Strategic Plan 2021 – 2024 Stronger Together
A Welcome from Our Chairperson
A Note from Our CEO It gives me great pleasure to present SPI’ Strategic Plan for 2021 - 2024, Stronger Together. This strategy demonstrates how – when we come together and share our experience, knowledge and expertise – we can create a clear, constructive and future-focused roadmap for the continued viability and growth of our sector.
Our main objective at Screen Producers Ireland (SPI) is to represent the interests of independent film, television, animation and digital production in Ireland. We advocate on behalf of independent producers in all these fields and seek to influence key decision-makers for the benefit of all. Our new strategy sets out a comprehensive set of actions to guide our work over the coming years. We will move forward with clarity of purpose, a strengthened organization and a sharp focus on results and effectiveness. Combined with the exemplary governance arrangements we have in place, SPI’s new strategy will ensure that we are prepared for all the opportunities and challenges which lie ahead for our industry. Stronger Together is constructed around five strategic pillars: Strength, Diversity & Expertise of Membership; Influence & Advocacy; Leadership & Communication; Sectoral Development and Exemplar Membership Organisation. These pillars represent our areas of focus for the next three years, helping us to redouble our efforts to create a better, more successful working landscape across independent production.
In these unparalleled times of change, our community of independent producers is more important than ever. Policies that will have a major impact on the commercial and creative success of our industry are currently being advanced, and we must speak with a unified voice to safeguard the interests of our members. Our strategic plan sets out five key pillars to direct SPI as we work to strengthen the position of our community over the coming years. Guided by these principles, we will build sector capacity and nurture a sustainable and future-proofed network of independent producers across Ireland.
Looking after our members has always been at the heart of what we do. We know that we are stronger together. One of our ambitions is to grow the membership of SPI over the next three years. We want to continue to develop and improve as Ireland’s leading representative organization for independent, indigenous audiovisual production.
A stronger community of creative entrepreneurs generates a more robust creative industry, and the work of SPI’s members has significant cultural and commercial benefits for the country. They contribute to a diverse creative economy and tell uniquely Irish stories. The actions we have committed to in Stronger Together take account of this and will help us to support and develop a globally competitive sector long into the future.
I look forward to SPI going from strength to strength as it implements this new strategic plan and achieves tangible and lasting benefits for all its members.
I look forward to working with our members and all stakeholders across the industry as we bring our strategic plan to life.
Since coming on board as Chair of SPI, I have been struck by the creative entrepreneurship of you, the members, and I have been enthused by your innovation, drive and diversity. All of us at SPI – the Board, the executive team and myself – are dedicated to delivering on our strategic plan so that we can better support you and your enterprises.
Ní neart go cuir le chéile – stronger together.
I would like to thank the Board, member committees and the executive team for their valuable contribution to the strategic review process, and I look forward to working with you all on this ambitious endeavour.
David Donoghue, Chairperson
Susan Kirby, CEO
Purpose
Mission
Our purpose is to represent and influence for the benefit of indigenous independent film, television, animation and digital production companies in Ireland.
Our mission is to be the trusted and respected national representative organisation for independent production companies producing film, television and online screen content in Ireland.
Vision Our vision is a world-class, indigenous, independent audio-visual production sector in Ireland, which sustains regionally spread high-value employment, and competes globally.
We want to provide strong leadership for the Independent production sector through policy formation, engagement with stakeholders, lobbying and representation, the promotion of entrepreneurship and cultural and creative diversity, the delivery of services to members and the promotion of the environmentally sustainable growth and development of the audiovisual production sector in Ireland.
Values Leaders & Experts Ambitious Accountable Collaborative Member-centric
Vision: What does success look like? • A sector which is representative, in front and behind the camera, of our rich, diverse society; • a diverse, vibrant and strong independent audiovisual production sector; • a sector which is growing and developing in an enterprise culture, in a competitive and sustainable manner and building companies of scale; • a sector which is producing more screen content across all genres and formats in both the Irish and English languages;
• a sector that is at the forefront of ecologically sustainable productions through stakeholder groups such as Screen Greening • a sector which is advocating for greater diversity and inclusion on and off screen by working with other AV sector stakeholders; • a sector which is delivering more screen content for local and international audiences •
a sector which is growing a strong capital base through creative enterprise and the ownership of the copyright and other intellectual property rights in the works it develops and produces; and
• a sector which is recognised by government for its cultural significance, as well being a key part of future economic growth.
