REPORT FROM THE COMMISSION TO THE EUROPEAN PARLIAMENT, THE COUNCIL, THE EUROPEAN ECONOMIC AND SOCIAL COMMITTEE AND THE COMMITTEE OF THE REGIONS Interim evaluation report on the MEDIA 2007 programme
Date: 2010-12-20
Institutions: European Commission
Subjects: EU programme, European audiovisual area, audiovisual communications policy, audiovisual industry, audiovisual production, vocational training

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EUROPEAN COMMISSION  

Brussels, 20.12.2010 
COM(2010) 777 final 

REPORT FROM THE COMMISSION TO THE EUROPEAN PARLIAMENT, THE 
COUNCIL, THE EUROPEAN ECONOMIC AND SOCIAL COMMITTEE AND THE 
COMMITTEE OF THE REGIONS 

Interim evaluation report on the MEDIA 2007 programme 

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REPORT FROM THE COMMISSION TO THE EUROPEAN PARLIAMENT, THE 
COUNCIL, THE EUROPEAN ECONOMIC AND SOCIAL COMMITTEE AND THE 
COMMITTEE OF THE REGIONS 

Interim evaluation report on the MEDIA 2007 programme 

1. 

INTRODUCTION 

The aim of this report is to provide an interim evaluation of the MEDIA 2007 programme. In 
accordance with Article 14(2) of Decision No 1718/2006/EC of the European Parliament and 
of  the  Council  of  15  November  2006  concerning  the  implementation  of  a  programme  of 
support  for  the  European  audiovisual  sector  (MEDIA  2007)1,  it  presents  the  interim 
evaluation  of  the  results  and  the  qualitative  and  quantitative  aspects  of  implementing  the 
programme. 

Furthermore,  Article  19  requires  that  monitoring  and  evaluation  of  the  European  Union's 
participation in the European Audiovisual Observatory be carried out within the framework of 
monitoring and evaluation of the MEDIA programme in accordance with Article 14.  

This report sets out the main results obtained over the past three years of implementation and 
the  recommendations  for  possible  adjustments.  It  covers  the  period  from  1  January  2007  to 
31 December 2009 and is based on the conclusions of the interim evaluation by the Euréval – 
Media Consulting Group (MCG)2 consortium.  

2. 

THE MEDIA PROGRAMME 

Since the adoption by the European Parliament and the Council of the MEDIA I programme 
in  1991,  a  coherent,  long-term  financial  intervention  policy  has  been  pursued  to  allow  the 
European audiovisual industry to benefit from an EU-wide market. This policy continued with 
the MEDIA II programme, followed by MEDIA Plus and MEDIA Training (2001-2006). 

In compliance with the principles of subsidiarity and complementarity, Community action is 
taken  both  upstream  and  downstream  of  production,  leaving  responsibility  for  supporting 
production  to  the  national  authorities.  The  programme  therefore  fosters  training  for 
professionals, development, distribution and the promotion of works. 

The  MEDIA  2007  programme,  with  a  budget  of  755  million  euros  for  a  duration  of  seven 
years (2007-13) has three global objectives: 

–  preserving  and  enhancing  European  cultural  diversity  and  its  cinematographic  and 
audiovisual  heritage,  guaranteeing  its  accessibility  to  European  citizens  and  promoting 
intercultural dialogue; 

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OJ L 327, 24.11.2006. 
The full text of the interim evaluation report is available at: 
http://ec.europa.eu/dgs/education_culture/evalreports/index_en.htm#cultureHeader. 

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–  increasing the circulation of European audiovisual works inside and outside the European 

Union;  

–  strengthening the competitiveness of the European audiovisual sector in the framework of 

an open and competitive market. 

The following priorities have been established in the various fields of support:  

–  fostering creativity in the audiovisual sector and the value of Europe's cinematographic and 

audiovisual heritage;  

–  strengthening  the  production  structure  of  the  European  audiovisual  sector,  particularly 

SMEs;  

–  reducing  the  imbalances  in  the  European  audiovisual  market  between  high  production 
capacity countries and countries or regions with low production capacity and/or a restricted 
geographic and linguistic area;  

–  monitoring and supporting developments in the market with regard to digitisation. 

