Dáil Éireann debate -
Thursday, 26 Oct 2000

Vol. 525 No. 1

Irish Film Board (Amendment) Bill, 2000 [ Seanad ] : Second Stage.

Minister for Arts, Heritage, Gaeltacht and the Islands (Miss De Valera)

I move: "That the Bill be now read a Second Time."

This is a short Bill with a simple purpose. As is the norm for Exchequer funded State bodies, a statutory ceiling is set on the cumulative capital outlay, commitments and liabilities which the body may incur. This must be updated by the Houses of the Oireachtas every three to five years. The Irish Film Board Act, 1997, increased the ceiling from £15 million to £30 million. This will be reached before the end of the year because of the strong Government commitment to the film sector and the greatly increased activity of the board. I intend to accelerate still further the pace of development by providing substantially increased resources for the board in coming years. The Bill proposes to raise the ceiling on authorised issues from £30 million to £80 million, an increase of £50 million.

Recognising the growing importance of the creative audio-visual production sector for our cultural expression and economic prosperity, I established the film industry strategic review group in 1998 under the chairmanship of Mr. Ossie Kilkenny to review progress in the sector and make recommendations for its further development as we face into the early years of the new millennium. The review group submitted its report in August 1999. It recommended a strengthened, broadened, restructured board to address the new strategic goals of the industry focusing on script development; development and production finance; strategic business development; generic marketing of Irish films, cinema going and video rentals; promotion of Ireland as a film location; training and development; production expertise; technological policy, development and foresight; co-ordination with the television broadcasting sector, and Irish language television production.

The Government has approved a strategic plan for the industry closely based on the conclusions of the strategic report. I have, accordingly, reviewed the resources of personnel, current funding and organisation required by the board for the expanded scope recommended for it in the review group report. In this process my Department engaged management consultants to review the organisation and management of the board. They reported during the summer whereupon I invited Mr. Kilkenny who had earlier been appointed by me to the position of chairman of the Irish Film Board to draw up a plan of action based on the review group's recommendations and taking into account the report of the management consultants. The board is finalising its plan for the next five years to push the industry forward into a more mature phase of expansion and commercial viability in this new decade.

In the first phase from the early 1990s there was a particular emphasis on attracting large international productions to use Ireland as a location to build and sustain the production infrastructure and develop the skills base as indigenous production was insufficient to support the infrastructure and skills which are essential to the industry. Incoming productions will remain essential to the further growth of the industry. The time is now ripe, however, to look to a scaling up of our domestic production companies. To help in the achievement of this the Government is fostering a favourable environment for long-term business planning and investment in the industry by a strategic approach to the development of the industry; a five year extension of section 481; increased funding for the Irish Film Board; Enterprise Ireland support for company development, and continuing support for training.

During the 1990s we built a film production infrastructure in Ireland consisting of skills, facilities and creative talent. Ireland now has the highest per capita output of feature films in the EU, and ranks fourth internationally in attracting inward investment. Where do we go from here?

The digital age poses new challenges and opportunities. In the evolving digital marketplace, while continuing to gain strength in cinema and television, companies in Ireland will need to seize the opportunities of diversification of the distribution channels, the emergence of global niche markets and increased competition to win audiences. In the digital age, content is king. Supporting the development of creative skills and production capability is a vital counterpoint to the development of the digital technology and telecommunications industry in Ireland and to the promotion of Ireland abroad.

We need focused business discipline and planning to achieve the emergence of strong, creative, strategically managed companies able to attract the capital resources to develop and produce slates of projects which will appeal to global markets. Audiovisual production is a powerful means of bringing Irish creativity to global audiences. It generates an awareness of and interest in our culture; supports a world-wide sense of Irish cultural identity; complements our international trade promotion and marketing; develops businesses based on intellectual property; and encourages tourism. All EU countries recognise the importance of this sector and the EU Commission recognises the special cultural significance of creative audiovisual production in its state aid rules, allowing more generous support to this sector than to other industrial sectors.

