The E.U.’s Creative Europe Media Program is taking on board the paramount importance of VOD delivery for European production, as was made clear by declarations of Media Program head Lucía Recalde at a San Sebastián Festival seminar, All 4 One.“It is good to have content available but more and more important to have the content more visibly shown on the platforms,” Recalde insisted.
Promoting European digital platform content is “possibly the most important topic we want to discuss with the industry in the context of the future discussion of the Me- dia Program,” she added, arguing that social media promotion could allow content creators to reach out to “young audiences” and “new communities.”
VOD platforms which promote European content are vital. In one of three panel sessions at 4 For All, Muriel Joly at Under the Milky Way International reiterated that making the content available means very little if it is not marketed properly. According to Joly, “getting people to know the films are on the plat- form is the most important thing.