A Primer on Creative Industries and Digital Content Goods and Services in the Philippines

by Cesar S. Tolentino

December 29, 2010

in part or in whole. Inc. Copyright © December 29.897. suggestions or opinions contained in this publication reflect the results of extensive research and analysis conducted by Powerhaus Outsourcing Solutions and Consultancy.922. kindly e-mail powerhausconsultancy@gmail. 2010 Powerhaus Outsourcing Solutions and Consultancy.A Primer on Creative Industries and on Digital Content Goods and Services in the Philippines ANALYST BRIEFING To request an Analyst Briefing of this report.com or contact: Catherine Joy Valdez +63. TERMS OF USE Copying of any portion of this document. damage. (POSC). Page 2 . cost or expense incurred or arising by reason of any person using or relying solely on the information in this publication. independent professional advice. This report contains forward looking insights on the Philippine digital content industries based on published information for projections of future industry performance. No person should act solely on the basis of the contents of this publication without first obtaining specific. POSC assumes that the published materials that were used in this research were accurate and reliable. Inc. POSC will not be liable for any loss.8542 DISCLAIMER Any recommendations. is strictly prohibited without the written consent of POSC. or on the Digital Content Industries in general.

...... 6 Global Demand for............................................ for Services (2008) 6 13 14 Powerhaus Outsourcing Solutions and Consultancy.................. for Goods (2005) Figure 3.............. Rank of the Philippines’ Creative Industry Segments.... Diagram Showing the Scope of ‘Creative Industries’ Figure 2.............. by Categories (2005) 7 7 10 12 12 13 15 List of Figures Figure 1................ Breakdown of the Philippines’ Creative Industries.........A Primer on Creative Industries and on Digital Content Goods and Services in the Philippines TABLE OF CONTENTS Creative Industries................ Average Annual Growth Rate of Creative Industries............... 15 List of Tables Table 1..... 12 Digital Content Goods and Services in the Philippines ................................. Goods vs......... Services (2002 – 2008) Table 3............ Services (2002 – 2008) Table 5....... 4 The Scope of Creative Industries ............ Definitions...... Rank of the Philippines’ Digital Content Services........................................................ Breakdown in Growth of Creative Industries................... Creative Goods and Services ............................... 9 Creative Industries in the Philippines ............. Top Countries in Terms of GDP Contribution by Its Creative Industry Sector Table 4........................................................ Breakdown of the Value for the Philippines’ Creative Industries...... Breakdown of the Value for the Philippines’ Creative Industries...... Page 3 ................. by Goods Categories (2005) Table 6. and Trade in........ Goods vs......................... Inc............. 7 Economic Value of Creative Industries in Selected Countries ... Rank of the Philippines’ Creative Industry Segments...... by Sub-Group (2002 – 2008) Table 2..... by Services Categories (2008) Table 7....................................

