The Reform of the EC Audiovisual Media Regulation: Television Without Cultural Diversity
International Journal of Cultural Property, Vol. 14, No. 2, pp. 169-204, 2007
36 Pages Posted: 25 Feb 2020
Date Written: March 1, 2007
In the profoundly changing and dynamic world of contemporary audiovisual media, what has remained surprisingly unaffected is regulation. In the European Union, the new Audiovisual Media Services Directive (AVMS), proposed by the European Commission on December 13, 2005, should allegedly rectify this situation. Amending the existing Television without Frontiers Directive, it should offer a fresh approach and meet the challenge of appropriately regulating media in a complex environment. It is meant to achieve a balance between the free circulation of TV broadcast and new audiovisual media and the preservation of values of cultural identity and diversity, while respecting the principles of subsidiarity and proportionality inherent to the Community. The purpose of this paper is to examine whether and how the changes envisaged to the EC audiovisual media regime might influence cultural diversity in Europe. It addresses subsequently the question of whether the new AVMS properly safeguards the balance between competition and the public interest in this regard, or whether cultural diversity remains a mere political banner.
Keywords: Audiovisual media, EC regulation, Television without Frontiers, new technologies, advertising, cultural diversity
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