Jack Wall (Kildare South, Labour)
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Question 2: To ask the Minister for Arts, Sport and Tourism his plans for the appointment of a film ambassador from Ireland to Hollywood in the United States; and if he will make a statement on the matter. [5347/05]

John O'Donoghue (Kerry South, Fianna Fail)
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International film production is now very big business. A Review of Film Production in Ireland, published recently by the audiovisual federation of IBEC, shows that in 2003, total funding for 179 productions in Ireland, comprising feature films and major TV dramas, independent TV production and animation, came to €320.2 million. The United States was the largest source of non-Irish funding contributing €145.8 million, or 46% of total funding.

During my recent visit to the United States, I visited all the major studios and made the case for Ireland as a location for film-making. I am aware that there are competitive pressures coming to bear on the effort to attract international film productions, particularly from economies where wage rates and other costs are far lower than in Ireland. However, we also have advantages, such as our use of the English language, our historical links, particularly with the United States, the very high skill and experience levels of our film professionals, our relatively low level of bureaucracy and the variety of locations available within quite short distances of one another. The Government has done its part in that film producers now have certainty as the section 481 scheme has been extended to 2008, with the amount that can be raised increasing substantially from €10.48 million to €15 million with effect from 1 January 2005.

In short, I believe we have a great deal to offer to international producers, but it is critical that this is effectively communicated, that personal and organisational relationships are developed that will allow us to best understand how international producers make decisions on location and that we respond most effectively to their needs. Our strengths may not always be immediately evident to someone looking at Ireland from outside as a possible location, but these strengths are very significant and must be properly explained. It is for that reason I suggested, when I was in the US, that it would be useful to appoint a person who would be based in Los Angeles, at the centre of global film production, to make sure that the case for Ireland is made in the best possible way.

I have asked my officials to explore this in conjunction with the Irish Film Board, following which I will determine how best to take this initiative forward.

Jack Wall (Kildare South, Labour)
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I welcome the first visit of the Minister to America. I have asked questions about this matter on a number of occasions in the House, and it was a positive move to make. The appointment of a film ambassador would further underpin the value of our film industry. To whom would an ambassador be responsible? Would it be to the Arts Council, the Irish Film Board or, acting on the Minister's behalf, the Department? What infrastructure would be put in place to support the ambassador and what would be the status of the person appointed? Would it be a principal officer or a consul similar to those who represent us in other countries?

Will we see that type of appointment in respect of the film industry? Will the person appointed be an Irish person who is well known in the film industry and obviously has connections? Is that the person the Minister is considering or will a civil servant get the position? Obviously, this person will liaise with Enterprise Ireland and IDA Ireland on the overall context of attracting particular films to Ireland, but I would like to know the infrastructure that will be put in place and the status of the person who will be appointed.

John O'Donoghue (Kerry South, Fianna Fail)
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When I was in the United States it was indicated to me by people in charge of major production studios that the absence of a person on the ground in Hollywood was a negative factor in terms of bringing film to Ireland. The major studios like to have somebody whom they can contact relatively quickly. They indicated to me that when locations outside the United States are considered, Ireland is one of six locations which is always given some consideration. They also indicated that it would be beneficial for Ireland to have somebody on the ground dealing with Ireland's cause in so far as attracting films is concerned. It was in that context I put forward the proposal that we should appoint a person who would be based in Los Angeles to assist the Irish Film Board in its work and to attract films to Ireland. Accordingly, I have asked the board and my officials to consider this matter.

We already have a very good commissioner of film, working within the Irish Film Board, whose job it is to attract inward productions. I envisage that he would liaise with the person who may be appointed to the post in the United States of America. The latter will be employed on a contract or agency basis. This has been done quite successfully in other jurisdictions. The person need not necessarily be employed on a full-time basis. One could describe the person concerned, in the loosest possible way and using the generic term, as an ambassador. Ireland is already represented in diplomatic circles by the ambassador to the US and also by a consul general and, in Los Angeles, an honorary consul general. I envisage that the person appointed will liaise with these diplomats in terms of attracting inward production.

We had a successful visit to the United States of America. As Members are aware, we announced during the trip that the film "Lassie" is to begin shooting in Ireland in April. In addition, I received positive indications from at least four major studies of the probability of further film production taking place here. There was a recognition of the advantages Ireland has to offer, namely, that is an English-speaking country; that our topography and seascapes are quite magnificent; that we have professional crews; that we have large number of excellent professional actors and actresses; and that there is certainty about film relief here until the end of 2008 and that the cap attaching thereto has been increased to €15 million. The latter will not change until the end of 2008 at the earliest. If it does change in the meantime, it will only do so for the better.