Alliance for audio-visual classification established In the beginning of March the Association for audio-visual classification (APAK) was established in Prague. The aim of the APAK is to contribute to the process of preparation of the new Czech Media Act and related Audio- visual guidelines, which being prepared by the Ministry of Culture of the Czech Republic and are expected to be adopted by the Czech Parliament at the End of 2009 in line with a request from the European Commission (Audiovisual Media Services Directive 2007/65/EC).

The APAK was initiated by the Czech National Safer Internet Centre (CNSIC - Saferinternet CZ) under the auspices of Jan Kasal, Vice-Chairman of the Czech Parliament. It includes representatives of state administration (Ministry of Culture, Ministry of Education, Ministry of Interior and the Council for Radio and Television Broadcasting), politicians (MPs), lawyers, representatives of main TV stations and NGOs.

The new law will have wide implications for media processes in our country. For instance the control of linear media will be extended to non-linear ones (for instance online audio-visual services). Under discussion now is a methodology of such control, for instance the Kijkwijzer of the Dutch NICAM institute seems to become a favourable solution.

The main objective of the APAK is to evaluate the possible influence of the new Media Act and to explain more precisely the classification of the audio-visual content. Such an objective will be achieved through self-and co-regulation mechanisms to be discussed and implemented by stakeholders. The important role of the Czech National Safer Internet Centre (CNSIC) is recognised and will further initiate and deepen the discussion about the self-and co-regulation principles. It will also contribute to the process of monitoring, for instance with a help of the internet hotline, which has been launched and managed by the CNSIC). CNSIC plays a very important role in the prevention of inappropriate materials through promotion of positive audio-visual online content.

Mr.Kasal concluded the meeting: “Our goal is to offer at the end parents and users a possibility to make an informed choice of what audio-visual content to consume (at least from the point of possible risk for children). Very important goal is to offer providers of the audio-visual content as well as supervisors an efficient tool of co0ntent classification.”

The work of the APAK continues...