Commission staff working document - Accompanying document to the Proposal for a Decision of the European Parliament and of the Council establishing an audiovisual cooperation programme with third countries MEDIA Mundus indicators {COM(2008) 892 final} {SEC(2008) 3098} {SEC(2008) 3097}
Date: 2009-01-09
Institutions: European Commission
Subjects: audiovisual industry, competitiveness, economic development, innovation, third country, vocational training

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COMMISSION OF THE EUROPEAN COMMUNITIES 

Brussels, 9.1.2009 
SEC(2008) 3102 final 

COMMISSION STAFF WORKING DOCUMENT 

Accompanying document to the 

Proposal for a 

DECISION OF THE EUROPEAN PARLIAMENT AND OF THE COUNCIL 

ESTABLISHING AN AUDIOVISUAL COOPERATION PROGRAMME WITH 
THIRD COUNTRIES  

MEDIA MUNDUS 

INDICATORS 

{COM(2008) 892 final} 
{SEC(2008) 3098} 
{SEC(2008) 3097} 

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1. 

OBJECTIVES, EXPECTED RESULTS AND RELATED INDICATORS OF THE PROPOSAL IN 
THE CONTEXT OF THE ABM FRAMEWORK  

Exhibit 1: Specific objectives and indicators  

SPECIFIC OBJECTIVES 

Specific Objective 1: 

Increase  market  knowledge/intelligence  and 
facilitate  networking  between  European  and 
third-country  audiovisual  professionals  in 
order  to  improve  access  to  third-country 
markets  and  to  build  trust  and  long-term 
commercial relationships 

RESULT INDICATORS 

-Increased  availability  of  information  on  the  structure  and  functioning  of 
audiovisual  markets  of  interested  countries  and  number  of  countries 
covered 

- Increased awareness about market opportunities 

-  Enhanced  knowledge  about  audiovisual  cultures  and  practices  in  other 
countries 

- Increased competences of audiovisual professionals related to all aspects 
of internationalisation activities 

- Improved networking between professionals 

- Improved exchange of good practices between professionals 

Specific Objective 2: 

- Improved access to additional sources of finance  

the 

and 
Improve 
transnational  distribution  of  audiovisual 
works worldwide;  

competitiveness 

- Improved access to cultural and audiovisual content from other regions of 
the world 

- Increased market share of European audiovisual works in third countries 
and vice versa 

-  Improved  return  on  investments  for  European  and  third-country 
audiovisual companies 

- Increased public awareness of the release of European audiovisual works 
in third countries and vice versa  

-  Creation  of  stable  and  long-term  networks  between  producers/sales 
agents/distributors/rights holders of European Union and third countries 

Specific Objective 3: 

- Increased levels of demand for audiovisual works 

and 

circulation 

Improve 
exposure  of 
audiovisual works worldwide and to increase 
public  (in  particular  young  public)  demand 
for culturally diverse audiovisual content. 

-  Increased  exposure  of  audiovisual  programmes  on  TV  and  on  VOD 
platforms  

- Improved showing conditions for audiovisual works in theatres 

-  Increased  awareness  of  the  European  and  third  country  film  culture  and 
heritage  

- Increased demand for third-country audiovisual works in Europe and vice 
versa, especially by younger audiences 

- Increased presence of European children’s programming on third country 
TV channels and vice versa 

Exhibit 2: Operational objectives and indicators  

OPERATIONAL OBJECTIVES 

OUTPUT INDICATORS 

Operational objective 1.1 

-  Strengthen  the  skills  of  European  and  third 
countries’  professionals 
their 
understanding  of  in  particular  the  operating 
financing 
conditions, 
systems,  cooperation  possibilities  of  their 

frameworks, 

improve 

legal 

to 

- Number of training / market projects supported 

- Number of institutions involved in the projects supported 

-  Number  of  countries  covered  by  these  training  activities  (trainers, 
trainees, institutions) 

- Number of European trainers in the projects supported 

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OPERATIONAL OBJECTIVES 

OUTPUT INDICATORS 

respective  audiovisual  markets,  and 
thus 
facilitate  networking  and  the  emergence  of 
long-term  commercial  relationships.  Improve 
the level of information and the knowledge of 
audiovisual  markets  in  order  to  secure  and 
facilitate  audiovisual  cooperation  between 
European and third countries’ professionals.  

