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Creative Europe MEDIA — Supporting business innovation in audiovisual

The MEDIA programme will support the audiovisual sector to create a business environment that can scale up the industry’s capacity at European level.

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This cluster of measures under the MEDIA programme promotes business innovation, scalability and talents across the value chain. Specific groups driving the internationalisation of the sector – such as distributors and sales agents – and key market and networking initiatives will receive targeted support, with a view to strengthening the cross-border collaboration, learning and knowledge-sharing which allow the industry to grow beyond its national territories. 

The supporting actions in 2021 under the business cluster are:

  • European media talents and skills: to enable audiovisual professionals, on both the creative and the business side, to create, produce and promote high-quality European works in all formats and for all platforms. And, they should be able to compete in a global market. This support will include mentoring programmes for audiovisual professionals, including ad hoc boot-camps providing hands-on schemes to young talents across Europe.  A key theme will be developing skills relevant to the digital and green transitions. Furthermore, mentoring programmes will be supported to strengthen diversity and gender balance in the industry.
  • Markets and networking: to encourage business-to-business opportunities. In particular, to facilitate co-productions and the visibility, exposure to and acquisition of European works on international markets. Industry events and fairs as well as promotional activities will be funded, allowing business-to-business exchanges both physically and digitally and enabling European sales on international markets.
  • European Film Distribution as well as European Film Sales: to foster the capacity of distributors to invest in the promotion of non-national European works. The support is targeted towards established companies and acts as an incentive to better promote European non-national films by mitigating the commercial risk that such films can have.
  • Innovative tools and business models: to improve the visibility and availability of European works and increase audiences in the digital environment. Projects will focus on the specific challenges of the audiovisual sector such as discoverability, sequencing of release windows, financing and territoriality. This will enable strong and visible offers of European works online and across borders to a wide public. Support will also be given to tools for greening of the industry. 
  • MEDIA Stands: to encourage transnational business-to-business exchanges by providing services including promotional activities at major audiovisual markets and fairs. They shall encourage independent European companies offering strong content or audiovisual services with international potential. The access of newcomers, as well as of countries with a lower capacity shall be encouraged. As of 2022, the Stands shall support the MEDIA Market Gateway initiative to facilitate participation of promising start-ups active in media in the most important global media markets under the European label.


Preparatory Action "Writing European"

The Commission is launching a 3M € call for proposals to strengthen the capacity of the European audiovisual industry to create cutting edge fiction series that can attract audiences across borders, and to nurture a community of European talents able to work across national and linguistic borders. It should enable European companies to scale up their collaboration and to offer talents continuous opportunities in Europe throughout their career. While the audiovisual industry has been severely hit by the COVID-19 outbreak, this new action should support talents as well as European companies, and

Media representation and inclusion for refugees and migrants

Media (re)presentation and visibility of vulnerable groups like migrants and refugees remains very marginal in the mainstream media across Europe. This call aims to improve the visibility of these vulnerable groups in the media by supporting them to use their skills and knowledge to contribute themselves to shape their portrayal in the media. It aims to give a voice to these groups and support them in their media coverage, helping to offer new positive narratives on migration.

Preparatory Action "Cinemas as Innovation Hubs for Local Communities"

The Commission is launching a 1,5M € call for proposals to create innovative cultural hubs around cinema theatres, notably in areas where there is limited cinema and cultural infrastructure and where the the Covid 19 crisis has had a very strong impact. The Covid 19 pandemic has deeply affected the cinemas and has changed the cinema going experience in a dramatic way.

Pilot Project "Platform(s) for cultural content innovation" - Call for proposals

In order to incentivise European content industries to nurture and embrace innovation and take up new technologies and to help them to sustain their position as pioneers in the digital era, the Commission will implement the pilot project "Platform(s) for cultural content innovation".

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Big Picture

Creative Europe MEDIA Programme

The MEDIA strand of the Creative Europe programme is designed to support European film and other audiovisual industries.

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