The Australian Home Entertainment Distributors Association (AHEDA) represents the $1.1 billion Australian film and TV home entertainment industry covering both packaged goods (DVD and Blu-ray) and digital content.
Formed in 1983 as the Video Industry Distributors Association (VIDA), the Association has grown and adapted along with the industry. VIDA became the Australian Visual Software Distributors Association (AVSDA) with the incorporation of games. When games distributors set up their own association - coupled with the continual technological led shifts in the home entertainment landscape such as the rise of Blu-ray disc, 3D and digital - the Association became AHEDA on 1 February 2011.
In 2015, the physical DVD/BD business was worth A$904 million and digital sales achieved A$187 million.
The Association speaks and acts on behalf of its members on issues that affect the industry as a whole such as: intellectual property theft and enforcement, classification, media access, technology challenges, copyright and media convergence. AHEDA works closely with a range of stakeholders to achieve its aims including government, media and industry. AHEDA is also increasingly looking to work with members and broader industry participants to conduct relevant channel campaigns and activities to promote the home entertainment film and TV sector.
The Association currently has nine members including all the major Hollywood film distribution companies through to wholly-owned Australian companies such as Roadshow Entertainment, Madman Entertainment, Entertainment One Films Australia and Defiant Screen Entertainment. The Association also has four associate members: Foxtel, Sony DADC, Technicolor and Telstra.
Simon Bush is the Chief Executive of AHEDA. Prior to joining AHEDA, Simon was a director at a global management consulting company and he has also served as a senior ministerial policy adviser in the Commonwealth Government. Simon has an Honours Degree in Political Science from the Australian National University and the University of California, San Diego.
AHEDA hosts an annual Awards event which recognises sales and marketing achievements throughout the year.
AHEDA is also proud to support the Starlight Children's Foundation and is behind the annual Starlight Movie Month campaign and the Entertainment Golf Day. The Home Entertainment industry raised $350,000 in 2015.