Creative Economy: A Feasible Development Option

5International trade in creative goods and services: Global trends and featuresall developing regions have increased their participation inthe world trade of creative goods (table 5.10b).The dynamic trade in creative goods and servicesdescribed in this section confirms the promising prospectsfor increased regional trade flows among countries in allregions. North-South trade is expanding in traditional creativeareas as well as new areas related to digitalization,including new media. A study by UNESCO 4 on culturalexchanges confirms that regional trade agreements (RTAs),free trade agreements (FTAs) and economic unions are stimulatingtrade and investment in audiovisual products amongtheir member countries.In North-South trade, numerous bilateral agreementsas well as the Central American Free Trade Agreement arereinforcing this trend. Such agreements help account for thesharp increase in imports of creative industry products, especiallytelevision and radio programmes, films, books and educationalmaterials, including educational software. With theconsolidation of FTAs and RTAs, new forms of coproductionare emerging in the field of film and television, includingjoint ventures in both the South-South and the North-Southspheres. Creative services such as architectural services constituteone of the best examples of joint ventures.Further grounds for trade liberalization can be foundin the Economic Partnership Agreement between theEuropean Union and the ACP States; the FTA with otherscountries, including the Euro-Mediterranean countries; andthe European Union bilateral treaties with other countries.These agreements provide stronger grounds for trade liberalizationthan WTO agreements do through the application ofArticle XXIV of the General Agreement on Tariffs andTable 5.10a Creative goods: Exports of South-South trade, by regional group and product group, 2002 and 2008Asia America AfricaValue ( inmillions of $)Marketshare (%)Value ( inmillions of $)Marketshare (%)Value ( inmillions of $)Marketshare (%)2002 2008 2002 2008 2002 2008 2002 2008 2002 2008 2002 2008All Creative Industries 14,665 48,851 81.22 81.45 2,332 6,731 12.91 11.22 990 4,265 5.48 7.11Art Crafts 2,322 6,809 77.91 73.89 366 1,173 12.27 12.72 252 1,224 8.44 13.28Audio Visuals 7 30 26.78 50.91 18 18 72.53 29.70 0 11 0.67 19.17Design 9,513 32,765 82.72 83.17 1,388 4,029 12.07 10.23 576 2,490 5.01 6.32New Media 1,407 3,806 95.95 91.83 47 318 3.21 7.66 12 21 0.79 0.50Performing Arts 219 1,653 83.11 86.82 41 184 15.44 9.64 4 66 1.40 3.48Publishing 800 2,382 62.12 67.63 382 804 29.67 22.83 103 331 8.03 9.39Visual Arts 397 1,405 74.71 80.95 90 207 17.01 11.90 43 122 8.16 7.05Source: UNCTAD, based on official data reported to UN COMTRADE databaseTable 5.10bCreative goods: all creative industries exports of South-South trade,by regional group and China, 2002 and 2008Asia America AfricaValue ( inmillions of $)Marketshare (%)Value ( inmillions of $)Marketshare (%)Value ( inmillions of $)Marketshare (%)2002 2008 2002 2008 2002 2008 2002 2008 2002 2008 2002 2008All developing economies 14,665 48,851 100.00 100.00 2,332 6731 100.00 100.00 990 4,265 100.00 100.00Africa 41 332 0.28 0.68 5 19 0.21 0.28 123 511 12.42 11.98America 53 85 0.36 0.17 762 2,113 32.68 31.39 11 116 1.11 2.72Asia 14,570 48,421 99.35 99.12 1,565 4,599 67.11 68.33 855 3,638 86.36 85.30China 7,319 19,928 49.91 40.79 732 3,345 31.39 49.70 388 2,235 39.19 52.40Source: UNCTAD, based on official data reported to UN COMTRADE database4 UNESCO (2006), Trends in Audiovisual Markets: Regional Perspectives from the South.138 CREATIVE ECONOMY REPORT 2010