natgillin/translations-raw huggingface dataset:
(42) Zaradi večje uporabe nove tehnologije, kot so osebni video zapisovalniki, in širše izbire kanalov ni več upravičena podrobnejša ureditev v zvezi z vstavljanjem oglasov, ki želi zaščititi gledalce.
(42) Given the increased use of new technologies such as personal video recorders and increased choice of channels, detailed regulation with regard to the insertion of spot advertising with the aim of protecting viewers is no longer justified.
Ta direktiva izdajateljem televizijskega programa omogoča prožnost pri vstavljanju oglasov, če to bistveno ne moti celovitosti programskih vsebin.
This Directive gives flexibility to broadcasters with regard to its insertion where this does not unduly impede the integrity of programmes.
Tehnologija je že tako napredovala, da uporabnik z lahkoto preskoči tradicionalne oglasne vložke.
Technology has advanced to the point where it is now easy to skip traditional spot advertisements.
Zaradi tega je potrebna večja prilagodljivost, da se ohranijo prosto dostopni televizijski programi in da se zagotovi večja kulturna raznolikost.
Therefore more flexibility is needed to ensure the viability of free to air broadcasting and increased cultural diversity.
UVODNA IZJAVA 43
RECITAL 43
(43) Direktiva je namenjena ohranitvi posebnega značaja evropske televizije in zato omejuje možne prekinitve pri kinematografskih delih in filmih za televizijo ter pri nekaterih kategorijah programov, ki še vedno potrebujejo posebno zaščito.
(43) The Directive is intended to safeguard the specific character of the European television landscape and therefore limits poss i ble interruptions for cinematographic works and films made for television as well as for some categories of programmes that still need specific protection.
(43) Direktiva je namenjena ohranitvi posebnega značaja evropske televizije.
(43) The Directive is intended to safeguard the specific character of the European television landscape.
Reklamni oglasi in vložki televizijske prodaje se med oddajo lahko vstavljajo le tako, da se upoštevajo njihovi naravni premori, trajanje in narave ter da se ne posega v njihovo celovitost in pomen ali v pravice imetnikov pravic.
Advertising and tel e shopping spots may be inserted du r ing programmes only in such a way as not to prejudice the integrity and value of the programme, ta k ing into account natural breaks and the duration and nature of the programme, or the rights of the rights holders.
Ponudniki avdiovizualnih storitev, ki investirajo v drage izvirne vsebine, kot so televizijski ali kinematografski filmi, morajo imeti možnost, da še naprej financirajo takšno vrhunsko vsebino.
Audiovisual media service providers that invest in expensive original content such as films made for television (TV-movies) or cinematographic films must be enabled to refinance this kind of premium content.
Ker je to drago, a zelo pomembno za blagovno znamko podjetja, se reklamni oglasi vstavljajo zelo preudarno in odgovorno, tako da vsebina ni razvrednotena zaradi preštevilnih ali napačno vstavljenih oglasov.
As this premium content is costly and very important for the company’s brand, advertising will be inserted in a very sensitive and responsible manner so that Premium content will not be devaluated by to much or misplaced advertising.
Z omejitvijo možnosti vstavljanja oglasov v filme pa se bo zmanjšalo financiranje te vsebine.
Restrictions in the possibilities to insert advertising in films will restrict the funding of this content.
Zaradi tega je mogoče, da ponudniki avdiovizualnih medijskih storitev v prihodnje ne bodo več vlagali v filme.
As a result there audiovisual media providers might not continue to invest in films in the future.
Z uvedbo splošnega pravila za zaščito celovitosti filma in poteka programa ter za zaščito avtorskih pravic bi bilo treba tudi v prihodnje spodbujati vlaganje v filme.
A general rule on the protection of the integrity of the film and on the programme flow as well as on the protection of copy rights will further the objective to invest in films also in the future.
