Action programme to promote the development of the European audiovisual industry (Media) (1991-1995)

The MEDIA programme was created to promote the development of the European audiovisual industry. It provides for measures to support the European film and television industry with a view to making the industry more competitive and to improve the distribution and production of European audiovisual products.

ACT

Council Decision 90/685/EEC of 21 December 1990 concerning the implementation of an action programme to promote the development of the European audiovisual industry (Media) (1991-1995).

SUMMARY

With this Decision, the Council adopted a five-year action programme to promote the development of the European audiovisual industry, starting on 1 January 1991.

The funding set aside for the Community contribution amounts to ECU 200 million for the programme as a whole and ECU 84 million for the years 1991 and 1992.

The main aims of the programme are:

- to help create a favourable environment within which Community undertakings will act as a driving force alongside those from other European countries,

- to stimulate and increase the competitive supply capacity of European audiovisual products, with special regard for the role and requirements of small and medium-sized undertakings and the position of countries in Europe with smaller audiovisual production capacities and/or with a limited geographical and linguistic area,

- to step up intra-European exchanges of films and audiovisual programmes and to make maximum use of the various means of distribution which either exist or are still to be set up in Europe,

- to increase European production and distribution companies' share of world markets,

- to promote access to and use of the new communications technologies in the production and distribution of audiovisual material,

- to ensure that action taken at European level complements that taken at national level,

- to contribute, in conjunction with existing institutions in the Member States, to creating conditions which will enable undertakings in that sector to take full advantage of the single market dimension.

This will be achieved in particular by improving the economic and commercial management abilities of professionals in the audiovisual industry in the Community.

The measures provided for are set out in the Annex to the Decision.

Particular attention is given to Community involvement in audiovisual Eureka projects.

The Commission will provide funding for the projects up to the equivalent of 50 % of the total cost.

The Commission is required to present a report on the results achieved accompanied, where necessary, by appropriate proposals to the European Parliament, the Council and the Economic and Social Committee after the programme has been in operation for two years.

This programme will last for 5 years (1991-1995).

RELATED ACTS

SUBSEQUENT MEDIA PROGRAMMES

MEDIA 2007

Proposal for a Decision of the European Parliament and the Council concerning the implementation of a programme of support for the European audiovisual sector (MEDIA 2007) [COM(2004) 470 final - not published in the Official Journal]. Under this proposal, the new programme will be a single integrated programme replacing the two current programmes (development, distribution, promotion / training) and will run from 2007-2013.

MEDIA Plus and MEDIA Training (2001-2005)

Decision No 163/2001/EC of the European Parliament and of the Council of 19 January 2001 on the implementation of a training programme for professionals in the European audiovisual programme industry (MEDIA-Training) (2001-2005) [Official Journal L 026 of 27.01.2001]. The MEDIA programme consists of two parts: the first deals with the development, distribution and promotion of audiovisual products, and the second with training.

MEDIA II

Council Decision No 95/563/ECof 10 July 1995 on the implementation of a programme encouraging the development and distribution of European audiovisual works (Media II - Development and distribution) (1996- 2000) [Official Journal L 321 of 30.12.1995].

Council Decision No 95/564/EC of 22 December 1995 on the implementation of a training programme for professionals in the European audiovisual programme industry (Media II - Training) [Official Journal L 321 of 30.12.1995]. Covering the period from 1 January 1996 to 31 December 2000, the MEDIA II programme follows on from the MEDIA programme (1991-1995). It consists of two parts: the first deals with the development, distribution and promotion of audiovisual products (MEDIA II - Development and Distribution), and the second with training professionals in the audiovisual industry.

MEDIA EVALUATION (1991-1995)

On 23 July 1993 the Commission put forward a communication on the evaluation of the action programme to promote the development of the European audiovisual industry (Media) (1991-1995), accompanied by guideline remarks [COM(93) 364 final].

The overall results of the programme were positive in a number of fields and were widely appreciated by the audiovisual industry.

The Commission proposes more targeted action to improve the effects on the industry, namely:

• increasing the competitive capacity of audiovisual products;
• extending structural action by regrouping businesses across borders; and
• increasing efforts to mobilise funding.

It also proposes strengthening management control by setting up a computerized follow-up tool.

Last updated: 25.02.2005