Ms Susan Kirby:

Children do not go to the shop to buy sweets, they go to the store to buy candy and they throw diapers in the trash. It is a demonstration of a much bigger issue, which is an erosion of our culture. As I mentioned earlier, it is about balance. It is being able to have access to all of this wonderful content and having strong Irish content with the same prominence and levels of investment as our international counterparts. This allows our industry to be competitive and global.