EFAD General Assembly: Cannes 2026

EFAD members adopted a common position on the evaluation of the Audiovisual Media Services directive, ahead of the European Commission’s review, expected later this year. The position reaffirms the Directive as a cornerstone of the European audiovisual model and calls for:

• Clarification of the definition of ''European works'' to ensure genuine creative and financial control exercised by European creators
• Extension of the country-of-destination principle to the entirety of Article 13, specifically the share of catalogue and prominence obligations
• Ensuring a level playing field between VOD and broadcasting services regarding the promotion of European works, by aligning quota obligations between the different types of services
• Improved implementation, enforcement, and regulatory cooperation, in full respect of national flexibility and subsidiarity principle
• Addressing the role and impact of video-sharing platforms in the audiovisual ecosystem

EFAD members also adopted the White Paper “The Choice of Cultural Policies: Why Public Funding Matters Today”, reaffirming the importance of public funding and cultural policies for the European audiovisual sector. 

Film agencies do not just fund projects, they offer conditions for European filmmakers to create, to experience, to grow and reflect constant evolution of society, to promote a dynamic audiovisual ecosystem and support the growth of the creative economy. Their core role and reason to exist is to accompany the sector in constant transition. In the times of rising authoritarianism and threats to democracy in many parts of the world, film and series play an essential role in understanding each other and sharing European perspectives and values with the world. Without public support, there will be less stories, less ambition, less creative freedom and less space left for European cultural and democratic expression.

The White paper calls on European decision makers to make strategic policy choices to:

• Reinforce cooperation and coordination at European level
• Recognise the double role of audiovisual creation as a pillar of democratic resilience and an essential cultural expression
• Ensure stable and predictable public funding
• Strengthen the European audiovisual ecosystem against excessive foreign dominance
• Invest in skills, innovation, and future-ready creation
• Expand audience engagement, education, and film literacy
• Preserve the independence of film funding

EFAD had the pleasure to welcome Members of the European Parliament and their teams for an exchange of views on the future of European audiovisual policies, including Vice-President Sabine Verheyen (EPP, Germany), MEP Emma Raffowicz (S&D, France), MEP Diana Riba i Giner (Greens/EFA, Spain), and MEP Marcos Ros Sempere (S&D, Spain).

The discussion focused on the future of AgoraEU and the AVMSD evaluation, linked to the questions of cultural sovereignty, democratic resilience and the competitiveness of the European audiovisual ecosystem. Throughout the discussions, EFAD emphasised its role as a network of national public film and audiovisual agencies representing public values and audiovisual ecosystems across Europe. EFAD members reiterated the importance of preserving national flexibility within the AVMSD, strengthening European cooperation, and ensuring sustainable support for the audiovisual sector.

Both, the MEPs and EFAD members highlighted the importance of cultural policies and audiovisual creation in the current geopolitical context, and the need to ensure that European stories and languages continue to circulate across Europe. Participants exchanged views on investment obligations, prominence and visibility of European works, and the increased role of online platforms and video-sharing services within the audiovisual ecosystem.

Regarding AgoraEU, the EFAD members and MEPs reiterated the importance of preserving a strong and clearly earmarked audiovisual pillar, while reinforcing support for independent creation, circulation of works, as well as linguistic and cultural diversity. The exchange also highlighted the importance of maintaining and strengthening the MEDIA programme, ensuring visibility and discoverability of European works in increasingly algorithm-driven environment.