The Government's position, therefore, is that the audiovisual production industry is to be assigned a central place in Ireland's industrial policy. The Irish Film Board will co-ordinate with the industrial agencies of the State in the development of the industry and in particular in fostering strong indigenous companies in the sector. Liaison will take place at top executive level in the organisations concerned to co-ordinate support for the sector. The board's forthcoming five year plan, Strategy and Structure 2001-2005, will set out clearly how it proposes to respond to this challenge.

Project development, from concept through script, market planning, financing the project and the attachment of actors and crew is the phase in which key creative and business decisions are taken, decisions which can determine the market potential of the project. The board will increase its commitment to enhancing the development process. Through an enhanced development loan scheme it will encourage companies to develop beyond the subsistence, single project mode of operation through growth and partnership; provide funding for companies to develop slates of projects, usually three to five projects, so that development becomes an ongoing function; and nurture new talent and creative originality by continuing to support the development of individual projects. There will be a closer integration of training in script writing and script development with the development support provided by the board. This should increase our capacity to produce excellent scripts which can appeal to international markets.

This leads me to the second change of emphasis which will take place in the board's policies. Our capacity to communicate our culture and creativity in the audiovisual media depends on our ability to reach wider audiences. Audiovisual pro duction is highly capital intensive and, therefore, must have regard to the market.

Section 481 and the Irish Film Board schemes are there to facilitate growth and consolidation of companies and the parallel development of a pool of creative, business and production skills. Therefore, every company which applies for support from the board should have a strategic business plan stating what goals it seeks to achieve, what partners it needs to achieve these goals, and the timeframe for their achievement. Practical advice and assistance will be organised to help companies to develop their strategic thinking and plans and the board will place a greater emphasis on the commercial potential of the projects which it supports, seeing them as the basis for helping businesses to grow and their potential to contribute to the achievement of the company's business plan.

I want at this point to refer to the extremely important issue of funding to support the training needs of the film and television production sector. Screen Training Ireland, the agency for film and television training, operates as a national training committee under the aegis of FÁS. Up to the end of 1999, the European Social Fund co-funded the operations of Screen Training Ireland to the tune of 75%, the balance of 25% being provided by the Exchequer through the Irish Film Board. FÁS supplemented this total from its own funds. Now, however, the ESF funding is no longer available for film training. I have, therefore, provided additional capital resources to the Irish Film Board to ensure the continuation of the vital training inputs necessary for the development and expansion of the industry. In providing these funds for training to Screen Training Ireland, and in accordance with my strategic policy for the industry, I expect the Irish Film Board to ensure, in close liaison with FÁS, that the training being delivered is consistent with the strategic needs of the industry.

An important change will be that the screen commission function of the board will now operate integrally within the new, strengthened board. The Screen Commission of Ireland, established in 1997 as a statutory committee of the Irish Film Board, on a pilot basis under the direction of a voluntary panel of industry experts, became operational in 1998 as soon as funding was made available. It was to be operationally independent of the Irish Film Board and it established a separate identity, executive and office.

Whereas the board's focus was on the fostering of indigenous projects and talent, the focus of the screen commission was seen as bringing mobile international projects to Ireland. It represented Ireland at major locations, the principal film markets in Europe and North America and it participated in trade missions to Australia and Canada. As a consequence, several projects came to Ireland or seriously considered Ireland as a location, and business contacts were established. However, in the light of the Film Industry Strategic Review Group's report, which recommends an enhanced central co-ordinating role for the Irish Film Board, and the recommendation of the consultants' report on the organisation of the extended board, it follows that, strategically, the screen commission function should now be co-ordinated under the Irish Film Board itself.

The distinction originally envisaged between indigenous and incoming productions is less clear in practice than in theory, particularly in the case of European co-productions, which often involve a substantial Irish financial and management input into the project. Accordingly, it has now been decided to re-position the screen commission function. It is envisaged that the chief executive of the commission will now report directly to the Irish Film Board and will work in close liaison and co-ordination with the Bord Scannán team. I have no doubt the board will give careful consideration to the question of how best to build on the brand identity, connections and goodwill which have been built up by the screen commission, so that these can be exploited to the full in achieving the board's overall strategic objectives.