Strategic Pillar 1 Strength, Diversity and expertise of Membership That SPI continues to be the trusted national representative organisation for independent production companies in film, television, animation, and digital screen content in Ireland.
Finky, Abu Media
Strategic Pillar 1 - Strength, Diversity and expertise of Membership Actions
Outcome
Timeline
To evaluate new member sectors feasibility for longer-term growth of the membership base, and
Membership Recruitment Campaign: Increase the range
Annually
pursue a membership recruiting drive including start-ups, companies in the regions, companies
of SPI members from across established and emerging
producing in the Irish language, and companies working in digital production
produces and across genres.
SPI Communications Plan: To keep the SPI membership informed of SPI activity on their behalf,
To promote and foster membership communication,
informed of industry trends and educated on key issues of relevance to production in Ireland. SPI
email and social media updates, seminars and briefings
seen as central to policy and legislative change by key stakeholders.
on policy formation, economic trends both in Ireland
Ongoing
and internationally, the promotion of equality, diversity and inclusion, the promotion of sustainable production methods, and health and safety measures. Facilitate the implementation of collective bargaining agreements where appropriate and in the
Act on behalf of the members, and industry, to ensure
best interests of members, to promote creative enterprise and fair competition and to seek to
optimum working environments for producers, crews
promote and protect copyright and intellectual property rights, including anti-piracy measures
and cast through engagement with key stakeholders.
and intellectual property rights, including anti-piracy measures.
Ongoing
Strategic Pillar 1 - Strength, Diversity and expertise of Membership Actions
Outcome
Timeline
To undertake annual SPI member surveys to enable the organisation to have updated statistics
SPI better understands our member’s needs and the
Annually
on the sector and to better understand the needs of its members.
wider needs of the sector.
Formation of Irish language producer committee and preparation of a committee strategy to
Promotion of Irish language programming.
promote Irishlanguage within SPI and at sector level. Leading the transition to a low carbon future in the screen industries
2021 & Ongoing
Continue the work of The Screen Greening Coalition
Ongoing
including holding seminars on using the carbon calculator, carbon action plans and general ecological sustainability practices. Formation of DEI producer committee and preparation of a committee strategy including an
Developing the Diversity, Equity and Inclusion agenda
2021 &
Access Programme.
within the sector.
Ongoing
Strategic Pillar 2 Influence & advocacy That SPI continues its work in public policy formation, including engaging with legislators, regulators, public service media, public funding agencies, Government Departments and Ministers and other entities developing or influencing public policy in audiovisual content production in Ireland and in the European Union.
Normal People, Element Pictures
Strategic Pillar 2 - Influence & advocacy Actions
Outcome
Timeline
Engage with legislators across broadcasting and media legislation including in particular the
SPI is a source of key statistics and access to industry
Ongoing
implementation of the EU Revised AVMS Directive in Ireland, in relation to fiscal and taxation
information as Government makes decisions on these
legislation and in particular amendments in relation to Section 481 in the Finance Acts, and
issues.
copyright and other intellectual property legislation, in particular the implementation of the EU Copyright Directive, as well as other relevant legislation. Engage with regulators including broadcast and media regulators in relation to Terms of Trade
Revised terms of trade with RTÉ that create more
between independent production companies and broadcasters and other services, with
prominence and revenue for independent production
Government Departments in relation to such areas as Film Regulations, Skills Development
companies, TG4 terms kept under review for
Regulations and Health and Safety Regulations.
duration of strategy.
Engage with national and regional funding agencies in relation to funding policies, including
SPI seen as central to policy and legislative change
Screen Ireland, the BAI Sound and Vision Fund, and WRAP, as well as where relevant IDA Ireland,
by key stakeholders.