The UNCTAD definition has been used extensively to guide the monitoring of global trade and the establishment of trade treaties. there have been at least three separate organizations pursuing initiatives with this objective in mind: 1.’ The PSC’s mandate is to ‘develop and enhance Philippine trade in services’ by working with the Public-Private Sector Task Force on the Development of Globally Competitive Philippine Services Industries towards the formulation of action plans that will assist the Department of Foreign Affairs (DFA) in helping achieve the objectives in then President Arroyo’s 10-point agenda.intracen. their respective creative industries. music. movies/film.A Primer on Creative Industries and on Digital Content Goods and Services in the Philippines Creative Industries. March 2010 Powerhaus Outsourcing Solutions and Consultancy. which was legislated in 7 January 2010. On the other hand.’ In this definition. which states that ‘creative industries’ are ‘those industries which have their origin in individual creativity. or that leverage from. film and video. the DCMS definition has been used extensively as a guide for countries in the formulation of their economic development plans that are centred on. skill and talent and which have a potential for wealth and job creation through the generation and exploitation of intellectual property. production and distribution of goods and services that use intellectual capital as their primary input. with focus on 6 flagship sectors – product design. Media and Sports (DCMS). digital animation and video games. music. the International Trade Centre (ITC). broadcasting. the art and antiques market. publishing. The Philippine Services Coalition (PSC) is a ‘partnership of concerned stakeholders from the government. Definitions ‘Creative industries’ are defined by United Nations Conference on Trade and Development (UNCTAD) as ‘the cycle of creation. To this date.’1 Such a definition encompasses ‘folk art. and more service-oriented fields such as architectural and advertising services.3 Another definition proposed which has been used by the WTO and ITC is that formulated by the United Kingdom’s Department for Culture. and which was inspired by the UK government’s own creative industries initiative. and support the successful implementation of the Philippine Export Development Plan 2005 – 2007 (PEDP). Although the programs of the PSC relating to the PEDP ended in 2007. craft.’ UNCTAD. the private sector.’2 This definition has been adopted by the World Trade Organization (WTO) and its trade advisory body. crafts. and broadcasting/television. 2 ‘Creative Economy Report 2008. festivals. and the academe’ which was established ‘through funding and technical assistance from the Asia Trust Fund (ATF) of the European Commission (EC) and the International Trade Centre (ITC). interactive leisure software. design. a sector that is not included in the UNCTAD definition. books.org/creativeindustries/ retrieved 25 December 2010 4 ‘Creative Industries Mapping Document. television and radio. Page 4 .’4 The major difference between the two definitions is the inclusion of software development and services in the DCMS definition. 2001 5 ‘Taiwan Creative Industries Sector Report. governing ‘creative industries’. Taiwan’s creative industries policy covers 15 sub-sectors.5 The Philippines is currently pursuing several initiatives to formulate a definition of ‘creative industries’ that reflect the unique structure of its economy and culture. software and computer services.’ DCMS. ‘creative industries’ encompass ‘advertising.’ UK Trade and Investments. architecture. paintings and performing arts to more technology-intensive subsectors such as the film industry. the DFA (which acts as the 1 ‘Goods’ in this context and when used in this report refers both to tangible (example: music CDs) and intangible goods (example: digital recordings). the performing arts. Inc. 2008 3 http://www. digital content. designer fashion. music and performing arts. An example is Taiwan’s first Cultural & Creative Industries Development Policy.

htm retrieved 25 December 2010 http://www.com/infocus. for the formulation of a creative industries-driven economic development plan. all three organizations are still working on their initiatives and. notably the Cultural Center of the Philippines (CCP) and private sector resource persons.tv/story/143790/RP-promotes-creative-industries-to-take-advantage-of-global-trend retrieved 25 December 2010 11 “It’s Time for the Business of Creativity.php?id=291 retrieved 25 December 2010 Powerhaus Outsourcing Solutions and Consultancy.eccp.A Primer on Creative Industries and on Digital Content Goods and Services in the Philippines Secretariat of the PSC through the Office of the Undersecretary for International Economic Relations. http://www.tv.philstar. to address the improvement of the country’s competitiveness from the bottom third of competitiveness rankings to the top third by 2010.11 To this date.gmanews. http://www.”GMA News. 12 January 2009. 2009. no definitive output has been published. http://www. Page 5 . the NCC is re-evaluating its initiatives to establish new goals for the next decade.” ECCP (European Chamber of Commerce in the Philippines). The Creative Industries Task Force (CITF) under the Center for International Trade Expositions and Missions (CITEM) was formed in 2005 to assist the Department of Trade and Industry (DTI) and the Cultural Center of the Philippines (CCP) in the formulation of an international promotional plan that will result in a shift from a primarily services-driven economy to a creativity-driven economy.’7 The NCC is currently conducting a series of consultation sessions with stakeholders from the Philippine creative industries sectors.” Philstar.com. The National Competitiveness Council (NCC) ‘was formed in October 2006 as a Public-Private Task Force on Philippine Competitiveness by virtue of Presidential Executive Order No. OUIER) is still conducting activities of the PSC to sustain its programs.8 With the passing of 2010.10 The CITF is currently coordinating with an initiative of the CCP and the National Commission for Culture and the Arts (NCCA) to map the Philippine creative industries. 6 7 http://www.aspx?articleId=553484&publicationSubCategoryId=90 retrieved 25 December 2010 10 “RP promotes creative industries to take advantage of global trend.” GMA News.gmanews.ph/ retrieved 25 December 2010 8 “Philippines improves its competitiveness ranking. 571.6 2. Inc. however.philippineservicescoalition. in spite of sharing information on such initiatives.9.com/Article. 14 July 2008.competitive.com/about. 28 February 2010.org.tv/story/106843/Philippines-improves-its-competitivess-ranking retrieved 25 December 2010 9 “Mich Dulce: Hats Off!.tv. 3. http://www.

