>> 4.5 NEW MODELS EMERGING FOR CREATIVE ECONOMIES OF THE GLOBAL SOUTH
As the information and cases cited in this chapter demonstrate, cultural creativity in both its marketable and non-marketable forms is to be found in many different contexts and manifestations. Cities in the global South are creating new models based on their own needs and strengths and empowering themselves through South- South cooperation. As the regional cases show, a more pluralistic, decentred dimension underpins the contours of the creative economy everywhere, highlighting its contingent and path-dependent characteristics and leading to considerable variations of structures and modes of functioning. The gigantic Indian film industry provides a prominent example. “Unlike the global film industry which has an oligopolistic structure, the Indian film industry is informal, highly fragmented and characterized by investment forms of proprietorship and partnership.”39 That it does not mirror the Western film industry reflects contingent structural, cultural and geographic conditions. In a similar vein, the Asian creative economy is characterized by a mosaic of urban and national scenes and by the rise in production and consumption of purely Asian cultural products, such as those of Bollywood, the Hong Kong and Korean film industries, Cantopop and Mandarin pop, Japanese manga and anime productions, and the animation and digital media industry.