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Roadmap towards a European culture strategy for the digital age

Subject

1. Cultural Strategy and Europe 2020

2. European Commission

Content

Draw up a European culture strategy for the digitalage, covering all EU policies and giving culture its fullrole in the European project, as well as ensuring cultural and linguistic diversity and the developmentof Europe’s cultural industries.

Make culture one of the stakes of the mid-termreview of the Europe 2020 strategy.

For all proposed EU texts and actions, ensure that cultural aspects are taken into account through an“early warning“ system as far upstream as possible inconsultation and impact studies, in line with the creationof a high-level advisory group of civil servants fromthe Member States in charge of culture and, whereappropriate, digital issues.

Map, ensure coherence and promote EU support forculture and cultural diversity in all its programmesand policies: not only Creative Europe but also theCohesion Policy, research (Horizon 2020), mobility ofstudents and young people (Erasmus for All), supportfor businesses and SMEs (COSME), cross-Europe net-works (Connecting Europe Facility), external aidinstruments, etc.

Ensure that the next commission is capable ofimplementing the two dimensions of the cultural strategy,both at organizational level (definition of portfolios)and functional level: firstly, ensure that cultural issuesare effectively taken into account in all relevant Euro-pean policies (in accordance with Article 167.4 of theTFEU); and secondly, develop specific instrumentsand measures for the cultural field.

Timeframe

2015: Adoption of a European Strategy forculture in the digitalage

2015: Mid-term reviewof the Europe 2020Strategy

2015: CommissionCommunication on anearly warning systemand creation of a high-level group for culture

2018: Mid-term reviewof the EU’s support forculture and cultural diversity

2014: Composition andfunctional organizationof the European Commission

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Subject

3. Digital platforms and distributors

4. Taxation

Content

In line with the policy on electronic communications,promote an open, non-discriminatory framework fordigital platforms , which play a crucial role in accessto culture, guaranteeing respect for the EU’s values inthe culture field,This work enshrined in the European digital strategyshould aim for the contribution and role of digitalplatforms in cultural creation and access to culture inEurope to be better taken into account, emphasizingthe following stakes:

• Pluralism and freedom of expression, particularlyconcerning access to application stores;

• Encouraging better exposure of European works topromote effective cultural and linguistic diversity;

• Sharing value to benefit creators and cultural andaudiovisual creation;

• Interoperability and portability of content.

Adapt tax rules to the challenges of developing cultural content and services and information in thenew digital environment:

• Adapt Europe's tax rules, notably concerning taxationof the profits of digital activities, so as to combatfraud, tax evasion and distortion of competition, including by revising the principle of a permanent establishment as the foundation of the tax base.

• Align the VAT rates applicable to equivalent goodsand services whether they are marketed in physicalor digital file form;

• Extend the possibility of reduced VAT rates in thearea of cultural goods and services and information;Integrate this area into European and internationalwork on modernizing taxation in the digital environment.

Timeframe

Initiatives linked to theDigital Strategy

2015: launch of a studyon the digital environ-ment and cultural diversity, ahead of aCommission Commu-nication in 2016

Establish a link withthe competition policy

2015: Amendment ofthe VAT directive

2015: Follow-on fromthe expert group inthe field of digital economy taxation

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Subject

5. Copyright

Content

Consolidate and modernize intellectual propertyrights, including copyright, as the basis for remune-ration of creation and cultural diversity:

• With the stakeholders concerned, including theMember States, implement permanent dialogue tomodernize the issuance of licences in Europe, follo-wing on from the “Licences for Europe” exercise of2013 and in liaison with existing initiatives, includingthose on metadata and digital object identifiers;

• Ensure the exchange of best practices between theMember States on the reforms concerning copyright,in compliance with the European framework and taking into account its flexibilities;

• In the framework of the reflection on copyright inthe European Union, emphasize the goals of goodapplication of the existing framework (notablyconcerning private copies), sustainability of creation,compensation of creators and the contribution of allplayers in the value chain, seeking coherence of allapplicable legal frameworks;

• Ensure the effective implementation of intellectualproperty rights, involving all digital ecosystemplayers in combating illegal sites, raising awarenessof initiatives implemented in Member States and thirdcountries, seeking a voluntary agreement betweenthe parties at EU level and examining the suitability ofthe European legal framework in the light of thegoals pursued;

• Draw up and implement a strategy for the EU and itsMember States within the World Intellectual PropertyOrganization (WIPO), seeking concrete progress forcopyright and connected rights, notably those ofbroadcasters, exclusive rights, collective rightsmanagement, orphan works and resale rights.