UVODNA IZJAVA 46
RECITAL 46
(46) Promocijsko prikazovanje izdelkov je stvarno dejstvo v kinematografskih delih in avdiovizualnih delih za televizijo, vendar države članice to prakso urejajo različno.
(46) Product placement is a reality in cinematographic works and in audiovisual works made for television, but Member States regulate this practice differently.
Za zagotovitev enakih pogojev in s tem konkurenčnosti evropske medijske industrije je zato treba sprejeti pravila za promocijsko prikazovanje izdelkov.
To ensure a level playing field, and thus enhance the competitiveness of the European media industry, it is necessary to adopt rules for product placement.
Tu uvedena opredelitev promocijskega prikazovanja izdelkov zajema katero koli obliko avdiovizualnega komercialnega sporočila, ki vključuje izdelek, storitev ali njegovo/njeno blagovno znamko ali jih navaja, tako da jih pokaže v oddaji, običajno za plačilo ali podobno nadomestilo.
The definition of product placement introduced here covers any form of audiovisual commercial communication consisting of the inclusion of or reference to a product, a service or the trade mark thereof so that it is featured within a programme, normally in return for payment or for similar consideration.
Za promocijsko prikazovanje izdelkov veljajo enaka pravila o kakovosti in omejitve kot za oglaševanje.
It is subject to the same qualitative rules and restrictions applying to advertising.
Koristno bi bilo sestaviti pozitivni seznam za upravičeno promocijsko prikazovanje izdelkov v tistih vrstah vsebin, katerih glavni namen ni vplivati na mnenje, ter v primerih, ko v zameno ni izplačano nadomestilo ali je to zanemarljivo.
It is useful to have a positive list which authorises product placement in the types of content whose paramount function is not to influence opinion, and in cases in which no - or only negligible - consideration is provided in return.
Tu uvedena opredelitev promocijskega prikazovanja izdelkov zajema katero koli obliko avdiovizualnega komercialnega sporočila, ki vključuje izdelek, storitev ali njegovo/njeno blagovno znamko ali jih navaja, tako da jih pokaže v oddaji, običajno za plačilo ali podobno nadomestilo.
The definition of product placement covers any form of audiovisual commercial communication consisting of the inclusion of or reference to a product, a service or the trade mark thereof so that it is featured within a programme, normally in return for payment or for similar consideration.
Zajema lahko tudi dajanje storitev in predmetov, ki imajo denarno vrednost, na razpolago osebi, ki bi sicer za njihov nakup morala uporabiti lastne finančne, osebne in materialne vire.
It may consist of placing at a person’s disposal services or items having a monetary value, for the acquisition of which the recipient would otherwise have had to use his own financial, personal or material resources.
Zanj veljajo enaka pravila o kakovosti in omejitve kot za oglaševanje.
Product placement is subject to the same qualitative rules and restrictions applying to advertising.
Poleg tega pa mora izpolnjevati posebne zahteve.
It should, furthermore, meet specific requirements.
Uredniška odgovornost in neodvisnost ponudnika medijskih storitev ne sme biti ogrožena.
The editorial responsibility and independence of the media service provider must not be jeopardised.
Zlasti ne sme način vključevanja izdelka v programsko vsebino ustvariti vtisa, da program ali voditelji programa podpirajo izdelek.
In particular, the way the product is included in the programme must not create the impression that the product is endorsed by the programme or its presenters.
Poleg tega izdelek ne sme biti "pretirano poudarjen".
Furthermore, the product must not be given ‘undue prominence’.
Poudarek je neprimeren, če ga ne upravičujejo uredniške zahteve programa ali potreba po prikazovanju stvarnosti.
This means prominence which is not justified by the editorial requirements of the programme, or the need to lend verisimilitude.
Pretiran poudarek je lahko tudi ponavljajoče se pojavljanje blagovnih znamk, blaga ali storitev ali način, kako so postavljeni v ospredje.
