28.07.11 NEW REPORT IDENTIFIES IRELAND’S AUDIOVISUAL SECTOR AS A KEY PILLAR OF IRELAND’S CREATIVE INDUSTRIES New Report Seeks to Unlock the Potential of the Irish Audiovisual Economy To Create 5000 New Jobs and Double Turnover to €1 Billion

28th July 2011: The Minister for Arts, Heritage and the Gaeltacht Jimmy Deenihan T.D has today welcomed a new report of the future of the audiovisual industry. The report which is entitled CREATIVE CAPITAL, identifies the Irish audiovisual sector as a pillar of Ireland’s creative industries and a major opportunity to deliver growth and jobs to the Irish economy over the next five years.

The Report, published today, sets out a comprehensive set of recommendations which aim to double the turnover of the Irish audiovisual industry from €500 million to a €1 billion, to double jobs in the sector from 5,000 to 10,000 jobs and to increase exports for the sector.

Minister Deenihan also announced today that the Government had approved the formation of a new inter-departmental committee with representatives from the Departments of Arts, Heritage and the Gaeltacht, the Department of Communications, Energy and National Resources, the Department of Jobs, Enterprise and Innovation, the Department of Education and Skills, the Department of Finance, the Department of  Public Expenditure and Reform and a number of  industry representatives, which will examine the feasibility of implementing the recommendations in the report.

Commenting on the report Minister for Arts, Heritage and the Gaeltacht Jimmy Deenihan said “The Irish audiovisual sector possesses world-class talent and this report is key to unlocking its potential. The coherent interdepartmental collaboration between, the Department of Jobs, Enterprise and Innovation, the Department of Arts, Heritage and the Gaeltacht, Communications, Energy and Natural Resources, Finance and Public Expenditure and Reform along with the industry itself, will be central to the success of achieving sustainable growth for the sector and the skills to build a sustainable export market.”

Brendan Tuohy, Chairman of the Steering Group for the Audiovisual Industry Strategic Review which published the report, said “The recommendations in this report are the blueprint for the creation of 5,000 new, highly skilled jobs in the audiovisual industries. The ingredients for achieving international growth in the Irish audiovisual sector are in place and ready to be harnessed. The international audiovisual marketplace is valued at €30 trillion with an increasing global demand for content. This report contains a series of recommendations that, if implemented in a timely manner by the Government and Irish-based audiovisual companies, has the potential to transform the Irish audiovisual industry and to exploit the international marketplace for maximum benefit to the Irish economy.”

The 2008/9 PriceWaterhouseCoopers landmark survey  ‘Ireland’s Audiovisual Content Production Sector Review’ revealed that over the previous decade, the Irish audiovisual industry had achieved a critical mass and is now poised for major growth as a key sector in the digital economy. Utilising the evidence of the PWC survey, which highlighted the value of the industry at €500 million employing over 5,000 individuals, an Audiovisual Strategic Review Steering Group was chaired by former Secretary General of the Department of Communications, Energy and Natural Resources, Brendan Tuohy, with representatives from the Departments of Arts, Heritage and the Gaeltacht, the Department of Communications, Energy and National Resources and the Department of Jobs, Enterprise and Innovation,  together with a range of leading industry stakeholders.

The aim of the Steering Group was to consult with the audiovisual content production industry and its major stakeholders in order to deliver a plan to build on the success to date and to stimulate future growth, primarily into international markets.

The key recommendations in the report, which aim at maximising the sustainability and employment potential of the industry, are achievable and are designed to be cost neutral. The key recommendations in the report are as follows:

1.    To develop the industry through ensuring continuous domestic and international production in Ireland and build strong Irish based companies competing successfully in international markets.

2.    To develop the export potential of the industry through a strategic plan prepared by Enterprise Ireland, the IDA, Bord Scannán na hÉireann/the Irish Film Board and Culture Ireland, which should include measured metrics for cultural exports as well as economic ones.

3.    To develop high-end skills and talent through training and education based on up to date industry requirements and on the ground feedback from practitioners. To plan for future skills requirements for the industry working with third level education, industry training bodies and Forfás on their ‘Future Skills Needs’ plan.