I greatly appreciate the professionalism, commitment and considerable time the members of the screen commission have given to their task. Their knowledge of the industry and their prestige has enabled the pilot period of the commission's operation to be an important learning experience, and a very fruitful one. There are many Irish people, people of Irish descent, and friends of Ireland who occupy positions of eminence and influence in this global industry, including members of the outgoing screen commission, who are keen to help us in achieving the goals we have set ourselves. I will explore with the Irish Film Board how we might avail of this pool of goodwill.

To return to the specific topic of the Bill, it will lay the financial foundations for the next phase of the development of the film industry in Ireland. I have outlined the extended role of the board in building upon what has been already achieved. Given the increased expenditure by the board in recent years, the Bill is now urgent, to enable the board to draw down funds for films which will go into production in the coming months.

In addition to the Exchequer allocation to the board, which is voted annually in the Vote for my Department, the board is also authorised to use recoupments of its loans under its schemes – repayment is conditional on certain commercial targets being reached by the film – and I envisage that the reinvestment of such recoupments will continue to play an important part in enhancing the board's support for the industry. The board, of its nature, is not a commercial bank and one of its principal functions is precisely to provide finance on terms which could not be offered by the commercial banking sector. However, as the industry matures it might be expected that the present recoupment rate of 13% should improve, providing additional resources for reinvestment in the industry.

Two issues arose in the course of my review of the Irish Film Board which should make my position clear. First, the question was raised of a change in the name of the board. I am opposed to this as it would suggest a break in the continuity of our film policies. The current title of the board, in Irish and in English, makes it clear that it is the State agency in Ireland with ultimate responsibility for the implementation of Government policy on film. This is as it should be. Second, it has been suggested that the board should be entirely based in Dublin. Deputies will be aware of the importance given by the Government to decentralisation. I do not envisage the board's headquarters moving from Galway. I agree with the board's approach, however, in having an office in Dublin and it will be a matter for the board to decide how it should organise its work as between Galway and the rest of the country.

I appreciate the Deputies' co-operation in expediting the enactment of this short but vital Bill. As I have indicated, a number of imminent film productions are awaiting its passage to receive support from the board, hence its urgency.

Ms Clune

I welcome the introduction of the Bill, which allows the Irish Film Board to increase its expenditure, and the amount of money it gives out in terms of grants, from £30 million to £80 million. The Bill will be welcome news for the film industry, which has shown growth potential in the past decade and which I am sure will continue to provide the necessary incentives, funding and focusing on areas of inherent weakness.

The Irish Film Board was established to ensure production and availability of films of Irish origin for both the home and international audiences. The board provides loans and investments to independent Irish film makers to help them in the development and production of Irish films. It also plays a vital role in the marketing, sales and distribution of Irish films and promotes training in many areas of film making.

The establishment of the board has played a vital role in developing the film industry but falls behind many of our European counterparts. It is a young industry in Ireland but a valuable one which has enormous potential. The Irish nation is renowned for its playwrights, literature, writers of major international importance and poets. We have shown on a worldwide scale that we possess the creativity and the necessary talent to participate in the artistic media.

The film industry and film production is growing but we have yet to show our strength in the area. I am convinced, from talking to the many film makers I have met in recent months who are involved in the industry and those who are attempting to promote it, that there is enormous untapped potential here. I have no doubt, however, that we can move forward given the necessary support from policy makers and the State agencies.

The films produced by Irish producers provide a wonderful opportunity to display our talents and to increase audiences both here and abroad. The Irish Film Board attempts to increase the audiences for Irish films and raises public awareness of the cultural, social and economic benefits of the vibrant film-making activities in Ireland. Last week saw the running of another successful international film festival in Cork which promotes film-makers and film developers. It is interesting to note that in 1986 the festival did not show any film of Irish origin, yet this year ten films of Irish origin and 46 home produced films were shown. That is a measure of the way our industry is progressing.

