A separate policy for the media (radio and TV broadcasters, newpapers, on-demand services, video platforms and internet) has been drawn up by the Ministry of Education, Culture and Science. This media policy ensures that the media in the Netherlands and at European level form a varied range of radio and television stations, that they can work independently and are accessible to everyone. In addition, the government ensures that the media is used in a responsible manner.
The European Audiovisual Media Services Directive (which, among other things, is geared towards enabling free traffic of broadcasting services on the internal market of EU member states) and the Media Act form the basis of the media policy. Demands on the public and commercial broadcasters, on-demand services and video platforms are drawn up in the Media Act. For example, in the case of the commercial broadcasters, they may not broadcast anything that could cause damage to the development of children who are younger than 16. This also applies to the public broadcasters. Because they work with subsidies, they must provide a range of programming that demonstrates a balanced reflection of society. In this way, a broad audience must be reached and the programmes must be separate from commercial influences. In addition, there are provisions relating to the management of the public broadcaster, the allocation of broadcasting time among the broadcasters and the duties which a broadcaster is obliged to comply with.
Dutch Media Authority
The Dutch Media Authority is, on behalf of the Ministry of Education, Culture and Science, regulator of the Dutch audiovisual media services and mainly focuses on radio, television, on-demand services, video platforms and Dutch book publications. Its goal is also to contribute to the protection of independence, pluralism and accessibility of the media.
The Authority ensures compliance with the Media Act (Mediawet) and the Fixed Book Prize Act (Wet op de vaste boekenprijs). It oversees programmes and programme rules, ancillary duties and ancillary activities, and the funding of public, regional and local broadcasters. In addition, it also pays attention to the rules for advertising and sponsoring at public and commercial broadcasters, on-demand services and video platforms.
NICAM / Kijkwijzer
NICAM stands for the Netherlands Institute for the Classification of Audiovisual Media and is responsible for the coordination of Kijkwijzer (the Dutch classification system for audiovisual media). Kijkwijzer warns parents and educators up to what age a program or film can be harmful to children. This can be done with an age indication or with pictograms indicating the reason for the advice: violence, fear, sex, discrimination, drug and/or alcohol abuse and foul language. There is a modified viewing guide for video platform services such as YouTube: Kijkwijzer Online.
Creative Europe is the European subsidy program for the cultural sector. The European Commission wants to strengthen the competitiveness of European culture, film, television and cross media industry with the Creative Europe programme.