MEDIA in the past
Previous Programmes – Overview
The 1980s involved two major upheavals for the European audiovisual market. Firstly, the arrival of competition on television broadcasting markets in most EU countries led to an increase in demand for programmes. This high demand is an opportunity to establish a European audiovisual industry.
However, the development of a European industry could be compromised by competition from cheap, non-European programmes which are perfectly adapted to the programming of new, private broadcasters.
Another factor is that most EU countries are experiencing a real downturn in cinema attendance, particularly for domestic productions. Non-European productions are better able to resist this structural change. This has caused a sharp loss of market share for European cinema, and thus far worse conditions for European film productionThese factors led to the introduction of the MEDIA programme. This programme has been operating to encourage the development of the European audiovisual industry since January 1991. There have been four multiannual programmes since 1991: MEDIA I (1991-1995), MEDIA II (1996-2000), MEDIA Plus (2001-2006) and MEDIA 2007 (2007-2013).
Each of these programmes includes measures to support the European film and television programme industry, make it more competitive and foster the circulation and production of European audiovisual products.