The Audiovisual Media Services Directive (AVMSD) is the centrepiece of media policy in the European Union. It sets the foundations of regulating broadcast media without frontiers. Over multiple revisions in the last two decades it was gradually extended, first to on-demand audiovisual services and most recently to video sharing platforms dealing in user-generated content. This policy journey was a remarkable one, characterized by the careful balancing of economic and cultural policy objectives and various policy innovations. It has resulted in an enlightenment amongst member states with media markets suffering from oppressive and politically driven regulatory regimes, but it has also taken a heavy toll on smaller markets distressed by major transnational audiovisual content providers.
The revised AVMSD adopted in late 2018 promised to create a more level playing field for European media outlets competing with US-based tech giants and fighting for shrinking sources of income and increasingly fragmented audiences. The deadline for national transposition is 19 September 2020. Whether and how all member states meet this deadline given the COVID-19 related consequences on legislative processes raises several issues. Legal and policy scholars are dealing with challenging questions about the wide-reaching impact of entering a new phase of regulation and the next level of media governance, while old problems were still dragging along without due response.