Conference motives

 One of the main tasks of the member states in the present time is the implementation of the new AVMS directive. The directive establishes several new institutes and obligations for MS and EC. One of the new items is the regulation of product placement and since there were divergent opinions among MS how to approach this institute, the topic seemed actual. In the moment when the possibilities of regulations are being discussed, it is suitable to raise the question how to explain the public this newly regulated type of commercial communication and to learn to understand it. In this regard the directive counts on monitoring the level of media literacy and so there is also the link between these provisions.

In the same time the directive foresees the complementary utilisation for co-regulatory and self-regulatory mechanisms. In the following initiatives an exchange of experience should be used among the member states in this regards. We would therefore use the planned forum for introducing concrete possibilities of these mechanisms, showing good examples of projects where one can get inspired and where to cooperate.

Apart from that, the necessity to raise public awareness in respect to intellectual property stems from the texts adopted recently by the Council and EC. For this reason we are preparing as the third sub-segment of the conference the question of awareness and literacy in relation to copyright.

We suppose the selected topics reflex those themes which are mentioned in the EC Communication from the end of the last year.

Therefore in the spirit of the Council conclusions from May 21 and in line with the Communication from the Commission on media literacy from 2008 the Presidency would suggest to aim future discussion at good practices in raising awareness concerning negative effects of piracy or projects on learning to understand commercial message. In this regard it should be taken account of the responsibility of the service providers and their role in media literacy. The concrete step of the Presidency, to contribute to the exchange of the experience regarding the legal stability of the environment of the new services, will be an expert conference which would aim at presenting some projects that are already in place. There are already several interesting models and initiatives going in line with the requirement of increasing media literacy which is often mentioned but understood differently. The conference would show how it is possible to approach the media literacy and to stimulate the initiatives at the national level. The results might reflex considering further steps at the EU level.