Culture ministers to split over origin rules

Culture ministers will meet to consolidate an emerging consensus on EU broadcast regulation next week (12-13 February).

The general approach reached by member states in November on the audiovisual media services directive was formed after months of deliberation on the scope of proposals.

Member states are working towards reaching a common position by May.

Debate over the country of origin principle could still cause disagreements among member states. According to the principle, broadcast companies would be able to operate across borders while complying with the rules of their home country.

But amendments proposed by the European Parliament on allowing exemptions from the principle appear to water down the original proposals, allowing member states to opt out on grounds of public policy.

"The setting is a bit different to what it was in November," said a Swedish diplomat. "There are elements of Parliament’s amend-ments that are of interest on a general level."

Sweden has, in the past, been especially strict on the origins of broadcast content.

"We need to take a deeper look at amendments proposed by Parliament. Some people see a big difference on the rules on product placement. But if we take a closer look the difference is not that big," said a German diplomat.

Elements such as rules on product placement, a promo-tional tactic where brands are included in programmes, have proven to be less controversial than expected. The European Commission is due to issue amended proposals at the beginning of March.

Culture ministers will meet to consolidate an emerging consensus on EU broadcast regulation next week (12-13 February).

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