TAX breaks designed to keep Wallace and Gromit in Bristol have been officially unveiled.
The city's Bafta-winning Aardman Animations has been lobbying for television animation productions to be given similar tax relief to that enjoyed by film – and warned it could shoot future programmes overseas if the rules did no change.
But yesterday Chancellor George Osborne said the UK would have some of the most generous tax regimes in the world for the industry.
Confirming changes first trailed in this year's budget, he said: "I want the UK to remain a world leader in the creative industries – that's why I am announcing tax reliefs that will be among the most generous available anywhere. High-end TV, animation and video games production are exactly the kind of innovative, high-tech industries at which this country excels, and the government is determined to support them as part of our efforts to grow this economy."
Full details of the tax relief have not been revealed but a consultation on the plans will run until September.
An Aardman spokesman said: "We are very eager to find out the exact detail so that we can move forward and put things into production."