We may even look forward to the day when the need for intervention disappears, certainly as far as the industry's commercial operations are concerned. However, we are embarking on a project which will take much longer to achieve than the balance sheets and the shareholders of existing European audiovisual companies will allow. Even if the kinds of investment required should eventually yield substantial returns, the organisations called upon to make that investment may well not be able to justify such a long-term strategy on purely commercial grounds. In short, they may not be around to enjoy those returns unless they receive support to sustain them until the investment pays off. Public money is essential to fund the adoption of such a policy.
Talent is nurtured, training is undertaken and the infrastructure is improved.
The quality of our cultural life is enhanced. A stronger sense of being part of Europe is developed. These benefits are key components of a prosperous European audiovisual industry. Equally, without an industry in place, they languish. The objectives of European support We see the function of support at the European level as being to promote primarily the industrial objectives.