The wider UNCTAD definition of ‘creative industries’ is virtually of the same scope as the DCMS definition. ‘software’ goods and services are included.’12 The scope thus of this definition covers the following industry ‘clusters’: Figure 1. In the tighter definition that use the concentric circles model (where focus is placed on the amount of cultural content in a particular product or service). Inc. 2008.’ UNCTAD.A Primer on Creative Industries and on Digital Content Goods and Services in the Philippines The Scope of Creative Industries For the purposes of this Primer. 2008 ‘Creative Economy Report 2008.’ UNCTAD.’ The technical definition for the UNCTAD scope of ‘creative industries is stated thus as ‘any economic activity producing symbolic goods with a heavy reliance on intellectual property and for as wide a market as possible. ‘software’ goods and services are noted as having the least amount of cultural content and is thus not included. Page 6 .’ This includes the UNCTAD definition of what industries are included under the scope of ‘creative industries. 12 13 2004 definition of UNCTAD as reported in the ‘Creative Economy Report 2008. Diagram Showing the Scope of ‘Creative Industries’13 NOTE: In the wider UNCTAD definition of ‘creative industries’ that use the WIPO14 copyright model (where focus is placed on intellectual property as the embodiment of creativity). the definition published by UNCTAD will be adopted as the Philippine definition of ‘creative industries. 14 World Intellectual Property Organization Powerhaus Outsourcing Solutions and Consultancy.

The above table shows that the trade of Functional Creations (design goods. p. Powerhaus Outsourcing Solutions and Consultancy.4% Arts 25.9% annually from 2001 to 2008. 126. and Trade in.” Dexigner. In terms of breakdown among goods and services.087 32.175 592. 18 ‘Creative Economy Report 2010.109 55.6% Heritage 25. This has resulted in renewed interest in the trade of creative goods and services in recent years.A Primer on Creative Industries and on Digital Content Goods and Services in the Philippines Global Demand for. 19 ‘Creative Economy Report 2010. Media and Functional Creations) the global trade of creative goods and services can be summarized in Table 1. 19 December 2010.6% annually (average) since 2000 – when exports amounted to almost US$324 Billion. Page 7 . Average Annual Growth Rate of Creative Industries.992 15. xxiii. new media goods.079 16.079 16.com/news/22073 retrieved 25 December 2010 17 ‘Creative Economy Report 2010. Table 2.0% Functional Creations 194.227 185. Using the UNCTAD proposed sub-groups (Heritage. p. Arts. Table 1.4% * Using the wider definition of ‘creative industries. as the world prepares for the eventuality of another global economic crisis. Even the lowest performing sub-group (Media) has grown an average of 12% during the period of 2002 to 2008. advertising and related services. to weather global economic storms.6% Goods 209.’ UNCTAD. Services 2002 Value of Exports 2008 Value of Exports Average Annual (US$ Billions) (US$ Billions) Growth Rate (%) Total* 267.813 22.6% Services 62. UNCTAD reported that the global demand for creative goods and services amounted to almost US$576 Billion in 2005.’ UNCTAD.dexigner.503 12. 2010. 2010. Creative Goods and Services In terms of exports.17 The experience of 2007-2008 demonstrated the resilience of creative industries. 2008 “Creative Economy Report 2010: Creative Industries Are Stimulating Economic Recovery.’ to include Software goods and services.007 43.9% * Using the wider definition of ‘creative industries. Table 2 below shows growth is most notable among services vis-a-vis goods – growing at least twice as fast. when the world economy grew only by 2.629 12.’ UNCTAD.960 75.4% Media 43. 126.876 20.’ to include Software goods and services. cultural and recreational services) has shown the highest growth rate among the sub-groups. 2010. and the trade of creative goods and services. by Sub-Group (2002 – 2008)18 Sub-Group 2002 Value of Exports 2008 Value of Exports Average Annual (US$ Billions) (US$ Billions) Growth Rate (%) Total* 267. p. a positive growth from 2005 in spite of the prevailing global financial crisis during the same period that resulted in a 12% contraction in international trade.263 454. Breakdown in Growth of Creative Industries.175 592.15 A more recent report by UNCTAD16 placed the 2008 export estimate to almost US$592 Billion. growing by almost 15. Goods vs. and personal. http://www. Services (2002 – 2008)19 Goods vs. research and development services.’ UNCTAD. Inc.948 406. architecture and related services. 15 16 ‘Creative Economy Report 2008.

as well as the growth in Arts and Functional Creations sub-groups. Japan and Taiwan. and developing countries such as those in the ASEAN region. developed countries such as the US and Singapore. Aside from leading efforts by the UK. Powerhaus Outsourcing Solutions and Consultancy. creative industries. Inc. or leverage from. Page 8 . are pursuing initiatives to craft creative industry-led economic development plans for the next decade. and the notable growth of creative services.A Primer on Creative Industries and on Digital Content Goods and Services in the Philippines As a result of the performance of creative industries in world trade during the global financial crisis. there is increasing interest among countries in formulating economic development plans that are centred on.

