This possibility is discussed in paragraphs 5.8 to 5.10 below. 5.8 The Production Environment. The origination, managementand production of television and radio programmes are activities demanding creativity, energy and a high level of organising skills. The context in which these activities take place in Ireland is a highly competitive one particularly in relation to television with most of the potential audience for Irish programming having access to four terrestrial channels in the UK, not to speak of the many satellite channels which are now available. A commitment to new ideas relating to the format and content of programmes implies a willingness to accept risks of failure and consequent criticism.
New talent needs investment, support and room to develop.
If resources are locked into mainstream, formula type programmes then innovation will not be possible. There is possibly a sense that commercial pressures, combined with the legacy of some industrial relations issues, have robbed production personnel of a sense of creativity and have reduced many to adopting a cautious and predictable approach to their work. It is vital that the programme making process in Irish television be infused with a sense of dynamism and creativity. This is not incompatible with a commercial strategy which is assertive rather than defensive. New television products will find markets overseas, but programmes which simply replicate other tried and tested models for an Irish audience have little market potential.