Digital Marketing & Sales

Can online video drive European economy?

The European Parliament is discussing the new Media services policies, particularly for TV and the Internet. As regards television, the current proposal is to restrict TV advertising time to a maximum of 20% per day (the limit in Italy today is hourly). Instead, as regards Internet on demand services, the idea is that at least 30% of the catalogue proposed consists of contents of European origin.

Two new and rather important variables, then. The second variation, the one regarding online video contents, is holding the stage. And it is because it could revolutionize an industry that is in great commotion, where players such as Netflix and Amazon – in addition to various TV broadcasters that have developed their own Internet offer – may find they have to move to the front line across various European Countries. If, in fact, it’s true that for local broadcasters it could be easier to present offers in compliance with the new regulations, it is also just as possible that to be compliant big international players will have to move their investments to the Old Continent.

According to estimates brought up by the European Commission at the moment of the proposal, current figures state that European Channels invest approximately 20% of revenue in original contents, as opposed to 1% of online platforms. Figures that clearly define the European Parliament’s actual focus. Suggesting an increase of the minimum share of European products for on demand service providers, Brussels is not only aiming to standardize the market of European products produced and contained in these providers’ catalogues, but also wants to create a “single digital market” in which online platforms can become a driving force of the European economy (not just digital).

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