“SMEs active in the press sector play an essential role in safeguarding media pluralism, cultural and linguistic diversity, democratic participation and citizens’ access to reliable information, particularly at local and regional level,” the Commission writes, highlighting structural challenges arising from the digital transformation of media markets.
To qualify for assistance, beneficiaries would need to fulfil at least one item in a Commission checklist that includes preserving media pluralism and diversity of opinion, transitioning to digital content while also preserving print editions.
“The exemption covers aid pursuing cultural objectives — including linguistic diversity, the digitalization of press publications or the promotion of printed publications,” said Carole Maczkovics, of Counsel at Covington & Burling, of the press measures.
Many European media outlets are struggling to stay viable, with print readership declining and publishers complaining that online platforms, such as search giant Google, are reducing referral traffic to their websites.
Broad scope
The GBER covers most sectors of the economy, from agriculture to transport, and is the target of intense lobbying from EU capitals, traditionally torn between big government spenders led by Germany and smaller member states, including the pro-free-trade Nordics, which complain that national subsidies distort the EU single market.
Countering the stereotype, Denmark was a leading advocate to extend GBER exemptions to the media. In a consultation response last year, the Danes said the state aid framework should be broadened to include private and public media providers “to promote harmonisation and simplify the general management of state aid in the media sector.”