The second edition of South Africa’s National Film and Video Foundation’s (NFVF) Value Charter was launched at the NFVF Indaba on 26 November at Glenburn Lodge, Muldersdrift. This coincides with the Foundation’s 10th year anniversary.
NFVF CEO Eddie Mbalo noted that the revised Value Charter involved a 10 year evaluation of the work of the Foundation and the development and growth of the film and video sector. “The second edition of the Value Charter continues to argue against a production oriented industry which focuses on limited aspects of the value chain and results in the pour sourcing of development, marketing and distribution of film and video products. This narrow production orientation is one of the major causes of structural fragmentation in the sector.
“In response the second edition of the Value Charter emphasises the development of the sector across the value chain, as stipulated in the Standard Industrial Classification (SIC). According to SIC categories, the value chain of cinema and film and video straddles Major Division 6 on Wholesale and Retail Trade as evinced in sell through distribution networks; Major Division 7 on the transmission of sound, images, data or other information via cables, broadcasting, relay or satellite; Major Division 9, the production of radio and television programmes, whether or not combined with broadcasting, and motion picture and other entertainment services. It is the conception of the film industry across these major divisions of the SIC that will show the true economic impact of film, video and cinema.’
Mbalo continued by pointing out that indicators and statistics should be established to assess the impact of the film industry on South Africa’s entire economy. This involves the determination of the economic multiplier effect indices. “Every rand spent on film impacts the economy across the major divisions 6, 7 and 9 of the SIC. The economic multiplier effect indices are the ratio of the impact of one rand spent across the SIC major divisions. The rand spend on film also impacts on the job multiplier effects, the number of jobs created across the major divisions and the cost per job created.
“The determination of the economic impact of film, video and cinema on the economy requires appropriate investment in the Sectoral Information and Knowledge Management Systems. Global benchmarks show that those countries with competitive content industries, which show sustained growth monitor, measure and evaluate the performance of the sector acutely. It is time South Africa follows suit.’
The NFVF Value Charter can be accessed on www.nfvf.co.za
For more on the NFVF Indaba look out for the January 2010 issue of Screen Africa.
