Media Study - Medija centar Beograd

Moreover, the Media industry is invited to suggest tools for improving the level of media literary, such
as:
information tools relating to digital content and search engines;
awareness-raising campaigns about techniques used for commercial communication
purposes (product placement and online advertising);
information packs for young people on the processing of personal data;
information days on the creative economy and copyright.
Public Broadcasting, its financing and State Aid
Public Service Broadcasters are broadcasters with a public mission. EU Member States are free to
define the scope of that mission. Such a mandate would be consistent with the objective of fulfilling
the democratic, social and cultural needs of a particular society and guaranteeing pluralism, including
cultural and linguistic diversity.
Public broadcasters benefit from fees or from direct state funding. The Protocol on the System of
public broadcasting in the Member States addresses the EU Commission's task is to verify whether or
not Member States respect the Treaty provisions, especially the State Aid rules in this area. In it
Communication Commission on the application of State aid rules to Public Service Broadcasting from
2001, the EU Commission outlines its policy in this area. It adopted a revised Communication on 2 July
2009. The new Communication has sharpened the focus on accountability and effective control at
national level by including a transparent evaluation of the overall impact of publicly-funded new
media services. The main changes include: ex ante review of significant new services launched by
public service broadcasters, balancing the market impact of such new services with their public value
being a key feature; clarifications concerning the inclusion of pay services within the public service
remit; more effective control of overcompensation and enhanced supervision of the public service
mission at the national level.
While in the EU Commission takes the firm view that the financing of public broadcasters through
license fees constitutes a form of state aid, the jurisprudence of the European Courts is less clear on
this matter; this question has not yet finally been resolved, as the jurisprudence of the European
Courts point into different directions without explicitly addressing the question. Further, the Court of
First instance stated that the scope of the public mission must not be confused with the way the
public mission is financed. It concluded that the Member States were allowed to define public services
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