14.04.2005
16:18
INTERNATIONAL FORUM
SHAPING AN INTERNATIONAL CENTRE ON CREATIVE INDUSTRIES
Salvador, Bahia, Brazil
18 – 20 April 2005
PROGRAMME
Day 1
Monday, 18 April
The political support of the international community is imperative for the success of this International
Forum. In this context, the agenda of this morning opening session have been changed, with a view to
provide the opportunity for the “Guests of Honour” of the Brazilian government, the Ministers of Culture,
or their representatives, to present theirs views and have the visibility, that they deserve.
09:30 – 10:45
Opening ceremony
H.E. Mr. Gilberto Gil Moreira, Minister of Culture, Brazil
H.E. Mr. Celso Amorim, Minister for External Relations, Brazil
H.E. Mr. Luiz Fernando Furlan, Minister for Development, Industry and Trade, Brazil
H.E. Mr. Ricardo Berzoini, Minister of Labour, Brazil
H.E. Mr. Jacques Wagner, Minister, Social and Economic Development Council (CDES), Brazil
Mr. Paulo Souto, Governor of the State of Bahia, Brazil
Mr. João Henrique Barradas Carneiro, Mayor of the City of Salvador, Brazil
Dr. Carlos Lopes, United Nations Resident Representative in Brazil
10:45
Keynote address: The Creative Economy and the Development Agenda
H.E. Mr. Gilberto Gil Moreira, Minister of Culture, Brazil
11:30 – 13:00
Session 1: Intergovernmental Political Support
Moderator: Ms. Milagros del Corral, Deputy Assistant Director-General for Culture, UNESCO, Paris
Governments, from developing and developed countries alike, have to face the challenges of
formulating national and international policies in order to foster the development of their creative
economies. This session will provide the set up for the Ministers of Culture, or theirs
representatives, to present their views and the experience of their respective countries in the
area of the creative industries.
Open floor for general debate
13:00 – 14:30
Lunch break
14:30–16:00
Session 2: Towards a Creative Economy: National Strategies, Regional
Opportunities and Global Challenges
Moderator: Ambassador Rubens Ricupero, Brazil
2
Globalization and increasing interdependence of national economies have opened up new
development opportunities. But benefiting from these opportunities is a daunting task for most
developing countries, particularly in non-traditional dynamic sectors of services, such as the
creative industries, increasingly linked to the expanding technological frontiers of the
information society. These challenges are most evident in the areas of entrepreneurship,
investment and finance, trade, intellectual property rights, and new technologies. They can be
partly alleviated through coherent policies and negotiations at national, regional and
international levels. Many of the challenges at the industry level go well beyond the domestic
policy agenda, requiring regional approaches and multilateral and global concerted action.
The tasks ahead for policy makers and the international community are to harness creativity
and incorporate the creative industries' agenda into a development strategy aimed at
enhanced competitiveness in the global economy. The International Centre on Creative
Industries is envisioned to provide support to developing countries in this endeavour. This
session will examine these issues in the context of a future development programme and
lines of activities for the Centre.
Interactive debate
Francisco Sagasti, Agenda Peru
Roberto Jaguaribe, President INPI, Brazil
Professor Sowmyanarayanan Sadagopan, Institute Information Technology, India
Arlindo Villaschi, Alternate Executive Director for Brazil, IADB, Washington, DC
Armando Mariante, Director, Industry and Foreign Trade, BNDES, Brazil
João Carlos Ferraz, Director, Division of Productive Development, ECLAC, Chile
Lynda Brown, Executive Director, New Media BC, Canada
John Perry Barlow, Vice Chairman, Electronic Funds, Harvard University, United States
John Howkins, Chair, Creative Group, United Kingdom
Questions & Answers
16:00
16:30–18:00
Coffee break
Session 3: Investing in creative industries: private/public partnerships
Moderator: Dr. Zeljka Kozul-Wright, UNCTAD, Geneva
This session will seek ways to strengthen the dialogue between the private and public
sectors, with the aim of building a better investment climate for creative industries in
developing countries. Such a dialogue is essential in light of the potential economic
challenges facing investors, such as the high levels of risk and volatility, but also the social
and cultural externalities that play an integral role in shaping this sector (culture diversity,
social cohesion, democratic expression, preservation of domestic cultures). A favourable
investment framework cannot be provided exclusively by the market, the firm or the State
acting independently, but requires a partnership between all stakeholders. The session will
discuss the role of the International Centre on Creative Industries as a platform to develop
the terms of this partnership.