Since its inception, the Cork Film Festival has championed the role of the short film which it believed was a neglected form of art which needed to be sustained. The festival has established an award system which is seen as a means of encouraging young film makers to produce short films. The short film can be exciting and the Cork Film Festival recognises that. This is not just a matter for those who are finding their feet in the film industry. Some of the most imaginative and innovative work done in the industry was in the short film. The Minister referred to digitalisation and the short film will become very important in that regard. There is a lot of scope in that area.

The Bill proposes to increase the capital grant to the film board and it would be remiss of us not to discuss the industry and its future, particularly in light of the two reports that were produced recently. The Minister promised to implement the report produced by Mr. Ossie Kilkenny, and I am glad she referred to it here. I look forward to seeing the Government plans but it is important that the Minister has shown her commitment to fully implementing the recommendations in that report. I hope that will happen because the report was a strategic overview of the development of the film industry to the year 2010. We are now approaching the end of the year 2000 and it is important that the recommendations in the report be implemented as soon as possible because that would be of enormous value to the film industry, not just in terms of producing feature films but also in terms of television, documentaries, short and long films. There will be an increased demand for those type of films, certainly with the introduction of digitalisation.

The short film is experiencing a renaissance, with funding opportunities and greater possibilities for execution and distribution. Our own television channels, RTE, TG4 and TV3, will have a huge amount of broadcasting time available to them when digitalisation is introduced and there will be a market for producers of small films in the industry. It will be an answer to their prayers that we now have a ready market with somebody actually looking to fill slots. Those in the industry need to take note of that and realise that while the industry was relatively laid back in the past, rapid change is on the way and there will be enormous demand for the production of Irish films. I hope that the report commissioned by the Minister, and the Government strategy that is now being finalised, will underpin her commitment and facilitate the industry.

The review group looked to the long-term strategic view of the film industry but stood back from short-term pressures to help with its deliberations. It concentrated on the core activities of the film and television industries – production, distribution of films, dramas and documentaries, animation, broadcasts, cinema, television, home video, pay per view television, multi-media – all of which will play a vital role in the audio-visual industry. Before coming to any conclusions, the report set out its goal which is that by the year 2010, we will have a vibrant film sector inter-linked with commercial productions that will have an artistic merit as well as audience appeal across a range of media.

The report noted, and rightly so, our long tradition of story telling. It is one of the core strengths of the industry and will give the industry a strong competitive advantage on the international scene. The fact that we are an English speaking nation is very much in our favour as the industry is predominantly English speaking.

The attractiveness of Ireland as a location for film production cannot be underestimated. The Screen Commission of Ireland promotes Ireland internationally as a film location base and facilitates companies when they are in Ireland. It has been in operation since 1998 and is financed through the Irish Film Board. The principal activity is the promotion of Ireland internationally and this will include promoting tax advantages and the financial incentives to facilitate production companies here. It also provides comprehensive information on all aspects of film making from tax incentives to locations, crews, equipment, facilities and investment in the film infrastructure. The Screen Commission also acts as a contact point for a number of regional film commissions and organisations.

On a recent visit to Ardmore Studios, I was shown a short film which the Screen Commission uses to promote Ireland abroad. It is breathtaking when one considers the films we have produced and the vast number of films and scenes shot throughout Ireland. Films shot here include "Into the West", "Ryan's Daughter", "The Field" and "Braveheart" all of which include wonderful shots of Ireland. In addition to assisting the film industry, such films do wonders for tourism and promoting this country abroad. Unfortunately, we cannot market Ireland as a location for films requiring a warm climate but it was encouraging to see the range of scenery and locations we have. We should never under estimate our strengths in this regard.