What is new about MEDIA 2007 

MEDIA 2007 has brought about a general simplification of its administrative procedures, and 
introduced a clause of proportionality into the financial and administrative rules. The aim is to 
reduce the administrative burden and make it proportionate to the subsidy and to the type of 
beneficiaries.  Long-term  partnerships  have  also  been  established  in  training,  promotion  and 
the venue network. 

The  majority  of  action  lines  (except  for  support  for  Distribution  in  VHS  and  DVD  format) 
have  been  maintained.  In  order  to  adapt  to  changes  in  the  needs  of  industry,  MEDIA  2007 
intervenes in new fields such as initial training, the development of interactive works, video-
on-demand  (VOD)  and  digital  cinematographic  distribution  (DCD),  Web  communities  and 
open media. 

The MEDIA programmes are subject to an ongoing evaluation process. Following an ex ante 
evaluation  in  1998  and  two  interim  evaluations,  the  MEDIA  Plus  and  MEDIA  Training 
programmes  underwent  final  evaluation  covering  the  period  2000-2006.  These  evaluations 
confirmed  the  relevance  and  effectiveness  of  the  programme,  and  recommended  that  it  be 
continued. An impact study including the ex ante evaluation elements had also been carried 
out in 2004 with a view to preparing for the MEDIA 2007 programme.  

3. 

INTERIM EVALUATION OF MEDIA 2007 

3.1. 

Presentation 

The  EUREVAL  –  MCG  consortium  was  selected  to  carry  out  the  evaluation  under  the 
framework  contract  with  the  Commission3.  The  exercise  started  after  only  two  years  of 
programme implementation, which means that few projects had been completed and that most 
were only in the initial stage of implementation.  

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Framework contract INFSO/SMART 2007/0035 Lot 1.  

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The  evaluation  therefore  focused  essentially  on  matters  of  efficiency,  effectiveness  and 
relevance. For instance, it looked at the capacity of the programme to produce results based 
on the resources used, and the links between these results and the programme's objectives. It 
also looked at the relevance of the initial objectives in relation to sector needs and proposed 
future adjustments. 

The results of the evaluation will provide a basis for the Communication on the continuation 
of the programme, to be presented before the end of 2010 in accordance with Article 14(2)(b) 
of  the  MEDIA  2007  Decision,  and  for  the  impact  study  to  be  carried  out  with  a  view  to 
renewing the programme after 2013. 

3.2. 

Objectives of the evaluation 

The general objective was to provide an external, independent judgment of the results and the 
qualitative and quantitative aspects of the programme over the period 2007-2009. To this end, 
the specific objectives were defined as follows: 

–  to  measure  the  relevance  of  the  objectives  in  relation  to  the  needs  of  the  European 

audiovisual industry and the European added value of the programme; 

–  to measure the efficiency of its implementation and the effectiveness of its results in view 

of the general objectives; 

–  to propose adjustments and make recommendations for the continuing implementation of 

the programme; 

–  to analyse changes in the needs of the sector and to evaluate in particular the new actions 

introduced in 2007.  

3.3.  Methodology 

Evaluation started in September 2009 and ended in May 2010. The collection of statistical and 
documentary  data  was  supplemented  by  interviews  with  the  officials  responsible  for  the 
programme  in  the  Commission  and  in  the  Education,  Audiovisual  and  Culture  Executive 
Agency (EACEA). The evaluator also conducted a broad survey of organisations which had 
applied  for  MEDIA  support,  and  of  the  MEDIA  Desks  in  all  the  Member  States.  It  was 
therefore possible to poll the opinions of more than 550 people. The evaluator then carried out 
an  in-depth  analysis  of  these  data  in  order  to  answer  the  evaluation  questions,  following  a 
triangulation  process  which  involved  cross-referencing  all  the  data  collected.  Each 
observation  presented  in  the  report  therefore  comes  from  a  number  of  sources,  unless 
otherwise specified. 

