Observed Signal · Jun 25, 2026 · Policy Update · Source: VideoWeek · Impact: 4/5 · Sentiment: Positive
EBU urges EU law to protect PSB prominence
The European Broadcasting Union (EBU) has urged the European Commission to strengthen the Audiovisual Media Services Directive (AVMSD) during its 2026 review, calling for binding, enforceable prominence obligations to protect public service media (PSM) in a digital environment dominated by global tech platforms. In a Brussels speech, EBU Director General Noel Curran warned that algorithms, commercial deals and platform interfaces risk sidelining PSM and harming plurality, and flagged AI-driven 'overviews' and zero-click search as threats to traditional discovery. The EBU wants PSM apps to be highly visible and reachable in a single click, with meaningful penalties for non-compliance. The article notes parallel UK measures — the 2024 Media Act and an Ofcom code — which already require CTV platforms to make PSB services prominent.
Calls to strengthen AVMSD prominence rules could reshape discoverability requirements across EU digital platforms and CTV interfaces, affecting distribution, audience access and ad monetization; ties into existing national rules (UK Media Act) and the rise of AI-driven discovery.
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Key Takeaways & Evidence Grounding
- The European Broadcasting Union (EBU) called on the European Commission to strengthen prominence rules in the AVMSD during its 2026 review.
- Noel Curran, Director General of the EBU, said PSM apps should be among the most visible on the first screen and reachable in a single click.
- The EBU demanded binding, enforceable obligations with real teeth and meaningful consequences for non-compliance, while remaining flexible for technological change.
- The article references the UK's Media Act (2024) and Ofcom's January code requiring CTV platforms to make PSB services and apps prominent within their platforms.
- Curran warned that AI overviews and zero-click searches could nearly halve search traffic over the next three years, changing how audiences navigate to trusted media.
Ontology Mapping & Concepts
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