Václav Jehlička - Minister of Culture CZ
Opening Address by Minister of Culture Václav Jehlička at the Conference on the Responsibilities of Content Providers and Users – Congress Centre, 19 March 2009
Ladies and Gentlemen,
Guests from all over Europe,
It is a great pleasure for me to welcome you here in Prague, the city in the imaginary heart of Europe – at least we the Czechs feel it is this way. Prague is and has always been a crossroads of the cultural and spiritual history of Europe. I therefore believe it is a good thing that Prague hosts this conference focusing on the issues of responsibility of the providers of content transmitted through the media and the responsibility of media users. Let me outline in brief the approach of the Czech Republic to this somewhat intricately formulated theme.
Referring to the European Parliament’s Report on Media Literacy in a Digital World, the Czech Presidency wants to further the discussion on specific adult education project that are being prepared or are under way in this area. The term “Media Literacy” is used frequently in various documents, although there are differences in how it is understood. The point is how to survive in the everyday flood of information without losing common sense. Several interesting models and initiatives have been developed, aiming at enhancing the level of media literacy. By organising this Conference, the Czech Presidency wants to contribute to mutually inspiring exchange of experience in this area among EU Member States and beyond.
Transposition of the new EU Directive on Audiovisual Media Services is one of Member States’ main tasks at present. The issue of how to regulate properly and adequately what is called product placement is a new feature in this context. As there has been a diversity of opinions among Member States on how to approach product placement practice, this appears to be a very relevant theme. The time when regulatory approach options are being considered and discussed is the right way also to consider together how to explain, and make the public acquainted with, this specific type of commercial message. Advertising is penetrating more and more of our daily life. Sometimes we feel almost helpless against it. Sometimes it makes us laugh, sometimes we get annoyed by it, yet it always leaves an impression. To reach us, product placement sometimes disguises and hides itself in an entertainment programme or a gripping film. It has become a phenomenon whose role and impact must be seriously discussed and the results of this debate must be presented to the general public.
The new Directive on Audiovisual Media Services also provides scope for the application of co-regulatory and self-regulatory mechanisms. In this area, too, it will undoubtedly be useful to provide opportunities for exchange of experience among experts from Member States. We would therefore like to use this Conference for presenting specific options offered by these methods of regulation and for showing examples of ongoing projects in this respect. Access to cultural content, knowledge and information is broader and easier through modern media. The quantity of information, art works and communication of various kinds and quality reaching people since childhood is enormous, compared to the past. This of course poses great challenges. At the same time, it raises many questions which are not easy to answer. The content the media throws at us may not always be to our benefit, and sometimes may involve great risks. It is a task for the state as well as for the creators and providers of content transmitted by the media to enable and encourage the development of a critical approach to what is communicated to the public, including the above-mentioned commercial communications. Critical approach, capable of distinction, should be adopted – especially by less experienced young people – as a basis for responsible selection and prevention of potential manipulation. Improvement of digital production skills and creative capabilities may be another tool. This may contribute significantly to a better use for human benefit of the widening opportunities offered by new technologies.
The documents recently adopted by EU bodies lay increased emphasis on strengthening the necessary awareness of intellectual property rights and, thereby, on proper protection of these assets. The fact that these assets are intangible of course does not mean that their value and price is low. As the Czech Ministry of Culture is responsible, among other things, for addressing the issues related to copyright, this area has also been included on this Conference’s agenda. This is another area where adult education, information and awareness – or literacy, if you like – play a key role. It is a complex area, involving much more than merely frightening people with fines for copyright breaches. However widely used, such “education through fear” is not very fruitful and does not contribute significantly to the prevention of, for example, internet piracy. It is perhaps more effective to inform the public more clearly about what copyright is and how its bearers contribute to the development of art production and culture in general. The best way of facing copyright infringements in the digital environment should be sought in developing attractive legal offer of music, film and other copyrighted content and in effective practical co-operation of all who are involved, especially those creating cultural content and those transmitting it to end consumers. This is yet another area where exchange of experience can be very beneficial.
Ladies and gentlemen, to conclude I would like to express my sincere wish that this Conference be interesting and inspiring to you all. I believe you will have plenty of opportunities during the Conference and the accompanying programme for friendly encounters and for establishing professional contacts, and I hope your stay in Prague will give you plenty of pleasant impressions and experiences.
Thank you for your attention.