4. 

TECHNOLOGICAL, ECONOMIC AND LEGAL CONTEXT 

Today,  public  policies  in  the  film  industry  and  the  audiovisual  sector  must  deal  with  major 
challenges  linked  to  technological  change  and  its  consequences  on  consumption  patterns, 
economic models and the value chain.  

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4.1. 

Technological change 

These  transformations  stem  in  part  from  the  spread  of  high-speed  internet  in  Europe. 
Television,  once  a  linear  medium,  is  now  becoming  a  non-linear  platform  which  allows 
viewers to choose programme content and the time at which to watch it (catch-up TV, IPTV, 
Web TV). Internet likewise acts as a distribution platform through video-on-demand (VOD). 
Mobile  phones  are  also  involved  in  these  changes  and  serve  as  distribution  platforms  for 
audiovisual content. 

In terms of distribution methods, new projection possibilities now exist for cinema, which is 
traditionally  linked  to  a  geographical  location  (the  auditorium),  as  35 mm  copies  are 
progressively replaced by digital copies. Programming is likely to become more flexible and 
digital technology can also play a revitalising role thanks to the introduction of the 3-D film-
show.  High-definition  DVDs  recently  entered  the  European  market,  although  it  is  not  yet 
certain  that  the  they  will  be  able  to  absorb  the  emerging  technology  and  transform  it  into  a 
lasting asset so as to maintain their presence on the supply chain.  

4.2. 

Changes in consumption patterns 

Viewers' habits have changed in line with technological innovations. Audiovisual content can 
easily  be  personalised,  saved  and  transported.  Today,  we  are  living  in  a  multiplatform 
environment created by the interconnection of various media. Furthermore, the portability of 
content makes the physical environment more of an opportunity than a constraint. Nowadays, 
works  can  circulate  more  easily  from  one  medium  to  another  and  from  one  territory  to 
another. 

4.3. 

Economic models 

From  an  economic  viewpoint,  change  is  gradual,  with  varying  effects  on  the  markets, 
depending on the sector and the country. The change in economic models can be seen in the 
relationship between television and cinema. For 30 years, national Hertzian television played 
a  vital  role  in  financing  European  cinema.  Today,  due  to  the  dramatic  drop  in  advertising 
revenue from television channels, the value of cinema on these channels is stagnating as films 
continue to migrate to digital and pay-TV film channels.  

4.4.  Managing rights 

The  European  audiovisual  industry  is  also  confronted  with  the  issue  of  managing  rights, 
which  became  a  priority  due  to  the  entry  on  the  market  of  new  players  in  the  fields  of 
production and distribution. In terms of rights management, "cannibalisation" effects appear 
along the value chain. In the long term, some observers foresee the simplification of the value 
chain, to the point of comprising no more than two large segments: private consumption and 
public consumption in cinemas. 

5. 

THE PROGRAMME IN FACTS AND FIGURES 

Over  5 000  projects  were  supported  by  MEDIA  2007  over  the  first  three  years  of 
implementation.  European  co-financing 
to  around 
for 
EUR 296 million, i.e. 39% of the programme budget over the entire period. 

these  projects  amounts 

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More  than  3 000  organisations  applied  for  support  from  the  MEDIA  2007  programme  over 
the first three years (compared with less than 2 000 over the entire MEDIA Plus programme 
period)  and  more  than  1 400  organisations  were  selected.  The  number  of  applications  for 
support  from  organisations  in  the  new  Member  States  increased  slightly  under  the  MEDIA 
2007  programme.  The  organisations  selected  by  MEDIA  2007  are  producers  (56%), 
distributors (31%) and promoters (11%). They are usually very small companies (66% have a 
turnover  of  less  than  EUR 1.5  million,  80%  have  a  turnover  of  less  than  EUR 4  million). 
Beneficiaries of MEDIA 2007 are located all over Europe (98 out of 105 regions). 

