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Following the slow decline in manufacturing and the sudden decline of financial services, the government has identified the creative industries as the future saviour of Britain.

Have you seen the new national Change4Life TV ad? The one with the kid jiggling on a dancemat in order to stay healthy? No, most other people in the industry haven’t either – judging by MCV’s weekly ring/email round.

From BAFTA collaboration and university courses to Paddington Academy funding and Games Based Learning programmes, our industry has much to be proud of. But, as the recent Change 4 Life advert has demonstrated, negative perceptions remain in the wider world.

How do we lose them? Sony Computer Entertainment’s UK managing director Ray Maguire explains…

The British Heart Foundation, Cancer Research and Diabetes UK are all under-appreciated, worthy institutions that do incredible work. God knows, I might need them to save my arse one day.

There isn’t much else to say about the Byron Review consultation that hasn’t been said by ELSPA, its members – or even ‘the opposition’, the BBFC.