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Media Literacy Conference of the Czech Presidency March 19th 2009, Prague Creative responses to “creative destruction" Gregory Paulger Director, Audiovisual, Media Internet European Commission, DG Information Society and Media 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 ••• 2 Copyright...pre-convergence • Then: wholesale, self-enforcing • Consumer/citizen/possibilities were limited • Die schöne alte Analog • Linear continuity 1709 -1990s ••• 3 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 ••• 4 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... ••• 5 Innovation - a problem for incumbents • • • • • Vacuum tubes to transistors Start-ups’ advantage Disruptive change Schumpeter:”creative destruction” Public interest makes it harder for cultural industries to change ••• 6 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 ••• 7 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. ••• 8 Media literacy • Controlling media consumption isn’t an option! • Empowerment: – helps consumers to choose wisely – deal with adverts – use audiovisual heritage – investment in values ••• 9 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 ••• 10 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 ••• 11