The  five  largest  countries  (Germany,  Spain,  France,  Italy,  United  Kingdom)  receive  almost 
two thirds of the amounts committed by MEDIA, in proportion to the relative importance of 
these  markets  in  Europe.  The  ten  other  EU-15  countries  together  with  Switzerland,  Iceland 
and Norway receive on average 25% of the amounts committed, but this share is diminishing. 
The share of the "new" Member States is stable, at around 8%.  

6. 

CONCLUSIONS OF THE EVALUATION 

6.1. 

Conclusions regarding the relevance of the programme in relation to the needs 
of the sector  

MEDIA 2007 is well equipped to meet the sector's needs because, among other things, it is 
internally coherent, is firmly grounded in the European audiovisual scene and is designed to 
support change in the sector.  

In the vast majority of cases, MEDIA is considered to be complementary to existing national 
provisions, as it supports work which receives little or no national subsidisation. It also offers 
significant added value due to the strong European dimension which it gives to the projects it 
supports, and also allows them to be more ambitious.  

Lastly, the programme seems to inspire national policies. A certain number of developments 
have  been  noted  in  various  countries.  For  instance,  new  legislative  provisions  are  in  the 
drafting  stage  or  have  just  entered  into  force  in  Hungary,  Italy,  Lithuania,  Norway  and 
Slovenia. Institutions such as national cinematographic funds or institutes have been created 
to  help  structure  the  national  audiovisual  sector  (in  Croatia,  Slovakia  and  Malta)  or  have 
received a budget increase (in Austria, Cyprus and the Czech Republic). 

6.2. 

Conclusions regarding the internal coherence of the programme  

The  overall  internal  coherence  of  the  programme  is  confirmed,  even  though  further  effort 
should  go  into  developing  public  demand  for  European  works.  The  increased  number  of 
applicants  for  the  various  types  of  support  under  the  programme  shows  that  it  has  adapted 
well  to  sectoral  needs.  However,  this  goes  hand  in  hand  with  a  more  selective  approach, 
which in turn results in the exclusion of first-time participants and micro-businesses, higher 
management costs, and discouragement among potential participants.  

The  objective  of  preserving/promoting  the  cultural  diversity  of  European  works  hinges  to  a 
large extent on measures to reduce disparities between European countries with low and high 
audiovisual  production  capacity.  To  do  this,  the  programme  provides  for  positive 
discrimination  measures  for  countries  with  a  low  production  capacity  and/or  a  restricted 
linguistic catchment area. The final evaluation of the MEDIA Plus programme had revealed 
that  the  positive  discrimination  criteria  encouraging  professionals  in  countries  with  higher 

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production capacity to associate themselves with partners from "smaller" countries had really 
boosted  the  integration  of  these  players  in  networks  and  of  their  works  in  European 
distribution  channels.  This  observation  appears  to  be  confirmed,  and  the  positive 
discrimination  provisions  contribute  considerably  to  achieving  the  Diversity  objective, 
particularly the "Access to the market", "Development" and "Festivals" lines of action. 

Notable  efforts  to  adapt  were  made  under  MEDIA  2007  in  order  to  meet  new  needs, 
particularly in relation to digital technology. The two previous evaluations had also concluded 
that the programme objectives were globally relevant but that the use of new technologies and 
transition  to  digital  had  obviously  not  been  taken  sufficiently  into  account.  Following  the 
inclusion of new lines of action in the MEDIA 2007 programme, this limitation became less 
marked. The success of the calls for projects reflects a good response to the real needs of the 
sector. 

Nevertheless, certain fields and approaches still need to be explored in order to better meet the 
sector's evolving needs. However, the interventions have been limited to restricted fields, and 
it would be useful to gain an overall view of the value chain and of the issue of rights and the 
new economic models that professionals are coming up with. 

6.3. 

