The EU has updated its rules on how the audiovisual industry operates in its Member States. The Audiovisual Media Services Directive (AVMSD) will require the content catalogues of SVOD services like Netflix and Amazon to feature a minimum 20 percent of European content. The EU Commission say they hope which they say aims to both protect European culture and the European TV production industry. TV broadcasters will have to go even further. The Commission wants TV broadcasters to continue to dedicate at least half of viewing time to European works. Currently, European TV broadcasters invest around 20 percent of their revenues in original content and on-demand providers less than 1 percent.
Other updates included:
TV broadcasters now have more advertising options:
As viewers now have ad-free offerings readily available, the EU’s rules have been updated to allow give broadcasters more flexibility as to when ads can be shown – the overall limit of 20 percent of broadcasting time is maintained between 7 am and 11 pm, but instead of the current 12 minutes per hour, broadcasters can choose more freely when to show ads throughout the day.
Greater Freedom on Product Placement
Broadcasters and on-demand providers will now have greater flexibility to use product placement and sponsorship, provided they keep viewers informed at the beginning and/or end of a programme. Product placement will however remain forbidden in programmes with a significant children’s audience.
Video Sharing Platforms Will Have to Protect Minors
Video platforms like YouTube, Dailymotion et al will have to protect minors from harmful content (such as pornography and violence) and protect EU citizens from incitement to hatred. Users will have to be able to report and flag harmful content, age verification or parental control systems. The Commission will invite all video-sharing platforms to work within the Alliance to better protect minors online, with an aim to come up with a code of conduct for the industry. On top of industry self-regulation, national audiovisual regulators will have the power to enforce the rules, which depending on national legislation, can also lead to fines.