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Policy alignment in the European audio-visual sector: A small-market perspective from Estonia

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The policy changes in the reform of the EU Audiovisual Media Services Directive (AVMSD) and implementation the digital single market (DSM) have recently been a major topic of debate among policy-makers and stakeholders alike. The European Commission (EC), through its various online publications, has sought to inform this discourse and promote acceptance of the reforms by communicating numerous benefits of the proposed new policy. Deploying a mixed-methods approach, our research examines the benefits of policy reform promised by EC online publications, how these proposed benefits are evaluated by industry stakeholders in Estonia, and if the two are aligned. By our definition, policy can be in alignment with industry stakeholders when it accurately addresses their values, needs and priorities. In detail, the research looks at how each of the proposed benefits aligns with what industry stakeholders in Estonia see as important for the audio-visual industry in general, important for their own professional interests, whether a policy change was needed, and finally whether they think that a policy change would be effective. Though a wealth of research can be found about the impact of policies on stakeholders, our article queries those stakeholders about their views, and addresses a perceived gap in existing research on the alignment of policy.
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Keywords: Audiovisual Media Services Directive; European Commission; European policy; audio-visual industry; audio-visual policy; digital single market

Document Type: Research Article

Affiliations: 1: 0000000097746466Tallinn University 2: 0000000107284630Bournemouth University

Publication date: March 1, 2020

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  • The Journal of Digital Media and Policy (formerly known asĀ International Journal of Digital Television) aims to analyse and explain the socio-cultural, political, economic and technological questions surrounding digital media and address the policy issues facing regulators globally. This double-blind-peer-reviewed journal brings together and shares the work of academics, policy-makers and practitioners, offering lessons from one another's experience. Content is broad and varied, ranging from a mixture of critical work on technology, industry and regulatory convergence, to the emerging wider socio-cultural and political questions such as the application of online networks, the rise of cloud computing and the Internet of Things. We intend to examine critically emerging wider questions such as the role of 'digital citizens', the regulatory environment for the new platform industry and the role of state regulation in an increasingly global media industry.
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