The service industry has been identified as one of the key contributors to the Kenyan economy. Analysts say that the Information Communication. Technology and film sectors have the potential to feed this country without relying on Agriculture which has been the mainstay of the economy.

Mr. David Maingi, CEO Kenya Film Commission, says that the industry is able to generate enormous revenue and create jobs for the youth. He says his commission wants to develop a screen culture in Kenyans that will make them love to watch local content. "The situation in the film industry in the country has been that much of the content has been foreign generated' but the commission is encouraging broadcasters to increase their local programming," Mr. Maingi says.

The CEO says local programmes have good following from viewers and this is manifested by the number of companies which prefer to advertise their products during this time thus earning broadcasting stations good revenue.

When a production comes out, the target usually is to sell out to about one per cent of the Kenyans which is 370,000 with each movie going at Sh350. A single production, Mr. Maingi says, is able to generate about Sh129.5 million on the low end sales.

"But one thing we target is to open up distribution channels like petrol stations, supermarkets and shops where the movies can be easily accessed. We' are also encouraging and training young entrepreneurs who' want to establish businesses to do so," he says.

In the next two months, the KFC will hold a consultative meeting with various interest groups in the film industry such as Jua kali to entice them to open up movie stores by providing them with incentives and the right business environment.

"We already can see the potential, and what we are doing is to create the environment for growth. We are creating the infrastructure.

'The University of Nairobi in collaboration with the Kenya Film Commission, is at an advanced stage of establishing a film school," .Mr. Maingi says. Mr. Bob Nyanja, director Cinematic Solutions and also the producer of major TV productions in Kenya such as Red Corner: and Reddykulass says: "One problem we have is that we are competing for the same customers. There has been an explosion of TV production companies.

In the last two years, eight companies have been started. But we are happy that this competition is setting up the pace for quality production."

Locally, Nairobi's River Road has been in the spotlight for local movie production. This bustling street is at the heart of a flourishing low budget video market, nicknamed Riverwood mirroring the movie-making heartlands of Bollywood in India and Hollywood in Los Angeles, USA.

Local film makers have also been inspired by the success of Nigeria's film industry known as Nollywood. Nollywood, which produces low-budget films, took off after cash-strapped Nigerian producers, prised off the big screen, turned to the video market. Now, Nollywood films are hugely popular across East Africa despite pedestrian scripts and often wooden acting. Those working in the industry say it is essential to harness this hunger for videos to promote home-made movies.

But film makers are still hamstrung by a lack of investment as well as small audiences in countries where most people will never be able to afford a cinema ticket and many do not even own television sets.

Kenyan TV channels have limited funds or incentives to support the local film industry since they can buy foreign-made programmes for less. There are also few film grants. Local producers say they too" can make a significant contribution to the economy, and there are some prominent international figures committed to developing stories told and produced by Kenyans and other east Africans.

If the home-grown film making industry is still in its infancy, it does have one advantage, Kenya itself. KFC in collaboration with Earthbox international, a group of film makers, has established a project targeting River Road film innovations.

Usually movies made along River Road have been of low cost but of good quality. To make films that cost about Ksh 600, 000 but of international standards, the project aims to instill entrepreneurial skills among the youth. Dubbed Riverwood 20, the project plans to pick the best 20 scripts done by Kenyans and infuse into them an international setting. According to Mr. Maingi the project will cost Ksh 630,000 per movie and is expected that the 20 movies will cost Sh12.6 million.

He says that all the movies will be shown on M-net thus going a long way in promoting and encouraging production of quality local content. After production of all the movies is complete, KFC will document the entire project to be used as a baseline case study for other future local projects.

Mr. Charles Liburd one of the co¬ordinators, will bring in a group of international producers, actors and script writers who have been involved in projects such as Idols, Big brother Africa and Hollywood on board during the project.

Kenya Wildlife Service conducted a research on the number of Britons who visited the Maasai Mara game reserve and the reason why and it was found out that one out of three tourists came to the site to watch a movie known as Wild Cat which is a local production. Mr. Maingi says that if the film industry can be harnessed, it will help improve the state of sports and tourism in the country.

As part of the strategy to improve response to film making in Kenya, the third edition of the Kenya International Film Festival is scheduled to take place from October 22 to November 1. It will showcase some of the celebrated films in Kenya and upcoming talent.