Brussels, 26/09/2012 (Agence Europe) - On 26 September, the College of Commissioners adopted a new communication to fully exploit the potential of the cultural and creative sectors in the European Union, as a means to create jobs. The strategy, outlined in a document entitled, “Promoting cultural and creative sectors for growth and jobs in the EU” recommends action in a number of areas to provide stakeholders with an environment that is likely to help their expansion. “Europe's cultural and creative sectors are not only essential for cultural diversity; they also contribute a great deal to social and economic development in our Member States and regions…They also produce important spill-over effects, as well as enhancing a dynamic image of an attractive and creative Europe which is open to cultures and talents from across the globe” explained Androulla Vassiliou, European Commissioner for Education, Culture, Multilingualism and Youth.
The cultural and creative sectors account for up to 4.5% of GDP and employ around 8.5 million people in the European Union. There are also positive spin-off effects in related sectors such as the information and communications technology sector, innovation and urban regeneration. The creative industries also bring added value in many other industrial sectors, particularly in the car sector, where the attractiveness of new models is due as much to design of car exteriors and interiors as it is to technical performance. According to the Commission, firms that spend twice the average amount on creative inputs are 25% more likely to introduce product innovations. The creative and cultural sectors, however, also face major challenges stemming from the digital shift and globalisation, as well as from a high fragmentation of markets along cultural and linguistic lines. Access to finance remains a major difficulty.
The communication points out that concerted action is crucial if the major challenges illustrated are to be tackled, particularly in the following key areas: 1) changing skill development needs: in certain sectors there are shortages of people with traditional manual and technical skills. Enhancing partnerships between the cultural and creative sectors, social partners and education and training service providers is essential in the evaluation of training needs and requires; 2) improved access to funding: small-scale creative and cultural industries experience uncertainty with regard to demand for their products and the complexity of their development plans create a barrier to their access to external funding. Financial institutions should subsequently respond to this problem and be less distrustful and examine the economic potential offered by these small companies more closely; 3) expansion of the market (new partnerships and trade models): cultural and creative companies must strengthen their capacity for winning new customers, seizing new opportunities (particularly cross-border) and adapting to new demands. Development opportunities offered by CIT must be encouraged and new trade models created; 4) increase in international scope: for smart policies to encourage greater international scope and development of exports, which need to be adapted if a majority of small-scale organisations and companies are to exercise their activities in a global environment, reach new customers and access new markets; 5) enhancing “trans-sectoral pollination”: the cultural and creative sectors need a multidisciplinary environment where they can establish contact with other sectors. Appropriate support policies and instruments must be developed, aimed at facilitating the creation of ties and bridges between sectors (cultural, educational, industrial, economic affairs, tourism, urban and regional development and planning).
In its proposal on the “Creative Europe” programme (which contains a budget of €1.8 billion for 2014-2020: a +37% increase in additional resources compared to the current programme), the Commission confirms its support to the cultural and creative industries by providing them with more resources to extend their activities beyond their current parameters and providing them with greater access to finance, particularly through loan guarantee facilities, explained Androulla Vassiliou. According to the Commissioner, companies are not yet using the financial levers at their disposition adequately enough, particularly structural funds, and should therefore begin to use these resources more systematically.
Parliament pleased with initiative
In a press release, the president of the education and culture committee at the European Parliament, Doris Pack (EPP, Germany), who is also the rapporteur on the new “Erasmus for all” and “Creative Europe” programmes, said that the strategy proposed by the Commission, “is moving the right lever to boost growth and jobs in the cultural and creative sector, giving the right impetus in this area”. She also said that the budget proposed for “Creative Europe” provides an opportunity for giving the cultural and creative sector the necessary push to develop its full potential and to contribute to the EU 2020. (IL/trans/fl)