Proposal for a decision of the European Parliament and of the Council on the implementation of a training programme for professionals in the European audiovisual programme industry (MEDIA - Training) (2001-2005)
Date: 1999-12-14
Institutions: European Commission
Subjects: EU aid, EU programme, audiovisual industry, audiovisual programme, vocational training

30.5.2000

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Official Journal of the European Communities

C 150 E/59

Proposal for a Decision of the European Parliament and of the Council on the implementation of a
training programme for professionals in the European audiovisual programme industry

(MEDIA (cid:151) Training) (2001-2005)

(2000/C 150 E/06)

(Text with EEA relevance)

COM(1999) 658 final (cid:151) 1999/0275(COD)

(Submitted by the Commission on 28 January 2000)

THE EUROPEAN PARLIAMENT AND THE COUNCIL OF THE
EUROPEAN UNION,

Having regard to the Treaty establishing the European
Community, and in particular Article 150(4) thereof,

(5) The Green Paper on (cid:145)The Convergence of the Telecom-
munications, Media and Information Technology Sectors,
and the Implications for Regulation(cid:146) recognises that the
emergence of new services will
lead to the creation of
new jobs. Adapting to the new markets requires staff
trained in the use of the new technologies (2).

Having regard to the proposal from the Commission,

Having regard to the opinion of
Committee,

the Economic and Social

Having regard to the opinion of the Committee of the Regions,

Acting in accordance with the procedure laid down in Article
251 of the Treaty,

Whereas:

(1) From 6 to 8 April 1998, the Commission, in collaboration
with the United Kingdom presidency, held a European
audiovisual conference on (cid:145)Challenges and opportunities
in Birmingham. This consultation
of
process
improved
for
programme of training in the audiovisual sector which
concentrated on all the new aspects of the digital age.

the digital age(cid:146),
highlighted

need

the

an

(6) The Commission’s public consultation on the Green Paper
confirmed the demand for specialised vocational training
adapted to the needs of the market (3).

(7) In its Conclusions of 27 September 1999 on the results of
the public consultation on the Green Paper (4),
the
Council called upon the Commission to take account of
those results when drawing up proposals for measures to
strengthen the European audiovisual sector, including the
multimedia sector.

(8) The extraordinary European Council on Employment held
in Luxembourg on 20 and 21 November 1997 recognised
that continuous education and vocational
training can
make a major contribution to the employment policies
of the Member States with a view to improving suitability
for employment, adaptability and the spirit of enterprise,
and promoting equality of opportunities.

(2) The Culture/Audiovisual Council of 28 May 1998 took
note of the final conclusions of the European audiovisual
conference on (cid:145)Challenges and opportunities of the digital
age(cid:146) and called for new schemes to be developed to
encourage a strong and competitive programme industry.

(9) In its report to the European Council on job opportunities
in the information society (5), the Commission noted that
the new audiovisual services offered a strong potential for
job creation.

(3) The Report of

the High-Level Group on Audiovisual
Policy of 26 October 1998, entitled (cid:145)The Digital Age:
European Audiovisual Policy(cid:146), concluded that,
in this
environment, both initial and continuous training in the
audiovisual sector should be strengthened.

(4) In the Communication from the Commission to the
European Parliament
and the Council of Ministers
entitled (cid:145)Audiovisual policy: next steps(cid:146), the Commission
recognises the considerable impact on employment which
the digital age will have in the audiovisual industry (1).

(1) COM(1998) 446 final, 14.7.1998.

(10) The Commission implemented an (cid:145)Action programme to
promote the development of the European audiovisual
adopted by Council
industry (MEDIA)
Decision 90/685/EEC (6) and comprising,
in particular,
support for training activities to improve the professional
skills of persons working in the audiovisual programme
industry.

(1991-1995)(cid:146),

(2) COM(1997) 623 final, 3.12.1997.
(3) SEC(1998) 1284 final, 29.7.1998.
(4) OJ C 283, 6.10.1999, p. 1.
(5) COM(1998) 590 final.
(6) OJ L 380, 31.12.1990, p. 37.

