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MEDIA PROGRAMME Switzerland

Swiss membership under threat

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Depending on the Swiss Parliament’s decision in March 2009, Switzerland may or may not remain a partner of the Media Programme.

Ever since the population’s refusal, in 2001, to join the European Monetary Union, the government has endeavoured to move closer to the European Union by continually negotiating bilateral agreements, even when "isolationist" forces hindered their efforts. Finally, Switzerland became a member of the Media programme on April 1, 2006.

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However, the good news for Swiss film was short-lived: when the Media programme 2007-2011 came into effect, the Swiss membership agreement was set to be re-discussed. There was considerable surprise among negotiators when the EU included in the new draft agreement the obligation that Switzerland should, as of 2009, be subject to the so-called country of origin principle applied in EU States. This concerns the free and unrestrained reception and broadcast of television programmes with their accompanying advertisements for political parties, religious groups and alcohol, such commercials being forbidden in Switzerland.

This first draft – accepted by neither anti-Europeans nor people of all sides opposed to this kind of demand – was rejected in 2007 by parliament, who asked the Federal Council to set out on a mission to convince the Brussels authorities to uphold Swiss advertising rules, which are stricter than those in other countries. The outcome of the negotiations was that Switzerland would have the same regulations as those provided for the EU member states.

The relinquishment of the country of origin principle would make it possible to keep rigorous advertising regulations in place, as long as they are appropriate, non-discriminatory and in the public interest. To ensure that Swiss broadcasters are not at a disadvantage compared to their foreign competitors, the government also plans to revise the TV law in order to authorise wine and beer advertisements.

The Federal Council will thus present this new draft before parliament next March, along with the guarantee that Switzerland will remain part of the Media programme until the end of 2009. Will the agreed measures to relax rules convince parliament members to accept the new draft?

For the majority of them, the future of Swiss film is not a priority: they have, moreover, just refused to earmark an additional €3m for production. Other disagreements between the EU and Switzerland could also influence the decision, such as tax and banking issues.

Needless to say, if parliament rejects this new draft agreement, the resulting isolation of the Swiss film industry would have dramatic consequences for professionals and audiences alike.

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(Translated from French)

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