4.    To build a strong domestic production industry through increasing domestic demand for content and creating a Memorandum of Understanding between content producers and public sector broadcasters.

5.    To mobilise Government and the industry to work together through the alignment of relevant government agencies and industry bodies to develop a national policy to achieve specific industry targets.

A new inter-departmental committee will be established in the coming months to examine the delivery of the report’s recommendations.


For further information please contact the (01) 631 3838

Members of the Steering Group for the Audiovisual Industry Strategic Review


Former Secretary General, Department of Communications, Energy and Natural Resources 

Managing Director – Brown Bag Films
Cathal Gaffney established the award-winning Brown Bag Films with Darragh O’Connell in 1994 and oversees the development and financing of television programmes. Brown Bag Films is located in Dublin and also operates an office in LA. In 2002, their short film Give Up Yer Aul Sins was nominated for an Academy Award and in 2010Granny O’Grimm’s Sleeping Beauty was also Oscar-nominated for Best Animated Short Film. Brown Bag Films have worked with the world’s biggest entertainment brands to produce high profile international television series.  Recent productions include Chorion’s Olivia for Nickelodeon US and Enid Blyton’s Noddy In Toyland for Chorion/FIVE UK, The Octonauts, a second series of Olivia and they are currently in production with Doc McStuffins for Disney.  In 2009, Brown Bag Films was voted the European Producer of the Year at the Cartoon Tributes, Norway.  

Company Director, Element Pictures

Ed Guiney and Andrew Lowe run film and television drama production company Element Pictures and film distribution company Element Pictures Distribution.   Ed’s focus is on overseeing the development of the film and television slate and producing those projects that are green lit. Element’s recent projects include the Irish box office hit The Guard and Paolo Sorrentino’s feature This Must Be the Place, which had its world premiere at the Cannes Film Festival. Other productions include the award winning The Wind that Shakes the Barley, The Magdalene Sisters, Bloody Sunday, Five Minutes of Heaven, which won Best Director and Best Screenplay at Sundance 2009 and Garage winner of the CICAE Art and Essai award at Cannes Director’s Fortnight.

Chief Executive, Windmill Lane Pictures / Chairman Bord Scannán na hÉireann / Irish Film Board
James Morris is a graduate of Trinity College and trained as a film editor in London. He founded Windmill Lane Pictures and Recording Studios on his return to Dublin. He led the Windmill Consortium to win the television franchise for TV3 in 1989. In 1990 he founded The Mill – Film and TV Post Production Company in London. He was appointed non-executive Chairman of TV3 from 1998-2006 and joined the board of the International Dublin Film Festival in 2004. He has served at the Chairman of Bord Scannán na hÉireann / Irish Film Board since 2005.
Chief Executive, Screentime ShinAwiL Ltd 

Managing Director, Subotica Ltd.

Tristan Orpen Lynch co-founded Subotica Films in 1999 producing Night Train starring John Hurt and Brenda Blethyn which premiered at the Toronto Film Festival. Subotica’s Song for a Raggy Boy starring Aidan Quinn and Iain Glen premiered at the Sundance Film Festival (2003) and went on to win nine international awards including Best Film at the Copenhagen Film Festival. For television, Subotica produced the eight-part period drama Random Passage (CBC Television) and  the four-hour drama, Proof, about high-level corruption in Irish society. The series was sold to BBC and ABC in Australia and commissioned for a second season. Also for the Irish broadcaster, Subotica produced the two-part drama Damage directed by Aisling Walsh.

Assistant Secretary General, Department of Arts, Heritage and the Gaeltacht


Principal Officer Broadcasting Policy Division, Department of Communications, Energy and National Resources

Assistant Principal, Enterprise Development Unit, Department of Jobs, Enterprise and Innovation

Larry Bass established ShinAwiL Productions Ltd in 1999 and since then it has grown to be one of the largest and most successful independent production companies in Ireland. The company specialises in entertainment, factual entertainment and live event programming. Recent productions include the Irish The Apprentice, MasterChefIreland, Dragons Den, Fame The Musical and You’re a Star.

Department of Culture, Heritage and the Gaeltacht, 23 Kildare Street, Dublin , D02 TD30. Tel: 01 631 3800 / LoCall: 1890 383 000

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