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”.


DAC has a responsibility to highlight the creativity and diversity of SA designers, develop innovation and grow the business potential of the country whilst nurturing an appreciation of locally design products in the minds of SA consumers. The Department has also identified that design will assist in developing a sustainable creative environment in the provinces for designers and to further expose them on a national level so that they can reach an international Standard and be globally competitive.