Many of the films I mentioned were produced by foreign companies which located in Ireland. However, this gives valuable, hands-on experience to Irish people who wish to work in the industry. People in the industry continue to make the point that one can have technical expertise, schools, programmes and courses but there is no substitute for hands-on experience, no matter how short the film involved. Such experience is invaluable in terms of developing the industry but groups involved feel they are not getting sufficient practical experience. I spoke to such a group last weekend at the Cork Film Festival which felt there were not enough projects in which they could become involved.

The report refers again and again to the development of script writing. This is a major concern which should be examined. The warning signals are there and scripts are a critical element for success in the film and television industry. It is essential that scripts are of a high quality and we need to develop excellence in the industry. The report was critical of script and project development in the Irish film industry and noted that, in the US, 10% to 15% of budgets are spent on the development of films whereas the figure is only 3% in Ireland. The report recommended much more investment in script production and development. More resources are needed to bring scripts to a more advanced stage of development before production.

The report also recommended that the State funding bodies should increase the percentage of their overall spend devoted to project development. Only a small number of projects will get to the production stage but much valuable work and effort is involved in the project development process.

Script writing is a core skill and the board, in its recommendations for strengthening and broadening the role of the Irish Film Board, recommended that it be responsible for script development. The Minister referred to this in her speech. It also recommended that the film board would make experts available to producers to advise them on high-quality script development, bearing in mind that the script must appeal to an audience. Films will not be successful if scripts do not appeal to an audience or if the product is not marketable. It must be remembered that we are trying to develop a commercial and viable entity as well as developing excellence in the industry.

Other recommendations in the report commissioned by the Minister deal with the role and responsibilities of the Irish Film Board vis-à-vis other State agencies. The Minister has recognised that the board's role will be strengthened. The recommendations were based on those made by the film board and the Minister noted the primary recommendation.

Screen Training Ireland was established by the board and FÁS, in association with the Minister, as a direct result of a STATCOM report which examined the training needs of the independent film and television sector. The role of Screen Training Ireland is to implement a nationally agreed training strategy for the overall sector and it is endeavouring to strengthen the human resources infrastructure and development in the sector. In addition to creative skills, an in-depth knowledge and a high level of specialised craft skills are necessary elements of film making. These specialised skills must be mastered and developed.

Education and training are necessary initiatives in this area. The majority of those working in the industry have attended Irish-based training programmes, and the development of these people's skills is essential for the growth of the industry. The first education programmes were established in the late 1980s and there has been a steady expansion in the provision of programmes at diploma, primary and masters levels, and plans for further expansions are well advanced.

Many education programmes are practically-based with an 80:20 ratio of practical to theoretical work. However, the review noted the strong industry perception of a serious imbalance between the content and career expectations created by such programmes and the reality of the work versus career structures in the industry. There is a perception that many education programmes are highly theoretical and lack the practical modules whereby the relevant skills are developed. History has shown the value of working with experienced practitioners and this hands-on experience is what is needed.

Screen Training Ireland will ensure that training is carefully targeted at those already working in the industry, with an emphasis on short courses designed to assist, update and upgrade skills and knowledge, and a longer-term strategic development designed in co-operation with leading international professionals and agencies. On-going training and upgrading of skills is essential.

The review group recommended an expansion of Screen Training Ireland's programmes and envisaged a fourfold expansion of the industry designed and conducted in close and regular consultation with the industry. The group also recognised that the training requirements attached to section 481 certification should be monitored by Screen Training Ireland. Those involved in the industry feel that section 481 or some tax regime should be considered to encourage people to stay in Ireland once they are trained. Many people cannot gain the relevant experience in Ireland so they go abroad. Having given so much time and investment, the Minister should examine ways, including tax measures if necessary, to encourage people to stay in Ireland. We must use everything in our power to develop this industry and ensure it is successful.

