The guide, which has also been translated into French, German and Italian, is now available on the MEF website and 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.
Ingrid Silver, Partner, Denton Wilde Sapte commented, “The mobile entertainment industry value chain is at the cutting-edge of the drive towards a converged media environment. 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.”
Gerard Grech, MEF Europe Chair, commented, “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. According to a MEF-based survey conducted in October 2007, over 50% of the mobile entertainment business is likely to be affected by this Directive. 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.”