Undue prominence may also mean the repeated appearance of the brands, goods or services in question or the manner in which they are given prominence.
Upoštevati bi bilo treba tudi vsebino programa, v katerem so prikazani.
Account should also be taken of the content of the programme in which they are introduced.
Zaradi varstva potrošnikov in preglednosti bi morala biti nujno upoštevana razumljiva zahteva po prikazu simbola.
In the interests of consumer protection and transparency, there should be a comprehensive requirement to display a symbol.
Zato je treba izbrati nevtralen logotip.
For that reason, a neutral logo should be chosen.
Za ureditev promocijskega prikazovanja izdelkov bi bilo koristno sestaviti pozitivni seznam, ki bi določal, da je dopustno v primerih, ko vplivanje na mnenje ni glavni namen, ali ko je nevarnost za vplivanje na uredniško vsebino zanemarljiva.
To regulate product placement, it is useful to have an affirmative list which establishes that it is permissible in cases in which influencing opinion is not the paramount function, or in which there is negligible risk of editorial content being influenced.
Merilo nedopustnega izpostavljanja je opredeljeno s sklicevanjem na vsebino sporočila Komisije o vprašanjih, ki izhajajo iz določenih vidikov Direktive o televizijskem oglaševanju (2004C 102/02), imenovane tudi direktiva o televiziji brez meja.
The criterion of undue prominence is defined by reference to the content of the Commission communication on questions arising from certain aspects of the ‘television without frontiers’ Directive on television advertising (2004C 102/02).
UVODNA IZJAVA 46 A (novo)
RECITAL 46 A (new)
(46a) „Pomoč pri produkciji“ pomeni, da se zaradi uredniških razlogov brez plačila ali podobnega nadomestila omeni ali predstavi določeno blago ali storitev.
(46a) ‘Production aids' means the mentioning or presentation of goods or services for editorial reasons without payment or similar consideration.
Da se doseže razločevanje od „promocijskega prikazovanja“ v smislu te direktive, je treba pojasniti pravni režim za uporabo proizvodne pomoči, dovoljene v vseh programskih oblikah.
In order to draw the distinction between production aids and product placement within the meaning of this directive, the legal framework for the use of production aids permitted in all programme formats should be clarified.
Z vključitvijo promocijskega prikazovanja v to direktivo je treba pojasniti tudi pravni status proizvodne pomoči .
The inclusion of product placement in this directive makes it necessary to clarify the legal status of production aids as well .
UVODNA IZJAVA 46 B (novo)
RECITAL 46 B (new)
(46b) „Pretirano poudarjanje“ pomeni, da se s ponavljajočim predstavljanjem ali načinom, kako je predstavljen izdelek za pomoč pri produkciji ali promocijsko prikazovanje, pretirano poudarja blagovna znamka, blago ali storitev glede na vsebino programa, v katerem se pojavijo.
(46b) ‘Undue prominence’ is given when the repeated representation of the brand, good or service or the nature of its presentation is such as to give undue prominence to products in the context of production aids or product placement, taking account of the content of the programmes in which they appear.
„Pretirano poudarjanje“ je osrednje merilo za opredelitev promocijskega prikazovanja izdelka je, zato ga je treba natančneje opredeliti .
Undue prominence is a central criterion in identifying product placement and should therefore be more clearly defined .
(47) Regulativni organi morajo biti neodvisni od nacionalnih vlad in ponudnikov avdiovizualnih medijskih storitev, da lahko opravljajo svoje delo nepristransko in pregledno ter prispevajo k pluralnosti.
(47) Regulators should be independent from national governments as well as from audiovisual media service providers in order to be able to carry out their work impartially and transparently and to contribute to pluralism.
Tesno sodelovanje med nacionalnimi regulativnimi organi in Komisijo je potrebno za zagotovitev pravilne uporabe te direktive –
Close cooperation among national regulatory authorities and the Commission is necessary to ensure the correct application of this Directive,
Tesno sodelovanje med pristojnimi nacionalnimi organi in Komisijo je potrebno za zagotovitev pravilne uporabe te direktive.
