Apple could have to ensure that 30 percent of Apple TV+ content is produced in Europe in order to sell in that market, suggests new potential regulation in the works.
Under the General Scheme of the Online Safety and Media Regulation Bill, which has not yet been passed, all streaming platforms would have to abide by these rules.
Section 65 of the bill notes that: “on-demand audiovisual media services shall, in the interests of providing culturally diverse European content to the widest possible audience, ensure the prominence of European works on their service.”
So far, the overwhelming majority of Apple TV+ shows and movies have been American-made. That’s not especially surprising given that Apple is a North American company catering predominantly to the North American market. The western entertainment industry is also largely centered on Hollywood in Apple’s home state of California.
With that said, it has been involved with a number of international productions. Trying is a British comedy television series on Apple TV+, which has already been renewed for a second season. Ted Lasso is largely filmed in the UK. The animated film Wolfwalkers is a co-production involving Ireland, Luxembourg, and France. And the excellent Tehran series debuted on television in Israel, and is Apple’s first non-English language show.
Minister Catherine Martin says Apple TV+ has to have minimum 30pc European content or govt will shut it down across Europe.
(— Same new legislative bill, implementing EU directive.)
— Adrian Weckler (@adrianweckler) December 9, 2020
Making Apple TV+ an international player
The idea of having to source a certain amount of content locally is something Apple is no stranger to. This is the fact time it has been applied to Apple TV+. But Apple has had similar conversations when it comes to things like being given permission to open Apple Stores in India.
It remains to be seen whether this bill passes. If it does, it’s possible other markets could also follow suit. This may be something Apple is considering for its own reasons as well. International shows have been exported around the world for years. However, services like Netflix and Apple TV+ are the first time there has been something akin to a global television station. As Apple tries to appeal to more and more markets — for example, China — Apple will likely want to commission shows and movies that reflect local interests.
What do you think of this proposed bill? Let us know your thoughts in the comments below.
Via: Apple Insider
Luke Dormehl is a UK-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Formula: How Algorithms Solve All Our Problems, And Create More and The Apple Revolution, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme, and other publications. He’d like you a lot if you followed him on Twitter.