Conclusions  regarding  the  results  produced  by  the  programme  over  the  first 
three years of implementation (effectiveness) 

On the whole, the conclusions of the final evaluation of MEDIA Plus and MEDIA Training 
are confirmed for the traditional lines of action. 

"The principle MEDIA measures contribute effectively to increasing competencies (Training), 
developing the European dimension of works from the pre-production phase (Development), 
the improved competitiveness of  the sector (mainly Distribution, through risk reduction and 
strengthening the financial capacities of the beneficiaries) and the transnational distribution 
of works (Distribution and Promotion)." 

Participation  in the MEDIA application process  allows for a significant improvement in the 
design of the projects presented (consolidation of financing plans, stronger partnerships and 
stronger international dimension). Other considerable benefits are the creation of professional 
networks and a widely recognised MEDIA "quality label".  

Overall,  MEDIA  2007  support  for  distribution,  promotion  ("Access  to  the  market"  and 
"Festivals")  and  for  development  is  effective  and  makes  a  substantial  contribution  to 
improving  distribution  conditions  (automatic  distribution),  the  visibility  of  European  works, 
the  creation  of  professional  opportunities  (Promotion),  the  strengthening  of  professional 
networks  (selective  distribution  and  Promotion),  and  the  emergence  of  better  structured, 
internationally more competitive projects (development). 

However, the evaluator identified avenues for improving certain lines of action:  

–  support for interactive works could become more effective, in particular through achieving 

greater clarity as to their target audiences;  

–  support  from  MEDIA  2007  for  TV  distribution  is  important  because  it  responds  to  a 
pronounced sectoral need. It makes a significant contribution to securing producers' rights 
in  some  countries.  However,  its  effectiveness  is  impaired  by  a  number  of  factors: 
discrepancy between the type of works supported and the programming needs of European 

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channels;  contradiction  between  the  required  large  number  of  broadcasters  and  the 
existence  of  a  minimum  guarantee  provided  by  a  distributor;  discrepancy  between 
developments in market prices and the investments required by MEDIA; imbalances in the 
geographical distribution of support. 

Furthermore,  the  effect  of  certain  actions  remains  marginal  for  reasons  external  to  the 
programme and linked to the market in which they are taken:  

–  i2i4 support helps to effectively reduce financial costs, but it is not wide-ranging enough to 

generate visible effects in terms of access to financing; 

–  support  for  video-on-demand  (VOD)  does  not  yet  sufficiently  foster  the  circulation  of 

European works as the market remains very weak; 

–  as  regards  the  objectives  of  preserving  and  promoting  cultural  diversity  and  the  positive 
discrimination mechanisms mentioned in point 6.2, the restricted scope of the programme 
does  not  allow  for  a  significant  impact  in  terms  of  reducing  the  disparities  between 
countries  with  low  and  high  audiovisual  production  capacities.  While  the  allocations  to 
organisations from the "new" Member States are increasing, the budget share remains the 
same  (around  8%).  The  average  budget  per  organisation  in  these  countries  is  therefore 
progressively decreasing. 

6.4. 

Conclusions regarding the capacity of the programme to ultimately generate the 
expected impact 

By  supporting  training  for  professionals,  project  structuring  and  stakeholder  networking, 
MEDIA  support  helps  to  improve  the  competitiveness  of  the  European  audiovisual  sector. 
Following  on  from  MEDIA  Plus,  MEDIA  2007  contributes  to  the  improved  circulation  of 
European works and the preservation of cultural diversity. The market indicators in terms of 
transnational circulation of European works are encouraging and the evaluation shows that it 
is thanks to the support from MEDIA that many of these films can travel. 

6.5. 

Conclusions regarding the efficiency of programme implementation 

In general, efficient use is made of the programme budget and resources. The efficiency of the 
programme management methods has been significantly improved (simplifications, timetable 
amendments,  long-term  partnerships),  but  the  administrative  burden  could  still  be  further 
reduced. 

7. 

CONTRIBUTION OF THE EUROPEAN AUDIOVISUAL OBSERVATORY (EAO) 

7.1. 

