Advertising filmmakers urge govt to allow industry to resume

File pic: Malaysian Association of Advertising Filmmakers president Khoo Kay Lye said the industry is in dire straits and the association is running short of funds to support its staff.

PETALING JAYA: The Malaysian Association of Advertising Filmmakers (PPFIM) is urging the government to allow the advertising film industry to resume operation as the industry is in financial distress.

Its president Khoo Kay Lye said the industry is in dire straits and the association is running short of funds to support its staff.

“Our business is hanging on a thin line. We are running out of money to support our employees. We also support many services and skilled workers. If we have no shoots, it’s difficult to make ends meet.

“While we understand if the government cannot provide us a lifeline in the form of a handout or a ‘bantuan’ but at least do allow us to find our own means. Allow us to resume shooting, we will strictly follow the required standard operating procedures (SOPs), ” he said in a statement.

Both the Malaysian Advertisers Association (MAA) and the Association of Accredited Advertising Agents Malaysia (4As) have voiced their strong support for PPFIM.

Mohamed Kadri Mohamed Taib, president of the Malaysian Advertisers Association, said: “Marketing and advertising stimulate sales which in turn grows the economy. It is a proven equation but to work, it requires a chain of support services.

“Once the chain is broken, the economy falters. The people behind short film producers play an important part in this chain. They need to be allowed to operate to produce the content we need to sell our goods and services. This will help us do our part in helping in keeping the economy going."

Andrew Lee, president of The Association of Accredited Advertising Agents Malaysia, added: “In the many months of lockdown to curb the Covid-19 pandemic, we have witnessed a tremendous increase in digital traffic, digital media consumption and online transactions.

“To adapt to the changing consumer behaviour, the advertising and marketing industry has focused its marketing efforts in the digital space.

“And as the digital economy has been identified as a new development driver and e-commerce projected to contribute to Malaysia’s gross domestic product (GDP), the industry stands ready to support the government in accelerating technology adoption by creating effective digital content and campaigns to lift consumer spending patterns to pre-pandemic levels, boost business and household confidence as this will reinvigorate economic recovery.

“But in order for us to do that, we need all related industries in the advertising and marketing field, including the film production industry to be allowed to operate.”

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