Trends in Audiovisual Markets: Regional Perspectives from the South
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Project coordinator. Visiting Fellow in the International Relations Department at the London School of Economics and Political Science, and a Research Associate of the School’s International Trade Policy Unit. Oliver Barlet. Journalist and writer specialized in African Cinema. Pre- sident of Africultures and responsible for the magazine’smagazine’s Internet acti- vities. He is also director of Images Plurielles a book series published by L’Harmattan. Emmanuel Cocq is a research fellow at Groupe d’Economie Mondiale (GEM) de Sciences Po. He received his PhD in economics at Sciences Po in Paris. His research interests cover the audiovisual sector regu- lation in France, Europe and developing countries as well as cultural industries economics. Madanmohan Rao. Research Consultant at the Asian Media Information and Communication Centre (AMIC) and Director of the InfoComm Observatory at the Indian Institute of Information Technology, Bangalore. German Rey is Professor at the Universidad Javeriana and the Universidad de los Andes in Colombia. Member of the International Study Commission on Media, Religion and Culture his research focuses on cultural industries, mass media and communication. Craig Van Grasstek is a trade consultant and the Executive Director of the Program on Trade and Negotiations at Harvard University’s Kennedy School of Government. His fi rm, Washington Trade Reports, advises governments, fi rms, and international organizations on current issues in trade policy. He is currently teaching a course on the novels of foreign policy at Georgetown University’s School of Foreign Service. UNESCO has all rights reserved for graphics and texts in this book. This book has been published with no commercial purposes. Any other use, including making copies of the book or manipulating its contents for private interests, is strictly prohibited without prior written permission from UNESCO. The authors are responsible for the choice and the presentation of facts in this book and for the opinions expressed therein, which are not necessarily those of UNESCO and do not commit the Organization. The designations employed and the presentation of information do not imply the expression of any opinion whatsoever on the part of UNESCO concerning the legal status of any country, territory, city or area or of its authorities, or concerning the delimitation of its frontiers or boundaries. Cover photo and layout: Adeline Pétric Printing: Presse Loisirs Editions Pluri-Média Paris, France © UNESCO 2006 4 CONTENTS Foreward ........................................................................................... 5 Introduction. Pierre Sauvé ................................................................ 7 Audiovisual markets in the developing world. Statistical assessment of 11 countries: Burkina Faso, China, Costa Rica El Salvador, India, Mexico, Nigeria, Philippines, Senegal, S. Korea, and Thailand. Emmanuel Cocq with Florence Lévy ........................................... 21 Treatment of Cultural Goods and Services in International Trade Agreements. Craig Van Grasstek ....................................................................... 89 Trends and Perspectives of the Audiovisual Markets in Colombia, Peru, and Venezuela. German Rey ................................................................................. 155 Trends in Audiovisual Markets: Perspectives from Africa. Burkina Faso, Nigeria and Senegal. Coordinated by Olivier Barlet ...................................................... 223 Trends in Audiovisual Markets: Perspectives from Asia. India, Philippines and Thailand. Coordinated by Madanmohan Rao ............................................. 293 List of Acronyms ........................................................................... 359 FOREWORD 5 n 2001, the General Conference of UNESCO approved the introduc- tion of a new cross-cutting theme in the Organization’s programme: IThe contribution of information and communication technologies to the development of education, science and culture and the construction of a knowledge society, aimed at reinforcing intersectoral cooperation within UNESCO. In line with UNESCO’s strategy on the contribution of information and communication technologies (ICTs) to the development of education, science and culture and the construction of knowledge societies outlined in UNESCO’s Medium-Term Strategy for 2002-2007, the Organization launched an internal call for project proposals under this new theme focusing on strengthening capacities for scientifi c research, information- sharing and cultural exchanges. Within this context, the Communication and Information Sector and the Sector of Culture jointly formulated the project, “Harnessing ICTs for the audio-visual industry and public service broadcasting in developing countries”, a proposal going beyond the areas and themes traditionally covered by each sector (e.g. media development, cultural industries and enterprises), and introducing a new, intersectoral dimension into the programme: the impact of international trade on the audiovisual industry and its effects on local cultural expression. The project was approved for implementation by the General Conference in November 2003. The research conducted under this project in 2004-2005, and presented in this book, provides an overview of the main trends in the broadcasting and audiovisual industry worldwide, with a focus on regional patterns of production, consumption and trade in Africa, Asia and Latin America. The sample of countries was selected so as to represent contrasted audiovisual landscapes, some of the studied countries boasting tremendous audio-visual trade volumes while others have very limited production capacities. Parallel to the publication of this research, UNESCO organised a series of regional workshops where the fi ndings of the studies were shared and discussed with key groups in the three regions, and where a dialogue was encouraged among stakeholders. 6 FOREWORD While developing countries are facing crucial decisions affecting the broadcasting and audio-visual industry, today’s pillar for information and cultural exchange, policy and decision makers in these countries may sometimes lack the necessary tools to adequately inform their choices and strategies. We hope that this work will assist UNESCO Member States in analysing and understanding the impact of multilateral, regional and bilateral trade policies on the future audiovisual landscapes of their countries, while stimulating a refl ection on the potential implications, positive or negative, for the expression of local cultures. Ultimately, we expect that this work will encourage appropriate action in terms of international and national audiovisual and broadcasting policies. Finally, we would like to thank all participating researchers for their work and commitment, with a special recognition to Pierre Sauvé who wisely guided UNESCO throughout the research process. Abdul Waheed Khan Assistant Director-General for Communication and Information INTRODUCTION PIERRE SAUVÉ 8 INTRODUCTION he economic and regulatory analysis of cultural industries remains complex and data, whether on market trends or on regulatory Tregimes, is largely defi cient, especially in developing countries. This seriously complicates analytical enquiries into the sector at the same time that it clouds the effi cacy of policy-making initiatives. Mindful of this reality, UNESCO has promoted the project. “Harnessing ICTs for the Audiovisual Industry and Public Service Broadcasting in Developing Countries”. The collection of background papers1 prepared under it