Timeframe

From 2014: Relaunch of the “Licences for Europe” exercise, inliaison with initiativesnotably concerningmetadata and digitalobject identifiers

From 2014: exchangesof best practices between MemberStates on copyrightreform processes

From 2014: consultationof digital ecosystemplayers on the imple-mentation of intellectualproperty rights

2015: European anti-counterfeiting andanti-piracy plan.

2015: Commission andPresidency proposalfor a European strategyfor copyright withinWIPO

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Subject

6. Audiovisual and cinema

Content

Draw up new ambitions for audiovisual and cinemacreation in Europe at the time of convergence:

• Examine the suitability of the European legal fra-mework in the light of the objective of contributionsto the funding of creation of all players in the distri-bution of audiovisual content;

• Promote best practices on the provisions concerningexposure of European works, including with regardto audiovisual media on demand services, and adaptthe obligation of distribution and promotion of general interest services to the non-linear world incompliance with the principle of net neutrality; studythe feasibility of a bank of European audiovisualprogrammes; encourage the production and distri-bution of European audiovisual programmes in theirlanguages of origin;

• Promote co-productions between European MemberStates on the one hand and third countries on theother: encourage initiatives in the framework of theCreative Europe programme; under the 2021-2027 financial perspectives, consider a new support instrument for co-productions , notably with thirdcountry producers; strengthen the network of insti-tutions specialized in cinema and audiovisual fields(EFAD);

• State aids for the cinema and audiovisual fields;promote a wide conception of audiovisual works thatcould be aided (new formats, transmedia creation,video games) and distribution modes to encourage(aids for on-demand video).

• Guarantee the long-term sustainability of digital ter-restrial television, ensuring the spectrum resources itneeds, the attractiveness and modernization of itsoffer. This is the main television distribution mode fora significant portion of Europe's citizens, which hasleading democratic importance for the pursuit ofgoals of general interest such as media pluralism, cul-tural diversity, protection of publics and the fundingand vitality of audiovisual creation.

Timeframe

2015: AudiovisualMedia Services Directive– review, in liaisonwith the European regulators group foraudiovisual media services of the suita-bility of rules on territoriality , the roleof players in the areaof European content’sdistribution and exposureand European works.

From 2014: in the framework of thestate aids policy. Taking into account ofthe diversity of media(including on-demandvideo) and all formsof creation (eg. videogames)

From 2017: prepare anambitious co-productionsupport programmefor the 2021-2027 financial perspectives

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Subject

7. Books and reading

8. Linguistic diversity

Content

Fully take into account the stakes of the books andreading sector in Europe and facilitate its digital tran-sition to benefit culture and the European economy:

• Study on the book, publishing and bookshop sectorand its role in Europe's economy and culture, as wellas its digital transition;

• Single price of books: fully recognize the sound-ness and benefits in terms of cultural diversity of theregimes established in the Member States, includingconcerning e-books;

• Interoperability: promote portability and long-termcontent sustainability and platform interoperability.

Make the wealth of languages in Europe an asset forthe continent by fostering the circulation of culturalworks and ideas:

• From 2015, map and better publicise schemessupporting translation in Europe through thecreation of an Observatory on translation flows, tobring the European multilingualism policy closer tothe players who implement it day-to-day in differentfields including literature and sciences (translation),audiovisual works (subtitling) and performing arts(surtitling).

• Ensure that language technologies are better takeninto account in the European Union's researchprogrammes. In particular, promote a wide openingup of the Horizon 2020 programme on this subject(“language barriers” sub-programme) to all languages.

• In the run-up to 2021, prepare a great unifiedprogramme to support translation in all fields ofknowledge and culture, being to the movement ofworks, ideas and imagination what the Erasmusprogramme is to the mobility of individuals.

