In April this year, the Gauteng Film Commission (GFC), an agency of the Gauteng Provincial Government tasked with the development and promotion of the audio-visual industries in the region, was moved from the Department of Economic Development to the Department of Sport, Arts, Culture and Recreation.
Recently appointed chief executive officer (CEO) of the GFC Mzwandile Masina believes the move has brought about positive changes in terms of aligning all the creative industries within the “Mzansi Golden Economy’.
“We are currently working on a business case on how best to leverage resources, expertise and talent to grow the creative sector as a whole. To this end we’ve contracted an independent consulting firm to look at all facets of the creative industries. A lot of research has already been done to ensure we are able to make sense as a new agency,’ says Masina, who was previously chief operations officer at the Gauteng Department of Sport, Arts, Culture and Recreation.
The new development will necessitate a name change for the agency. According to Masina it’s likely that the new agency may be called the Gauteng Creative Industries Agency. However, the name change can only be approved by the MEC of the Department of Sport, Arts, Culture and Recreation, Lebogang Maile, once the business case is finalised and the relevant legislation changed.
“MEC Maile recently announced contemplated changes and how the new envisaged agency can fit in with the UNESCO vision of the creative industries,’ continues Masina. “I can confirm that film and television will be the main anchor of the new agency but we will add music, arts & crafts, fashion and interactive digital media services to the mix.
“It’s vital that we remain focused on the work we do as the GFC, which is to facilitate and enhance the contribution of the film and television industry to the economic growth of the Province, while simultaneously streamlining the other aspects of the creative industries.’
Smooth move
Masina notes the move between Departments has not affected the day to day activities of the GFC.
“We are fortunate that the Department of Sport, Arts, Culture and Recreation utilised its expertise to ensure that all the changes were done in time,’ he states. “Because the spectrum of the new agency is much broader than that of the GFC, we have requested additional funds from the Department.’
Masina stresses that it’s important to recognise that the GFC is a going concern and to contextualise the new agency. “The GFC has been able to raise the film profile of Gauteng and we’ve seen an increase in applications for film funding. We plan to support 23 films a year and, in a progressive move, we have created an appeals committee in the board for applicants who are denied funding and who wish to take up their cases. “
During the 2011 /2012 financial year, the percentage of filming permits facilitated by the GFC rose by 22% from 157 to 192.
A major motion picture to have shot in Gauteng in 2012 is Long Walk to Freedom, the highly anticipated screen adaptation of Nelson Mandela’s autobiography.
All the agency’s film permit activities are expedited by its Industry Support Development unit. (See pie chart for detailed breakdown)
Priorities
Masina’s mission is to take the agency’s brand to the communities where it belongs. He says: “We have four main priorities, the first being to unearth talent from previously disadvantaged communities. In this regard we want to increase the intake into higher education facilities. Education is going to be central to our repositioning,’ explains Masina.
Industry transformation is another major priority. “This has not been done effectively so far,’ continues Masina, “and we need to bring more black players into the industry. There is this perception in South Africa that all producers are white and actors are black. We want to create a more equitable balance in the industry without being racial.’
A third priority is to create markets for locally produced content. The agency is engaging with public broadcaster SABC about the new channels it plans to launch once South Africa migrates to digital terrestrial television (DTT).
“Local filmmakers invariably look to overseas markets to sell their products without exploiting local opportunities,’ notes Masina.
Research is another priority as the agency aims to position itself as the central repository for information and data about the creative industries, to which practitioners will have full access.
Signature event
The agency is in the process of planning a signature festival event for the Gauteng creative industries.
“We feel it’s important for the Province to host such an event as Gauteng is the gateway to over a billion people in africa,’ comments Masina. “If things go as planned this signature event will be held annually.
“In terms of direct engagement with the industry we are planning to host a Film and TV Indaba once our business case is completed. We’re hoping that it will take place before year end.’
Masina points out that the agency is currently negotiating a number of industry partnerships, such as the recently signed Memorandum of Understanding (MoU) with the Film and Publication Board (FPB).
“This partnership will assist in our community outreach strategies and aid us in dealing with classification because there is huge disparity at this level.
“We are at an advanced stage in our discussions with the National Film and Video Foundation (NFVF) regarding support for the province’s industry. In addition we are speaking to industry organisations such as the South African Screen Federation (SASFED).
“For our signature event we will have partnerships with the Encounters South African International Documentary Festival and Fashion Week, among others, to create a seamless programme of events. We’re also in discussions with Atlas Studios, Big Fish and Nemisa about training initiatives.’
The new agency will continue to promote and market Gauteng as a film location at key international festivals such as Cannes, Tribeca and Berlin.
By Joanna Sterkowicz
screen africa magazine – october 2012