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(11) The Community strategy for developing and strengthening
the European audiovisual industry was confirmed under
the MEDIA II programme adopted by Council Decision
95/563/EC (1), and by Council Decision 95/564/EC (2).
On the basis of the achievements of that programme,
its continuation should be ensured in the light of the
results obtained.

(12) The Commission’s report on the results obtained under
the MEDIA II (1996-2000) programme, from 1 January
1996 to 30 June 1998, considers that the programme
meets the principle of
the subsidiarity of Community
funds to national funds, since the field of intervention
of MEDIA II supplements the traditionally predominant
role of the national schemes (3).

(13) The Commission recognised the positive impact of the
MEDIA II programme on employment in the audiovisual
industry in its Communication on Community Policies in
Support of Employment (4).

(14) The emergence of a European audiovisual market calls for
professional skills adjusted to the new dimension of the
market, particularly in the field of the economic, financial
and commercial management of audiovisual projects and
in the use of the new technologies in the design, devel-
opment, production, distribution, marketing and broad-
casting of programmes.

(15) Professionals should be given the professional skills to
allow them to benefit fully from the European and inter-
audiovisual
national dimension of
programmes, and they must be encouraged to develop
projects which meet the needs of that market.

the market

for

(16) Equal opportunities are a basic principle in Community
in the

policies which must be taken into account
implementation of the present programme.

(17) The initial training for professionals should comprise the
essential economic,
legal and technological content. The
rapid changes in these subjects makes continuous training
necessary.

in particular in view of

measures concerning the implementation of vocational
training policy cannot be achieved by the Member
States,
the transnational part-
nerships to be established between the training centres,
the measures necessary to achieve them must be imple-
mented by the Community because of the transnational
dimension of the Community measures. This Decision is
confined to the minimum required to achieve these
objectives and does not go beyond what is needed to
achieve these objectives.

(21) The measures proposed under this programme are all
aimed at achieving transnational
cooperation which
brings an added value to the measures being undertaken
in the Member States, in accordance with the aforemen-
tioned principle of subsidiarity.

(22) The associated countries of Central and Eastern Europe,
those EFTA countries which are members of the EEA,
Cyprus, Malta and Turkey are recognised as potential
participants in Community programmes on the basis of
supplementary appropriations and in accordance with the
procedures to be agreed with those countries. Those
countries of Europe which have signed the transfrontier
television Convention of the Council of Europe belong to
the European audiovisual area and may therefore, if they
wish, and taking into account budgetary considerations or
other priorities of their audiovisual industries, participate
in the programme or benefit under a limited cooperation
scheme, on the basis of the supplementary appropriations,
in accordance with the procedures to be established in the
agreements between the interested parties.

(23) The opening-up of

and,

acquis,

in particular,

their national

the programme to European third
countries may be submitted to an examination of the
legislation with the
compatibility of
second
the
Community
subparagraph of Article 6(1) of Council Directive
89/552/EEC (5) of 3 October 1989 on the coordination
of certain provisions laid down by law, regulation or
administrative action in Member States concerning the
pursuit of television broadcasting activities, as amended
by
Council Directive
97/36/EC (6).

Parliament

European

and

(18) The networking of vocational training centres should be
exchange of

to facilitate

the

encouraged in order
know-how.

(19) Support for vocational training should take account of the
structural objectives, such as developing the potential for
creation, production, marketing and distribution in
countries or regions where the capacity for audiovisual
production is low or the linguistic area is limited.

(20) In accordance with the principles of subsidiarity and
proportionality set out in Article 5 of the Treaty, and in
the proposed
view of

the objectives of

the fact

that

(1) OJ L 321, 30.12.1995, p. 25.
(2) OJ L 321, 30.12.1995, p. 33.
(3) COM(1999) 91 final, 16.3.1999.
(4) COM(1999) 167 final.

