Media Literacy Conference of the Czech Presidency

March 19th 2009, Prague

Creative responses to “creative destruction"

Gregory PaulgerDirector, Audiovisual, Media Internet

European Commission, DG Information Society and Media

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Change...

Media literacy is essential: • To understand the changes underway• To master the changes underway

It’s broader than academic notions of media literacy:

• Media awareness• Affects industry, public authorities

• ...Not just young people

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Copyright...pre-convergence

• Then: wholesale, self-enforcing

• Consumer/citizen/possibilities were limited

• Die schöne alte Analog• Linear continuity 1709 -1990s

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Copyright in the Information Age

• Now: retail• Consumer/citizen/reader has a vast playground:– File copying– Index, search– Transformation, own content– Software-driven, app. stores etc

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Overall, loss of control

• Newspapers can no longer set editorial agendas: – clickstream priority.

• Entry barriers are low• Many new entrants• Even network operators are undermined:– Skype calls on mobile nets

• Only a few exceptions...

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Innovation - a problem for incumbents

• Vacuum tubes to transistors• Start-ups’ advantage• Disruptive change• Schumpeter:”creative destruction”

• Public interest makes itharder for cultural industries to change

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Creative responses

• Artists are changing their business models– Eg musicians: performance

• Intermediaries find it harder to change

• Need to recruit new intermediaries– Eg ISPs, new web players

• Media literacy is an opportunity to increase awareness and respect for creativity

• Sanctions have natural limits

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Product placement

Public authorities - not just industry - need to be mindful of change.

• Product placement already pervasive

• ...Revenue possibilities• Audiences have changed, more media literate, with wider choices

• AVMS provides transparency and supports choice.

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Media literacy

• Controlling media consumption isn’t an option!

• Empowerment:– helps consumers to choose wisely

– deal with adverts– use audiovisual heritage– investment in values

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Commission offers leadership

Our aim: a more even approach to media literacy across the EU.

• Progress to date with this new policy:

• 2007 Communication sets out approach

• Studies• Recommendation 2009, AVMS reporting

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Conclusion“Walk hand in hand with change”

• Copyright model must be “fit for purpose” in a changed situation– Acceptance by media-literate consumers is key

– Balanced approach on sanctions• Product placement

– Public authorities’ awareness of change must evolve

• Media literacy– Commission counts on MS support