MEF Launches AMS Directive Guide

The Mobile Entertainment Forum (MEF) Europe has launched its guide to the AMS (Audiovisual Media Services) Directive at a members workshop with the Department for Culture, Media and Sport (DCMS) and Ofcom. The MEFs Practical Guide aims to help the many mobile entertainment companies affected by the Directive understand both its impact, and the potential opportunities it will create across the single market. The guide was compiled by the MEFs European chapter in partnership with leading international law firm, Denton Wilde Sapte.
This new legislation will update and replace the existing Television without Frontiers (TWF) Directive, which currently provides the regulatory framework in the EU for the television and broadcast industry. Under the AMS Directive, existing rules for traditional TV will be enforced for mobile multimedia services, including mobile
television broadcasting (linear) and video on-demand (non-linear) services.
The guide, which has also been translated into French, German and Italian, is now available on the MEF website. (www.m-e-f.org) It provides practical information on how the Directive is set to affect businesses and services. The Directive aims to harmonise conflicting rules which currently apply in different member states. These changes should allow mobile companies operating across Europe to more fully exploit opportunities across the single market.
The AMS Directive has been approved by the European Parliament and will be adopted by the end of 2007, after which member states have two years to pass legislation bringing the AMS Directive into force at a national level. The DCMS is the Government department responsible for this in the UK and will be holding a series of stakeholder meetings to confer with the industry during this process.
The mobile entertainment industry value chain is at the cutting-edge of the drive
towards a converged media environment, says Denton Wilde Sapte Partner, Ingrid Silver. The AMS Directive represents a huge shift for the industry into being a harmonised, legislative environment. This will have ramifications for businesses of all sizes, particularly if they intend to have an advertising, sponsorship or product placement element to their TV or TV-like business models.”
According to an MEF-based survey conducted in October 2007, over 50% of the mobile entertainment business is likely to be affected by the Directive.
When implemented, the AMS Directive will place a number of new guidelines on companies operating in the mobile sector providing audiovisual content services,
particularly in relation to advertising and sponsorship, says MEF Europe Chair, Gerard Grech. This guide is therefore timely in providing strategic regulatory guidance and advice on the possible impact and opportunities the Directive creates for all involved in the mobile audiovisual value chain.