End of 2022
Ongoing
Enterprise Ireland and The Western Development Commission. Engage with broadcasters, both public service and private, including RTE, TG4 and Virgin Media,
Creating new content creation opportunities for SPI
with cinema distributors and exhibitors and with VOD services such as Netflix and Amazon, user
members through these partnerships.
generated content services such as Google/Youtube and Facebook and other online services delivering screen content to audiences.
Mid 2022
Strategic Pillar 2 - Influence & advocacy Actions
Outcome
Timeline
Engage with other stakeholder organisations, including The Screen Writers’ Guild,
Maintain SPI’s central role in the AV sector environment
Ongoing
The Screen Directors’ Guild, Animation Ireland, IMIRT, The Screen Guilds of Ireland
across a range of issues.
and the Irish Film Institute. Engage with regulators including broadcast and media regulators in relation to Terms of Trade
Revised terms of trade with RTÉ that create
between independent production companies and broadcasters and other services which would
more prominence and revenue for independent
include the key issue of IP ownership for producers, with Government Departments in relation
productioncompanies, TG4 terms kept under review for
to such areas as Film Regulations, Skills Development Regulations and Health and Safety
duration of strategy and IP ownership options with over
Regulations.
services explored.
To promote the increase in State Aid and regulatory funding of the independent screen content
Engaging with the Future of Media Commission, key
production sector, including increasing the level of the independent production investment
Government departments, industry stakeholders and
obligations on public service broadcasters such as RTE, Virgin Media and TG4, the introduction
others - support the expansive reform of the amount of
of national investment obligations on VOD and other online content delivery services, increased
funding available for independent productions.
End of 2022
Ongoing
funding for Screen Ireland and the establishment of a levy based screen content production fund through levies on subscriptions paid by Irish audiences to, and on the value of advertising targeting Irish audiences on, audiovisual media services in Ireland and elsewhere. To promote a well regulatedwell-regulated and well fundedwell-funded public service media
The Future of Media Commission makes
including the reform of the TV licence fee, the introduction of a household media charge, and
recommendations that RTÉ becomes a publisher
with a focus on competitiveness, creative diversity and value for money including the promotion
broadcaster, the IPU account is increased and a
of the publisher broadcaster model for public service media.
reformed TV Licence Fee is proposed.
2022
Strategic Pillar 3 Leadership & communications That SPI continues to show leadership in communicating to stakeholders, and the wider public, the value and importance of a vibrant and creative independent production sector in Ireland, both in the cultural and economic life of Ireland, in its job creation and exports and as a window for the world into the cultural life of Ireland.
Foscadh, Tua Films
Strategic Pillar 3 - Leadership & communications: Actions
Outcome
Timeline
Complete SPI brand refresh project.
SPI brand refresh and implementable brand guidelines
2021 AGM &
across all collateral and media.
Ongoing
An implementable communications plan is enacted.
2021 AGM &
Develop SPI communications plan to position SPI as the leading voice for the independent screen content production sector, raises SPI’s profile and brand recognition. Maintaining an up
Ongoing
to date resources library of information, statistics, sample policies and other valuable materials which are useful to members. Build digital-first SPI membership: Re-development and rollout of new SPI website
SPI Communications Plan: SPI is the go to organisation
2021 AGM &
to ensure its ease of use and relevance for members.
for quotes, information and background for journalists and
Ongoing
increases its profile across all media. Develop a strong communications presence across internal, external, owned and paid channels.
Establishes SPI as the go to organization for quotes,
Boost social media presence, create Op Eds for press and online media, give interviews on radio,
information and background for journalists and
television and online services, with dedicated communications to stakeholders, politicians and
increases its profile across all media.
other influencers and the general public.
Ongoing
Strategic Pillar 3 - Leadership & communications: Actions
Outcome
Timeline
Communicate the benefits of the public support and regulation for the creative screen content
SPI Communications Plan: SPI representation on key
End 2022
production sector, particularly the cultural, economic and cultural benefits.
industry forums and contribution to key stakeholder studies and data capture work.
