Media Connect: an innovative form of lobbying applicable both at national and European level

European policy makers and broadcasters engage in dialogue on the future of the media industry

On 24 January, egta and the ACT (Association of Commercial Television in Europe) held a joint event titled ‘Media Connect: creating & financing multi-screen content - regulation and the broadcaster’s day-to-day business.’ As egta found this event to be a real achievement, we wanted to share with you the success of this new initiative. If representatives from the European Commission found it useful, why wouldn’t your national regulators feel the same?

The concept?

An informal round table gathering a very targeted audience from the European institutions and media professionals from the television business. A head of programming, a producer, a head of social media and a head of legal explained to the audience what their daily reality consists of and how legislation impacts their business and revenues.  The panellists discussed, using major formats by means of examples, the journey of a television programme: from concept though production and marketing, highlighting the prospects and challenges of broadcasting, distributing and monetising content in the digital age. 

The roundtable was followed by a tour of the RTL premises, including the newsroom and the studios where participants had the opportunity to see the live news recording at RTL-TVI.

The aim?

To bridge the gap between the daily business of the television industry and the theoretical working knowledge of the European institutions. The audience was principally staff from the European Commission, which shape the legislative framework for broadcasters and advertisers, therefore concretely impacting their revenues. This hands-on experience gave them a greater understanding of how the decisions made at institutional level affect the day-to-day work of television professionals and therefore the audiovisual, media and digital industry at large

Why does this matter for egta members?

Now is a particularly good period to have such discussions with policy makers as new forms of broadcasting are being discussed from a legal perspective. For example, the European Commission is currently drafting a public consultation on Connected devices which could lead to potential future legislation.

The interaction between institutional staff and media professionals allowed both sides to see things from a different perspective and will hopefully lead to a greater understanding of the broadcasting and advertising industries. Perhaps you can use such a format at a national level if your legislators are looking into the evolution of television. The Brussels team would be more than happy to help you launch any such future initiatives.

Key messages given by egta and ACT, and which you are welcome to use at national level, if relevant:

» Broadcasters and producers are enthusiastic about the new digital media environment as both online and multiple screens create great opportunities for the sector. Television is no longer only a linear medium but embraces digital developments and extends its content to new platforms, creating new types of interactions on second screen devices and online communities. Companion screens and the online availability of TV content enable consumers to fully enjoy the viewing experience.

» Commercial broadcasters take financial risks and invest as much as 50% of their revenues in the creation of audiovisual content. European content owners are constantly exploring and finding new ways of monetising their quality programmes in the digital age. In this context, formats and ideas cross frontiers but always need to be adapted to national and cultural realities.

» Broadcasters and sales houses need flexibility to explore new creative solutions in order to make the most of the new advertising techniques. Responsible, innovative advertising funds creative and quality content.