Does the electronics industry need more sex appeal?

AFDEC's 2011 components market forecast highlighted a continuing bugbear – namely the problem of skills shortages in the electronics sector.

Market analyst, Aubrey Dunford said that it is affecting every level of the market. As part of the ECSN, he has attended many UKEA meetings and time after time the same concerns are expressed. "We need the right people coming out of universities," he told New Electronics. "Small design houses may have the expertise, but they can't rely on the fact that the expertise will stay there. We need more skills and more incentives put into place so there is more to export than just the knowledge!" So is the government taking the electronics sector seriously enough? And how do you persuade an entire generation to study for a career in the industry when subjects such as Media Studies have more perceived 'sex appeal'?