As an ngo delegate at the recent ill-fated wto trade discussions held in Seattle, I have been intrigued by the media’s interpretation of the results of the meeting, or lack thereof.

What I haven’t seen reported is how successful the Canadian negotiators actually were on the culture front. As one concerned about the possible services negotiations and the effects these may have on broadcasters and program production, it appears many commentators seem to be unaware of the effective back-room negotiations undertaken by Canadian officials.

As recently as three weeks before the meeting, I received formal notice that the European Union would abandon the Canadian view of a rules-based approach to culture, in favor of exemptions. In practical terms, this implied no European (read French) support for any mention of culture in an eventual Seattle Declaration.

Pierre Pettigrew, Canada’s international trade minister, and Sergio Marchi, Canadian ambassador and permanent representative to the wto, provided an excellent and balanced tag-team duo behind the scenes. Their efforts produced tangible results, and the definitive and infamous ‘5:45 am Friday’ draft text clearly had culture in the preamble. In addition, the position of the eu negotiator, Pascal Lamy, dramatically evolved during the last two days in support of the Canadian position.

Ironically, it was a combination of lower-level and less experienced ustr officials facing a seasoned Canadian federal officials team, plus modest defections from the American audiovisual industry promoting the logic of a more business-like, rules-based approach that won the day for Canada. (A respectful and warming climate between chief u.s. negotiator Charlene Barshefsky and Pettigrew also helped Canada’s cause.)

On reading the ‘5:45 am Friday’ text (although it seems most national delegations still haven’t received it), it was evident that there was a desirability of cultural diversity, and that the authors sought to foster the same in an increasingly globalized and technology-driven world environment.

Canada recorded a clear and strategic win, and it is unfortunate that the celebrants-of-failure in Canada are not a little more measured in their enthusiasm.

bill roberts is secretary-general of the North American Broadcasters Association.