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DutchDFA 4/4 kicked off with Marjan Hammersma (Director-General Culture and Media, Ministry of Education, Culture and Science) and Janny Rodermond (Director of the Creative Industries Fund). Hammersma explained that the government does not want to lose what DutchDFA has managed to accomplish so far. Dutch design is now very much in the picture abroad, and by exploiting this opening and promoting the creative sector further in a number of countries, Dutch companies can reap the commercial opportunities there. Janny Rodermond expressed a wish to incorporate DDFA's core concepts of image-network-enterprise into the new programme, with the emphasis shifting to entrepreneurial activity. The programme will mainly focus on stimulating companies in the creative sector, using 'open calls' among other methods. A programme manager has been appointed.