Time Use. For this report. Copyright and Intellectual Property Rights. However. Inc. The method remains internationally accepted. For the most part. 4. the method is labour-intensive to apply. Furthermore. differences in methods of capturing employment statistics (some are collected through dedicated labour surveys for the creative industry sectors. 20 21 ‘Creative Economy Report 2010. However. the use of time use for creative activities (both economic and non-economic activities) is regarded as one of the more robust methods for quantifying the value of creative industries. Efforts for collecting statistical information using this method are currently ongoing in several developed countries. the method used when citing the value of creative industries is that of Trade and Value Added. 2010. however.’ and expressing such measures as a percentage contribution to a country’s GDP. Statistics cited from reports conducted by the WTO and ITC. Proposed by the WIPO. and in others statistics are collected as part of a general census) pose a challenge in collating global statistics or in conducting country-to-country comparisons. Trade and Value Added. Page 9 . Pioneered by Australia. and by UNCTAD. use this method. Although capable of producing reliable estimates on value of goods and services from creative industries. This method utilizes industrial taxonomies as defined by the International Standard Industrial Classification. Expressed as a percentage contribution to a country’s GDP21. and is a standard used often by UNCTAD and most international organizations such as the WTO for measuring the value of creative industries. This method is hindered by a lack of internationally-accepted and adopted definitions of what is a ‘creative worker’. newly emerging forms of creative businesses are so new that employment in such businesses is often not included in ‘creative workers’ immediately. or ISIC.the market value of all final goods and services made within the borders of a country in a year. In other publications. 2. Gross Domestic Product . and very few countries have so far been able to utilize this method.’ UNCTAD. In some cases. the Copyright and Intellectual Property Rights method is used. UNCTAD proposed four methods of measuring the economic value of creative industries:20 1. Powerhaus Outsourcing Solutions and Consultancy. The British Council’s Creative Industries initiative uses this method. as non-trade activities such as the flow of royalties are not captured by the trade method. this method relies on the measure of employment and economic activity in industries that are classified under ‘creative industries. 3.A Primer on Creative Industries and on Digital Content Goods and Services in the Philippines Economic Value of Creative Industries in Selected Countries Quantifying the economic value of creative industries has posed a continuing challenge to economic planners. pp. the use of employment as a measure of creative industries – often through the use of international standards on job classification as proposed by the International Labour Organization (ILO) – is a widely accepted method. 100 – 101. The estimates are always underestimated. the high costs of conducting such studies are prohibitive in developing countries and have mostly been used for monitoring purposes only. this method of measuring the value of creative industries is most frequently cited in the international press. the use of trade activities for measuring the value of creative industries has so far provided a less-than-accurate estimate. Employment.