What types of instruments, incentives and institutions best promote investment in this
sector? What can be learned from best practices of private-public partnerships in promoting
investment in creative industries in more developed market economies? What kind of
strategic collaboration should be put in place to help such an approach to work?
3
Interactive debate:
Chris Powell, Chair, National Endowment for Science, Technology and the Arts, UK
Mike Dearham, CEO Film Research Unit, South Africa
Neil Watson, UK Film Council, United Kingdom
Evandro Guimarães, Vice-President, Institutional Relations, Organizations Globo, Brazil
Sérgio Moreira, FOMIN / Inter-American Development Bank, Washington, DC
Ms Joseanne Leonard, Creative Alliance, Trinidad and Tobago
Roger Wallis, SKAP, Sweden
Ms Patricia Francis, JAMPRO, Jamaica
Pascal Bruneau, Senior Policy Analyst, Canadian Heritage
Danilo Miranda, SESC, São Paulo, Brazil
Maria Niculescu, Directrice de la Coopération Economique, Francophonie, France
Questions & Answers
4
Day 2
09:30 – 13:00
Tuesday, 19 April
Session 4: Launching the International Centre on Creative Industries
Moderator: UNDP - Carlos Lopes, United Nations Resident Representative, Brazil
Video messages from Representatives of UN Agencies
Institutional parameters of the International Centre for Creative Industries
Anna Jaguaribe, Institute for Political and Social Studies, Brazil
This session will examine the structure and forms of operation of the International Centre on
Creative Industries, which is intended to be a flexible and innovative organization, operating as
a knowledge bank and clearinghouse for programmes and activities on creative industries. The
Centre will be located in Brazil and will be serviced by a small international secretariat. The
activities of the Centre will be overseen by a Governing Body and an Advisory Committee. It
will also address issues related to the allocation of human and financial resources for the Centre
and possible arrangements for contributions from governments and partner organizations:
Project development, financing and coordination
Composition and responsibilities of the secretariat
Membership and responsibilities of the Governing Body
Organization and responsibilities of the Advisory Committee, etc.
Interactive debate
Government representatives from different countries
Representatives of the UN system, international organizations and civil society
Questions & Answers
13:00 – 14:30
Lunch break
14:30 – 17:00
Setting-up Working Groups on the institutional arrangements for the
International Centre on Creative Industries
Working Group I : Bahia Declaration
Room
The Working Group I, composed of representatives of governments and international
organizations, will draft the final version of the Bahia Declaration. The group will be led by a
representative of the Ministry of External Relations of Brazil.
Working Group II: Road-Map to the Center (ICCI): Tasks & Responsibilities
Room
The Working Group II, will be composed of members of the private sector, foundations and civil
society. They will discuss the “Road Map”: tasks and responsibilities, on the basis of a working
paper which will be presented and made available to the Group. Debate will focus on possible
forms of structure, financing and governance for the future Centre and will propose follow-up
actions aiming at the inauguration of the Centre in 2006. The work of this group will be led by Mr.
John Howkins, Chair of Creative Group, United Kingdom.
17:30
Adoption of the Bahia Declaration and Implementation of the Road-Map
Remarks – H.E. Mr. Gilberto Gil Moreira, Minister of Culture, Brazil
18:00
Press Conference
5
Day 3
Wednesday, 20 April
The Wider Social and Economic Impact of the Creative Industries:
Shaping the Policy and Research Agenda
09:30 – 11:00
Session 5: Harnessing Local Creative Assets as the Response to
Global Challenges: Territorial-Based Approaches
Moderator: Mr. Armand Pereira, Director of ILO Brazil, Brasilia
Building a Dynamic Creative Industry Cluster: Conservatorio (Rio de Janeiro State)
Prof. José Eduardo Cassiolatto, Federal University of Rio de Janeiro (IEI/UFRJ)
The Emergence of a New Growth Pole for Brazilian Music: The Model of Success in Bahia State
Prof. Milton Moura, Federal University of Bahia (UFBA)
Prof. Goli Guerreiro, UFBA – Federal University of Bahia (UFBA)
Culture and Identity as a Competitive Strategy: Policies to Support Micro and Small
