"Ever dreamt of becoming a star? The heroine of our little story has. And she, the cleaning lady, gets the chance to be in the limelight and feel the glamour because she likes European films. Our audience is the star, they make European films possible. And we support European films, because we care for the cultural diversity of our European audience."

The European Commission has produced this small video clip to promote the MEDIA programme. MEDIA is the European support programme for the audiovisual film industry.

The MEDIA Programme spent a budget of €108 million in 2009. Part of this has supported around 300 early film projects, many of which only make it to the cinema screens thanks to MEDIA support. At the 2009 Cannes film festival, the Palme d'Or went to Michael Haneke for his film White Ribbon, the fifth consecutive year that a MEDIA-supported film has received this prestigious award.

Even the 2009 surprise hit "Slumdog-millionaire" that won 8 Oscars, including "Best film", received distribution support from the MEDIA programme In 2009, the festivals supported by the MEDIA programme have screened more than 20 300 European works to nearly 3 million cinema lovers in the EU.

The clip is launched on Monday 15th February in Berlin during the Berlin International Film Festival.

The EU's MEDIA programme plays a crucial role in supporting Europe's audiovisual sector through the development and distribution of thousands of films as well as training activities, festivals and promotion projects throughout Europe. Nine out of every ten feature films in Europe distributed outside their home country received MEDIA support. Even though its overall budget is no bigger than that of an average "Hollywood blockbuster", MEDIA support has important knock-on effects as each €1 of Community funding generates about €6 in private investment from industry.

Website of the MEDIA programme

View the clip here