Media Study - Medija centar Beograd

In Germany, the re-distribution of the ‘digital dividend’ is being implemented with a recent auction process for 800
MHz spectrum to mobile operators. The start of the auction was (unsuccessfully) challenged by cable operators on
technical grounds, alleging major interference problems. The auction process is still ongoing.
All EU Member States have a legal obligation to implement the Audio Visual Media Services Directive 34 (See also
Annex 5.2). The directive aims to create a stronger European Audiovisual market based on European cooperation.
At the same time the directive emphasizes a cultural approach to digitalization “Audiovisual media services are as
much cultural services as they are economic services. Their growing importance for societies, democracy — in
particular by ensuring freedom of information, diversity of opinion and media pluralism — education and culture
justifies the application of specific rules to these services. 35 ”
The EU further stresses that disabled and elder persons have the right to access audiovisual services. This means
that sign language, subtitling, audio-description and easy menu navigation must be included in the audiovisual
services. For example 3-4 hours every day are set aside on the regional multiplex for television broadcasting of
programmes in sign language to hearing-disabled viewers.
Many EU countries emphasise media literacy 36 helping consumers to use media effectively and safely,
understanding the nature of content and making use of all the services offered. Media literacy includes skills in
using the internet efficiently and the possibilities offered on the net, as well as in protecting minors from harmful
content. This is already integrated into curricula with an extensive use of computers linked to the internet 37 and in
a number of civil society initiatives – see e.g. The European Charter for Media Literacy. 38
In addition to 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 to adopt 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 organize debates in conferences and public events with concerning the inclusion of
media literary in the education curriculum and in key competences for lifelong learning;
34 DIRECTIVE 2010/13/EU OF THE EUROPEAN PARLIAMENT AND OF THE COUNCIL – called the AVMS Directive
35 AVMS Directive, point 5 in preamble
36 AVMS Directive, point 47
37 Recommendation (2006)12 of the Committee of Ministers to Member States on empowering children in the new information and
communications environment. The recommendation underlines the desirability of pursuing a multi-stakeholder approach with collaboration
between government, private sector and civil society.
38 The European Charter for Media Literacy – website, http://www.euromedialiteracy.eu/index.php read 26.4.2010
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