EFL - another shot at the camel's nose under the tent
The European Commission proposed new rules to oversee the content of programmes screened on television and over the Web on Tuesday, ushering in a key change to how productions can be financed. The "television without frontiers" proposals will need the approval of the European Parliament and European Union member states to become law.
The rules will oversee "moving images" in whatever way they are delivered, bringing Web-based or pay-per-view cable television under EU remit, which has hitherto been limited to traditional, scheduled television channels.
"It would be a distortion of competition if we were to just regulate one and not all," EU Information Commissioner Viviane Reding told reporters.
She described the new proposals as offering a "light regulatory touch" in a multi-channel, multi-media age.
Is that not the most Hillaryesque phrase you've ever heard?
Current rules of no more than 12 minutes of advertising per hour will stay, but non-factual programmes will be allowed to use branded products on set to raise cash, a device known as product placement.
Big deal - we do that all the time without worrying that Pepsi will destroy Mecca Cola's market
"There was quite a lively and long-winded debate in the Commission," Reding said, but added no major changes were made to her text.
Some EU lawmakers are expected to say it is too easy on advertisers, and not strong enough in defending European culture against its American counterpart.
Traditional broadcasters complain that the proposed new rules propose a lighter regulatory regime for the new pay-per-view services where viewers can choose what to watch. Damn freedom of choice!In the proposals, the definition of television is ditched in favour of "moving image", with or without sound and distributed by electronic networks, so that moving images over the Internet are also covered. ahem
The new rules also reaffirm that only one member state will have regulatory oversight of a media firm, known as the country of origin rule.