Timeframe

2015: Study on thebook and readingsector in Europe, including the issues of the single price ofbooks and inter-operability

2015: Creation of an Observatory ontranslation flows in Europe and public aidprogrammes in thisarea

From 2014: Ensure the place of languagetechnologies in the Horizon 2020 programme

2017: Undertake thepreparation of a majortranslation supportprogramme

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Subject

9. Heritage

Content

Recognize and promote the place of heritage as aEuropean asset:

• Ask the European Commission for a strategic approach to the contribution of heritage to Europe'sculture, economy and society;

• Exchanges between the Member States and the European Commission on best practices concerningsite protection, maintaining and safeguarding exper-tise and promoting architectural quality ; Study thepossible means of taking these best practices intoaccount in the framework of the cohesion policy;

• Exchanges between the Member States and theCommission on best practices concerning promotionof tangible and intangible heritage;

• Digitization of heritage and the European digital library: ensure that Europeana’s funding is sustainedand develop transnational cultural projects like Europeana 1914-1918. Foster the funding of content digitization and European portals, including Europe’sAPEX archive portal.

• Foster the mobility of works through mapping ofexisting guarantee schemes and establishing an information platform to facilitate cooperation bet-ween museums and cultural institutions;

• Endow the European policy to combat trafficking incultural goods moved illegally within the EuropeanUnion with effective financial instruments and encouragedevelopment of EU-wide databases;

• To preserve the memory of our societies and ourinstitutions for and with citizens: undertake reflectionon preservation of archives, including in the digitalform, the development of electronic archiving, digi-tization, promotion and dissemination of archives inEurope ; ensuring a coherent approach with all Euro-pean policies concerned (protection of personaldata, opening and re-use of public data, digital strategy,cultural strategy).

Timeframe

2015: CommissionGreen Paper on thecontribution of heritageto culture, economyand society;

2015: Open method ofcoordination ahead ofa green paper on theprotection of sites,heritage expertiseand architectural quality and on provisionsand techniques forprotection and promotion of tangibleand intangible heritage

2015: Ensure a sustai-nable funding for Europeana and drawup its cultural roadmap;ensure the financingof European portalssuch as APEX

2016: Mobility ofworks: creation of amultilingual cooperationplatform between museums and culturalinstitutions

2017: Trafficking of cultural goods: studyon cost of proceedingsand pooling

2015: CommissionCommunication on Archives in Europe

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Subject

10. Territories and interregional cooperation

11. Support for artist mobility

Content

Fully recognize the role of culture in the developmentand solidarity strategies of territories by involving allstakeholders concerned

• Promotion of heritage and creativity through thecreation of a label for European cultural cities whoseattribution criteria would take into account the dynamism of creativity, the wealth of heritage andinitiatives for access to culture and cooperation in Europe;

• In the framework of the cohesion policy, guaranteefrom 2014 a place for the funding of culture that isequal to its importance in development and solidarity-building strategies desired by territorial stakeholders;

• Undertake reflection at EU level on promoting theattractiveness of territories and the role of culturaltourism in territorial development.

Through the Creative Europe programme and allother appropriate instruments, promote the mobilityof artists and works:

• Study the feasibility of a European artistic dissemi-nation Office (observation, talent-spotting, networking,guarantee fund for the movement of musical and performing arts productions and for European coproductions);

• Consider the creation of a European contact pointon artist mobility, following on from the earlier “Mobile.Home Helpdesk” and "PRACTICS” initiatives.Goal: transfer of expertise between existing Europeaninformation clusters on administrative and social issues to benefit the mobility of artists and cultureprofessionals;

• Assistance for the structuring and strengthening ofEuropean sectoral networks and networks dedicatedto cooperation and interdisciplinary exchanges;

• Promote a European visa policy for third countries,taking into account security requirements and thespecificity of artists who, given the intensity of theirprofessional commitments, forge long-term ties withthe cultural operators of the Member States presentin these countries;

Timeframe

2015: Consultation onthe proposal for “European culturalcity” labels with a legislative bill in mindfor 2016

2014-2015: Guaranteethe role of culture inthe operational programmes of thecohesion policy

From 2017: Ensure theimportance of culturein the future of thecohesion policy

2015: European Com-mission study on cultural tourism andterritorial development

2015: Launch of a feasibility study for aEuropean artistic dissemination Office,with a view to settingit up on a pilot basisfrom 2018

2015: Work on a Euro-pean artist mobilitycontact point

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Subject

12. Budget and aids for culture

13. Funding of cultural sectors

Content

• Extend incentives for mobility between the MemberStates in the framework of vocational education, toall cultural and cultural education professions.

