Marketing has started for IDEA's biennial Australian Digital Show, being billed as the 'largest technology event in the southern hemisphere'.

The event at Melbourne Convention & Exhibition Centre from October 16-18, 2015, expands on a theme which drew attendance of more than 22,000 in 2013.

IDEA president James Murray (right) says this "clearly demonstrated the demand" for still and video photography from all walks of life: "Trained skilled professional will always be in demand and, thanks to our alliance with the Australian Institute of Professional Photographers, knowledge-sharing will be in abundance," he says.

The AIPP will again present its Canon-sponsored Australian Professional Photographer Awards, and will be joined by other competitions and galleries.

Additionally, the presentation theatre has been upgraded to seat 400 in front of two giant screens, four creative learning centres are being introduced.

IDEA vice-president Robert Gatto expects another record attendance, and says "industry heavyweight" brands have already committed to the show.