European Quotas. The Implementation of the Provisions of the Audiovisual Media Services Directive Concerning the Promotion of European Audiovisual Works by European Union Member States

Alicja Jaskiernia

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The article discusses how European Union member states implemented the provisions of the Audiovisual Media Services Directive concerning the promotion of European works in audiovisual media services (Articles 13, 16 and 17). Creating the EU media policy has from the very beginning been taking place regarding competition with television works from outside the EU, mainly from the United States, and also the necessity of reconciling cultural interests of certain member states. Granting a special status to European programmes in the television offer of EU member states remains one of the main aims of the EU media policy. Promoting European works should support European producers in competing with those outside Europe. European quotas had a positive influence on television broadcast programming in member states, with more European works present. However, an analysis of the Report from the European Commission from 2012 leads to the conclusion that the current execution of the directive strengthens domestic works rather than creates a European television market. European television viewers mainly choose programmes produced for their internal market in their national languages, or those from the United States, and relatively rarely programmes from other European countries.

KEYWORDS

audiovisual media services, EU Audiovisual Media Service Directive (AVMSD), European proportions, independent works