Is the Minister considering increasing the number of board members and staff of the Irish Film Board? The board has a small number of members and staff and I would like to see this complement increased given the board's expanded role. We need to examine the funding of the film board. An increased amount of money also needs to be invested in project development. The review group considered a levy on cinema tickets and the sale or rental of videos. This practice is very successful and valuable, and works well in many countries. According to the figures available to us, total revenues from the sale of cinema tickets and video rentals in Ireland amounted to over £110 million in 1997. In three years I am sure that figure has increased considerably. Even a 1% levy would generate substantial funding which could be earmarked for the production and distribution of Irish films in Ireland. I wonder if that is part of the Government's strategy. Will the Minister consider that recommendation? There is merit in a scheme to try to churn some funding back into the industry in order that it can be self-financing to some extent.

No doubt the establishment of the Irish Film Board and the section 481 tax incentives remain the key elements for the future success of the industry in Ireland. The review examined the section 481 incentives and strongly recommended that it should be continued for at least seven years to show the market that we as a nation are serious about this industry and that the Government is committed to supporting it. The present practice of providing a three-year incentive treats the industry on an ad hoc basis. I note that the Minister referred to it, but there is a need to create confidence in the industry and let people know that they can have a future and make plans. The film industry is time consuming and involves lead in time, and therefore there is a need for greater stability and confidence in that area.

The report also recommended that the level of tax relief at the marginal rate for personal investors should be set at 100% for projects with budgets below £4 million and the 80% relief for projects with budgets over £4 million should be reviewed upwards in light of changes in conditions such as the lowering of rates of personal taxation. The Minister has not referred to that but perhaps she could look at it because the review group felt it would be necessary to encourage further development of the industry. Having spoken to people involved, I know that the industry is going well at present but that is probably due to the fact that there is considerable investment here from the UK and it is cheaper to work here at present because of the strength of sterling vis-à-vis the pound. The latter is good news for the industry but it will apply only in the short-term and it does not really provide a sound basis for future development in the industry.

Ireland has a vibrant film industry. It certainly has huge potential. Cinema and the development of film is an artistic experience, but the film industry is like any other manufacturing industry. It exists to make a saleable product. The main difference between a film and any other manufacturing process is that one cannot churn out the same film time after time. Each film must be different. If one develops a popular brand of biscuit, washing machine or washing powder, for example, the product will be sold again and again and one is guaranteed a market but there is no guarantee that a film by a director, who has made a popular film previously, will necessarily be successful because every film is unique.

It is difficult and expensive to succeed in the industry. It can necessitate a great deal of investment and pose many challenges and opportunities. Since Ireland has an English speaking population, there is huge potential in the short film industry. That will become increasingly popular in the future. It will give valuable experience to young producers and young people working in the industry. I would like to see that area develop. I am encouraged to see that the Cork Film Festival has been very successful in developing and promoting the short film industry, both at home and internationally.

I welcome the Bill and any measure which provides funding for the industry. I also welcome the Minister's speech in which she acknowledges the report of the review group. I await publication of the Government's strategy and look forward to discussing that at a later stage.

Mr. O'Shea

Fáiltím roimh an mBille seo, an Bille um Bord Scannán na hÉireann (Leasú), 2000. Mar a dúirt an tAire, tá reachtú an mBille seo práineach agus tá mé lán sásta cabhrú leí leis an mBille seo a reachtú gan mhaoil. The Minister told us it is important that the Bill is passed into law quickly. I accept that point and she will receive the full co-operation of this side of the House to achieve that end.

This is a short Bill with a simple purpose but for all that it is important. However, I want to make some general observations regarding the industry. Recently I had the pleasure of visiting a film company, Nemeton, in the Waterford Gaeltacht. The day I arrived the company had just employed its 20th person. A number of points struck me while I was on that visit. Here was an area in which it would have been difficult to date to bring in that number of well paid jobs in an important communications area. Because of information technology and the nature of the film industry, it is possible for these independent film makers to set themselves up anyway in Ireland in that, for example, premises need not be that big and, even though equipment is very expensive, there is no need for huge storage areas.

In the context of not only keeping a population in rural Ireland but of keeping it in well paid employment in an exciting area, where the frontiers are extending and the possibilities are great, I was struck by the importance of the ongoing development of the film industry. However, one infrastructural factor was brought to my attention – the lack of a fibre optic connection to Nemeton. As a result products must be brought physically either to Cork or Waterford whereas if there was a fibre optic connection, that work could be done over the wire, thereby freeing up the man hours involved in people travelling to and from a location. In general it was a most interesting experience which gave me a new perspective on developing employment in rural areas.

