The European media landscape is changing profoundly. In this wide-ranging and timely text, members of the Euromedia Research Group examine the ways in which national and supranational policy is reacting to these changes. The contributors consider: the consequences for broadcasting systems of satellite and cable delivery; the fate of public broadcasting under deregulation; the changes currently affecting print media and newspapers; the impact of media changes for political and social cultural life; and the significance of the Internet, the first true fruit of the telematic revolution in communication.
Chapter 14: European Policy Initiatives
European Policy Initiatives
Regulation of the media at the European level took off in 1989 with the adoption of the EU directive ‘Television without Frontiers’ and the Council of Europe Convention on transborder television. After nearly a decade of increasing activity in this field it can safely be said that the originators of the prolonged discussions hit upon the salient issues.
Prominent among them was the quota of European content; that is, the requirement that over half of all programmes (not counting news and sports) shown on European TV must be European works, which is designed to boost the European film and television industry in the battle with the all-powerful US industry. It is fuelled by the fear of American dominance ...