Close cooperation between competent national authorities and the Commission is necessary to ensure the correct application of this Directive.
Tudi tesno sodelovanje med državami članicami in med regulativnimi organi držav članic je posebej pomembno glede na vpliv, ki bi ga izdajatelji televizijskih programov s sedežem v eni državi članici lahko imeli v drugi državi članici.
Similarly close cooperation between Member States and between Member States' regulatory authorities is particularly important with regard to the impact broadcasters established in one Member State might have in another Member State.
Kjer so postopki za podeljevanje dovoljenj predvideni v nacionalni zakonodaji in če to zadeva več kot eno državo članico, je zaželeno, da zadevni organi stopijo v stik, preden podelijo dovoljenja.
Where licensing procedures are provided for in national law and if more than one Member State is concerned, it is desirable that contacts between the respective authorities take place before licences are granted.
To sodelovanje naj zajema vsa področja, ki jih usklajuje ta direktiva, zlasti členi 2, 2a in 3.
This cooperation should cover all the fields coordinated by this Directive and in particular Articles 2, 2a and 3.
UVODNA IZJAVA 47 A (novo)
RECITAL 47 A (new)
(47a) Kulturna raznolikost, svoboda izražanja in pluralnost medijev spadajo med pomembne vidike evropskega avdiovizualnega sektorja in so tako nujni pogoj za zagotovitev demokracije in raznolikosti.
(47a) Cultural diversity, freedom of expression and media pluralism of means of communication are some important aspects of the European audiovisual sector and are therefore indispensable preconditions for democracy and diversity.
Za bolj celostno obravnavanje značilnosti evropskega avdiovizualnega sektorja.
For a more integrated approach to the characteristics of the European audiovisual sector.
UVODNA IZJAVA 47 B (novo)
RECITAL 47 B (new)
(47b) Pravica invalidov, starejših oseb in oseb, ki niso državljani EU in katerih materni jezik je drugačen od jezika njihove države gostiteljice, do udeležbe v kulturnem in socialnem življenju Skupnosti ter vključevanja vanj v skladu s členoma 25 in 26 Listine Evropske unije o temeljnih pravicah je neločljivo povezana z zagotavljanjem dostopnih avdiovizualnih medijskih storitev.
(47b) The right of persons with disabilities, the elderly and non-EU nationals whose mother-tongue is different from the language of their host country to participate and integrate in the social and cultural life of the community in accordance with Articles 25 and 26 of the Charter of Fundamental Rights of the European Union is inextricably linked with the provision of accessible audiovisual media services.
To vključuje znakovni jezik, podnaslavljanje, zvočne opise in preproste menije, vendar ni nujno omejena zgolj na to.
The accessibility of audiovisual media services includes, but is not restricted to, sign language, subtitling, audio-description and easily understandable menu navigation.
člen 1, točka (a) (Direktiva 89/552/EGS)
Article 1, point (a) (Directive 89/552/EEC)
(a) ‚avdiovizualna medijska storitev‘ pomeni storitev, kakor je opredeljena v členih 49 in 50 Pogodbe in katere glavni namen je zagotavljanje gibljivih slik z zvokom ali brez za obveščanje, zabavo ali izobraževanje splošne javnosti po elektronskih komunikacijskih mrežah v skladu s členom 2(a) Direktive 2002/21/ES Evropskega parlamenta in Sveta.
(a) ‘audiovisual media service’ means a service as defined by Articles 49 and 50 of the Treaty the principal purpose of which is the provision of moving images with or without sound, in order to inform, entertain or educate, to the general public by electronic communications networks within the meaning of Article 2(a) of Directive 2002/21/EC of the European Parliament and of the Council.
