ZAGREB, 14 May (Hina) - EU member states' ministers of culture on Tuesday met in Brussels to discuss full implementation of the current Audiovisual Media Services Directive, while also highlighting the importance of adapting its rules to keep pace with technological progress and the challenges it brings.

During the meeting in Brussels, the Council of the EU set out its priorities for the audiovisual media sector.

"We expressed our support for the full implementation of all provisions of the directive as it currently stands and exchanged views on potential difficulties in its application," said Croatian Minister of Culture and Media Nina Obuljen Koržinek, after the meeting.

The EU culture ministers adopted conclusions stating that, ahead of the upcoming revision of the directive expected next year, EU-level rules regulating television and on-demand services need to reflect the rapidly changing landscape for audiovisual media, including the rise of influencers, the spread of disinformation and the growing use of artificial intelligence. This is the Council’s message in conclusions approved today, ahead of the upcoming review of the audiovisual media services directive (AVMSD) in 2026.

Minister Obuljen Koržinek noted that artificial intelligence featured prominently in the discussion, highlighting serious concerns regarding the protection of copyrights for artists, journalists, and other authors.

A large number of ministers supported the document calling for all future codes to respect fundamental principles, including copyright and the rights of those whose knowledge and creativity AI relies on, ensuring that they receive fair compensation and retain the right to consent or refuse such use of their copyrighted work, she stated.

"In an ever-changing media landscape, we need rules that are both robust and adaptable. Today’s conclusions highlight the most pressing challenges facing the EU’s audiovisual media sector and call for an approach that will ensure all our citizens are protected from harmful content for years to come. The development of technology is inevitable - our task is not to deny these changes but to prepare for their effective use," Hanna Wróblewska, Polish Minister for Culture and National Heritage, was quoted as saying.

In its conclusions, the Council highlights the crucial role of the AVMSD in providing a legal framework to safeguard and promote a diverse, fair, safe, trustworthy and competitive market for audiovisual media in the EU, as well as ensuring independent, trustworthy and culturally diverse audiovisual content.