1 3.1 1.8% 2008 Singapore 10.2 4. http://www.0 931.9 4.9% 2009 Mexico 42.662.336.8 3.0 4.4% 2008 Indonesia 32.” The Daily Star.0 26.6 6.0 6.5 6. Page 10 .00.” Periscope (Synovate Business Consulting).asp?edition_id=1&categ_id=3&article_id=122872#axzz19DDtbose retrieved 25 December 2010 24 1998 figure for Japan is based on the report ‘National Studies on Assessing the Economic Contribution of the Copyright-Based Industries (Creative Industries Series No. 2009.7% 2009 UK 170.8% 2009 Lebanon 1.worldbank.9 160.4 4. Table 3.com.8 63.0% 2009 Bulgaria 1. est. 2009 GDP figures obtained from the report ‘The World Bank: World Development Indicators database.8 47. 27 September 2010.’ World Intellectual Property Organization (WIPO). 24 December 2010.9% 2009 New Zealand 3. http://dailystar.8 193.3 14.5 percent of Lebanon GDP.581.org/WBSITE/EXTERNAL/DATASTATISTICS/0.3 221. Inc.0% 2008 Latvia 1.1 4. 26 Nominal GDP figures.4 3.842.1% 2008 Other Countries of Interest Japan 88.0 11.com/businessconsulting/insights/periscope/issues/200912/ retrieved 25 December 2010 23 2009 figures are based on the article “Creative industries 4. December 2009.4% 2009 Hong Kong 8.3 5.8 1.7 272.0 874.synovate.5 34..html retrieved 25 December 2010) Powerhaus Outsourcing Solutions and Consultancy.3 2.8 14.6% 2008 Jamaica 0. this report utilizes the value of creative industries using the Trade and Value Added method – and then expresses such a value as a percentage of the GDP. 25 The Industry Size figures were computed by multiplying the Nominal GDP with the estimated percentage GDP contribution.5% 2009 Canada 60.4 2.9 6.4 4.6 215.’ World Bank.0% 2008 US 1.lb/article.1 1.6 129.119. 23. 2).3% 1998 Malaysia 3.A Primer on Creative Industries and on Digital Content Goods and Services in the Philippines As a proxy to the value reported using the Copyright and Intellectual Property Rights method.4 5.231.5% 2009 Croatia 2.2% 2009 Hungary 8.contentMDK:20394802~menuPK:1192714 ~pagePK:64133150~piPK:64133175~theSitePK:239419~isCURL:Y.5% 2008 22 2008 figures are based on the article “From Manufacturing Hubs to Creative Hubs.2 510.) (US$ Billions) Thailand 32.1% 2009 Philippines 7.4 12. 24 Country Industry Size GDP GDP Contribution (%) Reference Year 25 26 (US$ Billions. Various countries’ GDP contributions of their respective creative industries are shown in Table 3 below.7 5.1% 2009 Korea 54.3% 2008 Russia 75. 2008 figures obtained from The World Data & Statistics page (http://econ. Top Countries in Terms of GDP Contribution by Its Creative Industry Sector22.6 117.5 4.

the Philippines’ creative industries sector is one of the most prominent in the world as shown in the table above. The Philippines is also among the top ASEAN countries. Indonesia and Singapore.A Primer on Creative Industries and on Digital Content Goods and Services in the Philippines As Table 3 above shows. Inc. Page 11 . Powerhaus Outsourcing Solutions and Consultancy. In terms of economic value. the Philippines is one of the leading countries in terms of the GDP contribution of its creative industries. next to Thailand.

the Philippines is most notable for Celebrations and Wickerware.0% Services 7 40 78.’ to include software goods and services.0 Rank in Category Among Developing Economies 5th 2nd 4th 5th 10th 8th Rank in Category Among All Economies Not in top 10 2nd Not in top 10 10th Not in top 10 Not in top 10 Goods vs. Page 12 .’ UNCTAD.500. This indicates that. And although the Philippines is also active in the art segment (sculpture). Services (2002 – 2008)27 2002 Value of Exports 2008 Value of Exports Average Annual (US$ Millions) (US$ Millions) Growth Rate (%) Total* 7 620 1. Inc.6% * Using the wider definition of ‘creative industries. Powerhaus Outsourcing Solutions and Consultancy. we can quantify the value of the Philippines’ creative industries as follows: Table 4. for the most part. 2008 data for the trade in creative goods is not currently available from UNCTAD. Rank of the Philippines’ Creative Industry Segments. and art segments. Table 4 above demonstrates the Philippines’ remarkable growth in the trade of creative goods and services in the last decade.5% Goods <1. the Philippines is most notable for exports in the following product categories: Table 5. Goods vs.0 580 96.A Primer on Creative Industries and on Digital Content Goods and Services in the Philippines Creative Industries in the Philippines Using the same definition of ‘creative industries’ as that used by UNCTAD’s expanded definition (to include software goods and services). In terms of goods. cultural events. 27 28 Creative Economy Report 2010. Creative Economy Report 2008. Breakdown of the Philippines’ Creative Industries. Among the goods categories shown in Table 5 above. etc. Services NOTE: The Philippines is currently not significantly trading in other creative goods categories.459. the country is not as competitive globally. 2008. a growth that has recently generated interest from various stakeholders and sectors – to a point where there are now several initiatives to further develop the creative industries in order to help drive economic growth in the country’s economy for the next decade. 2010. by Goods Categories (2005)28 Goods Category Sculpture Wickerware Newspapers Celebration (Fiestas.’ UNCTAD. the Philippines appears to be globally competitive in the handicrafts and cultural event segments.) Digital records Paperware 2005 Value of Exports (US$ Millions) 102 95 67 57 3 < 1. There is thus potential for the Philippines to further improve its global positioning for the handicrafts.