The other matter I want to address here relates to the reposition of the Screen Commission, to which the Minister referred, vis-à-vis Bord Scannán na hÉireann. The chief executive of the Screen Commission has been anxious to put in place film commissions in the various county and local authority areas generally. He has been anxious to speak to the county managers' association in that regard. The Minister in her speech outlined her thoughts on two issues, name and location. I agree with her decision on the name. One only changes a name for very important reasons and I see no legitimate reason to change the name of Bord Scannán na hÉireann here.

The Minister also mentioned that, in line with Government policy, she will not decentralise the board from Galway and that a Dublin office will be developed. In the wider context of decentralisation and of making the industry available throughout the country, I am very taken with this concept of screen commissions in the various counties. There is, however, an additional complication in the five major cities in that we have county boroughs and county councils within the same county. Having considered it, my view is that there should be a screen or a film commission in the counties and in the cities and that there should be a high level of co-operation between them. It is also very important that where there are third level institutions or second level institutions, the film commission will interface with these.

The screen training programme has been successful but there are wider aspects to the whole film project which would benefit from more interface with Bord Scannán na hÉireann and from a more structured and strategic approach. As the Minister rightly pointed out, we have reached a stage in the development of the industry where a more strategic approach is needed. Obviously, a strategic approach can lead to much more detailed planning. I suggest, as the Minister said in her speech, that much of that planning is in the training area but we need to broaden it beyond the training area as such. The institutions should address the creativity required in this industry and put the various provisions in place to foster and develop that creativity and to give people the wherewithal and the chance to develop personally so they can make an input at that level.

The concept, as I understand it, of county screen commissions would be that we would, in effect, have a one stop shop. In other words, there would be a data base of video and photographic material and inventory of the various skills available in the area and what is happening in regard to education. There is a pattern among many people who graduate from third level colleges to stay close to the college from which they graduate. Effectively, we are probably talking about one person who will have all the knowledge available when some of the mobile projects become available at short enough notice. The ability to respond comprehensively and effectively and to put the programme required in place is a laudable and important ingredient. That needs to be available in all counties and cities. To refer to my earlier point, we need to have availability of jobs in all areas given that the base does not have to be that large.

Many possibilities are opening up in the whole IT area. For instance, Enterprise Ireland is now seeking to move ahead in the context of e-commerce and IT generally so that we become involved in it and that jobs are provided in the internationally traded services sector, for example. This is an exciting time not least, as the Minister says, because of the possibilities arising in the context of digitalisation and the changes that are coming.

I am pleased we will be coming back to the Broadcasting Bill on 15 November. A horror I have about more programmes and channels becoming available is that I have seen the range of channels available in Canada and the US and was not overly impressed by the content. All going well with digital terrestrial television here, there will be something of the order of 26 additional channels available. My horror scenario is that we would have a high level of repeats and rubbish. That is something about which we have to be very vigilant and concerned. We have a vibrant sector. That sector needs to grow and expand and to start to provide programmes to fill the additional slots that will become available.

I will make one reference to the Broadcasting Bill and the £16 million being provided for independent film makers. I know that independent film makers would prefer that a percentage of the overall programme budget of the national broadcaster would be provided. It is extraordinarily important that the pool of money available, as in this context, for a commissioned work is as large as possible and should range over as comprehensive an area as possible.

The Minister's speech was different to that which she made in the Seanad and I noticed she referred to Irish language programming. I have been very impressed with some of the documentaries that have emanated from TG4. I know of one which was broadcast for the first time last Christmas and sometime during the summer by RTE called "Talamh an Éisc". It was about Newfoundland in which, as a Waterford person, I would have an enormous interest. It was a very good quality documentary but it was, effectively, made on a shoestring. There is an enormous capacity in this country and in the film community generally to produce excellent and well thought out documentaries. There are many historical projects, happenings and so on and given the treatment of which our film community is capable, very attractive documentaries could emerge which would be highly saleable throughout the world. That would generate more revenue and bring more money into the whole area of film making.