(24) Cooperation in the field of vocational training on the part
of the European bodies and those in the third countries,
on the basis of common interests, is likely to create an
added value for the European audiovisual industry. Such
cooperation will
of
supplementary appropriations and in accordance with
the procedures
to be established in the agreements
between the interested parties.

developed

basis

the

on

be

it is necessary to ensure, at all

(25) In order to enhance the added value of the Community
action,
levels, that the
measures undertaken under this Decision are consistent
with and complementary to other Community inter-
ventions. It is desirable to coordinate the activities laid
down by the programme with those undertaken by inter-
national organisations such as the Council of Europe.

(5) OJ L 298, 17.10.1989, p. 23.
(6) OJ L 202, 30.7.1997, p. 60.

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a

financial

(26) This Decision lays down, for the entire duration of the
programme,
framework constituting the
principal point of reference within the meaning of point
1 of
the
Council and Commission of 6 March 1995 (1), for the
budgetary
budgetary
procedure.

the European Parliament,

the Declaration of

authority

annual

during

the

(27) In accordance with Article 2 of Council Decision
laying down the
1999/468/EC of 28 June 1999,
implementing powers
procedures
conferred on the Commission (2), measures
the
implementation of this Decision should be adopted by
use of the advisory procedure provided for in Article 3
of that Decision,

the exercise of

for

for

HAVE DECIDED AS FOLLOWS:

Article 1

A vocational training programme, hereinafter referred to as (cid:145)the
programme(cid:146),
the period from 1
January 2001 to 31 December 2005.

is hereby established for

The programme is intended to give professionals in the audio-
visual industry the necessary skills to allow them to take full
advantage of the European and international dimension of the
market and of the use of new technologies.

Article 2

1.

The objectives of the programme are as follows:

(a) To meet the industry’s needs and promote competitiveness
training of
by improving the
industry, with a view to
professionals in the audiovisual
giving them the know-how and skills needed to take
account of the European and other markets, in particular
in the field of:

continuous vocational

(cid:151) application of the new technologies, and in particular
digital technologies, for the production of audiovisual
programmes with a high commercial and artistic added
value;

(cid:151) economic,

financial

and commercial management,
including the legal framework and the techniques for
the financing, production and distribution of audio-
visual programmes;

(cid:151) script-writing techniques.

Particular attention will be paid to the opportunities for
distance learning and pedagogic innovation offered by the
development of on-line technologies.

Certain initial training measures in which the industrial
sector is directly involved, such as masters’ degrees, may
is
also be supported if no other Community support

(1) OJ C 102, 4.4.1996, p. 4.
(2) OJ L 184, 17.7.1999, p. 23.

available and in fields for which there are no support
measures at national level.

(b) To encourage cooperation and the exchange of know-how
through networking between the partners involved in the
training, such as training establishments, the professional
sector and undertakings, as well as through developing
training for the trainers.

Particular importance will be attached to encouraging the
gradual establishment of networks between the activities
and the existing training establishments.

2.
To achieve the objectives set out in the first paragraph of
point (a) and in point (b) of paragraph 1, particular attention
shall be devoted to the specific needs of countries or regions
with a low production capacity and/or a restricted geographical
and linguistic area, as well as to the development of an inde-
pendent European production and distribution sector, and in
particular small and medium-sized enterprises.

The objectives set out in paragraph 1 shall be realised in

3.
accordance with the arrangements contained in the Annex.

Article 3

In order to achieve maximum coordination, the Commission
will ensure that there is collaboration between the training
activities and the development projects supported under the
MEDIA Plus programme.
information about
the support mechanisms provided by the programme shall be
given to the professionals
in the continuous
training activities.

In this context,

taking part

Article 4

1.
The beneficiaries of Community support taking part in
implementing the actions set out in the Annex shall provide a
substantial proportion of the funding, equivalent to at least
50 %, subject to the specific provisions set out in the Annex.

2.
The beneficiaries of Community support shall ensure that
a majority of the participants in a training measure are of a
nationality other than that of the country in which the training
takes place.

3.
The Commission shall ensure that, as far as possible, at
least 10 % of the funding available each year is reserved for
new activities.

Community funding shall be determined according to the

4.
costs and nature of each project planned.

5.
The
programme for
EUR 50 million.

financial

framework
the period set out

for

implementing

this
in Article 1 shall be

The annual appropriations shall be authorised by the
financial

authority within the

limits of

the

6.
budgetary
perspectives.

