(Un)welcome guests: VoD platforms and the new rules on European works quotas in Italy

D'Arma, A. and Gangemi, G. 2021. (Un)welcome guests: VoD platforms and the new rules on European works quotas in Italy. Journal of Digital Media & Policy. 12 (3), pp. 451-470. https://doi.org/10.1386/jdmp_00078_1

Title(Un)welcome guests: VoD platforms and the new rules on European works quotas in Italy
TypeJournal article
AuthorsD'Arma, A. and Gangemi, G.
Abstract

Programming and investment quotas in favour of ‘European works’ are an important element of the audiovisual ‘cultural policy toolkit’ in Europe. In reasserting their role, the revised 2018 Audiovisual Media Services Directive (AVMSD) has updated these rules in response to the rise of transnational video-on-demand services (VoD) across the continent. This article examines why and how Italy embarked on a reform of its domestic regime on quotas in 2017, in parallel with the revision of the AVMSD. It shows that Italian policy-makers sought to adopt a system of quotas than was far more stringent than the one previously in force and that also departed from the EU approach in significant ways. The evidence presented here shows that while national broadcasters managed to get the government to water down its initial proposals, Netflix and the other VoD providers were not involved in the formal discussions with the government until a late stage and were unable to shape policy outcome to their advantage. We argue the Italian case is prime example of the continued commitment to quotas as a core element of the audiovisual cultural policy toolkit seen across Europe.

KeywordsAudiovisual Media Services Directive (AVMSD)
European Union (EU)
Media policy
Netflix
Quotas
Video-on-Demand (VoD)
JournalJournal of Digital Media & Policy
Journal citation12 (3), pp. 451-470
ISSN2516-3523
2516-3531
Year2021
PublisherIntellect
Accepted author manuscript
File Access Level
Open (open metadata and files)
Digital Object Identifier (DOI)https://doi.org/10.1386/jdmp_00078_1
Publication dates
Published20 Jan 2022
Published20 Jan 2022
Published in print01 Nov 2021

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