Veelgestelde vragen

Audiovisual Media Services without Frontiers: Frequently Asked Questions. The Audiovisual Media Services Directive will contribute to the growth of EU’s audiovisual industry in several ways:

1- by strengthening the economic base for the audiovisual industry, thanks notably to more flexible rules on TV advertising , as well the recognition of new forms of advertising such as split-screen, virtual or interactive. This includes more flexibility for broadcasters to insert spot advertising and scrapes the old rule that imposed a time period of twenty minutes between each advertising break. The special nature of films, news and children's programmes are taken into account in the new rules.

2- by establishing a clear framework for product placement, which presently benefits mostly non-European content producers, without viewers being suitably informed of its presence. The Directive opens up new revenue sources for Europe’s audiovisual providers and producers and helps to boost Europe’s creative economy and reinforce its cultural diversity, while ensuring that viewers are adequately protected in particular through adequate information when product placement is used in a programme.

3- by extending the “country of origin” principle to on-demand audiovisual media services. This principle has been the cornerstone of the development of Europe’s broadcasting industry since 1989. Each service must comply only with the rules of the country in which its provider is established, making it easy for service providers to identify the rules that apply to them and opening up markets to cross-border competition. For on-demand services this principle will apply across the EU with a minimum of necessary harmonisation, creating a level playing field in the single market, increasing investment in Europe's audiovisual industry and providing greater choice and diversity for Europe's consumers.

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