Antiques. Graphic Design. Rank of the Philippines’ Creative Industry Segments. Glassware. Photography. for Goods (2005)29 Wickerware 29% Sculpture 32% Celebration 17% Paperware 0% Digital Records 1% Newspapers 21% Other Goods 0% In terms of contribution to the total value of creative goods. Printed Music. Other Publishing. Cultural and Recreational Services Audiovisual and Related Services Other Personal. Other Arts and Crafts. the Philippines is most notable for R&D and Audiovisual services. Toys. Page 13 . 29 30 Creative Economy Report 2008. Video Games. This indicates that there is potential for the Philippines to further improve its global competitiveness in these two segments.’ UNCTAD. Newspapers. by Services Categories (2008)30 Services Category Research and Development Services Personal. Books. Records. Interior Design. Figure 1 above shows that Sculpture. Jewellery. In terms of services. Wickerware. Painting. Inc. Breakdown of the Value for the Philippines’ Creative Industries. Fashion Design. This also shows that there is room to expand for Digital Records and Paperware. Film. Yarn. and Other Visual Arts). as well as in other goods categories (namely Carpets. the Philippines is most notable for exports in the following categories: Table 6. 2008. 2010. Powerhaus Outsourcing Solutions and Consultancy. Cultural and Recreational Services 2008 Value of Exports (US$ Millions) 19 21 8 13 Rank in Category Among Developing Economies 5th Not in top 10 9th Not in top 10 Rank in Category Among All Economies Not in top 10 Not in top 10 Not in top 10 Not in top 10 Among the services categories shown in Table 6 above. Creative Economy Report 2010.’ UNCTAD. and Celebrations are the top segments for the Philippines.A Primer on Creative Industries and on Digital Content Goods and Services in the Philippines Figure 2.

’ UNCTAD. Figure 2 above shows that Personal. Powerhaus Outsourcing Solutions and Consultancy. the country has to strive some more in order to further improve its global competitiveness and positioning – particularly on creative services. as well as in Other Services. Inc. Cultural and Recreational 31% Others 21% Audiovisual 13% In terms of contribution to the total value of services.A Primer on Creative Industries and on Digital Content Goods and Services in the Philippines Figure 3. Page 14 . Cultural and Recreational. and R&D services are the top segments for the Philippines. Breakdown of the Value for the Philippines’ Creative Industries. 31 Creative Economy Report 2010. This also shows that there is room to expand for Audiovisual services. for Services (2008)31 R&D 35% Personal. although the Philippines has seen remarkable growth in the trade of creative goods and services over the last decade. 2010. Tables 5 and 6 indicate that.

Publishing – includes digital comics 2. 36 Creative Economy Report 2008. Fashion Design. Table 7. the Philippines is currently formulating an initiative to expand its global market for Audiovisuals. Video Games.’ UNCTAD. New Media – including software goods and services. 2008. Rank of the Philippines’ Digital Content Services.1 Million in export revenues for each of these creative product categories (except for Digital Records. the Philippines generates less than US$0. Creative Economy Report 2008. New Media and Other Creative Services. where the Philippines exported approximately US$3 Million in revenues in 2005 and was the 10th largest exporter among the developing countries in the world). 34 Based on an interview with the Office of the Undersecretary for International Economic Relations (DFAOUIER). for services. Page 15 . 2008. the Philippines is currently not aggressively exporting creative goods (also called creative goods). Audiovisuals – including animation and online broadcast materials (from film.32 Currently. CITEM. Chief – Creative Industry Division (CITEM).35 It is expected that the output of their planning activities will eventually become public as early as 2011. and fashion design 4. Design – including interior. by Categories (2005)36 Digital Content Service Categories Visual Arts Design New Media Other Creative Services 2005 Value of Exports (US$ Millions) 107 < 1. This initiative is being spearheaded by the Philippine Services Coalition under the Department of Foreign Affairs (DFA). Digital Records. Design.33 Among the service segments. the Philippines has a lot more room to expand for the export of creative services. 35 Based on an interview with James Romana. the Philippines has yet to develop an action plan to expand its share of global demand. Table 6 also shows that. and videogames (also called entertainment software. advertising. and includes educational games and advergames) 5.0 < 1. Creative Services – Architectural. television and radio broadcasts) 3.0 Rank in Category Among Developing Economies 10th Not in top 10 Not in top 10 Not in top 10 Rank in Category Among All Economies Not in top 10 Not in top 10 Not in top 10 Not in top 10 32 33 Based on an interview with CITEM and the Department of Trade and Industry (DTI). and other cultural content services that utilize an online delivery system As indicated in Table 5. graphic. and Other Visual Art categories.A Primer on Creative Industries and on Digital Content Goods and Services in the Philippines Digital Content Goods and Services in the Philippines The scope of digital content goods and services includes the following segments: 1.34 and by the Department of Trade and Investments (DTI) via its events management affiliate.0 < 1. Photography. some discussions are being taken up for improving the access to the world market for Philippine goods in the Film. Among the product segments. Interior Design.’ UNCTAD. However. Inc. Powerhaus Outsourcing Solutions and Consultancy.