Enterprises and Job Creation at the Local Level
Mr. Vinicius Lages, Brazilian Service for Small Enterprise Development (SEBRAE), Brasilia
Mr. Cristiano Lima Braga, Brazilian Service for Small Enterprise Development (SEBRAE), Brasilia
Carnival as a Model of Development for Creative Industries: entrepreneurship and culture in
Salvador, Brazil
Prof. Elisabete Loiola, Federal University of Bahia (EA/UFBA)
Discussion session
11:00 – 11:15
11:15 – 13:00
Coffee break
Session 6:
(parallel sessions)
Strengthening the Gains from the Creative Industries:
Quality Job Creation and Social Inclusion
Moderator: Dra. Isaura Botelho, Ministry of Culture, Brazil
The Contribution of the Creative Industries to Quality Job Creation
Prof. Adalberto Cardoso, University Research Institute for the State of Rio de
Janeiro (IUPERG) – The Brazilian Film Industry
Prof. Alvaro Comin, University of Sao Paulo (USP) – The Brazilian Music Industry
Employment and Small Enterprise Development in the Creative Industries
in Southern Africa (SADC countries)
Dr. Anne Posthuma, Senior Specialist in Local Economic Development, ILO, Geneva
Strengthening the “Cultural Entrepreneurship” of Artists and Performers:
An ILO training programme
Mr. John Ballyn, ILO consultant, United Kingdom
Is the Informal Economy inevitable for Musicians? Some examples based upon initiatives in Africa
Mr. Thomas Dayan, Assistant General Secretary, International Federation of Musicians, Paris
Artists and Cultural Workers’ Organizations in Latin America
Mr. Rolando Santos, Film-maker and Regional Coordinator of CREA and FEDALA, Buenos Aires,
Argentina
Creative but Precarious? Aspects Related to Training and the Work of Artists
Prof. Liliana Segnini, University of Campinas (UNICAMP), Brazil
Promoting Creative Industries for Employment Generation
Ms. Marília Pastuk, (Ação Comunitária do Brasil) Community Action of Brazil, Rio de Janeiro
Living Culture – National Culture, Education and Citizenship Programme
6
Mr. Célio Turino, MINC – Ministry of Culture, Brazil
Collecting Accurate Statistics to Measure Impact of Jobs and Incomes: National & Regional Factors
Dr. Maria Cristina MacDowell, Institute for Applied Economic Studies, Brasilia, Brazil
Dr. Mr. Aurilio Sergio Caiado, SEADE Foundation, Sao Paulo, Brazil
Dr. Wasmália Barata Bivar, Director of Research, IBGE - Brazilian Institute for Geography &
Statistics, Rio de Janeiro, Brazil
Discussion session
13:00 – 14:30
Lunch break
14:30 – 17:45
Session 7: International Experiences and Best Practices in
Promoting Creative Industries
Moderator: Dr. Wasmália Barata Bivar, Director of Research, IBGE – Brazilian
Institute for Geography and Statistics
Developing a Sustainable Indigenous Film Industry – The UK experience
Mr. Neil Watson, UK Film Council, United Kingdom
African Experiences in Promoting the Creative Industries
Mr. Zagba Oyortey, Observatory of Cultural Policies in Africa (OCPA), Mozambique
Collecting Representative & Accurate Statistics on the Creative Industries: UNESCO’s Experience
Ms. Denise Lievesley, Director, UNESCO Institute for Statistics, Montreal, Canada
An Assessment of Experiences in Support of the Creative Industries
Mr. Ramon Cosialls, Polikeia, Barcelona, Spain
Developing Creative Entrepreneurs – British Council projects in South Africa, Colombia and the UK
Mr. Andrew Senior, British Council, United Kingdom
Coffee break
Alleviating Obstacles to Sustainable Development of Domestic Creative Industries:
The Experience of Jamaica
Ms. Patricia Francis, President, JAMPRO, Jamaica
An Intellectual Property Perspective: WIPO’s Experience in Promoting Cultural Industries
and Protecting Traditional Cultural Expressions for Development
Mr. Dimiter Gantchev, Senior Counsellor, Economic Development Sector, WIPO Geneva
Jodhpur Initiatives for Promoting Cultural Industries in the Asia-Pacific Region
Mr. Richard Engelhardt, Regional Advisor for Culture in Asia & the Pacific, UNESCO Bangkok
Digital Culture: Creative Commons and New Approaches to Copyrights
Mr. Claudio Prado, Digital Policy Coordinator, Ministry of Culture, Brazil
Dr. Ronaldo Lemos, FGV – Getulio Vargas Foundation, Rio de Janeiro, Brazil
Ms. Heather Ford, Link Centre, South Africa
Boston's Creative Economy Experience
Dr. Álvaro Lima, Director of Research, Boston Redevelopment Office, United States
Discussion session
18:00
Closing Session:
18:30
Press Conference
Remarks - H.E. Mr. Gilberto Gil Moreira, Minister of Culture, Brazil