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Media Convergence

The transformation of the audiovisual media landscape offers the potential for new experiences and opportunities. It also poses many questions for us.

Convergence can be understood as the progressive merging of traditional broadcast and internet content.

When people speak about convergence and Connected TV, they often refer to TV sets that are connected to the Internet. However, in policy discussions the term is used in a broader sense to reflect the progressive convergence in the audiovisual sector.

Viewing possibilities today extend from TV sets with added internet connectivity to set-top boxes delivering video content, to audiovisual media services provided via computers, tablets and other mobile devices. 

Attention is no longer focused on one screen only. In parallel to watching TV, viewers can use tablets or smartphones to browse the Internet for more information or to chat with friends about the show.

"Second screen" applications on these devices offer the prospect of "social TV" which delivers a more interactive experience for the consumer. They also offer new revenue streams for the content provider. And, many of today's devices not only facilitate consumption but give consumers an easy option to create their own content.

All these developments make convergence more and more visible in our daily lives. The Commission therefore adopted a Green Paper preparing for a fully converged audiovisual world: Growth, creation and values.

The Green Paper invited stakeholders to share their views on the changing media landscape and borderless internet. In particular, stakeholders were invited to share their views on market conditions, interoperability, infrastructure, and implications for EU rules. The European Commission published a feedback document as well as an executive summary of the replies in September 2014.


Commission takes further steps to promote European audiovisual works and protect vulnerable viewers

The Commission has adopted guidelines to help Member States implement the revised Audiovisual Media Services Directive. The guidelines will offer a practical tool to ensure the promotion of European works in media content, thereby supporting cultural diversity and greater choice for European consumers. They will also help better protect users of video-on-demand and video-sharing platforms, particularly minors, against hate speech and harmful content.

Statement by Vice-President for the Digital Single Market Andrus Ansip on the general approach agreed in the Education, Youth, Culture and Sports Council

"I am pleased that the Council adopted today a general approach on the update of the Audiovisual Media Services Directive.
It is essential to have one common set of audiovisual rules across the EU and avoid the complication of different national laws.
We need to take into account new ways of watching videos, and find the right balance to encourage innovative services, promote European films, protect children and tackle hate speech in a better way."

Related Content

Big Picture

Revision of the Audiovisual Media Services Directive (AVMSD)

The revised Audiovisual Media Services Directive creates a media framework for Europe's digital decade.

See Also

Contact Committee Meetings

The Contact Committee monitors the implementation of the AVMSD and developments in the sector, and is a forum for exchange of views.

Audiovisual Regulators

You will find on this page a list of European Union regulators in the field of audiovisual media services.

Protection of minors in the AVMSD

The Audiovisual Media Services Directive (AVMSD) contains specific rules to protect minors from inappropriate on-demand media audiovisual services.

Audiovisual Commercial Communications

The Audiovisual Media Services Directive (AVMSD) regulates commercial communications such as the promotion of goods and services in the audiovisual world.