Mrs. Reding believes convergence of audiovisual media, broadband networks and electronic devices will generate opportunities in the ICT and content sector: “My ‘credo’ is and will be that copyright remains a cornerstone for the information society”.

There was a study run on content online:
“One important conclusion is that media companies have not yet fully adapted their business models to new distribution technologies, which cut across national borders and traditionally separated sectors. The uncertainties associated with this fundamental shift currently prevent many online offerings. This calls for changes in the way content rights are traded and exploited. The clear trend is that innovative and collaborative solutions are being found to exploit content online.

Other factors, such as consumer acceptance of new content services, a lack of specialised skills in media companies, or the cost of digitisation of content, also have a significant market impact.”

Mrs. Reding underlines that the development of the market would best be served by a combination of industry agreements, self-regulations and stringent application of competition policy, and expressed that there are many obstacles along the way but there are great economic potentials in the online market. According to Reding to develop the market in the best way some topics should benefit from being dealt with on European Union (EU) level:

• Access to creative content
• EU-wide or multi-territory licensing for creative content
• Management of online rights
• Interoperability and transparency of Digital Rights Managements (DRM)

Mrs. Reding also explained that the new Audiovisual Media Services Directive will “modernise the rules of television advertising and provide a coherent regulatory framework”.

Next steps:

Communication on Creative Content Online expected by the end of November
Proposal for a Recommendation on Creative Content Online to follow
EU platform on Creative Content Online will be set up

For more information:
To read the speech, please click here
To read information from the DG Infso’s website, please click here