MEDIA sub-programme of Creative Europe explained

MEDIA sub-programme of Creative Europe
Type:	Incentive
Industry:	Film
Former Name:	MEDIA Programme of the European Union (1990-2013)
Traded As:	Creative Europe Media (2013-present)
Foundation:	1990
Location:	City of Brussels, Belgium
Parent:	European Union (1990-2013) Creative Europe (2013-present)

The MEDIA sub-programme of Creative Europe^[1] or simply Creative Europe MEDIA (formerly The MEDIA Programme of the European Union) is designed to support the European film and audiovisual industries.^[2]

Administration

MEDIA is an abbreviation from French: Mesures pour Encourager le Développement de L'Industrie Audiovisuelle - "measures to support the development of the audiovisual industries. The MEDIA programme used to be jointly run by the European Commission Directorate-General for Education and Culture (DG EAC)^[3] and the Education, Audiovisual & Culture Executive Agency (EACEA Unit P8), which was in charge of the operational management of the MEDIA programme. Since 2014, it is run by the European Commission Directorate-General for Communications Networks, Content and Technology (CONNECT).^[4]

The MEDIA strand within the Creative Europe programme serves as a support system for the advancement of European film and audiovisual industries. Its primary objectives encompass the development, distribution, and promotion of European creative works, with a keen awareness of the contemporary digital landscape.

A core aspect of its mission involves active engagement with audiences of all demographics, with a particular emphasis on reaching and resonating with younger generations.

In a significant evolution, the 2021-2027 period saw the inception of the new Creative Europe programme, coinciding with MEDIA's 30th anniversary.^[5] To enhance adaptability and foster synergies across the audiovisual value chain, the programme's priorities are now structured around four distinct clusters.

The MEDIA strand of the Creative Europe programme is dedicated to several key focal points:^[6]

• Encouraging cooperation: This entails fostering collaboration both within the audiovisual value chain and at the European Union level to enhance the global reach of audiovisual enterprises and European content.
• Nurturing talents: MEDIA seeks to cultivate talents irrespective of their origins while broadening participation and collaboration across different countries.
• Supporting new technologies: The programme aims to facilitate the effective utilization of new technologies, ensuring that the digital transformation is fully harnessed within the industry.
• Fostering industry sustainability: This involves promoting environmentally sustainable practices within the audiovisual sector, as well as advocating for societal objectives such as gender balance and diversity.

These objectives translate into supporting actions categorized into four thematic clusters:

• Content: This cluster focuses on encouraging collaboration and innovation in the creation and production of high-quality audiovisual works.^[7]
• Business: Here, the emphasis lies on promoting business innovation, competitiveness, scalability, and talent development to bolster Europe's audiovisual industry in the face of global competition.^[8]
• Audience: This cluster aims to enhance the accessibility and visibility of audiovisual works to potential audiences through various distribution channels and audience development initiatives.^[9]
• Policy: This cluster is dedicated to supporting policy discussions, exchange fora, studies, reports, as well as awareness-raising activities aimed at promoting a conducive environment for the audiovisual sector.^[10]

See also

• Culture and the European Union
  • Education in the European Union
  • Culture 2000
  • Directorate-General for Information Society and Media
• List of movie-related topics
• Europa Cinemas
• European Cross Media Academy
• European Film Promotion

External links

• MEDIA's English Homepage
• Web site: Bocholier. Emöke. Creative Europe Programme: renewing support to the cultural and creative sectors. Library Briefing. Library of the European Parliament. 12 June 2013.

Notes and References

1. Web site: The MEDIA sub-programme of Creative Europe. 4 May 2019. European Commission.
2. Web site: For the period 2007-2013 the European Union is supporting the European film industry with a total of 755 million euros.. 2011-06-16.
3. http://ec.europa.eu/dgs/education_culture/index_en.htm DG EAC
4. Web site: Creative Europe's MEDIA moves to DG Connect . Cineuropa - the best of european cinema . en.
5. Web site: 2021-01-15 . Creative Europe MEDIA celebrates its 30th anniversary in 2021! Shaping Europe’s digital future . 2024-04-26 . digital-strategy.ec.europa.eu . en.
6. Book: Directorate-General for Education, Youth . Creative Europe 2021-2027: the EU programme supporting the cultural and creative sectors . 2021 . Publications Office of the European Union . 978-92-76-29860-1 . LU.
7. Web site: Content cluster Culture and Creativity . 2024-04-26 . culture.ec.europa.eu . en.
8. Web site: Business cluster Culture and Creativity . 2024-04-26 . culture.ec.europa.eu . en.
9. Web site: Audience cluster Culture and Creativity . 2024-04-26 . culture.ec.europa.eu . en.
10. Web site: Policy support cluster Culture and Creativity . 2024-04-26 . culture.ec.europa.eu . en.