attitude TV series and AttitudeLive.com

About The Attitude Group
The Attitude Group has been delivering disability content to New Zealand audiences for 10 years, producing more than 400 programmes

In September 2013 The Attitude Group launched attitudelive.com – the world’s first fully accessible web platform focused solely on disability, health and wellbeing

Attitudelive.com has closed captioning, audio description and a specially designed dyslexia font
The Attitude Group has developed a strong reputation offshore as one of the world’s leading production companies specialising in disability & chronic health.

Six years ago The Attitude Group established The Attitude Awards, an annual, national celebration of achievements of people who live with disability. The 2014 Awards will again be a black tie event at The Viaducts Event Centre in Auckland on December 3 – World Disability Day

Watch Attitude, Sunday mornings at 8.30am on TV ONE, or visit www.attitudelive.com

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