# MEDIA sub-programme of Creative Europe

The MEDIA sub-programme of Creative Europe or simply Creative Europe MEDIA (formerly The MEDIA Programme of the European Union) is designed to support the European film and audiovisual industries.

## Administration

MEDIA is an abbreviation from French: Mesures pour Encourager le Développement de L'Industrie Audiovisuelle – "measures to support the development of the audiovisual industries. The MEDIA programme used to be jointly run by the European Commission Directorate-General for Education and Culture (DG EAC) and the Education, Audiovisual & Culture Executive Agency (EACEA Unit P8), which was in charge of the operational management of the MEDIA programme. Since 2014, it is run by the European Commission Directorate-General for Communications Networks, Content and Technology (CONNECT).
The MEDIA strand within the Creative Europe programme serves as a support system for the advancement of European film and audiovisual industries. Its primary objectives encompass the development, distribution, and promotion of European creative works, with a keen awareness of the contemporary digital landscape.
A core aspect of its mission involves active engagement with audiences of all demographics, with a particular emphasis on reaching and resonating with younger generations.
In a significant evolution, the 2021–2027 period saw the inception of the new Creative Europe programme, coinciding with MEDIA's 30th anniversary. To enhance adaptability and foster synergies across the audiovisual value chain, the programme's priorities are now structured around four distinct clusters.
The MEDIA strand of the Creative Europe programme is dedicated to several key focal points:
* Encouraging cooperation: This entails fostering collaboration both within the audiovisual value chain and at the European Union level to enhance the global reach of audiovisual enterprises and European content.
* Nurturing talents: MEDIA seeks to cultivate talents irrespective of their origins while broadening participation and collaboration across different countries.
* Supporting new technologies: The programme aims to facilitate the effective utilization of new technologies, ensuring that the digital transformation is fully harnessed within the industry.
* Fostering industry sustainability: This involves promoting environmentally sustainable practices within the audiovisual sector, as well as advocating for societal objectives such as gender balance and diversity.
These objectives translate into supporting actions categorized into four thematic clusters:
* Content: This cluster focuses on encouraging collaboration and innovation in the creation and production of high-quality audiovisual works.
* Business: Here, the emphasis lies on promoting business innovation, competitiveness, scalability, and talent development to bolster Europe's audiovisual industry in the face of global competition.
* Audience: This cluster aims to enhance the accessibility and visibility of audiovisual works to potential audiences through various distribution channels and audience development initiatives.
* Policy: This cluster is dedicated to supporting policy discussions, exchange fora, studies, reports, as well as awareness-raising activities aimed at promoting a conducive environment for the audiovisual sector.