Objectives of the in-depth evaluation 

Since 1999, participation by the European Union, represented by the European Commission, 
has been formalised in Decisions by the European Parliament and by the Council5. When the 
MEDIA 2007 programme was being developed, and in view of the streamlining objective set 
out  in  the  Commission's  administrative  simplification  policy,  participation  by  the  European 

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The objective of "i2i Audiovisual" is to improve access to bank and credit facilities. 
Decision  1999/784/EC  of  22  November  1999,  OJ  L307,  2.12.1999.  Decision  2239/2004/EC  of 
17 November 2004, OJ L 390, 31.12.2004. 

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Union in the EAO was included in the legal basis of the new programme, in accordance with 
the provisions of the decision establishing it. This participation is covered by the budget of the 
MEDIA programme (EUR 257 577 in 2010, representing 11.5% of the contributions from the 
37 members of the Observatory).  

The  Commission  is  a  member  of  the  Executive  Committee,  with  the  same  status  as  the 
Member  States.  This  Committee  adopts  the  EAO  budget  for  implementing  its  plans  and 
activity programmes. 

As part of the interim evaluation of the MEDIA 2007 programme, the evaluator analysed the 
contribution  by  the  EAO  to  the  objectives  and  needs  of  the  programme  and  to  the 
dissemination  of  legal  and  economic  information  on  the  sector  among  professionals  and 
institutions. 

7.2. 

The EAO and the objectives of the MEDIA 2007 programme 

The Observatory has two missions: firstly, to ensure greater transparency for the audiovisual 
sector  in  Europe  and  secondly,  to  meet  the  information  needs  of  audiovisual  professionals. 
This can be achieved by developing and making available to the profession and to the public 
information  in  the  form  of  databases  (LUMIERE,  KORDA,  MAVISE,  IRIS  MERLIN  and 
PERSKY),  legal  articles,  information  on  European  conventions  and  other  international 
treaties  and  a  statistical  directory  containing  the  main  details  on  the  sector,  available  for 
purchase. 

It  turns  out  that  the  work  of  the  Observatory  does  not  contribute  directly  to  achieving  the 
objectives of the MEDIA programme. In fact, the Observatory has no obligations vis-à-vis the 
MEDIA programme and, furthermore, as the available data is sometimes disparate and partial, 
it is difficult to compare the data and glean the necessary elements to ensure follow-up which 
will correspond to the specific needs and objectives of the programme. Indeed, the directory 
in particular evolves slightly from one year to the next and does not always provide the same 
tables with the same data, concepts and indicators from one year to the next. What is more, 
the  territory  covered  by  the  EAO  differs  from  that  of  MEDIA.  This  relative  lack  of 
uniformity,  together with the non-availability of any real specific indicators for the MEDIA 
programme, can pose obstacles to the use of the data. 

However,  the  EAO  is  still  the  only  body  to  provide  statistical  EU-wide  data  in  the  broader 
sense, i.e. information which is not collected and submitted by national bodies. The possibility 
of  concluding  a  direct  contract  with  the  Observatory  for  specific  subjects,  other  than  the 
annual  and  triennial  action  plans,  could  therefore  be  envisaged  in  order  to  encourage  the 
Observatory to contribute more to meeting the MEDIA objectives.  

8. 

MAIN RECOMMENDATIONS 

The evaluators made five strategic recommendations. While some cannot be implemented as 
part  of  MEDIA  2007  and  will  be  taken  into  account  when  preparing  the  new  generation  of 
programmes  after  2013,  others  suggest  adjustments  for  the  continuation  of  the  present 
programme.  

8.1. 

Continue efforts in communication and data-sharing 

Clearer  communication  which  reflects  the  reality  of  the  programme  more  accurately  would 
make it easier for professionals to identify their objectives and field of intervention ("MEDIA 

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Programme"  rather  than  "MEDIA  2007",  revision  of  the  name  of  I2i  lines,  "Interactive 
works"). A suggestion was also made to make better use of the potential of the MEDIA desks 
and offices network, for example by means of a collaborative platform.  

