The Advanced Media Group, a Toronto organization established last year to spearhead digital tv efforts in Canada, has formed a joint-venture development agreement with Sony of Canada and Oakville, Ont.-based Sheridan College to create a new center for advanced television and digital film.

amg, headed by production service industry veteran Doug McKenzie, was launched early this year with the purpose of undertaking ‘new paradigm’ production and post facilities aimed at the emerging markets in advanced tv in addition to electronic cinema, film restoration and location-based entertainment.

The new center – Advanced Media Labs – will be a wholly owned subsidiary of amg.

Sheridan College will own and operate affiliated training operations focused on advanced tv and related markets in the center. Sony will provide technology and expertise and will play a key role in the facilitation of the design and operations of aml as an extension of its current relationship with Sheridan.

With the center, Sony is looking to create a showcase to highlight its role in the unfolding dtv and hdtv fields as well as supporting an hdtv training facility. aml will also have a project-oriented research and development arm in which various development partners may participate.

Last year, amg acquired Master’s Workshop, the high-end sound post company founded in 1972 by McKenzie, a former president of Magnetic Enterprises. Master’s will migrate into the center over the next year and a half.

amg is currently assembling a team of industry professionals to manage its interests in the center. The organization will operate on the Sheridan campus and in a yet-to-be-determined Toronto location.