POSC is formulating an action plan towards catalyzing the export trade of digital content goods and services in 2011.”37 The 2011 e-Services Conference is tentatively scheduled for July 2011. the Philippines is now poised to get a larger share of the global market. Powerhaus Outsourcing Solutions and Consultancy (POSC) – a competitive intelligence research firm. Page 16 . “the largest IT-Enabled Services (ITES) sourcing event in Southeast Asia. Working closely with CITEM and the Animation Council of the Philippines (ACPI). http://www.A Primer on Creative Industries and on Digital Content Goods and Services in the Philippines Another private sector initiative is that being spearheaded by research firm.e-servicesphils.com/esp2010/ retrieved 25 December 2010 Powerhaus Outsourcing Solutions and Consultancy. Game Developers Association of the Philippines (GDAP) and a coalition of comic book industry organizations. 37 E-Services website. With the velocity building up for a national development program towards expanding the trade of digital content goods and services. Inc. The output of this initiative is intended for implementation during the 2011 e-Services Conference.

Philippine Software Industry Association (PSIA). five of which was spent in the game and entertainment industry. and a Masters of Science in Business Administration from the same institution. Tolentino has a Bachelor's Degree in Chemical Engineering from the University of the Philippines-Diliman. Inc. While part of academic institution. training. Colliers International. Contact World (now Sitel-Client Logic). relevant. PLDT. strategic consultancy. Frontstate. Sykes. This was followed by a series of consulting engagements in many of today's top call centers in the Philippines – NetRep International (now Aegis PeopleSupport).A Primer on Creative Industries and on Digital Content Goods and Services in the Philippines About the Author Cesar Tolentino has been a consultant in IT-Enabled Services (ITES) since 1998. Chevron Philippines. Since 2005. Lingua Franca. POSC has provided reliable. Six Continent Hotels (now Hotel Intercontinental). FutureGov. Mr. Daksh (now IBM Daksh). Teletech and ePLDT Ventus (now SPI Ventus). advisory and CI outsourcing services. Ambergris Solutions (now Telus). The Game Developers Association of the Philippines (GDAP). and actionable information that is used for business decision-making. Tolentino strengthened his strategic advisory services in the areas of IT and Telecom. and Digital Media Exchange. Broadband Philippines. Smart. as well as organizations in related industries such as Level-Up Games. Salmat Group. Info-Alchemy. Canadian Embassy. Tolentino has leveraged his knowledge and experience with outsourcing to enter into consulting engagements with other Business Process Outsourcing (BPO) companies including Accenture. European IT Service Center (EITSC). Proview Global. providing important support to the strategic growth plans of companies such as Oracle. Slycesoft Games. Is a pioneer research and consulting firm in the field of competitive intelligence (CI). IBM Business Solutions. He began his career with providing strategic advisory to one of the earliest call centers in the Philippines. Powerhaus Outsourcing Solutions and Consultancy. Clients are able to pre-empt their destinies by using proleptic information to guide their decisions. He has had more than fifteen years experience as a consultant and research analyst. Advanced Contact Solutions. Mr. About POSC Powerhaus Outsourcing Solutions and Consultancy. POSC is a pure CI firm that provides clients with research and analysis. University of Asia and the Pacific (UA&P). and Amtec Human Capital. Wideout. Page 17 . Inc. eTelecare. Mr. and consulting company XMG Asia-Pacific. Pacific Internet. Convergys.

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