‚avdiovizualna medijska storitev‘ pomeni storitev, ki jo izvaja ponudnik medijske storitve in zanjo nosi uredniško odgovornost, kakor je opredeljeno v členih 49 in 50 Pogodbe, in katere glavni namen je zagotavljanje programskih vsebin, ki sestojijo iz gibljivih slik z zvokom ali brez za obveščanje, zabavo ali izobraževanje splošne javnosti po elektronskih komunikacijskih mrežah v skladu s členom 2(a) Direktive 2002/21/ES Evropskega parlamenta in Sveta , in/ali avdiovizualnih komercialnih sporočil .
(a) ‘audiovisual media service’ means a service provided under the editorial responsibility of a media service provider as defined by Articles 49 and 50 of the Treaty the principal purpose of which is the provision of programmes consisting of moving images with or without sound, in order to inform, entertain or educate, to the general public by electronic communications networks within the meaning of Article 2(a) of Directive 2002/21/EC of the European Parliament and of the Council and/or audiovisual commercial communications.
Ne vključuje storitev, pri katerih je zagotavljanje avdiovizualne vsebine samo postransko in ni glavni namen, niti publikacij v tiskani ali elektronski obliki.
It does not include services where the provision of audiovisual content is merely incidental to the service and not its principal purpose, nor does it include the press in printed and electronic form.
Za boljše ločevanje avdiovizualnih medijskih storitev od drugih avdiovizualnih storitev je treba pojasniti, da ponudba gibljivih slik sestavlja programsko vsebino, za katero je uredniško odgovoren ponudnik medijskih storitev (glej člen 1(b) predloga Komisije).
In order to distinguish audiovisual media services more clearly from other audiovisual services, it needs to be made clear that the offer of moving images consists of programmes for which the media service provider bears editorial responsibility (see Article 1(b) of the Commission proposal).
Za pojasnitev se poudari, da tiskani mediji in mediji v elektronski obliki ne spadajo na področje uporabe direktive.
For purposes of clarification it is reiterated that the printed and electronic press are not covered by the scope of the directive.
člen 1, točka (b) (Direktiva 89/552/EGS)
Article 1, point (b) (Directive 89/552/EEC)
(b) „ponudnik medijske storitve“ pomeni fizično ali pravno osebo, ki odgovarja za izbiro avdiovizualne vsebine avdiovizualne medijske storitve in določa, kako bo ta organizirana;
(b) ‘media service provider’ means the natural or legal person who has editorial responsibility for the choice of the audiovisual content of the audiovisual media service and determines the manner in which it is organised;
(b) ‚ponudnik medijske storitve‘ pomeni fizično ali pravno osebo, ki odgovarja za izbiro avdiovizualne vsebine avdiovizualne medijske storitve in določa, kako bo ta organizirana.
(b) ‘media service provider’ means the natural or legal person who has editorial responsibility for the choice of the audiovisual content of the audiovisual media service and determines the manner in which it is organised.
To ne vključuje fizičnih ali pravnih oseb, ki samo prenašajo vsebino, za katero nosijo uredniško odgovornost tretje osebe;
It does not include natural or legal persons who merely transmit content for which the editorial responsibility lies with third parties;
Posredovanje vsebinske ponudbe, za katere je kot ponudnik medijskih storitev odgovorna tretja stran, ne spada na področje uporabe direktive.
The mere transmission of content for which the editorial responsibility lies with a third party as media service provider is not covered by the scope of the directive.
