2 nd wipo seminar on intellectual property and creative small and medium-sized enterprises in the...

2nd WIPO SEMINAR ON INTELLECTUAL PROPERTY AND CREATIVE SMALL

AND MEDIUM-SIZED ENTERPRISES IN THE DIGITAL ENVIRONMENT

May 18 to 20, 2009, Geneva

Assessing the Economic Contribution of Creative Industries: Experience of WIPO

Christopher Kalanje, Counsellor, Creative Industries Division, WIPO

May 18, 2009

Road Map

Creativity and Creative Industries

Defining Creative Industries

WIPO Creative Industries Agenda

Economic Contribution of Creative Industries


• Competition is intensive

• To be competitive a company need to be creative

• Creativity is therefore at the core of business survival


• Not all companies can be categorized as creative industries– Beverage– footwear

– Transport equipment (Motor vehicles)

– e.t.c

Defining Creative Industries

Creative Industries

- Relatively new- Closely linked to cultural industries. Sometimes used interchangeably- Broader than cultural industries. Goes beyond

• performing arts and • handicrafts

Defining Creative Industries contd.

From Cultural to Creative Industries

-1944 Adorno & Horkheimer

- 1970s and 1980s. A positive view different from UNESCO

- 1990s-current. Wide use of term creative industries


• Late 1990s UK department for culture, media and sports (DCMS) established creative industries unit and task force– UK definition “those industries that have their

origin in individual creativity, skill and talent and which have a potential for wealth and job creation through the generation and exploitation of intellectual property”*

* Creative industries mapping document 2001


UK Creative Industries

Advertising; Architecture; Art and Antiques Market; Crafts; Design; Designer Fashion; Film & Video; Interactive Leisure Software; Music; Performing Arts; Publishing; Software and Computer Services; Television & Radio


Creative IndustriesDefinitions

- Australia- Austria- Hong Kong- New Zealand- Singapore- USA (core copyright industries)

Economic Contribution of Creative Industries

• Growing interest towards economic contribution of creativity:– Is creativity a driver in the knowledge

economy?– Can creativity bring more development?– Can nations capitalize on creative assets?

• specific policy objectives leading to specific measurement tools– variety of approaches - social, economic

and cultural

Economic Contribution of Creative Industries contd.

• Clarity is needed on concept, definition and criteria of creative industries at,– International level– National level

• Importance of IP in the development and success of creative industries should be highlighted


• Creativity poses definitional problems

• Copyright is a well defined concept– a set of economic and moral rights– a balance between individual and public

interests – a financial mechanism to reward

creators


– serves as the basis of huge industries

– enhances and enriches cultural heritage and cultural life

– can be used a tool to estimate•employment, value added, export

e.t.c.


• The Guide aimed at•linking copyright to quantifiable

indicators •developing practical guidelines for

measurements •providing consistency of approach

• The Studies would enable•positioning of the creative sector in the

national economy•international and cross-sectoral

comparisons •identification of competitive advantages

Economic Contribution of Creative Industries contd. Thus Providing

- input for policy formulation- adjustment of national policies and practices

A reinforced perspective on IP and copyright

Relating copyright to business activities


A new definition of the copyright-based industries following the extent of use of copyright material

A more transparent link to statistical reporting

A step-by-step methodology

A set of measurement techniques


• Core– Press & Literature; Music, Theatrical

Productions & Operas; Motion Picture & Video; Radio & TV; Photography; Software & Databases; Visual & Graphic Arts; Advertising Services; Copyright Collecting societies

• Interdependent– TV sets, Radio, VCRs, CD Players, DVD

Players, Cassette Players, Electronic Game Equipment and Other Similar Equipment; Computers & Equipment; Musical Instruments; Photographic & Cinematographic Instruments; Photocopiers; Blank Recording Material; Paper


• Partial– Apparel, Textiles and Footwear; Jewelry &

Coins; Other Crafts; Furniture; Household Goods, China and Glass; Wall Coverings and Carpets; Toys and Games; Architecture, Engineering, Surveying; Interior Design; Museums

• Non-Dedicated– General Wholesale and Retailing, General

Transportation, Telephony and Internet


Country % Contr. to GDP

% Employment

USA (2004) 11.09 8.53

Singapore (2001)

5.67 5.80

Canada (2004)

4.7 5.4

Latvia (2000) 4.00 4.40

Hungary (2002)

6.67 7.10


0

2

4

6

8

10

12

USA Canada Hungary

GDP

Employment

Singapore Latvia

%



% Employment

Philippines (1999)

4.82 11.10

Mexico (2003) 4.77 11.01

Bulgaria (2005)

2.81 4.30

Jamaica (2005) 4.81 3.03

Lebanon (2005)

4.75 4.49


0

2

4

6

8

10

12

Philippines Bulgaria Lebanon

GDPEmployment

Mexico Jamaica



% Employment

Australia (2007)

10.30 8.00

Croatia (2004) 4.27 4.64

Romania (2005)

5.55 4.19

Colombia (2005)

3.30 5.80

Russia (2004) 6.06 7.30



% Employment

Ukraine (2005)

2.85 1.90

Netherlands (2005)

5.90 8.80

Studies at different stages: Brazil, Colombia, Peru, China, Malaysia, Pakistan, Morocco, Sudan, Kenya, Tanzania,


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

advertising

cr collecting societies

Photography

visual and graphic arts

motion pidcture and video

Music, theatrical productions andopera

radio and tv

software

press and literature

Contribution to GDP by Industry


0%

20%

40%

60%

80%

100%

LATVIA HUNGARY PHILIPPINES MEXICO J AMAICA BULGARIA LEBANON CROATIA UKRAINE PERU

advertising

cr collecting societies

Photography

visual and graphic arts

motion pidcture and video

Music, theatricalproductions and operaradio and tv

software

press and literature

Contribution to Employment by Industry


• indicative of structural changes in the economy

• useful in identifying – competitive advantages– drivers– problem areas


• Feedback,– Growing interest from Member-States, IGOs

and NGOs– Policy and professional interest and support– Indicators are generally acceptable– results are not a function of the overall

economic development level of the country– strong influence of economic cycles and

classification system


• Challenges– Relation between an industrial approach

and individual creative activities (adjustments to data collection)

– It is a production, not consumption based approach

– underdeveloped statistical framework adds to the cost of the studies

WIPO Creative Industries Agenda

• Expand and improve surveys of the economic contribution

• Produce guidelines on estimating copyright piracy

• Launching a new generation of studies more focus on the qualitative side of

creativity, on social and cultural impact of IP

WIPO Creative Industries Agenda contd.

• Data collection on cultural industries joint project with UNESCO Institute of

Statistics (UIS), UNIDO, UNDP

Participation in multi agency efforts on developing better cultural indicators satellite accounts for culture

WIPO Creative Industries Agenda contd. Produce practical guides on

management of IP and creative enterprises– Managing IP in the Book Publishing

Industry– Rights, Camera, Action! IP Rights and

the Film-Making Process– Managing Creative Enterprises– How to Make a Living from Music

Finally

[email protected]

2 nd wipo seminar on intellectual property and creative small and medium-sized enterprises in the...

Documents

creative industries

creative industries

success of creative

creative creativity

cultural industries

creative assets

basis of huge industries

cultural slide