The new Audiovisual Media Services (AVMS) Directive provides that member states may take measures to ensure the appropriate prominence of audiovisual media services of general interest.

Cullen International has just published a new benchmark tracking those countries that already impose rules on the prominence of content of general interest or that are discussing this option in the context of the implementation of the directive.

The research also examines which type of content is covered (e.g. public service broadcaster's content), how prominence should be ensured and the type of online platform, service or device on which the prominence should be provided.

Among the fourteen countries studied, so far, only two countries (Germany, UK) are discussing the adoption of rules on prominence. Six countries have not introduced such rules in their national draft legislation at this stage, while the others have not yet taken a clear position.

In Ireland, draft legislation transposing the AVMS Directive has not yet been published, but there are signs that the country is likely to adopt rules on prominence. In Belgium (Flanders), an advisory committee to the government called for the adoption of prominence requirements in favour of Flemish content.

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