Audiovisual Media Services Directive
Key policy objectives focus on promoting cross-border circulation and diversity of European audiovisual works, promoting diversity and enhancing access to cultural content on line and ensuring the protection of cultural heritage of European significance. These policy objectives have been translated into a number of initiatives.
As regards the circulation of audiovisual works and the promotion of diversity in this area, the Audiovisual Media Services Directive sets out the core elements of EU policy, while also ensuring fundamental rights such as freedom of speech, access to information, protection of minors and prohibition of incitation to hatred. Specific provisions41 allow for cross-border promotion of European works in television and on-demand services, thereby enhancing diversity of cultural expressions. They impose on EU broadcasters the obligation to transmit a majority proportion of European programmes and 10% of independent European works or, alternatively, to finance independent audiovisual works for an amount equivalent to 10% of their programming budget. On-demand services must also promote the production of and access to European works.