EU trade and audiovisual cooperation policies: the promotion of European works in strong foreign markets

Enhancing the presence of European audiovisual works in international markets holds potential for the EU in terms of economic benefits and promoting cultural diversity. This article examines how the EU has handled such potential in its external relations with third countries with advanced economies. It explores how audiovisual issues have been addressed in EU trade, economic and other agreements negotiated with Australia, Canada, China, Japan, South Korea, Singapore, and the UK in line with the seminal ‘audiovisual exception’, which is firmly embedded in the Union’s trade policy. It also investigates the treatment of audiovisual issues through cooperation provisions and dedicated cultural cooperation protocols. Such provisions can support the internationalization of the European audiovisual sector particularly through exchanges, co-productions, policy dialogue, and collaboration within the framework of UNESCO. However, the EU still lacks a comprehensive EU strategy to enhance the promotion and visibility of European audiovisual works in the developed economies concerned.