This paper analyses cross-border media accessibility within the framework of the General Agreement on Trade in Services (GATS), with particular focus on the structural conditions that shape participation in global media markets. While GATS establishes a system of liberalisation through principles such as market access and national treatment, its reliance on negotiated commitments produces differentiated outcomes among member states. These outcomes are often shaped by disparities in economic capacity and bargaining power, which influence the extent to which countries are able to secure favourable commitments and effectively participate in global trade in services. The paper further examines how the classification of media as a tradable service creates a tension between its commercial character and its role as a carrier of cultural expression. This tension becomes more pronounced in the context of global media flows, where dominant industries are better positioned to expand their reach, often at the expense of diverse cultural representation. In addition, the study considers the growing role of digital platforms in shaping content distribution and visibility, highlighting how control over access increasingly shifts from regulatory frameworks to platform-based systems that operate beyond traditional trade disciplines. By analysing these interconnected dimensions, the paper argues that cross-border media access is shaped by a combination of legal, economic, and technological factors that operate unevenly across countries. It demonstrates that the GATS framework, while facilitating liberalisation, functions within existing structural constraints that limit equitable participation. These findings underscore the need to situate trade-based regulation within the broader context of global economic disparities and evolving digital infrastructures.