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Mrs Brigitte Mabandla, Deputy Minister of Arts, Culture Science and Technology, said today that her Department is proud to be launching the results of the first phase of the Cultural Industries Growth Strategy. The official launch will take place at the Sandton Civic Gallery on Wednesday, 9 December 1998.

The global economy is changing and the new system that is emerging is based on information and a country's competitive advantage will be based on its human capital, creativity, innovation, and knowledge.

"DACST has identified this change as having significant potential for growth and development in the South African economy. Our lead project in this regard is the Cultural Industries Growth Strategy (CIGS)", stated Mrs Mabandla.

"The arts and culture sector used to be regarded as a "soft" sector, as a consumer of public funds that produced no economic returns. The cultural industries all over the world, from India to the United States have provided this conventional wisdom wrong", said Mrs Mabandla. Products of the cultural industries, from the Hollywood movie to the craft object from the Philippines are consumed by millions of people at over the globe. Every day, these sectors employ more people than the manufacturing sector, even in developed countries.

The cultural industries can be distinguished from other art forms by the commercial activity that is their driving force. Those art forms that are "not-for-profit" are important resources for the cultural industries, and have been addressed through the establishment of the National Arts Council (NAC)

The Cultural Industries Growth Strategy has four central premises at its core:

* The cultural industries can and do create employment and wealth
* These industries often produce significant returns on investment
* The cultural industries have the potential to drive our new economy by generating innovative and creative human capital.
* Developing these sectors requires a collaborative approach between the public and private sectors.

The craft and related trades sector employ 1.2 million people according to the 1996 census results. The South African music industry is worth in excess of R900 million and employs over 12 000 people at the core of the industry. Over 20 000 people find employment in the film and television sector. The South African film and television industry is worth approximately R1.3 billion. The publishing industry employs over 20 000 people and its worth, including books, newspapers and magazines is estimated at R4 billion.

The detailed information contained in four sector reports forms a solid foundation upon which a strategy to develop the cultural industries in South Africa can be based. The strategy is contained in a document called "Creative South Africa" that will be made public on Wednesday 9 December.

"CIGS has provided us with the framework, the macroeconomic strategy that will inform our activities and policies with regard to the cultural industries for years to come", said Mrs Mabandla.

The industries themselves have participated in the process, firstly as key respondents in the research process and secondly via a series of focus groups in each sector. At each of the focus groups the findings and proposed strategy were discussed with the aim of developing a collaborative way forward to develop the industry.

The strategy suggests the formulation of a Cultural Industries Development Trust. The aim of the Trust will be to fund projects that arise from collaborative efforts within each of the four industries. The trust will be set up early in the New Year on behalf of DACST.

The CIGS process has been a dynamic one. During the research and strategy formulation process a number of projects were initiated. A few examples are:

* DACST involvement in the Spatial Development Initiatives (SDIs)
* Involvement in the local content process by hosting a local content conference and participation in the Department of Communications broadcasting policy process
* Craft exports by participating in DTI trade missions to South Korea, Japan and the United States
* Funding of the Centre for the Book to promote a reading culture in South Africa
* Participation in the establishment of the Print Industries Cluster.
* Establishment of Business Arts South Africa
* Publication of a cultural calendar and the establishment of a corresponding web-site.

Issued by Department of Arts, Culture, Science and Technology, 8 December 1998
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