Brussels, 31/01/2006 (Agence Europe) - In a speech given in Munich on 23 January as part of “Digital Lifestyle Day 2006”, Information Society and Media Commissioner Viviane Reding advocated a “triple play” policy for a successful European digital economy: innovation, investment and integration. Mrs Reding called for a “new culture of innovation” counting on assured long-term finance through risk capital and on a reduction in red tape for national and European research programmes, to make them accessible to SMEs and business start-ups. The Commissioner pointed out that no longer can the public sector finance these projects totally. Europe needed investment, particularly in technological infrastructure, stressed Mrs Reding. The private sector was a partner and Europe had to encourage it to invest by putting in place a flexible regulatory framework which would guarantee a sufficient return on its investment while protecting measures for effective competition. “I believe in innovative business models, but not in so-called 'natural monopolies' in a dynamic sector such as the ICT and media sector,” stressed the Commissioner. She identified a clear need for market integration. “For the digital economy, we need in particular to make substantial progress towards a European market for services, including electronic services,” she said.