8.2. 

Optimise programme management 

A  number  of  possibilities  for  simplifying  and 
arrangements are proposed:  

improving  programme  management 

–  revise the comitology procedure (threshold for the allocation of Community funding below 

which the comitology procedure does not apply); 

–  envisage  more  demanding  eligibility  and/or  selection  criteria  in  order  to  restrict  the 
growing  number  of  applicants  for  the  Development  line  and  improve  the  quality  of 
approved projects;  

–  expand the pool of experts in order to improve selection procedures.  

8.3. 

Continue efforts to reduce the administrative burden 

•  Accelerate  the  on-line  application  procedure  which  feeds  directly  into  the  MEDIA 

database. 

8.4. 

Broaden the modes of intervention mobilised by the programme 

Innovate  in  relation  to  modes  of  intervention  or  measures  accompanying  the  programme, 
through  the  use  of  resources  for:  listening  (thematic  networks,  pilot  projects);  creating 
consensus (e.g. on a common approach to rights). 

Foster interoperability, networking and cooperation between territories and create a common 
competences benchmark (for initial training).  

Revise  the  methods  of  implementing  positive  discrimination:  review  the  typology  of 
countries; study the most appropriate targets in more detail; 

Envisage stronger intervention in response to demand by television consumers, operators and 
broadcasters and through media education.  

Reinforce capacities for market knowledge and analysing the effects of the programme. 

Optimise the contributions by the European Audiovisual Observatory in order in particular to 
obtain statistical data and suitable analyses to better understand the market and facilitate the 
analysis of the programme's impact. 

Conduct  in-depth  studies  on  the  audiovisual  sector  to  make  it  easier  to  anticipate 
developments. 

Conduct  specific  evaluations  focussing  on  certain  sectors  and/or  lines  of  action  in  order  to 
gain a more precise view of the programme's results. 

8.5. 

Continue efforts to adapt to the market 

Television broadcasting 

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–  Envisage  support  for  TV  distributors  and  broadcasters  committed  to  promoting  non-

national European works. 

–  Support dubbing in order to gain a footing in the main third-country markets (South-East 

Asia, Latin America). 

–  Promote projects involving the new media.  

–  Access  to  financing:  encourage  banks  to  grant  more  production  loans,  e.g.  using  a 

guarantee instrument. 

–  Digital cinema: envisage support for the digitisation of film theatres and the production of 

digital masters.  

9. 

CONCLUSIONS: POSITION OF THE COMMISSION 

Although the interim evaluation of the MEDIA 2007 programme was conducted at an early 
stage in implementation, it confirms the positive results of the programme actions in favour of 
the  European  audiovisual  sector.  It  reaffirms  the  relevance  of  its  objectives  and  the 
effectiveness  of  its  actions,  particularly  as  regards  making  the  sector  more  competitive. 
Furthermore, it confirms the added value it brings to national interventions.  

The market data also indicate that the European audiovisual sector continues to suffer from its 
traditional  weaknesses,  namely  market  fragmentation  and  the  poor  circulation  of  European 
works outside their country of origin. 

Action  should  therefore  continue  to  be  taken  in  line  with  changes  in  market  needs.  The 
Commission will make adjustments to the MEDIA 2007 programme for the remaining period 
in order to improve its efficiency and effectiveness and ensure it is better adapted to market 
needs,  within  the  limits  of  the  existing  legal  basis,  and  in  line  with  the  evaluator's 
recommendations. Other adjustments are being developed and will be in place for the second 
half  of  the  programme's  implementation  period.  These  will  be  examined  in  the  next 
Communication on the continuation of the programme. 

Furthermore,  the  Commission  will  integrate  the  more  long-term  strategic  recommendations 
made  by  the  evaluator  into  the  preparation  of  the  next  programme,  to  be  launched  in  2013. 
Lines of action will be examined as part of the impact study to be carried out in preparation 
for this programme. 

EN 

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   EN