The core objective of the conference is to shed light on key issues and challenges in ensuring greater accessibility and competitiveness of European audiovisual and media sector. The initiative for the conference is the new reality, where the production and distribution or availability of audiovisual and media content has changed due to the technological development and the Covid-19 pandemic.

The conference is closely linked to the work of the Council of the European Union for Culture. The conclusions of the conference will make an important contribution to the Council's conclusions on what needs to be done to make the entire European audiovisual and media sector more sustainable and reach stronger negotiating positions in establishing a competitive relationship in the global market. The conclusions will be on the agenda  at the meeting of the Council for Culture on November 30, 2021.

The European Union and the Member States implemented several diffrent media and audiovisual policies to promote content whose common value is cultural and linguistic diversity, which is a also a major asset of European audiovisual and media sector. Among other things, the conference will discuss whether cultural diversity is sufficiently and effectively promoted and how to enable an equal relationship between different stakeholders in the global market for audiovisual and media sector.