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To what Degree Should Audio-Visual Policy Be Nationally Rather than EU Regulated?
The MEDIA Programme that entered force in January of 2001 aims to strengthen competition of the audio-visual industry in Europe with a series of support measures dealing with the training of professionals, the development of production projects and companies, the distribution of cinematographic works and audio-visual programmes, the promotion of cinematographic works and audio-visual programmes and the support for cinematographic festivals. (Europa, 2003) Having analysed the structure of the MEDIA Programme (fig. 1), I agree that it is a very productive and positive way to boost the industry in terms of giving them recognition and financial benefits apart from it being modestly financed; ECU 200 million over five years (Humphreys, 1996: 280).
Bjorn Erichsen, TV Director at the European Broadcasting Union, appeals for co-production from the EU Community to 'join forces and pool their resources for a programme series' and 'they can double the budget, and still pay only one fifth of the price'. But even he agrees that 'the solution is not as simple as the logic. There are a lot of problems when you set up co-productions. The problem of the languages. The different cultures.' (Erichsen, European Broadcasting Union, 2003) the problem is still continuous today.
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