Media Study - Medija centar Beograd

By contrast, non-linear Programmes which "might seriously impair" the development of minors are
allowed in on-demand services, but they may only be made available in such a way that minors will
not normally hear or see them. This could be done by the use of PIN codes or other, more
sophisticated age verification systems. There are no restrictions for programmes which might simply
be "harmful".
The AVMS-Directive is the most crucial document in determining media policy at the level of media
services and broadcasting. It is in many ways more specific than instruments adopted at the level of
the Council of Europe and shall therefore be the main document of reference in this area. A more
detailed overview of the crucial provisions of the AVMS-Directive is attached as an Appendix to this
Annex 5.1 which also includes references to Serbian law
Media Literacy
In addition to the provisions of the AVMS Directive which promotes media literacy in the digital
environment, the EU Commission has issued Recommendation 2009/625/EC on 20 August 2009 on
media literacy in the digital environment for a more competitive audiovisual and content industry and
an inclusive knowledge society. The Recommendation aims to increase media literacy in the digital
environment in order to achieve a more competitive knowledge economy while contributing towards
a more inclusive information society.
According to the recommendation, EU Member States:
are invited to develop and implement co-regulatory initiatives leading to the adoption of
codes of conduct relating to the European media.
Are encouraged to promote and finance research, studies and projects covering the different
aspects and dimensions of media literary in the digital environment.
are also encouraged to organise debates in conferences and public events with a view to the
inclusion of media literary in the education curriculum and as part of the provision of key
competences for lifelong learning.
should also implement national campaigns to raise public awareness of cultural heritage, as
well as training to raise awareness of the risks involved in processing personal data through
information and communication networks.
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