Our History

Formed in 1983, AHEDA was originally known as the Video Industry Distributors Association (VIDA) and later became the Australian Visual Software Distributors Association (AVSDA). In response to technological shifts in the home entertainment landscape, including the rise of Blu-ray, 4K and digital, the association became AHEDA in 2011.

What We Do

Now in our fifth decade as the voice of the home entertainment industry, AHEDA continues to champion the sector and support members on a broad scale including:

  • Working with government on regulatory and policy matters
  • Collaborating with other associations on copyright and enforcement
  • Educating stakeholders and creating campaigns to advance the industry
  • Identifying solutions to industry-wide issues affecting business efficiency
  • Providing industry data and research findings to members and stakeholders
  • Engaging with the community and proudly supporting The Starlight Children’s foundation for over 25 years
  • Preserving and promoting the unique benefits of home entertainment

How We Do It

AHEDA consists of four main committees, each responsible for supporting the industry in key areas:

Category Growth & Profile Committee (PR, marketing, and industry campaigns)
Insights Committee (data and analysis)
Operations Committee (industry business efficiencies)
Corporate Social Responsibility Committee (Starlight Children’s Foundation)

AHEDA also works closely with industry organisations ANZSA (Australia New Zealand Screen Association), CCA (Creative Content Australia) and MPDAA (Motion Picture Distributors Association Australia) to raise awareness about the essential role of copyright and the impact of piracy on creativity. Together we work to protect and promote the safe and legal consumption of movie and TV content.

We are committed to the growth of screen entertainment across disc and digital. Our team of industry professionals brings insight, expertise and a clear vision for the future of this unique sector.

Our People

Chris Chard
Executive Director, AHEDA
Chris is the former Co-CEO of Roadshow Films Group and Managing Director of Roadshow Entertainment, Television and Digital. In his 30+ years in the industry, he has worked across all areas of home entertainment and played an integral role in spearheading its development and growth. With award-winning producer John Edwards, Chris established Roadshow Rough Diamond, the production company responsible for creating hit dramas including Romper Stomper.

Jim Batchelor
Chairman, AHEDA
Jim is Managing Director of Universal Sony Pictures Home Entertainment. Jim has spent 30 years in the Home Entertainment Industry in Retail and Studios roles internationally. Relocating to Australia in 2011 as Managing Director Of Universal Pictures Home Entertainment, he was responsible for setting up the Joint Venture with Sony which has successfully traded since 2012.

Elizabeth Trotman
Deputy Chair, AHEDA
Elizabeth Trotman is CEO for STUDIOCANAL Australia and NZ.   She has been in the role since 2016 and overseas theatrical distribution, Home Entertainment, TV Sales and film development and production.  Prior to her current role she was Head of Marketing and Sales for Hoyts Distribution and Hoyts Cinemas in NZ.   Before returning to NZ Elizabeth worked in a variety of roles across The Walt Disney Co, Warner Bros and BBC Worldwide.

AHEDA and Social Responsibility

AHEDA has proudly been a supporting partner of Starlight Children’s Foundation for over 25 years and has helped bring fun, joy and laughter to over 200,000 sick children by raising more than $8-million through various industry campaigns.

Starlight’s mission is to brighten the lives of seriously ill and hospitalised children.

Starlight works as part of the healthcare community bringing joy and happiness to seriously ill children, that’s essential to their wellbeing.
Starlight began in 1988 and is now a vital part of the healthcare system. As Australia’s broadest reaching children’s charity, Starlight is consistently ranked as one of the most reputable non-profit organisations.
Find out more at https://www.starlight.org.au/.

Back to top