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CCDI28 August 2013
Tracking Trade: Creative Industries
EU/SA Trade Dialogue Baseline Research
What are we trying to do?
To grow the export potential of South Africa’s creative industries through promoting:• Better data now and in the future• Better policy, legislation and regulation• Better practice• Better networksUnderpinned by consideration of the ways in which these efforts might inform and be informed by a wider continental context and agenda
Overview of project
• Research component– Commissioned research on data and policy (Kaiser
and Associates/KEA European Cultural Affairs)– Case studies
• Dialogue component– Industry Seminars– Conference (ACT/UJ partnership)– Industry/Government Workshops
• Cultural Trade Working Group
Purpose of the Presentation
• To get industry perspectives on research data and general findings
• To get a richer picture of what is happening at a sub-sectoral level ref trade, regulation, policy and support measures
• To get input on recommendations for change/development in this area
Research objectives
• Understanding approaches to data collection in SA and EU
• Gathering available data on CCI trade between SA and EU/rest of the world
• Understanding policy, legislation and programming supporting and regulating South African CCI trade, and SA/EU trade relationship
• International benchmarking and recommendations across all of the above
Data collection
• Quality of data a perennial issue for SA CCI and government policy
• Project involved analysis of data from SARS (Creative Goods) and Eurostat data (Creative Services)
• And comparison with industry level surveys and anecdotal evidence from engagement with individual companies
• Produces indicative ‘big picture’ that requires refinement• dti has introduced web-based portal for tracking data in
particular sectors, including CCI
Data Issues/Qualifiers
• Creative Goods: – Payments related to movement of physical goods– Derived from Customs and Excise/SARS via
UNCTADSTAT and COMTRADE– dti has introduced web-based portal for tracking
data in particular sectors, including CCI
Data Issues/Qualifiers
• Creative Services: – Payments related to (intangible) services– Internationally, derived from balance of payments,
through central reserve banks– SA Reserve Bank does not presently release this
data (dti in process of engaging bank)– Therefore reliant on data from trade partners– Hence data in report only reflects EU-SA data– Excl IP, for which global figures are available
What does the data tell us?
Creative Goods Data
SA Creative and Cultural Goods Exports and Imports from World (US$m)
Creative Goods vs All Goods
Imports
Exports
SA Exports of Creative and Cultural Goods to World Regions
Imports: World Regions
Top Export Partners2002 2010
Top Import Partners2002 2010
China
United Kingd
om
United St
ates
France Ita
ly
German
y
China, Hong K
ong SAR
China, Ta
iwan
Provin
ce of
Japan
India0
20
40
60
80
100
120
Import Partners - 2002
US$
mill
ions
Visual Arts Trade, 2002 - 2010
2002 2003 2004 2005 2006 2007 2008 2009 20100
20
40
60
80
100
120
140
160
Value of SA CCI Goods exports to Rest of the World (excl. EU) 2002-2010
Art CraftsAudio VisualsDesignNew MediaPerforming ArtsPublishingVisual Arts
US$
mill
ions
2002 2003 2004 2005 2006 2007 2008 2009 20100
100
200
300
400
500
600
700
800
900
Value of CCI imports from the Rest of the World (excl EU), 2002-2010
Art CraftsAudio VisualsDesignNew MediaPerforming ArtsPublishingVisual Arts
US$
mill
ions
2002 2003 2004 2005 2006 2007 2008 2009 20100
10
20
30
40
50
60
70
80
90
Value of SA CCI Goods Exports to EU 2002-2010
Art CraftsAudio VisualsDesignNew MediaPerforming ArtsPublishingVisual ArtsU
S$ m
illio
n
2002 2003 2004 2005 2006 2007 2008 2009 20100
50
100
150
200
250
300
Value of CCI Goods Imports from EU 2002-2010
Art CraftsAudio VisualsDesignNew MediaPerforming ArtsPublishingVisual ArtsU
S$m
illio
ns
2002 2003 2004 2005 2006 2007 2008 2009 20100.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
Exports to world by VA sub-category
Antiques Paintings Photography Sculpture
US$
mill
ions
2002 2003 2004 2005 2006 2007 2008 2009 20100.00
20.00
40.00
60.00
80.00
100.00
120.00
140.00
160.00
180.00
Imports from world by VA sub-category
Antiques Paintings Photography Sculpture
US$
mill
ions
2002 2003 2004 2005 2006 2007 2008 2009 20100.00
5.00
10.00
15.00
20.00
25.00
Exports to World by Craft Sub-category
Carpets Celebration Other Paperware Wickerware Yarn
US$
mill
ions
2002 2003 2004 2005 2006 2007 2008 2009 20100.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
