The EU’s game-changing Audiovisual Media Services Directive, which is expected to prompt new rules of engagement between producers and streaming giants, is finally in various stages of implementation across Europe.
The new rules — for which the formal deadline was January 2021, but there is some leeway — will involve investment obligations and in some countries, setting out terms of trade for streamers.
What remains unclear, however, is how long it will take for the European TV and film production ecosystem to feel the so-called “Brussels Effect.” And how much Avms will impact different member states that are applying the directive differently.
At its core the directive simply states that streamers must offer a 30% quota of European content to European subscribers starting in 2021. But on top of that, EU countries are introducing nationally tailored legislation to make streamers directly re-invest a percentage of their revenues in each European country where they operate.
The new rules — for which the formal deadline was January 2021, but there is some leeway — will involve investment obligations and in some countries, setting out terms of trade for streamers.
What remains unclear, however, is how long it will take for the European TV and film production ecosystem to feel the so-called “Brussels Effect.” And how much Avms will impact different member states that are applying the directive differently.
At its core the directive simply states that streamers must offer a 30% quota of European content to European subscribers starting in 2021. But on top of that, EU countries are introducing nationally tailored legislation to make streamers directly re-invest a percentage of their revenues in each European country where they operate.
- 3/5/2021
- by Nick Vivarelli
- Variety - Film News
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