Ensure a stable legal and budgetary framework thatis safe and favourable for public support to culture:• Take into account the leverage provided by publicexpenditure to support culture;

• Enhance, in a legally safe manner, the flexibility ofthe State aids regime applicable to the cultural field;

• Publicize, through regular information and a mid-term review of the programme , the projects fundedin the framework of Creative Europe and their termsof selection, which must focus on their cultural contri-bution.

Foster the funding of cultural sectors, and particularlyinnovative services:

• Speed up the implementation of the financial instrument to support cultural industries in the framework of the Creative Europe programme; consider supplementing it in the future with an interest-free loans facility;

• Open an exchange of best practices on sponsorshippolicies, using the open method of coordination ifappropriate;

• Identify and promote new forms of funding andeconomic solidarity in the cultural sector (crowdfunding,public/private funds, social and solidarity economy,etc.).

Timeframe

2014: Adoption of theregulation exemptingculture aid measuresfrom prior notification(GBER2) and securingthem

2018: Mid-term reviewof the projects fundedby Creative Europeand selection conditions

2015: Launch of the financial instrument inthe framework of theCreative Europe programme

2018: European Com-mission study on establishing an interest-free loan facility for thecultural sector

2015: Exchanges ofbest practices onsponsorship

2016: Green Paper onnew forms of fundingand economic solidarityin the cultural sector

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Subject

14. Wider access to culture and artistic education

15. Culture and the European Union’s external relations

Content

Make access to culture and artistic and cultural educationa shared objective by spreading best practices:

• Using an open method of coordination, promoteexchanges of best practices on the contributions ofdigital content and services to artistic and culturaleducation

• Publicize best practices in image education, includingin a cross-border framework;

• Using an open method of coordination, undertakethe drawing up of a best practice guide for electedofficials, associations and stakeholders of wider access to culture.

Recognize the full role of culture and promotion ofcultural diversity in the EU’s external relations:

• Ensure that the requirements of the UNESCOConvention on Cultural Diversity are taken into account; work on its implementation in the digital environment, particularly on the occasion of its 10thanniversary; and learn lessons from the conse-quences of these issues in the framework of culturalcooperation agreements and protocols;

• Continue work on culture in external relations andcontacts between senior civil servants with respon-sibility for culture and foreign affairs, ensuring com-plementarity with the efforts of Member States andcultural institutes in liaison with the EUNIC network ofcultural institutes;

• Support the integration of culture into the post-2015development agenda and the cooperation instru-ments and programmes between the EU and thirdcountries;

• Support the draft resolution on language teaching,submitted to the UNESCO Executive Board (the 194thSession of the Executive Board will discuss cultural issues, 7-17 April 2014).

• Exclude audiovisual services from free trade agree-ments to preserve full margin for manoeuvre of EUand Member State audiovisual and culture policies,including in the digital environment.

Timeframe

2015: Open method ofcoordination on digitalissues and artistic andcultural education

2015: Open method of coordination for abest practice guidefor wider cultural access

2017: Image education –best practice guide

2015: On the 10th anniversary of theUNESCO Conventionon Cultural Diversity,work on its applicationto the digital environment

2015: Focus the reflec-tions of the high-levelgroup of senior civilservants for cultureand foreign affairs onpromoting cultural diversity in the EU’sexternal relations

2014-2015: Ensure theintegration of the cultural dimensioninto all EU external aid programmes andpromote a concertedposition aimed at integrating cultureinto the post-2015 Sustainable DevelopmentGoals

Ensure coherencewith the commontrade policy, includingin free trade agree-ments