The strategy for the Malta Council for Culture and the Arts (MCCA) was launched at St James Cavalier Centre for Creativity in Valletta on Friday.
Its chairman, Joseph F.X. Zahra, introduced council members present at the press conference - Professor Richard England (vice-chairman, who designed the logo), Dr Paul V. Mifsud (executive director), George Granville and Norbert Attard (members) and adviser Matina Massa.
Other members not at the conference are Rev. Professor Peter Serracino Inglott, Lara Strickland, Mro Charles Camilleri and Charles Stroud.
Mr Zahra gave a brief presentation of the strategy outlining the council's vision, mission and objectives.
He spoke about the values and objectives, concepts and principles that would be underlining the council's activity emphasising the need to enhance quality and accessibility across all segments of society.
The MCCA was established last July and the council has been analysing and researching where the arts and culture stand now and ways of reaching its aims and objectives.
Its vision is encapsulated in the statement: "A bold and daring expression of Malta's unique cultural and artistic identity that engages society and impacts future history," said Mr Zahra.
MCCA's goal is to achieve new heights in creativity and accomplishment for culture and the arts in Malta in a manner that is enjoyable and accessible to all segments of society.
These aims will be achieved by endorsing quality, fuelling participation, developing markets, enabling commercial success, and attracting investment.
"We have to look beyond the box... quality must improve to ensure this generation of artists impact on the future. We aim to engender high standards of creativity," Mr Zahra said.
The MCCA will serve as a focal point for, and create synergies between the different cultural and artistic initiatives held throughout Malta and Gozo.
It will attract potential patrons aiming to give artists commercial success to enable them to dedicate more focused time to their art.
Specifically the council objectives are to:
Raise standards in cultural programmes across all art forms.
Create opportunities and generate exposure for young talented artists both locally and internationally.
Develop educational structures that encourage active participation and enhance creativity for students of all ages.
Broaden and increase access to high quality arts and cultural events.
At this point Mr Zahra mentioned an initiative taken by MCCA whereby slots of artists' installations were being shown in between the performances at the current Malta Song for Europe contest.
Develop sustainable relationships with business channels and organisations in the field of art and culture.
Build awareness and promote Maltese culture and arts locally, around the Mediterranean basin and internationally.
The MCCA also intends to work assiduously in various areas, such as the promotion of cultural tourism and the strengthening of ties between the artistic and business communities and will focus on development of the educational structures around culture and the arts.
These all aimed at leveraging Malta's artistic and cultural heritage and generating accomplishments of the highest quality that will be recognised well into the future, said Mr Zahra.
The three years ahead were very challenging for MCCA and it would be establishing milestones along the long journey to achieving the desired results, concluded Mr Zahra.
MCCA is currently housed at Casa Gaspé, 230 Republic Street, Valletta, tel. 2124-5168, fax: 2124-1964; e-mail: info@maltaculture.com.