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Creative Europe MEDIA — Supporting a holistic European audiovisual policy

A common European approach to the main audiovisual policy issues is essential for the consolidation of a European audiovisual single market.

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The MEDIA programme aims to promote a holistic European audiovisual policy. It will do so through regulatory dialogue, sharing of analysis and data, forward-looking intelligence on trends in the audiovisual ecosystem, consultation of stakeholders, and promotion and outreach activities.

In response to the challenges of digital transformation and sustainable development, particular attention will be paid to ensuring the full exploitation of the potential of the digital transformation. This includes fostering the greening of the industry and encouraging inclusion, equality, diversity and participation.

Under the cluster of policy, the following objectives will be pursued:

  • support to innovative policy actions and exchange of best practices through the data gathering and forward looking studies that can provide insights on the future trends of the audiovisual ecosystem;
  • promote stakeholders engagement, dissemination activities and awareness campaigns related to European content.

To achieve the objectives above, the following actions will be funded:

  • High quality market and legal analysis and data: membership of and cooperation with the European Audiovisual Observatory to support transparency and equal access to legal and financial/market information and to contribute to the comparability of legal and statistical information.
  • An appropriate application of the EU regulatory framework will be sought through advice on the implementation of the AVMS Directive together with cooperation among national regulatory bodies through the European Regulators Group for Audiovisual Media Services. 
  • A study on the independence of media regulators in the EU Member States will be undertaken as they are crucial for the effective enforcement of content standards.
  • Ad-hoc high-level studies for intelligence on future trends of the audiovisual ecosystem: topromote a holistic approach and adequate policy responses to the challenges of the audiovisual industry.
  • Policy exchanges and cooperation in key areas: with Member States’ experts and regulators to discuss policy priorities in Creative Europe MEDIA, notably in the areas of the access to finance, digital and green transformations as well as diversity and gender balance.
  • Communication, advocacy and engagement with industry and citizens: to ensure visibility of the results of the programme, thus structuring the development of the audiovisual sector at European level. Activities will include in particular the European Film Forum, audience outreach activities and awareness campaigns, to showcase European gems, through European Prizes such as the Lux Audience Award of the European Parliament and the European Film Award.  These activities will include the promotion of the European film heritage through the continuation of the Season of Classic project initiated in 2019. Finally, advocacy campaigns will be supported involving relevant pan European organisation and highlighting the contribution the audiovisual ecosystem bring to the consolidation of European values. In line with Action 8 of the MAAP, an awareness campaign on diversity in the audiovisual and news media sector will be carried out in 2021. It will aim at fostering diversity and gender balance among media talents and professionals across the EU.


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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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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