IFI Irish Film Archive receives funding to rescue TV ads

Spanning the 1960s, 1970s and 1980s, the collection is significant in size comprising approximately 2000 clips produced in Ireland for transmission on RTE. Taken together this collection of advertisements provides a unique (and until now overlooked) window into Irish culture and society in the 1960, ‘70s and ‘80s.


Satzenbrau ad 1970s

The collection will tell us much about the community these advertisements were made for and the era they were made in; reflecting the social mores, standards, dress sense, attitudes to gender, race and so on of the Ireland for which they were created.

This material had been held in a number of damp warehouses for decades by the agencies that made the adverts and as a result of poor storage conditions it suffered physical deterioration and contracted a mould infestation before it was transferred to the IFI Irish Film Archive in the mid-1990s.

This will be the first major project the IFI will have undertaken since it upgraded its digital systems in the latter part of 2014.  Working with Dublin-based consultants Moving Media and UK systems designer Digital Garage, the IFI installed a scalable and modular digital ingest and archive solution which couples Avid-based ingest, editing, grading and restoration, with Strongbox LTO-based deep archive. Material is ingested at uncompressed resolution with both proxy (web-quality) and mezzanine (broadcast quality) subsets available to researchers and broadcasters.

The BAI funding will allow the IFI to take on 3 project officers who will be responsible for the conservation and digitisation of this advertisement material in addition to funding the necessary equipment and materials and supplies required to preserve it. By physically conserving, documenting, digitising and preserving this overlooked advertising material, the Irish Film Archive will be able to make it available to third parties such as programme makers, researchers and academics through the IFI’s access activities utilising cinema screenings and a wide range of on line and digital access channels.