The proposals for a ‘content’ levy by the government and various Irish entertainment groups are intent on increasing funding for the Irish film and television industry through collecting funds from already existing international streaming providers.
This potential levy collection would include such companies as Netflix, Disney+, Amazon Prime Video, and other content streaming services and broadcasters providing their subscription services to Irish viewers. But what will a streaming service levy accomplish in Ireland?
The Joint Creative Audiovisual Group members explain in their written proposal to the Oireachtas Media Committee that such funding “[could] be used to help finance premium Irish productions, which would help to create economic stimulus within the sector and help put Irish storytelling back in the global content market.”
While this proposal by the audio-visual group members is exercised in an effort to reinvigorate the Irish film and television sector, this proposition fails to garner the unifying venture or sympathetic lenity of the public and instead appears more as an intrusion on the modern qualities of streaming services and the respected choice of the viewer typically found in mainstream and commercial entertainment.
Ironically, many Irish films and actors were recently nominated for the 2023 Oscars. Such Irish nominations intrinsically dispute the statement that Irish storytelling needs explicit help putting content “back in the global content market,” as referred to in the written proposal. This indirectly demonstrates that many Irish movies have had success among international audiences, regardless of the Academy Awards’ validation or, more importantly, overt public regulatory aid from the Irish State.
The Irish Times reported “that a levy of 3 percent on annual revenue could generate annual funds of €25 million for the sector.” Of course, this additional levy will be foisted on the paying customers within Ireland of noted international streaming services. This practice of financially targeting non-viewers of publicly funded content is already practiced with the television license fee, but this proposed charge will inevitably enhance the state’s oversight as it contends with public preference should a content levy be imposed.
Profitable funding for the Irish movie and television creative industry should be encouraged. But if some Irish content is publicly funded regardless of quality, the creative industry providing content by choice or subscription will suffer as it can’t compete with mass spending by government. Funding the film and television industry through levy’s and taxes is not appealing or sustainable to the public or the ambitions of small and independent media companies, who don’t want to feel limited in their inventive pursuits.
More creative Irish content should be encouraged and further developed, but independent funding through partnerships or more sponsorships seems like a more respectable enterprise for an eager audience. So while divided funding between various Irish film and television projects overseen by Screen Ireland (Fís Éireann) would be a form of virtuous charity—however compulsory in the form of tax and levy collections—higher levels of funding will only achieve fiscal stature, but this advised levy and rigid media regulations will not guarantee better quality or popularity.
A rejection of this propounded content levy is not a dismissal of the efforts and achievements of Irish film and television. But a content levy shows little appreciation for industry competition, talent, and the viewers of visual media in Ireland and internationally.
Jack Redmond
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