Banff: Canadian Heritage Minister Sheila Copps and International Trade Minister Pierre Pettigrew made it clear Canada intends to promote cultural diversity in upcoming WTO and GATS talks.

Speaking at the Canadian Association of Broadcasters Luncheon at BTVF 2001, Pettigrew said cultural products and services cannot be viewed as ‘simple products…and personally I am totally committed to cultural diversity.’

Pettigrew said culture is as much about the future as the past, and the key issue for his department is ‘finding a way to get the Americans on side.’

To do that, Pettigrew said the Americans have to find something for themselves in any deal on cultural exemption. The aim, he said, is to, ‘Maintain a role for government without being subject to countervailing duties on cultural products.’

Copps told the industry crowd that culture is now a major industry in Canada, representing 640,000 jobs and $22 billion in gross domestic product.

The minister said many other nations would like to join the 55-member ‘ministers only’ International Network on Cultural Policy, slated to meet in Lucerne, Switzerland, this coming September following informal rounds in Greece in 2000 and earlier in Mexico.

This approach is in line with proposals made by the Sectoral Advisory Group on International Trade (SAGIT), which reports to Pettigrew.

Copps also suggested the widescale instances of ‘pirating’ could help soften up the U.S. position on cultural diversity.

While Copps and her international cultural colleagues seek to build a new instrument safeguarding national cultures, outside the WTO structure, Pettigrew says, it’s ‘important trade ministers get the cultural ministers’ message’ even if it implies ‘an uphill battle convincing trade ministers to build another structure’ outside their direct control.

Copps announced Sandra Macdonald and Francois Macerola, former National Film Board chairperson and retiring executive director at Telefilm Canada, respectively, would soon undertake a mission to Mexico with the goal of advising on the development of that nation’s audiovisual infrastructure.

CAB president and CEO Michael McCabe said there is growing pressure among international trade ministers to bring culture under GATS rules ‘with a sense the audiovisual industry would be dealt with immediately.’

McCabe said CAB would stand behind those trade policies that ‘preserve the Canadian broadcasting system.’ *