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Article 5

The Commission shall be responsible for implementing the
programme, in accordance with the procedures referred to in
Article 6(2) and with the rules contained in the Annex.

Article 6

The Commission shall be assisted by an advisory
1.
committee ((cid:145)the MEDIA Committee(cid:146)) composed of represen-
tatives of the Member States and chaired by the representative
of the Commission.

legislation with the Community acquis,
subparagraph of Article 6(1), of Directive 89/552/EEC.

including the second

The programme shall also be open to the participation of
5.
other third countries on the basis of supplementary appro-
priations and the specific arrangement to be established in
the agreement between the interested parties. The European
third countries referred to in paragraph 3 which do not wish
to participate fully in the programme may be eligible for coop-
eration under the conditions set out in this paragraph.

Article 8

2. Where reference is made to this paragraph, the advisory
procedure laid down in Article 3 of Decision 1999/468/EC
shall apply,
in compliance with Article 7(3) and Article 8
thereof.

1.
The Commission shall ensure that measures taken under
this Decision are subject to prior appraisal, and to subsequent
monitoring and evaluation.

Article 7

The beneficiaries selected shall submit an annual report

2.
to the Commission.

The programme shall be open to the participation of the
1.
associated countries of Central
in
accordance with the conditions laid down in the association
agreements or their additional protocols relating to partici-
pation in Community programmes concluded or
to be
concluded with those countries.

and Eastern Europe,

2.
The programme shall be open to the participation of
Cyprus, Malta, Turkey and those EFTA countries which are
members of the EEA Agreement, on the basis of supplementary
appropriations, in accordance with the procedures to be agreed
with those countries.

3.
After completion of the projects, the Commission shall
evaluate the manner in which they have been carried out and
the impact of their implementation, in order to assess whether
the original objectives have been achieved.

shall

The Commission

4.
European
Parliament, the Council, the Economic and Social Committee,
and the Committee of the Regions an evaluation report on the
impact and effectiveness of the programme, on the basis of the
results after two years of implementation.

present

the

to

The programme shall be open to the participation of the
3.
to the Council of Europe
countries which are Parties
Convention on Transfrontier Television, other
than those
referred to in paragraphs 1 and 2, on the basis of
the
supplementary
conditions to be established in the agreements between the
interested parties.

accordance with

appropriations,

in

This report shall be accompanied, if need be, by any proposal
regarding adjustment, including budgetary adjustments.

5.
On completion of the programme, the Commission shall
present to the European Parliament, the Council, the Economic
and Social Committee, and the Committee of the Regions a
report on the implementation and results of the programme.

The opening-up of the programme to the European third
4.
countries referred to in paragraphs 1, 2 and 3 may be subject
to a prior examination as to the compatibility of their national

Article 9

This Decision shall enter into force on 1 January 2001.

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ANNEX

1.

MEASURES TO BE IMPLEMENTED

In support of and in addition to the measures being undertaken by the Member States, the programme aims to
permit professionals to adapt to the dimension of the market, and in particular the European market, for
audiovisual works, by promoting vocational training in economic, financial and commercial management,
including the legal framework, distribution and marketing, as well as in the new technologies (including the
conservation and exploitation of the European film and audiovisual heritage) and script-writing techniques.

1.1.

Training in the new technologies

This training aims to develop the ability of professionals to use advanced creation techniques, in particular in the
fields of animation, computer graphics, multimedia and interactive applications.

The measures proposed are as follows:

(cid:151) promoting the development and updating of the modules for training in the new audiovisual technologies,

in parallel to the measures being taken by the Member States;

(cid:151) networking the training courses, promoting exchanges of instructors and professionals by awarding grants,
organising work experience in undertakings in other Member States and contributing to the training of
trainers, particularly through distance learning, by promoting exchanges and partnerships involving the
regions with a low production capacity and/or a limited geographical and linguistic area.

1.2.

Training in economic, financial and commercial management

This training aims to develop the ability of professionals to appreciate and use the European dimension in the
development, production, marketing and distribution/dissemination of audiovisual programmes.