Imports from World by Craft sub category
Carpets Celebration Other Paperware Wickerware Yarn
US$
mill
ions
2002 2003 2004 2005 2006 2007 2008 2009 20100.00
20.00
40.00
60.00
80.00
100.00
120.00
140.00
Exports to World by Design Sub Category
Architecture Fashion Glassware Interior Jewellery Toys
US$
mill
ions
2002 2003 2004 2005 2006 2007 2008 2009 20100.00
50.00
100.00
150.00
200.00
250.00
300.00
350.00
Imports from World by Design Sub Category
Architecture Fashion Glassware Interior Jewellery Toys
US$
mill
ions
Creative Services Data
Creative Services Trade: EU
Royalties and License Fees
Policy Context
dti • Demand side focus• Dti Creative Industries Sector desk in Industrial Development
Division• Customised sector programmes for craft, film and music• Export Marketing and Investment Assistance (EMIA) –
exhibition/trade event participation, market research, inward missions (R8 million to CCI in 2008/9 – 7% of total EMIA investments)
• Sector Specific Investment Scheme (SSIS) – generic and project funding for export councils, joint action groups, industry associations
• Significant targeted investment in film through Film and Television Production and Co-production Incentives
• R1,4 billion to SA and foreign companies between 2008 and 2012
DAC
• Supply-side focus• Policy• Funding• Research• Advocacy• + variety of statutory bodies and funding agencies
which provide support to the development of the sector
• For the visual arts, principally, the National Arts Council
Funding Context (2011)
Lottery - Arts, Culture, Heritage
65%
National Arts Council
4%
National Film and
Video Foundation
2%
National Heritage Council
0%
Provincial Arts
Councils3%
DAC discretionary25%
R1,2 billion Rand
Trade Protocols
• Southern African Customs Union (internal to SACU members)
• SADC FTA (internal to SADC)• Trade and Development Cooperation Agreement (EU
and SA, currently under review)• Africa Growth and Opportunity Act (39 SSA countries
and US)• Variety of other fora with US; and new intra-African
and India agreements presently being negotiated
EU policy
• Culture in external relations increasingly NB issue within multi-facetted agenda– New markets for EU products and services– Diplomacy and image building
• Over 230 bodies involved in internationalisation of EU CCI
• Culture increasingly more prominent in EU trade-related agreements with other countries (eg South Korea, Colombia, Peru, Carribean, etc)
• Joint Declarations on Cultural Cooperation with China, Brazil, Mexico and India.
TDCA
• Framework for:– political dialogue, – the establishment of a Free Trade Area (FTA), – development co-operation and technical assistance– economic cooperation, incl cooperation in a series of sectoral areas
• Fivefold increase in FDI and 128% increase in trade• Impact not registered in CCI, though Agreement contains a
variety of provisions that could be used to achieve greater focus in this area
• CCI not immediately a priority area – but could be made one….
Recommendations
Definitions and data
• Formalise adoption of UNCTAD definitions for CCI to establish basis for comparability
• Improve data collection methods through: :– Cost-effective surveys using market research
methods, through partnerships between government, donors, industry associations and research institutions
– Longer term strategy: StatSA Enterprise survey, Reserve Bank, Cultural Satellite account
CCI Support Measures
• Institutional strengthening: both existing structures and new structures in areas where these do not exist
• Investigate possibility of developing CCI Export Council through dti Sector Desk and Trade and Investment South Africa
• Review of Funding and Incentives:– Impact/RoI– Coverage– Articulation
EU-SA CCI Relations
• Use of TDCA as basis for new CCI strategy, informed by EU experience with other countries
• Policy and Industry Dialogue• Programme to increase trade through trade
missions, representation at trade events, technical assistance, knowledge transfer, etc
• Template for wider bilateral and multilateral engagement re CCI: China, US, etc
Questions
• How closely does the data seem to reflect reality/experience?
• Relative priority of building international markets vs domestic consumption?
• Your experience of accessing international markets?– Regulation– Support
• How should the recommendations be nuanced for this sub-sector?
• Practical proposals and big ideas for promoting export?
• www.vansa.co.za• www.britishcouncil.org.za
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