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FROM THE MINISTER FOR AGED CARE

DATE: Monday, September 29, 2003


MEDIA CHALLENGE TO PUT SENIORS BACK IN THE PICTURE

A new Bracks Government campaign will challenge the entertainment industry to provide greater roles for seniors and more authentic images of ageing, Aged Care Minister, Gavin Jennings, said today.

Mr Jennings joined industry icons in announcing six new initiatives including a media taskforce drawn from TV, film and theatre to stimulate refreshing images of ageing and older people in the media.

“Older people’s stories and faces have been missing from our television and film screens for far too long,” Mr Jennings said.

“This campaign will encourage the entertainment and media industry to value maturity and experience.”

The Bracks Government has provided $90,000 for the Images of Age campaign, which includes:

· Establishing a media taskforce on ageing to advise the Bracks Government on further initiatives to improve age inclusive programming in the industry;
· $50,000 Image of Age grants program, which will provide grants of up to $5,000 to support the creation of new film, TV and theatre works involving seniors;
· Sponsorship of seniors cinema at the Australian Centre for the Moving Image (ACMI) which will allow older people to view quality movies for just $4;
· Funding live readings of a proposed new TV drama series set in a retirement village before an audience of seniors and younger people;
· Sponsorship of the 2003 United Nations Media Award; and
· Sponsorship of the forthcoming Screen Producers Association Conference in Melbourne.

Mr Jennings said Australia’s three million older people represented an untapped audience for the nation’s film and TV industry.

“Over-55s watch the most TV, hold over half of the nation’s assets and account for a quarter of all disposable income,” he said.

“This is a lucrative audience for advertisers and the entertainment industry but there is a real lack of realistic and interesting images of older people on our screens.

“The Bracks Government recognises that older people are an integral and wonderful part of our community and this campaign will encourage the entertainment industry to realize the worth of putting seniors in the spotlight.” 1. Alan Hopgood 3. Ros Tatarka 5. Maggie Millar

6. Terry Norris


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