Engage with developments at European Union level including establishing links with EU
SPI continued representation at European level, in particular
producers representative organisations and communicating those developments to members
through CEPI. With a view to exploring other EU rep groups
and the wider stakeholders in the audiovisual audio-visual sector.
of influence for the agenda.
Redevelop SPI website to ensure its ease of use and relevance for members.
Ongoing
Strategic Pillar 4 Sectoral Development SPI continues to provide a range of services to members including negotiating national agreements, providing support and guidance and working to make the membership and the sector more inclusive and ensuring it’s continued sustainable growth.
Kin, Metropolitan Films
Strategic Pillar 4 - Sectoral Development Actions
Outcome
Timeline
Develop a strong and collaborative sharing of information with members about policy
SPI Communications Plan: Internal communications will be
Annually
development, creative screen content development and production, relationships with
improved to keep members informed of SPI activity.
stakeholders, and other information useful to members. The negotiation of agreements with ICTU affiliated Unions representing workers in the sector.
Agreed collective agreements
End of 2022
Ongoing monitoring of agreements and development of a ‘lowest level possible’ dispute
Collective Agreements successfully operating and limited.
Ongoing
SPI IR strategy used to inform IR engagement and reflected in
Strategy developed by end 2021,
decision making process.
ongoing revision as required
Work with stakeholders to identify ways to help the industry continue to develop
Stakeholders recognise SPI as a key participant in developing a
Ongoing
as a diverse and inclusive sector.
more inclusive industry and work collaboratively with SPI to develop
resolution approach with ICTU affiliated Unions. Development of comprehensive Industrial Relations principles and strategy for t he organisation to inform ongoing engagement with the Unions.
policies and best practice guidelines.
Strategic Pillar 4 - Sectoral Development Actions
Outcome
Timeline
The provision of advice and guidance to employer independent production companies in relation
Members identify SPI as a resource for guidance on issues.
Ongoing
Working to ensure the sustainable growth of the sector through working closely
Training and development opportunities reflect industry
Ongoing
with stakeholders on skills development, training, and career pathways.
needs and are tailored to the sector.
An elevated SPI events programme, aimed at creating awareness of
Arranging membership events promoting dialogue with
sectoral development issues.
other stakeholders including distributors, broadcasters,
to agreements and human resources best practice.
Annually
online services, funders and policy developers, providing access to developments in Human Resources, Health and Safety, Environmentally Sustainable Production, Visas, Child Protection and other matters. Maintaining an up to date resources library of information, statistics, sample policies
Digital first website: Relevant, up to date resources on the
and other valuable materials which are useful to members.
website being accessed by members when needed.
End of 2021
Strategic Pillar 5 Exemplar Membership Organisation That SPI continues to develop a sustainable business model for its own operations so as to be able to deliver on its Strategic Objectives.
New Gaels, Poolbeg Productions
Strategic Pillar 5 Exemplar Membership Organisation: Actions
Outcome
Timeline
Grow SPI’s existing business as a professional member representative organisation.
Increased membership from all categories and genres.
Ongoing & End of 2022
New opportunities for funding and membership. Reformed SPI membership rate and increased self-sufficient financing. To be a representative organisation where the integrity of our operations is central and that our
Completion of journey of compliance with the
governing structures are representative and inclusive to our industry as a whole.
Governance Code.
ongoing
Development of an SPI Environmental, Working to ensure the sustainable growth of the sector through working closely with
Social & Governance Policy.
stakeholders on skills development, training, and career pathways. Review SPI’s business model to expand its capability, and build a high performing culture
Members identify SPI as a resource for guidance on issues.
Ongoing
Review SPI’s business model to expand its capability, and build a high performing culture
Create a culture which supports an expert, strong
Ongoing
for an evolving SPI.
and diverse team.
for an evolving SPI.
77 Merrion Square South Dublin D02 DH22 W: screenproducersireland.com T: + 353 1 662 1114
Cover images, left to right: The Green Knight, Wild Atlantic Pictures Other Voices 2020, South Wind Blows Lady Betty, Whackala