ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book outlines the development of the highly debated quota issue established in the Television without Frontiers Directive and concludes that despite the quota now enjoying a largely unquestioned position in the Directive's revision, the regulatory rationale underlying the quota lacks imagination and rather than approach the key issues of promoting European works tends to be tied to political arguments about cultural policy and the protection of the media sector against a perceived threat from US industry. It discusses the conflict between trade and culture, a dilemma inherent in the contemporary market economies of the European Union (EU) and made increasingly difficult due to the dual nature of the audiovisual industries and their perceived role as serving both the social and cultural needs of member states but also playing a key part in their economies.
