Only 20% to 30% of European connected TVs are actually onlineMonday, May 7th, 2012
Digital Agenda: Commission adopts first report on the application of the Audiovisual Media Services Directive
The European Commission today presented a report on the application of the Audiovisual Media Services Directive (AVMSD). The AVMSD enables the free circulation of audiovisual content and meets important public policy objectives such as banning incitement to hatred, protecting minors from harmful content and promoting European audiovisual works.
The key issues covered in the report are advertising practices and the need for further guidance on Connected TV (which is internet-enabled TV). As a result, the Commission will:
- Launch a public consultation on Connected TV (second half 2012),
- Update its guidance on televised advertising in 2013.
“The report shows that the AVMS Directive is working, but internet-driven changes such as Connected TV mean we cannot be complacent.” Vice President Neelie Kroes said.
Connected or Hybrid TV marks a new phase in the process known as ‘convergence’, which brings together internet and broadcasting. By adding Internet connectivity to traditional TV sets it becomes possible for the user to choose titles from a programme library and additional on-demand services as well as internet content.
Connected TV services currently exist in Germany and Italy and are about to be introduced in France and the UK. Although many of the TV sets sold now are connectable, only 20% to 30 % are actually online. 47 million active connected in-home devices including connected TV sets, games consoles, standalone TV set-top boxes, Blu-ray disc players and pay-TV set-top boxes are currently in Europe. With more citizens having access to higher internet speeds, and the increase of connected devices and available content, it can be expected that Connected TV will grow relatively fast over the next few years.
To ensure that European citizens take full advantage of this new services and enjoy quality access to audiovisual works through connected devices while being adequately protected, the Commission will launch a public consultation on this issue by the end 2012.