Media Study - Medija centar Beograd

SWOT Recommendation 3
Strength Stakeholders will be trained in assessing the value of copyright and how to
negotiate and to determine appropriate fees
Weakness There is no immediate improvement of the situation – progress will be market
driven
Opportunity The acceptance of copyright royalties will be improved amongst stakeholders as
soon as the rationale behind copyrights and the basis for a fair level of royalties is
made transparent
Threat A potential lack of willingness of stakeholders to participate; but currently, there
are no alternatives
3.5.4 RECOMMENDATION ON MEDIA LITERACY
Background
It is part of AVMS to ensure that media literacy initiatives are developed over time to ensure better media literacy
amongst users. A legal basis for developing such initiatives could be included in the law of public information.
Campaigns should be designed in accordance with local needs, such as awareness of consumers about the
importance of copyright protection, how and where to find content legally, easily, and consumer-friendly, on
understanding of the specific types and effects mechanisms of the commercial communication (such as product
placement). It is necessary to reinforce media and media-pedagogic research and cooperation with the private
sector. Cooperation and exchange of experience at the EU level are further supportive steps to be considered.
Recommendation
It is recommended to take initiatives to ensure better media literacy among media users.
Media literacy initiatives should be dealt with in the Law on Public Information
Campaigns on consumer awareness, copyright protection, search of information, commercial and political
communication should be designed according to local needs.
Media and media-pedagogic research and cooperation with local and European stakeholders should be
encouraged.
97