"The evidence which the Union’s support to the European cinema industry is giving good results comes from the outcome of the most important international festivals such as Cannes and Berlin, as well as from the awarding of Oscar prizes": a new sign of support to the cinema industry by the 27 member countries comes from the French town. The EU ministers of culture are actually meeting during the "Europe Day", within the International Cinema Festival in Cannes. The intention is "to confirm our sustain to the audiovisual sector, which is facing unprecedented changes, mainly due to the impact of digital technologies and the consequent changes in the public’s behaviour". "The evolution of technologies said Viviane Reding, commissioner in charge of media is an important challenge for the audiovisual sector, but offers those who’ll be able to adapt to the ongoing changes great opportunities". The commitment taken on by community ministers in relation to the audiovisual sector is confirmed by the adoption (happened yesterday) of the directive: "Audiovisual media services without frontiers", updating the rules of the sector, and "offering a higher flexibility to the makers of European television and cinema works to produce IT contents thanks to less strict rules concerning advertising".
