The European Ministers of Culture have expressed their support for cultural diversity, which is threatened by the growing availability of major online platforms. In their view, the solution lies in more European co-productions.
This exchange of views on culture, creation and audiovisual content took place on 21 November in Brussels (see EUROPE 12372/27). It was organised by the Finnish Presidency of the Council of the EU, which introduced it with the question asked by Minister Hanna Kosonen: how can we be more competitive in a rapidly changing landscape?
Like most other delegations, Portugal welcomed such a discussion at an important political moment. The new von der Leyen Commission will soon take office, while its agencies plan to launch an action plan to strengthen the competitiveness, diversity and pluralism of the audiovisual and media sector.
The emergence of online platforms
Ministers unanimously recognised that the emergence of online platforms, such as Amazon and Netflix, was a real challenge for Europe. “We must prevent this kind of monopoly leading to diktats in thinking”, commented German Minister Monika Grütters. “The digital transition and the change in the competitive environment represent an urgent challenge, in particular concentration and vertical integration within global platforms that raise concerns and call for strong responses”, said French Minister Franck Riester.
All unanimously stressed the need to join forces. “Faced with Google and Netflix, we’re Lilliputians. But together, we represent the greatest force of production and consumption”, stressed Italian Minister Dario Franceschini, inviting his colleagues to move from a defensive policy, as with the quotas provided for by the new audiovisual directive, to expansion policies. “I plead for a qualitative leap to promote co-production in the audiovisual field. We also need to invest in Erasmus Culture”, he said.
Spain, for its part, called for an analysis of the impact of the platforms, using common economic indicators to show their contribution to European and Member States’ GDP.
Ideas for the next Commission
During the debate, each Member State presented its vision of the future audiovisual policy. Portugal called for emphasis to be placed on a revision of the e-commerce directive and for cultural and creative industries, as well as audiovisual industries, to be given a prominent place in the future act for digital services. Latvia, for its part, called for the facilitation of European content, the fight against piracy, a proper transposition of the Audiovisual Media Services Directive and a proper distribution of the revenues generated by these new players. To this end, several States have highlighted the opportunity represented by artificial intelligence. Luxembourg, and subsequently Malta and the Netherlands, called for no over-regulation.
Slovakia, for its part, called for easier access for new entrants to the audiovisual market. Like Bulgaria and Romania, it also called for countries with limited audiovisual capacity to be taken into account.
Alex Berger’s pre-recorded response was broadcast to the Twenty-Eight to reinvigorate the discussion: in the video, the American producer calls for “parity and equality” to be imposed, making a clear reference to China. “We need rules that are effective, forward-looking and can be implemented in a transparent and easily understandable way. And innovation!”
Link to the document to launch the debate: https://bit.ly/2OBkIFB (Original version in French by Sophie Petitjean)