The European Broadcasting Union (EBU) has welcomed the European Media Freedom Act (EMFA) coming into force, stating it will strengthen media independence and pluralism.
The EBU, which represents public service media organisations such as the BBC and Italy’s RAI, said the EMFA will: safeguard public service media from political interference; ensure visibility of media brands; grant access to audience data; and help protect journalistic sources.
The EMFA entered into effect on August 8.
Notably, Article 5 of the EMFA introduces safeguards for public service media against political interference in its governance and mandates stable, adequate, and predictable funding.
The EMFA also provides for a right to have a media brand made visible to users, for example, on Smart TVs, and a right for media services to access audience data. It also aims to protect journalistic sources.
Article 18 sets out new requirements for big tech platforms, including transparency and procedural safeguards before they can restrict or remove regulated media content.
EBU Director of Legal and Policy Richard Burnley said: “I can’t stress enough how much anticipation and hope there is for the EMFA. Media freedom is a cornerstone of democracy, and we now rely on EU Member States to do their part in the meaningful implementation of the EMFA’s provisions. It is essential for the EU’s resilience and sovereignty that the media sector can resist political influence. The EMFA also prioritises and upholds public service media’s role in uniting, informing, educating, and entertaining audiences throughout the EU.”
The European Broadcasting Union (EBU) and several of its members recently created Security4Media, a non-profit association for media organisations and technology vendors dedicated to reducing cyber risks and supporting trust in media.
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