Amid big-time China fever at this year’s Mipcom market, a bold public cry went out reminding the 13,800 industry execs gathered in Cannes of the imbalances in China’s media trade relationships with the rest of the world.

The topic is raised frequently when companies draw their maps of biz in Asia. But few take their ire or their troubles public in a big way. Or they do, and then they scuttle away hoping the fallout won’t crush them. And then along came Frapa, a Netherlands-based organisation formed to protect the international community of format creators, distributors and producers, and which fights for the principles of freedom of expression and the right to fair trade.

Frapa was clearly distressed at China being named Country of Honour for Mipcom. In an open letter to Mipcom organisers Reed Midem, the organisation said the honour had been bestowed “despite numerous IP theft claims by Chinese companies in recent years”.

“When there is no free exchange of content, and one side does not recognise the inherent value of outside content creation, yet insists on selling and not buying, it can result in misunderstanding, confusion, distrust and bad business practices that harm the entire industry,” Frapa’s letter said. Frapa also called for an open dialogue with international stakeholders, including China, “that might lead to open trade and resolution of serious infringement issues facing our community”.

If Frapa’s Mipcom squeal fought for attention in a week of crazy, the message was not lost. So far though, there’s no sign that it has been heard in any loud and clear way by mainland officials and executives without whom the struggle cannot be won. Ultimately, will Frapa’s letter (or anyone else’s) make a difference? Optimistically, I say yes. But, as one old China hand said: China honestly doesn’t think it’s doing anything wrong.

Published on ContentAsia's Issue Six 2018, 29 October 2018