PRIMENA DIREKTIVE O AUDIO-VIZUELNIM MEDIJSKIM SERVISIMA U MEDIJSKOJ REGULATIVI REPUBLIKE SRBIJE

Milutinović Irina (Мегатренд универзитет, Београд), irina.milutinovic@gmail.com

Audiovisual Media Services Directive (AMSD) is the major European media regulatory document. AMSD sets guidelines for the development of modern audio-visual media services and determines the direction of their regulation in the digital technology era. AMSD is mandatory regulatory document for the Member States of the European Union and countries in transition. The purpose of AMSD is determined by the interest of the EU member states to develop models of the establishment and functioning of the common market in the European Broadcasting, enabling the removal of barriers between member states for the free movement of audiovisual media services and establish a system that ensures that competition in the common market is undisturbed. Implementation of the AMSD’s provisions in the Serbian media regulation has special significance, because of standardizing the incomplete regulated area. It is primarily introducing and the legalization of new audio-visual media services on demand, which are provided primarily through the Internet, and the formal separation of providers of audiovisual media services and television broadcasting networks operators, which can be arranged and conducted in accordance with the law. The strategy of the future development of the media system of Serbia and its regulation should be focused on the new challenges of the digital era, in order to establish a stable regulatory framework in line with market and democratic principles. Therefore, the provisions of AMSD should be applied in the new regulatory documents such as media strategy and new media laws.

Keywords: Audiovisual Media Services Directive (AMSD), audio-visual media services, media system, media regulation, the European Union, the Republic of Serbia.