I said I would only make one comment on the Broadcasting Bill but the Minister will have it within his or her power to reserve a multiplex, which is, effectively five channels for indigenous programmes that emanate from Northern Ireland. The number of programmes which emanate from that part of the country is not remarkable. The concept of co-operation and co-production is mentioned here. Given where we are heading with the peace process, something to which we should seriously address ourselves is going out and actively promoting the concept of co-operative programmes, or programmes produced through co-operation on both sides of the Border.

I was surprised to realise that of the soap operas "Coronation Street" has the highest number of viewers. Given that market will not disappear, it is one, as the Minister stated, to which we can apply ourselves. A strategic approach is required to attract companies large enough to be able to run a number of projects at the one time. The bottom line is that they must ensure they retain their key people. It is not a case that such people have work today but may not have it tomorrow. Deputy Clune mentioned that such people may go overseas to gain experience or because they cannot get work here. The approach adopted under the Bill and the funding being put in place represents a good strategy which I am confident will bring continuing beneficial results.

The term used in industry regarding engineering is "technology transfer". An important component of any area of development is that we have student exchanges, that students at all levels within the industry are exposed to the cutting edge, wherever that may be. People who go to non-English speaking countries to gain experience in the industry may encounter language difficulties. We must play our part in the international film community from the earliest possible stage by encouraging new entrants to participate in it.

The Minister used the phrase "content is king", which reminds me of my time in the Department of Agriculture. When jobs were scarce in the 1980s and early 1990s we became focused on consumers. In terms of our media, the fundamental focus must be on our citizens as distinct from our consumers, as that is the quality assurance route. The Minister also referred to niche products. A niche programme could be produced here that would have wide international appeal. We need to maintain a high quality content in our public service broadcasting. We must provide news coverage, although that is not essentially what we are dealing with. Moving away from strictly news and information programmes produced on a daily basis, the content of programmes on important subjects should be dealt with in a challenging way that will enhance the ability of people to analyse and to arrive at balanced decisions that will help them to deal with new issues by giving them a broad perspective on them. That is not always the most commercial road to take, but it is an extremely important one. The board has an important role to play in ensuring the maintenance of the high quality content of such programmes. If at times that means a greater amount of money must be given to certain projects, that should be provided.

Film making should be decentralised to various parts of the country. While various projects end up in certain areas, other areas should be proactive in attracting such projects and all that is required to carry out the production of such projects should be available. That would ensure a sharing out of the goodies on a wider basis. Counties Wicklow, Wexford and Kerry have film commissions.

Mr. Deenihan

The Deputy is looking at the promoter.

Mr. O'Shea

Such promotion could not be in better hands. It is important that film making is decentralised throughout the country.

Regarding financing, money will be available under the Broadcasting Bill when enacted, but we should examine other ways by which we can provide extra resources and incentives to attract people to invest in industry here. I am concerned about the level of ethics underpinning some programmes. Programmes containing sexually explicit material is one area, but there is also an over-emphasis of violence in many programmes and there are also video games. I am not sure if that area comes under the remit of Bord Scannán na hÉireann whereby it can address this problem.

Certain practices, such as smoking, can be promoted in productions and made attractive to young people. The Minister for Finance, who has just joined us, took strong measures in that regard last year. I had responsibility for policy on that area for a period during my time in the Department of Health. A strategic approach should be adopted to ensure a code of ethics applies to practices such as smoking, consumption of alcohol and violence in the films we make to ensure the right message is sent to our young people and to young people in other countries to which our productions are exported.

I welcome the Bill and will co-operate to ensure its speedy passage through the House. I wish the Minister and Bord Scannán na hÉireann,

the Screen Commission of Ireland and all the other components of the industry continuing success in this important area.