The reel is about to roll at the Kenya Film Commission (KFC), but the picture could remain hazy for sometime before several things are sorted out. And for the KFC Chief Executive Officer David Maingi, the cast includes legislators who are expected to fast-rack the long-awaited film policy.

Even then, Mr Maingi is putting in place financial support package for film makers, who are looking to the new policy will accelerate the growth in the industry. "This is the year for film. At the end of the year look me in the eye and ask me how many films have been made," Mr Maingi told a gathering of film makers last week.

But there are huge hurdles for the KFC, which was mooted in 2004. Last year, the industry raked in Sh3 billion, which is less than 10 per cent of its potential estimated at Sh40 billion. But things have not always been this bad. In 1970s and 1980s, the industry was far much better, at par with South Africa, with the international film makers then pulled in by the beauty of the scenery. The picture has, however, changed with South Africa rising to a high of $450 million in 2006, compared to Kenya's $45 million. "Kenya has been overtaken by other locations through attractive packages because of the shift from sentimental locations to locations that make business sense;' Mr Maingi said

"We have lost much ground and we need to work hard and fast to reclaim it," he said. Among the drawbacks are declining international film projects, high production costs, low local content and weak legislation on business and copyright protection. Another hurdle is the penchant by local media for foreign content, which Mr Maingi said had stifled growth. Even then, Mr Maingi plans to raise of Sh50 million that will fund five creative films initially and form the seed money for subsequent film makers in the country.

However, with a mere Sh30 million government allocation, KFC has been operating on a thin budget and skeleton staff, which has constrained its activities. Mr Maingi will request the Government for an additional Sh40 million in the next financial year. Again, KFC will approach the World Bank, government and other donors to mobilise funding. Mr Maingi, however, said availability of funds from donors was dependent on the Govern¬ment increasing its allocations to develop viable proposals.

KFC plans to market Kenya as a unique film making destination, where entire films could be developed due to its diverse landscape, cultures and vegetation. There is a plan to carve a niche separate from its main competitor through its, 'Film Kenya, capture Africa campaign." He said while South Africa appeals to European tastes, they would instead go for film makers who wanted to showcase authentic Africa.