"Old" and "New Media". Audiovisual Media Services Directive as an Attempt to Respond to Market and Technological Challenges

Wojciech Kołodziejczyk, Paweł Stępka

English version of the article

The revised 'Television without Frontiers' directive adopted by the Council of European Union and European Parliament in 2007 significantly changes the EU legal framework of the audiovisual media sector. It responds to the dynamic market and technological developments which have been shaping the audiovisual media market for years. This paper presents relations between aims and solutions adopted in the directive as well as interests expressed by different stakeholders which would eventually influence the internal debates on national legal frameworks in Member States. The paper refers as well to state of play resulting from the adoption of the new directive and before its implementation phase which could be regarded by stakeholders/market actors as an extra time.

KEYWORDS

Audiovisual Media Services Directive, lobbying, interest groups, implementation of Community law, media law, new media, product placement, advertising