OREANDA-NEWS. The MEDIA programme was launched in 1991. Its aim is to increase the circulation of European films, TV and video productions across borders as well as to safeguard cultural diversity in Europe. It also aims to improve the environment for European audiovisual productions by strengthening national industries through the distribution of their productions across the European market and by fostering cooperation between them. Today MEDIA is part of the EU's Creative Europe programme.

The MEDIA programme kicked off in 1991 and coincided with the implementation of the Television without frontiers Directive. It built on ajoint declaration on Audiovisual Eureka,adopted by the representatives of 26 European states and the President of the European Commission in Paris on 2 October 1989. The original budget was 310 million ECU. Today more than half (56%) of the €1.46 billion Creative Europe programme budget (2014-2020) is dedicated to its MEDIA sub-programme.

How does the MEDIA programme help the audiovisual industry?

The EU invests at an early stage of the development process, when authors are developing concepts and writing scripts. The MEDIA programme also encourages co-productions: co-produced films have 2-3 times higher circulation potential as they are created and designed to appeal to several audiences. Some schemes in MEDIA are highly selective, and this provides a quality label that helps to raise the profile of audiovisual works, along with the financial support.

The MEDIA programme has also helped train more than 20,000 producers, directors, and screenwriters and enabled them to adapt to new technologies.

Another area that the MEDIA programme covers is the access to content. This includes tools for distribution, support to sales agents/distributors and support to cinemas. Most of MEDIA programme funding (44%) is allocated to non-national distribution and online distribution. MEDIA helps distributors to screen foreign films and provide funding for marketing, printing and advertising, subtitling and dubbing, etc. MEDIA also supports Europa Cinemas, a network of 962 cinemas across Europe that are committed to screening European works. For every €1 invested in the Europa Cinemas network, an estimated €13 is generated through additional audience for the audiovisual sector.

Finally, the EU supports audience development to stimulate interest in European audiovisual works, in particular through promotion, film literacy and festivals.

This work is supported nationally by a network of Creative Europe Desks throughout the Member States and other countries which participate in the MEDIA programme, with 79 offices to support potential applicants to MEDIA and promote the programme locally.