Switzerland officially rejoins MEDIA Programme
The Federal Council has finally ratified the agreement cementing Switzerland’s membership of the MEDIA Programme, to which it was temporarily admitted in 2007 (see news).
To convince European film representatives, Swiss parliament had to amend the radio and television law banning wine and beer advertisements on TV (see news).
Indeed, the European Union demanded that Switzerland submit to the so-called "country of origin" principle which guarantees, among other things, the free retransmission of television programmes in member countries and the broadcast of advertisements in accordance with the legislation of the broadcasting country.
Opponents of this change can still have recourse to a referendum until February 4, but this looks unlikely to happen. There is thus every reason to conclude that membership of the MEDIA Programme is finalised, in the best interests of Swiss cinema.
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