Media Study - Medija centar Beograd

2.3 The protection of pluralism principle 94
2.3.1 AVMS – Directive
This principle limits the possibility of exclusive broadcasting to avoid that:
important televised events are inaccessible to the large public;
the public in another Member State is deprived of the possibility of following events which are designated
by that other Member State;
The provision now applies to all media services, including non-linear services.
A new rule has been added, instituting the obligation to ensure access on a fair, reasonable and non-discriminatory
basis to events of high interest in short news reports.
2.3.2 Serbia
This principle is addressed in Article 71 of the Broadcasting Law. It does not appear to extend to all
audiovisual media.
3. Common Rules for Linear and Non – Linear Services
Another set of rules governs both linear and non-linear services. However, there is a difference in regulatory
approach on commercial communications and on the protection of minors, in the sense that separate, special rules
for linear services are regulated in a different chapter.
94 Member States shall ensure, by appropriate means, within the framework of their legislation that broadcasters
under their jurisdiction do not exercise the exclusive rights purchased by those broadcasters following the date of
publication of this Directive in such a way that a substantial proportion of the public in another Member State is
deprived of the possibility of following events which are designated by that other Member State in accordance with
the preceding paragraphs via whole or partial live coverage or, where necessary or appropriate for objective
reasons in the public interest, whole or partial deferred coverage on free television as determined by that other
Member.
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