Reding seeks cash to boost film industry

Date: 02/12/1999

By Peter Chapman

CULTURE Commissioner Viviane Reding will next week unveil plans to spend more EU money on Europe's beleaguered audio-visual sector.

She will call on member states to pledge €450 million for a new five-year programme called Media Plus to replace the current €320-million Media scheme, which runs out next year.

Like its predecessors Media I and Media II, the linchpin of the plan will be efforts to boost the distribution of EU-made films and television programmes in other Union markets. The move is aimed at stemming the flood of Hollywood films which are generally far more popular in Europe than foreign films from other EU countries.

"Member states already have some have some very good production schemes in place. What we want to do is speed the distribution," said a spokesman.

The production of pan-European films and other audiovisual works, training projects, and film festivals would, however, still benefit from funding under Reding's plan. The Media Plus programme, which is set to run from 2001-2005, is also likely to fund projects targeting the burgeoning digital TV and Internet technologies.

"We want to fund projects which help people adapt to technical developments," said one official, who added that member states had signalled their approval for the new programme when briefed by Reding at last week's meeting of EU culture ministers. "The idea was greeted with support from many delegations, particularly the Italians and French."

Reding's aides say she is "confident" that ministers will reach agreement on the details of the proposals after Portugal takes over the EU presidency on 1 January. However, diplomats have warned that the Commissioner will face a tough fight to secure the full €450 million she wants.

Culture Commissioner Viviane Reding is to unveil plans to spend more EU money on Europe's beleaguered audio-visual sector.