Presentation to the Portfolio Committee [Arts, Culture, Science & Technology]

Goals Initiation on changed mindset about film, that is commodification of culture Sell and obtain a strategy workshop An accepted motion of policy legislation agenda Role: from oversight to ambassadors and advocated of the NFVF cause Collaborate with the portfolio committee to carry out competitive intelligence programmes and investigations on best practice. Solicit the support of the portfolio committee to settle the debt by DACST Ongoing communication of engagement

Honorable Chairperson, please allow me to quote from the Parliamentary Briefing by the Minister of Arts, Culture, Science and Technology, Dr Ben Ngubane on February 14, 2002: ‘Last year, cultural industries were singled out as one of the sectors with the potential to contribute to higher growth rate and job creation. Therefore, there will be a significant increase in our budget for this sector in the next three years. Independent studies have shown that the cultural industry, that is film, music, design and craft are source of enormous economic activity...’ Focus: from Industry to Sector Sector = Industry + Government + Communities Honorable Chair, in the paragraph on research and development, the minister said: ‘There is a serious need to ensure that we utilise all the opportunities that science and technology offer us to grow and become more competitive. International trends in new technologies are exposing this country to severe risk both from considerations of competitiveness as well as a threatening the stability of the building blocks we need to develop society. If African countries are to make an appropriate mark in the world it is insufficient to adopt an intelligent buyer or fast follower approach to technology. Original work in key areas is essential.’ Minister of Arts, Culture, Science and Technology, Dr Ben Ngubane on February 14, 2002:

Theatre Attendance Attendance Attendance to cinema has shown a decline over the past years. The figures put out by the South African Advertising Research Foundation (SAARF) in the form of All Media Product Survey (AMPS) reflect:

SOURCE : I-NET BRIDGE (Financial Mail, March ‘Media’ page 37) Media Comparative Analysis

Media Comparative Analysis cont. SOURCE: AC NEILSON/SAARF (2002) ADVERTISING EXPENDITURE OVER A THREE YEAR PERIOD ADVERTISING EXPENDITURE OVER A THREE YEAR PERIOD ( )

Commodification of Culture SOCIAL EXPERIENCESOCIAL ASPIRATION ARTICULATION APROPRIATION [Intellectual Property Laws] DISTRIBUTION ON A GLOBAL SCALE CAPITAL FLOWS NATIONAL WEALTH

A FILM ON MADIBA Madiba’s Life as people’s memories and aspirations Madiba’s Life Experience DOCUMENTERIES & FILM SCRIPT COPY RIGHTS: Production Rights Distribution Rights WORLD WIDE DISTRIBUTION Positive Bank Balance WEALTH TO: Country Individuals & Tax

Paradigm Shift Moral Imperative: It is a national moral imperative to create platforms for ordinary South Africans to bear influence in the expression of their own images, thereby deepening democracy and creating prosperity