Two industry bodies have offered contrasting views on the new Audio Visual Media Services Directive, following political agreement on the document in Brussels.
The Association of Commercial Television in Europe (ACT) has said the review of the Audio Visual Media Services Directive leaves broadcaster with far more regulation than video sharing or online platforms.
“While the new measures bring welcome flexibility on advertising and signal integrity, we have to conclude that on balance the outcome does not favour broadcasters,” said ACT’s Director General, Grégoire Polad. “Unfortunately the new regime does not address the structural issues at play. This is a missed opportunity. One simple principle for the next Commission: the public should expect and receive the same level of protection no matter what medium they access or are provided content from. This is the basis for preserving public trust in media.”
However, the EBU said the agreement modernised the Directive’s rules ensuring both changing audience habits and the increased role of new audiovisual platforms were taken into consideration.
“The revised AVMS Directive recognises EU Member States’ freedom to give appropriate prominence to audiovisual media services of general interest,” said EBU Director General Noel Curran. “This principle ensures that viewers are always aware that a rich and diverse offer of programming with a particular interest to society is available, and just one click or push of the button away. That’s why we call upon national authorities in charge to design modern prominence policies where necessary.”
So while the EBU wants member states to bring in the new directive as quickly as possible, the ACT would welcome an early review.
