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The MEDIA MUNDUS programme

Welcomeurope has interviewed Mrs Aviva Silver, head of unit for the MEDIA Programme.

1-Could you introduce us the MEDIA Mundus programme and its objectives ?



The MEDIA Mundus programme is the result if the success of the preparatory action MEDIA International. This preparatory action, initiated by the European Parliament enabled the European Commission to experiment a series of actions aiming at reinforcing cooperation among European audiovisual industry professionals and their counterparts in third countries. Over a period of three years (2008-2010) and with a total budget of €8 million (€2 million in 2008 €5 million in 2009 and €1 million in 2010), the Preparatory Action MEDIA International supported 71 projects (18 in 2008, 40 in 2009, 13 in 2010).




MEDIA Mundus takes up MEDIA International’s main objectives. It aims at promoting the formation of international professional networks and facilitating the transnational circulation of audiovisual works. Upstream, it goes through specific training actions and access to markets: the purpose is primarily to facilitate the implementation of international co-productions. Downstream, it aims at supporting innovative models to improve the distribution and the international circulation of works, and that both at the supply and at the demand stage.



It is also important to note that MEDIA Mundus is a programme that was designed for professionals of audiovisual markets. It does not involve States, contrary to other European programs (Erasmus Mundus or the Culture Programme). As such, it covers all geographical areas and excludes no country. This aspect is one of the peculiarities of the programme. Indeed, if we consider the other European support schemes for audiovisual, they all focus on a specific geographic target: Europe for the Media programme, countries in the Africa/Caribbean/Pacific for the EU/ACP audiovisual programme, the Mediterranean countries for the Euromed Audiovisual programme. Despite this lack of geographical boundaries, MEDIA Mundus, with its goals, however, favours certain areas, in particular, according to their economic potential and the size(s) of their market(s) Latin America, Asia, North America reveal themselves, thus, as highly strategic for MEDIA Mundus.



The principle of reciprocity is the second major characteristic of MEDIA Mundus. It is the cornerstone of the program. To be supported, a project must promote the integration of all European professional/works on the markets of third countries as well as the integration of foreign professionals/works on European markets. This is an original approach that breaks with traditional strategies pursued by other European programs.






2-Could you make a first assessment of MEDIA Mundus?




The results of the first call for proposals under the MEDIA Mundus programme confirm the extent of the markets’ needs in international development. This feature also seems to have increased since the launch of MEDIA International. The success of this first call for proposals is very important. We have received 118 applications (against a peak of 90 applications for international media in 2009), for a global demand of support of 27 million euro. These results are very interesting. If need be, they demonstrate that the internationalisation of audiovisual markets, notably under the impetus of new technologies, is a strong reality. This trend implies a renewal of the European audiovisual companies’ strategies, but also of the framework that has structured for nearly 20 years the European audiovisual policy and the MEDIA Programme. At this level, if the European market remains an important component of the competitiveness of European structures, it is no longer sufficient. Growth margins for the European audiovisual industry are now outside our borders. The next generation of the MEDIA programme will integrate this new situation. In this perspective, we are currently investigating the relevance of a merger between the MEDIA and MEDIA Mundus programmes in a unique programme aiming at strengthening the competitiveness of the European audiovisual industry and cultural diversity.







3-Could you describe us a project cofounded by the MEDIA Mundus programme that you find particularly illustrative of its main objectives?




The choice is Cornelian. The priority of MEDIA Mundus is to improve the circulation of works internationally. In this context, three projects seem to illustrate the innovative nature and the overall coherence of the program.



Regarding this, the project Eye on Movies is exemplary. Coordinated by a sales agent, it includes no fewer than 16 distributors and 14 international festivals. The goal is to try and improve marketing and international audience with a selection of 12 first movies. It explores an innovative business model based on complementarity and better cooperation between the existing broadcast media: festival, theatrical release, broadcast in VOD. If this model proves successful, it would alleviate many of the structural difficulties faced by the first films in their operations and thus facilitate the renewal of talents: a crucial step for the sustainability of the entire film industry.



The project Operation Kino also offers an innovative approach regarding film exposure to the public and education to the image. Based on cooperation between four international festivals (the Balkans and Turkey), this project relies on digital projection to introduce new audiences to the film consumption.



Following a more traditional approach but complementary to Operation Kino, the extension of the Europa Cinemas network to the world itself as a flagship project of MEDIA Mundus. Already supported by MEDIA International, the results of the first two years of practice are very promising.





4-A few weeks ago, we heard in the press that there was a possibility for the MEDIA programme not to be renewed after 2013. What is the position of the Commission ? What are the evolutions under consideration for this programme ?




The Commission, in the person of its President, Mr. Barroso and of the Commissioner for Education and Culture Ms. Vassiliou has expressed its determination to ensure the sustainability of the MEDIA Programme. President Barroso has guaranteed the stability of budgetary resources of the future program and discussed a possible enhancement of these resources.



However, this should not overshadow the economic challenges the EU currently faces. It is therefore essential to insist on the weight and economic value of the audiovisual sector. It represents a significant and growing labor market and reveals itself as an important source of growth for the European economy.



We must therefore ensure we amplify the action of the future programme while improving its effectiveness. In this context, the possible diversification of funding sources of the MEDIA program should not be perceived as a threat, quite the contrary. At this level, broadening the scope of activity covered by the new MEDIA guarantee fund is an interesting reflexion perspective. The aim is to adapt the program to the changes in the sector and for the benefit of professionals and European citizens.