The creative economy has become a cornerstone to the Welsh economy. More than 15% of businesses in Cardiff are now in the creative industries and in recent years, the Cardiff Capital Region (CCR) has grown to be the UK's third largest producer of film and TV, accounting for one in eight of all new UK jobs in Film and TV.

In Wales, cynefin means a ‘sense of place’ encapsulating history, identity, landscape and street life. We see Media Cymru as defining a new cynefin where economic activity creates both jobs and a sense of identity, offering the promise of more environmental sustainability, global reach, equality, diversity and inclusion and sustainable economic growth.