The creative industry, especially film and television, is not only a vital cultural pillar but also a key economic contributor for Malaysia. However, like many industries, it faces significant challenges—ranging from policy gaps to rapid technological shifts and changing global dynamics. To navigate these complexities and ensure sustainable growth, Datuk Azmir Saifuddin Mutalib, CEO of the National Film Development Corporation Malaysia (FINAS), shares his organisation’s vision and the steps being taken to position the industry for both cultural impact and economic success.
One of the cornerstones of a thriving creative sector is a well-structured policy framework that addresses the diverse needs of industry stakeholders. “The creative industry is multifaceted, and one-size-fits-all solutions simply do not work,” says Datuk Azmir. “By categorising filmmakers based on their development stages, we can provide targeted support—from nurturing emerging talent to empowering established production houses to expand internationally.”
This strategic segmentation not only helps define clearer industry pathways but also allows for more impactful interventions at every stage of a filmmaker’s journey. From financial assistance to educational support, this approach ensures that the industry grows cohesively, with each group contributing effectively to its broader success.
Adapting to a Changing Global Landscape: Post-Pandemic Recovery and Global Shifts
The COVID-19 pandemic disrupted many industries, with the creative sector among the hardest hit. Production schedules were delayed, cinemas closed, and revenue streams evaporated. At the same time, external challenges such as the 2023 Hollywood strikes further impacted the global content market, putting pressure on local production houses to adapt
Datuk Azmir acknowledges the lasting effects of these disruptions but emphasises the resilience of the Malaysian creative industry. “The pandemic changed everything,” he reflects. “But it also accelerated shifts that were already happening—like the rise of Video-on-Demand (VOD) platforms.” The pivot to digital and online streaming has, for many companies, been a lifeline. FINAS has been at the forefront of analysing these market shifts, exploring new ways to support local content creators in competing globally.
“We are working closely with local production companies to help them understand and tap into these digital platforms, ensuring that Malaysian content reaches audiences worldwide. This is an exciting opportunity for us to bring Malaysian stories to the global stage,” says Datuk Azmir.
Ensuring Fair Treatment and Financial Security for the Workforce
The Malaysian creative industry is heavily reliant on freelancers, who make up approximately 90% of the workforce. Recognising the importance of this demographic, FINAS has introduced several initiatives to improve their welfare. “Freelancers are the lifeblood of our industry, yet they often face precarious working conditions,” explains Datuk Azmir. “We are committed to enhancing their working standards through standardised contracts, mandatory insurance coverage, and provisions that protect vulnerable groups, such as child actors.”
Beyond contractual reforms, FINAS has also partnered with Malaysia’s Employees Provident Fund (EPF) and the Social Security Organisation (SOCSO) to encourage freelancers to open personal accounts, ensuring long-term financial stability. “These partnerships provide a safety net for workers during medical emergencies or unexpected circumstances, offering peace of mind as they continue their work in the creative sector,” Datuk Azmir highlights.
Transforming the Creative Industry into an Economic Powerhouse
For Datuk Azmir and FINAS, the goal is clear: to transform Malaysia’s creative industry into a major economic driver. “The creative economy has immense potential, not only in terms of cultural influence but also as an economic contributor,” he asserts. “To achieve this, we need to build a sustainable ecosystem that attracts both public and private investments.”
A key part of this strategy is streamlining funding mechanisms to provide more targeted financial support. FINAS has introduced innovative financing programs, such as the matching fund system, where producers secure a portion of their funding through international pitching opportunities, while FINAS covers the rest. “This model ensures that projects are thoroughly vetted, backed by private investment, and not solely reliant on government funds,” Datuk Azmir explains.
Additionally, through strategic collaborations with international partners, FINAS aims to bring cutting-edge technology to Malaysia’s creative sector. Investments in facilities like Dolby Atmos sound systems and virtual production studios powered by Unreal Engine are helping to elevate local productions to global standards. “These technological investments are essential in maintaining a competitive edge in the fast-evolving creative industry,” he adds.
Preparing for the Future
For Datuk Azmir, education is the bedrock of long-term industry growth. “The future of Malaysia’s creative industry lies in the hands of a highly skilled and educated workforce,” he says. “That’s why we’re focusing on education and capacity building to ensure our filmmakers have the technical know-how and global best practices to compete on the international stage.”
As part of this vision, FINAS is rolling out several initiatives aimed at building talent from the ground up. One of the most ambitious projects is a six-month script development lab designed to guide aspiring filmmakers through every stage of content creation, from storyboarding to full script development. “This program will not only help participants refine their craft but also give them access to global pitching platforms and international film festivals, opening doors for greater visibility and success,” says Datuk Azmir.
Adapting to Emerging Trends and Strengthening Distribution Networks
The rise of Over-The-Top (OTT) streaming platforms has significantly altered audience behavior, with many turning to digital options rather than traditional cinema. To address this shift, FINAS is actively working to revitalise cinema attendance and strengthen local distribution networks. “We’re collaborating with international distributors like Disney and Sony to ensure that Malaysian content reaches a global audience,” says Datuk Azmir. “At the same time, we’re empowering local companies to build regional distribution networks to enhance the reach of our films and TV shows.”
Incorporating Cutting-Edge Technology and Navigating Global Markets
As the creative industry becomes increasingly reliant on technological advancements, FINAS has been investing heavily in state-of-the-art facilities. These include high-quality sound systems and virtual production studios, which are redefining the filmmaking process in Malaysia. “We are also exploring the potential of artificial intelligence in content creation,” Datuk Azmir says. “AI could revolutionise processes such as storyboarding and post-production, allowing our filmmakers to work more efficiently and creatively.”
Furthermore, as Malaysian content increasingly reaches international markets, understanding cultural sensitivities and regulatory frameworks becomes essential. “We are actively educating filmmakers on the guidelines of different regions, including China, Europe, and the US,” explains Datuk Azmir. “By aligning local content with international standards, we ensure that our creators can tap into new markets more effectively.”
Building a Self-Reliant and Globally Competitive Industry
Looking to the future, Datuk Azmir emphasises the need for the Malaysian creative industry to become less reliant on government support. “Our ultimate goal is to build a self-sustaining industry, much like Hollywood and Bollywood,” he concludes. “Through strong policies, international partnerships, and a focus on market-driven strategies, we can create an ecosystem that fosters creativity, supports filmmakers, and positions Malaysia as a leader in the global creative sector.”
As Malaysia’s creative industry continues to evolve, the efforts of FINAS and its leadership are setting the stage for a thriving, globally competitive sector. By addressing key challenges—such as workforce welfare, technological innovation, and market access—FINAS is ensuring that the Malaysian film and television industry is well-positioned to succeed in the years to come.
With a clear vision for sustainable growth, a focus on education, and a commitment to international collaboration, the Malaysian creative industry is on track to become a cornerstone of both cultural and economic development.