The measures proposed are as follows:

(cid:151) promoting the development and updating of the modules for training in management, in parallel to the

measures being taken by the Member States and emphasising the European dimension;

(cid:151) networking the training courses, promoting exchanges of instructors and professionals by awarding grants,
organising work experience in undertakings in other Member States and contributing to the training of
trainers, particularly through distance learning, by promoting exchanges and partnerships involving the
regions with a low production capacity and/or a limited geographical and linguistic area.

1.3.

Script-writing techniques

This training is intended for experienced script-writers with a view to improving their ability to develop tech-
niques based on both conventional and interactive script-writing methods.

The measures will be as follows:

(cid:151) promoting the development and updating of the training modules for identifying target audiences; publi-
cation and development of scripts for an international audience; relations between the script-writer, the
script editor, the producer and the distributor;

(cid:151) encouraging exchanges and partnerships between countries and regions with a low production capacity

and/or a limited linguistic and/or geographical area.

1.4.

Networks of training courses

The objective is to encourage existing institutions and/or measures to step up coordination of their activities in
order to establish European networks.

1.5.

Initial training activities

Support may be provided for activities in some fields of initial training where no Community or national
funding is on offer. Such activities may include masters’ degrees in which there is a link with industry in the
form of a partnership and/or work experience.

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2.

IMPLEMENTATION PROCEDURE

2.1.

Approach

In implementing the programme, the Commission will work closely with the Member States. It will also consult
the partners concerned. It will ensure that the participation of professionals reflects adequately Europe’s cultural
diversity.

It will encourage designers of training modules to cooperate with institutions, the professional sector and
undertakings in their work.

It will facilitate the presence of trainees, particularly from countries and regions with a low production capacity
and/or a restricted linguistic and geographical area.

2.2.

Community contribution

Community cofinancing of the total training costs will be provided within a framework of joint funding with
public and/or private partners, generally up to a limit of 50 %. This share may be raised to 60 % for training
activities in countries or regions with a low production capacity and/or a restricted linguistic and geographical
area.

The procedure set out in Article 6(2) will be applied to determine the allocation of funding for each type of
measure eligible under point 1.

In accordance with the rules for Community funding, and in application of the procedure set out in Article 6(2),
the Commission will lay down a set of rules for funding in order to determine the ceiling for each continuous
training activity and professional trained.

Designers of modules and training centres using them will be selected by calls for proposals.

As far as possible, the Commission will ensure that at least 10 % of the funds available each year are allocated to
new activities.

2.3.

Implementation

2.3.1. The Commission shall

implement the programme. To this end, it may call upon consultants and technical
assistance offices to be selected, after a call for proposals, on the basis of their expertise in the sector. The
technical assistance will be financed by the programme’s budget. In accordance with the procedure referred to in
Article 6(2), the Commission may also conclude partnerships for ad hoc operations with specialised bodies such
as Audiovisual Eureka, in order to implement joint measures which meet the objectives of the programme in the
field of training.

The Commission shall make the final selection of the beneficiaries of the programme and shall decide on the
financial support to be granted, in accordance with Article 5.

For the implementation of the programme, and in particular the assessment of the projects receiving funding
under the programme, and for the networking measures, the Commission shall ensure that it makes use of the
skills of recognised experts in the audiovisual sector in the fields of
training, development, production,
distribution and promotion.

2.3.2. Through appropriate measures, the Commission shall make known the opportunities offered by the programme

and ensure its promotion.

In particular, the Commission and the Member States shall take the necessary measures, by continuing the
activities of the network of MEDIA Desks and Antennae, and by ensuring that the skills of the latter are
strengthened, in order to:

(cid:151) ensure that the programme is publicised and promoted;

(cid:151) encourage the greatest possible participation of professionals in the measures under the programme;

(cid:151) assist professionals in presenting their projects in response to calls for proposals;

(cid:151) foster transfrontier cooperation between professionals;

(cid:151) act as a relay between the various support bodies in the Member States with a view to ensuring that the

measures under this programme are complementary to the national support measures.