Audiovisual Media Services (AVMS)

In 1989 the then European Community passed a law designed to protect European television productions. Supporters of the “Television without Frontiers” directive insist that it ensures that the Union’s unique cultural identity is preserved in the face of international competition. But critics argue it is a blatantly protectionist law which discriminates against non-European programmes, notably from the US. The directive states that, where possible, EU broadcasters should reserve the majority of their transmission time for programmes made in the Union. It also requires that European television companies try to buy at least 10 percent of their content from independent programme-makers based in the EU. In addition, the legislation is designed to ensure television programmes can circulate freely within the Union’s single market. This means EU countries cannot block each other’s transmissions, except in cases where one country broadcasts material such as hard-core pornography or unlawful advertising. In 2007 “Television without Frontiers” was modernised with a new directive on “Audiovisual Media Services” (AVMS) which extends the original directive’s principles to the internet and, controversially, allows product placement in European films and certain types of TV programme throughout the EU for the first time.