Study to be launched on the prominence of domestic media services

The Ministry of Transport and Communications has launched a project to prepare a study on how the prominence of domestic media services could be improved in line with the Audiovisual Media Services Directive.

The Audiovisual Media Services Directive (AVMS Directive) allows EU Member States to take measures to ensure the appropriate prominence of audiovisual media services of general interest.

The purpose of this so-called prominence regulation is to promote the discoverability of these media services on smart devices and in digital services and platforms, such as the operating systems of smart TVs. Prominence regulation is one means to strengthen the competitiveness of national media companies in relation to international players.

The study to be launched will examine different options for implementing prominence regulation in Finland.

Better visibility for domestic media services

The background to prominence regulation lies in the current media market situation, in which large international media services, and device and operating system manufacturers can agree on the visibility of services in TV remote controls and home menus, for example. Smaller national players are not in a position to conclude such agreements.

In Finland, media industry stakeholders have expressed their wish for national prominence regulation, arguing that it would level the playing field. The parliamentary working group that assessed the tasks and funding of the Finnish Broadcasting Company (Yle) also proposed that the Government should explore tangible measures to strengthen the operating conditions of commercial media. The working group stressed the importance of improving the prominence of domestic media services in accordance with the AVMS Directive.

What’s next?

Stakeholders will be invited to comment on the study in early 2026. The final report is scheduled for publication in spring 2026.

Enquiries:

Eero Salojärvi, Senior Specialist, eero.salojarvi(at)gov.fi, tel. +358 295 342 123

Roosa Patrakka, Senior Specialist, roosa.patrakka(at)gov.fi, tel. +358 295 342 192