The audiovisual industry has been identified by the South African government as a key driver of job creation within the creative industries in South Africa. The Ipap strategy declares that “The film and TV industry is a strategic sector not only because it has the potential to contribute directly to economic development in terms of employment, investment and export, but also it has a range of significant spill-over potential”. As a testament, in the past four years South Africa's film industry has more than trebled its contribution to the economy from R2.4 to R8 billion between 2008 and 2012. The audiovisual industry is able to also play a significant role in fostering social cohesion in the preservation of cultural heritage and the educational and social functions that it has.
The DAC in conjunction with its associated national public entity the National Film and Video Foundation (NFVF) have a responsibility to promote the development of the sector and particularly to direct the transformation agenda as promotion of access, equity and diversity of the industry is key in driving the growth and dynamism of the industry. In responding to the above mandate, the prioritization of skills development and transfer, as well as the promotion of high employment generating strategies have been the focus. The DAC has reinforced the growth of the sector through the promotion of the film coproduction sector. Another question which is under examination is growing the size of the domestic market for the appreciation of South African filmed products, particularly through encouraging cinemas and exhibition centres in historically black townships. Support from complementary government departments provide s an enabling environment through capital investments such as the Cape Town film studios, legislative framework that supports the industry such as the government investment in film rebates and incentives, as well as tax legislation.