Local view for "http://purl.org/linkedpolitics/eu/plenary/2005-12-13-Speech-2-301"
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"en.20051213.58.2-301"2
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".
Mr President, I should like to say to Mr Harbour that the official title is the ‘audiovisual and media services’ directive. However, I think it will become ‘audiovisual without frontiers’. The linear and non-linear division is fairly clear. We will have an opportunity to discuss these definitions later in our various committee meetings, as I made very clear in the text of the proposal.
I chose to use a light-touch approach to provide an opportunity for these media to develop. I shall give you a very simple example. Today video on demand is not developing very quickly for the simple reason that there are 25 regulations for that kind of service. Therefore, if you are developing this service in one country and would like to export it to another, you have to develop a new service for the new country, which means that the internal market is not functioning any more.
I want to provide this opportunity for these services to operate in the internal market and develop, because I believe that video on demand will offer an extraordinary chance not only for new entrants on the VOD market but also in bringing our European content and films to the consumer. It is evident that the European film industry has distribution problems and difficulties in getting its products seen by the public – either there is no cinema or the cinema does not carry the European content. Video on demand is a real opportunity to bring the European product to the consumer.
Mr Belet, product placement is part of the basic set of common requirements, which means that the rules governing product placement, including those relating to young people, apply to both linear and non-linear programming.
If you analyse the new directive, you will see very clearly that I have done my utmost to protect our young people, because the availability of so much content on so many platforms makes them vulnerable and they therefore need protection. This is also a matter I hope to discuss with the Members of this House. How far should we go to protect our young people? Have I done too much, or have I not done enough? This is a question for us to discuss.
Mrs Harms asked whether more product placement adds something as regards content; well, yes, I believe it does. Nowadays, we have the problem that product placement is almost everywhere, but is illegal in some countries. In others, it is illegal only in respect of domestic products, not those from neighbouring countries. Product placement for US products is everywhere, and thus product placement now appears on our television screens – even if it is prohibited at national level – without the consumer realising. Firstly, the new legislation will introduce horizontal Europe-wide legislation that permits product placement where this is important, namely for the purpose of funding our European content industry, our films, so that they have the same opportunities, including with regard to funding, as films from other continents.
Secondly, there are currently no rules to the effect that product placement – for children, for example – must be prohibited in various kinds of content. It is unbelievable that such a thing is happening across the board in children’s programmes. Children, unlike adults, are defenceless against this. That is why it is important to have horizontal prohibition of product placement for children. As a former journalist – since you mention it – I have discussed the influence of product placement on information and on information-type programmes at length with my journalist colleagues and have come to the conclusion that a full ban on product placement for information and in information-type programmes is desirable."@en1
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