The EU audiovisual policy must respect various — sometimes contradictory — interests and priorities, such as competition rules (especially regarding State aid), the principles of public service or the enhancement of European culture. The European audiovisual market is also facing a number of problems, including:

• the language barriers preventing free movement of programmes in Europe;
• an unwieldy decision-making process which generally requires unanimity;
• the need to make considerable investment to anticipate technological developments, which requires international alliances and/or mergers.

• on the legal front, the Audiovisual Media Services (AMS) Directive, provided a harmonised framework to promote the free movement, production and distribution of European television programmes.
• support schemes through the Community MEDIA programme (Measures to Encourage the Development of the Audiovisual Industry). Set up in 1991, this programme aims to support the European audiovisual industry by encouraging the development and distribution of European works. It also finances schemes to improve the training of professionals in the sector.