Operational objective 1.2 

-  Strengthen  the  script  writers’  skills  and 
competencies 
international 
audiences  in  the  context  of  international  co-
production projects.  

address 

to 

- Number of non-European trainers in the projects supported 

- Number of European participants in the projects supported 

- Number of non-European participants in the projects supported 

-  Proportion  of  training  projects  supported  where  cooperation  and 
professional contacts initiated during such projects are continued after they 
end 

-  Number  of  co-production,  production,  sales,  distribution  contracts 
initiated after training projects 

- Number of training projects focusing on script development supported 

- Number of scripts developed during the training activities supported  

-  Number  of  countries  covered  by  these  training  activities  (trainers, 
trainees, institutions) 

- Number of European trainers in the training activities supported 

- Number of non-European trainers in the training activities supported 

-  Development  stage  of  the  scripts  involved  in  the  training  activities 
supported 

- Number of participants in the training activities supported 

- Countries of the participants in the training activities supported 

- % of European participants 

- % of non-European participants  

- Number of supported projects gone into production 

- Number of co-productions initiated after training projects  

- Number of supported projects released (in theatres) or shown (on TV) 

- Number of admissions of the films supported at their development stage 
(% in Europe and in their home countries) 

-  Number  of  audiovisual  works  supported  at  their  development  stage 
selected for an international festival  

-  Number  of  supported  audiovisual  works  receiving  an  award  at  an 
international festival 

Operational objective 2.1 

- Number of projects supported  

-  Facilitate  the  pitching  for  financing  of 
involving 
international 
European  partners  from  the  development  or 
pre-production stage  

co-productions 

- Origin of the partners involved in the projects supported 

- Number of audiovisual works covered by the projects supported 

- Number of co-productions finalised between Europe and third countries 
thanks to the pitchings supported 

- Number of third countries involved in these international co-productions 
with European partners  

- Number of international pre-sales allowed by the projects supported  

- Number of countries covered by the co-productions and/or pre-sales 

Operational objective 2.2  

- Encourage international sales of audiovisual 
the  conclusion  of 
works  by  stimulating 
agreements  between  distributors/  exporters/ 

-  Number  of  agreements  between  producers/  sales  agents/  distributors/ 
rights-holders of EU and third countries (grouping) in order to promote the 
release of audiovisual works 

- Number of groupings continued after receiving Community support 

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OPERATIONAL OBJECTIVES 

OUTPUT INDICATORS 

rights-holders of EU countries and distributors 
/ exporters/ rights-holders of third countries to 
ensure  the  distribution  (in  cinemas,  on  TV, 
VOD,  video,  etc.)  of 
respective 
audiovisual  works  on  the  territory/territories 
of their partner(s). 

their 

-  Raise  public  awareness,  through  reinforced 
promotion  campaigns,  of  the  release  of  films 
from  European  countries  in  third  countries, 
and third-country films in Europe. 

for 

- Encourage the creation and consolidation of 
industrial 
artistic 
networks 
cooperation  between  European  distributors/ 
exporters/ 
rights-holders  and  distributors/ 
exporters/ rights-holders from third countries. 

and 

Operational objective 3.1 

- Encourage cinema operators in EU countries 
and in third countries to reciprocally increase 
the  programming  and  showing  conditions 
(duration  of  exposure  and  number  of 
screenings) of exclusive first releases of films, 
in  particular  by  encouraging  the  creation  of 
international cinema networks. 

