Martin Cullen (Waterford, Fianna Fail)

Deputy Upton is right. That is why, when Building Ireland's Smart Economy - A Framework for Sustainable Economic Renewal 2009 to 2014 was being compiled, I was very strong in my view that the creative sector has a legitimate role to play. This matter is not just the preserve of Intel and similar companies. Many of those who work in the creative industry move among the sectors therein. We have a massive wealth of talent in this country and the Deputy is correct to state that the people who work in the creative industry are huge potential earners. In fact, they are already proving this to be the case. In that context, it is vital not just to sustain employment but also to encourage the industry to expand. By doing this we can enhance Ireland's reputation abroad and attract business from an even wider range of interested parties.

I take a deep interest in the matter to which Deputy Mitchell referred. I met the chairman of the Irish Film Board who is extremely impressive, possesses a great knowledge of the industry and is highly respected, both nationally and internationally. The Deputy is correct with regard to competitiveness. A natural driving down of costs is occurring at present. It is important that the hard costs of production should be priced competitively in order that we might seek to win business internationally. Until a couple of years ago we were losing our competitive edge in many areas. Now, however, there is a greater understanding and acceptance that in order to continue to sustain ourselves internationally, we must be competitive in all areas. As a result, the costs in the industry must be analysed and we must seek to obtain greater productivity. In addition, we must also maximise the benefits available through section 481, etc.

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