člen 1, točka (c) (Direktiva 89/552/EGS)
Article 1, point (c) (Directive 89/552/EEC)
(c) ‚razširjanje televizijskih programov‘ ali „televizijska programska vsebina“ pomeni linearno avdiovizualno medijsko storitev, pri kateri ponudnik medijske storitve odloči o času prenosa določenega programa in določi programski spored ;
(c) ‘television broadcasting’ or ‘television broadcast’ mean a linear audiovisual media service where a media service provider decides upon the moment in time when a specific programme is transmitted and establishes the programme schedule;
(c) ‚televizijska programska vsebina‘ ali ‚ linearna storitev‘ pomeni avdiovizualno medijsko storitev, pri kateri se programske vsebine, urejene po časovnem zaporedju, prenašajo nedoločenemu številu potencialnih gledalcev v času, ki ga v skladu s stalno programsko shemo določi ponudnik medijskih storitev;
(c) 'television broadcast' or 'linear service' means an audiovisual media service where a chronological sequence of programmes is transmitted to an indeterminate number of potential viewers, at a point in time decided upon by the media service provider according to a set programming schedule;
Pojasnitev izraza televizijske programske vsebine kot sočasne programske ponudbe na podlagi določene programske sheme za neomejeno število gledalcev.
Clarifies that the term ‘television broadcast(ing)’ means a simultaneous offer of programmes to an unlimited number of viewers in accordance with a fixed programme schedule.
člen 1, točka (e) (Direktiva 89/552/EGS)
Article 1, point (e) (Directive 89/552/EEC)
(e) „nelinearna storitev“ pomeni avdiovizualno medijsko storitev , pri kateri uporabnik odloči o času prenosa določenega programa na podlagi vsebinske izbire, ki jo pripravi ponudnik medijske storitve;
(e) ‘non-linear service’ means an audiovisual media service where the user decides upon the moment in time when a specific programme is transmitted on the basis of a choice of content selected by the media service provider;
(e) ‚ storitev na zahtevo ‘ ali ‚nelinearna storitev‘ pomeni avdiovizualno medijsko storitev, sestavljeno iz ponudbe avdiovizualne vsebine, ki jo uredniško oblikuje oziroma pripravi ponudnik medijskih storitev in pri kateri uporabnik na podlagi vsebinske izbire individualno zahteva predvajanje določenega programa ob želenem času ;
(e) 'on demand service' or ‘non-linear service’ means an audiovisual media service consisting of an offer of audiovisual content, edited or compiled by a media service provider, and where the user , on an individual basis, requests the delivery of a particular programme from among a selection of content and at the time of his choice;
Pojasnitev izraza „nelinearna storitev“ kot medijske storitve na zahtevo.
Clarification of the term “non-linear service” as an on-demand media service.
člen 1, točka (f) (Direktiva 89/552/EGS)
Article 1, point (f) (Directive 89/552/EEC)
(f) „avdiovizualno komercialno sporočilo“ pomeni gibljive slike z zvokom ali brez, ki spremljajo avdiovizualne medijske storitve in so namenjene neposrednemu ali posrednemu uveljavljanju blaga, storitev ali ugleda fizične ali pravne osebe, ki opravlja gospodarsko dejavnost;
(f) ‘audiovisual commercial communication’ means moving images with or without sound which accompany audiovisual media services and are designed to promote , directly or indirectly, the goods, services or image of a natural or legal entity pursuing an economic activity;
(f) „avdiovizualno komercialno sporočilo“ pomeni gibljive slike z zvokom ali brez njega , ki se prenašajo kot del avdiovizualne medijske storitve ali, v primeru kanalov televizijske prodaje, kot avdiovizualna medijska storitev, katere cilj je neposredno ali posredno uveljavljanje blaga, storitev ali ugleda fizične ali pravne osebe, ki opravlja gospodarsko dejavnost;
(f) ‘audiovisual commercial communication’ means moving images with or without sound which are transmitted as part of an audiovisual media service or, in cases such as dedicated teleshopping channels, as an audiovisual media service, with the aim of promoting , directly or indirectly, the goods, services or image of a natural or legal entity pursuing an economic activity;
Besedilo opredeljuje različne oblike oglaševanja .
Wording reflects the differing types of advertising .
člen 1, točka (h) (Direktiva 89/552/EGS)
Article 1, point (h) (Directive 89/552/EEC)