- Number of countries covered by the agreements  

- Number of audiovisual works covered by the agreements  

-  Number  of  non-European  audiovisual  works  sold  in  Europe,  and  vice 
versa thanks to the agreements 

- Number of audiovisual works covered by the agreements shown on TV at 
prime time 

-  Number  of  non-European  audiovisual  works  shown  on  European  TV 
channels at prime time 

-  Number  of  European  audiovisual  works  shown  on  non  European  TV 
channels at prime time 

-  Admissions/revenues/downloads  of  non-European  audiovisual  works 
covered by the agreements in Europe, and vice versa 

-  Admissions/revenues/downloads  of  non-European  audiovisual  works  in 
Europe, and vice versa 

-  Average  promotion  costs  for  the  release  of  non-European  audiovisual 
works covered by the agreements in European markets, and vice versa 

-  Average  promotion  costs  for  the  release  of  non-European  audiovisual 
products in European markets, and vice versa 

-  Market  share  of  non-European  audiovisual  works  covered  by  the 
agreements in European markets (theatres, TV, VOD), and vice versa 

-  Market  share  of  non-European  audiovisual  works  in  European  markets 
(theatres, TV, VOD), and vice versa 

- Number of international cinema networks supported by the programme 

- Number of  non-European  screens  of  the  cinema  networks  supported  by 
the programme 

-  Number  of  European  screens  of  the  cinema  networks  supported  by  the 
programme 

-  Number  of  countries  covered  by  the  cinema  networks  supported  by  the 
programme 

-  Number  of  films  released  in  the  cinemas  of  the  networks  supported  by 
the programme 

-  Market  share  (number  of  screenings)  of  non-European  films  in  the 
European cinemas of the networks supported by the programme (and vice 
versa) 

- Market share (admissions or gross box office) of non-European films in 
European cinemas of the networks (and vice versa) 

Operational objective 3.2  

-  Increase  the  level  of  supply  and  showing 
conditions  (time  of  broadcasting)  of  non-
European  audiovisual  or  cinematographic 
works on European distribution channels (TV, 
VOD,  etc.)  and  the  level  of  supply  and 
showing  conditions  of  European  audiovisual 
works  on  non-European  distribution  channels 
(TV, VOD). 

-  Number  of  partnerships  between  European  and  non-European 
broadcasters supported by the programme 

- Countries covered by the partnerships 

-  Economic  profile  of  the  broadcasters  involved  in  the  partnership 
(commercial, public, pay-TV, audience share, annual turnover…) 

- Number of audiovisual works covered by the partnerships 

-  Share  of  audiovisual  works  covered  the  partnership  shown  on  TV  at 
prime time 

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OPERATIONAL OBJECTIVES 

OUTPUT INDICATORS 

trust  and 

-  Build 
long-term  commercial 
relationships  between  European  and  non-
European  broadcasters,  VOD  platforms  and 
rights-holders. 

-  Number  of  partnerships  between  European  and  non-European  VOD 
platforms supported by the programme 

- Countries covered by the partnerships 

Operational objective 3.3 

- Support networks or partnerships, including 
media  education  initiatives,  aimed  at  young 
audiences  to  promote  the  diversity  of  world 
cinema  

- Facilitate European children’s programming 
on third-country TV channels and vice versa  

-  Number  of  audiovisual  works  available  on  VOD  platforms  involved  in 
the partnership 

-  %  of  non-European  audiovisual  works  available  on  the  European  VOD 
platform involved in the partnership, and vice versa 

-  %  of  revenues  generated  by  non-European  audiovisual  works  available 
on the European VOD platform involved in the partnership, and vice versa 

-  Economic  profile  of  the  VOD  platforms  involved  in  the  partnership 
(mode  of  distribution,  relationship  with  the  content  industry,  annual 
turnover, etc.) 

- Number of networks/partnerships supported 

- Countries involved in the partnerships supported 

-  Type  and  number  of  partners  involved  (cinema  network,  festival, 
broadcaster, etc.)  

- Size of audience reached by these partnerships 

- Number of media education activities organised  

-  Participation/attendance  of  young  audiences  at  the  media  education 
activities organised  

-  Number  of  non-European  audiovisual  works  shown  to  European  young 
audiences and vice versa thanks to the partnerships supported 

- Increased awareness of European young audiences around third-country 
cinema and vice versa 

- Media/press coverage (visibility of events) 

- Number of programmes dubbed or subtitled 

- Number and variety of dubbing or subtitling languages  

-  Number  of  European  and  third-country  broadcasters  involved  in  the 
partnerships supported 

- Number of supported programmes aired 

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