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Call: Audience Development and Film Education

Acronym CREA-MEDIA-2021
Type of Fund Direct Management
Description of programme
"Creative Europe - Media Strand 2021"

MEDIA actions will reflect the Commission’s structured approach to fundamental societal challenges, which are relevant across our range of support, of the green transition as well as of ensuring diversity and inclusion. Equally, all actions must demonstrate European added value.

The audiovisual sector has been severely hit by the COVID-19 crisis. News publishing saw its advertising revenues drop between 30% and 80% and TV by 20%. European media SMEs face severe liquidity issues, while unemployment has increased, and many creative professionals – particularly those subject to precarious employment conditions or freelancers – have found themselves with no income. Cinemas suffered a collapse in revenues, whilst shooting of new films, programmes and TV series has been in many cases halted. Yet, there are also some winners and these are mainly the global online players, all of which are non- European. The increase in profits of the large data and distribution companies aggravates the global competitive position of the European cultural and creative sector.

In this context the MEDIA strand will contribute to the implementation of the Media and Audiovisual Action Plan (MAAP). It will support short term recovery efforts through a dedicated search tool for media companies on relevant EU funding opportunities, contribute to the launch of the MediaInvest equity investment platform and support collaborative news media partnerships. MEDIA will also support longer term transformation through fostering a European Virtual and Augmented Reality industrial coalition and will facilitate a dialogue with the industry on the objective of climate neutrality by 2050. Finally, MEDIA will help enable citizens and companies by fostering European media talents including by promoting diversity before and behind the camera, and by scouting and supporting media start-ups; strengthening media literacy actions and policy and raising awareness of young audiences about European content; facilitating strengthened cooperation among regulators within the European Regulators Group for Audiovisual Media Services (ERGA) to ensure the proper functioning of the EU media market.

The audiovisual industry has already taken some encouraging steps towards greening their practices and the strand  MEDIA will contribute to a climate-neutral audiovisual sector, as envisaged by the MAAP. As of 2021 a policy dialogue on greening will be launched. The Commission will set up a structured cooperation Forum with the industry and (sub)national film and audiovisual funds with the objective of sharing existing best practices, and agreeing on common tools and standards on “green media” applicable to all Member States, including a common carbon calculator. A best practice guide for green production will be prepared with the aim in the medium term to create a ‘green label’ for productions and specific indicators of success.

In parallel, the MEDIA support actions will introduce financial incentives for green practices. Beneficiaries will be required to present greening strategies, air travel will be reduced and greening costs will be funded. Also, the Training & Skills and the Innovative Tools Actions will provide direct support, respectively to strengthen skills on greening strategies and to develop tools for greening measures.

MEDIA schemes will aim at promoting diversity and inclusiveness at all stages of the value chain of the media and the audiovisual sectors. In line with best practices established by the Rights, Equality and Citizenship Programme (REC), the following instruments provisions will be embedded in the support actions:

  • require the applicants to provide a strategy as regards the project or their management practices and describe how they aim to introduce diversity, inclusion and equality,
  • Introduce award criteria to evaluate their strategy.

Furthermore, pro-active measures will be taken, notably dedicated mentoring programmes, studies, training and networking activities and a structured dialogue with news media and audiovisual stakeholders will be pursued. Women are actively engaged in cultural and creative sectors as authors, professionals, teachers, artists and audience. Gender equality is a driver of creativity, economic growth and innovation. The Programme shall promote female talents to develop their skills as well as promoting women participation in the audiovisual sector through the advocacy campaign foreseen in the MAAP.

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Audience Development and Film Education
Description of call
"Audience Development and Film Education"


Promote European audiovisual works, including heritage works, and support audience engagement andthedevelopment of audiences of all ages, in particularyoung audiences, across Europe and beyond.

Expected results

  • Stimulate interest and increase knowledge of audiences in European films and audiovisual works including specific programmes on film heritage
  • Strengthen pan-European cooperation for innovative audience development and film education projects especially using new digital tools
  • Increase pan-European impact and audience outreach
  • Develop film education projects across European and non-European territories

Description of the activities to be funded under the call for proposals

Projects ensuring pan-European cooperation and providing innovative projects, especially using new digital tools aiming at:

  • increasing interest and knowledge of audiences in European films and audiovisual works including specific programmes on film heritage,
  • increasing pan-European impact and audience outreach
  • promoting and increase the contribution that existing European films and audiovisual works, including curated catalogues of films, make towards audience development and education.

Special attention will be given to applications presenting adequate strategies to ensure more sustainable and more environmentally-respectful industry and to ensure gender balance, inclusion, diversity and representativeness.

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Thematic Focus Children & Youth, Education & Training, Equal Rights, Human Rights, People with Disabilities, Social Inclusion, Community Integration, European Citizenship, Shared Services, Art & Culture, Cultural Heritage, History, Media
Funding area EU Member States
Albania / Shqipëria
Armenia / Հայաստան
Bosnia and Herzegovina
Georgia / საქართველო
Iceland / Ísland
Montenegro / Crna Gora/Црна Гора
North Macedonia / Северна Македонија
Norway / Norge
Serbia / Сpбија
Tunisia / تونس
Ukraine / Україна Oukraïna
Origin of Applicant EU Member States
Albania / Shqipëria
Armenia / Հայաստան
Bosnia and Herzegovina
Georgia / საქართველო
Iceland / Ísland
Montenegro / Crna Gora/Црна Гора
North Macedonia / Северна Македонија
Norway / Norge
Serbia / Сpбија
Tunisia / تونس
Ukraine / Україна Oukraïna
Eligible applicants Education and Training Centres, International Organization, Small and Medium Sized Enterprises, SMEs (between 10 and 249 employees), Microenterprises (fewer than 10 employees), NGO / NPO, Public Services, Other, Start Up Company, University, Enterprise (more than 250 employees or not defined), Association
Applicant details

In order to be eligible entities active in cultural and creative sectors must:

  • be legal entities (public or private bodies)
  • be established in one of the eligible countries (i.e.:Creative Europe Participating Countries, EU Member States (including overseas countries and territories) or non-EUcountries (isted EEA countries and countries associated to the Creative EuropeProgramme or countries which are in ongoing negotiations for an association agreement and where the agreement enters into force before grant signature or be established in one of the countries participating in the MEDIA strand of the Creative Europe Programme and owned directly or by majority participation, by nationals from such countries; for publicly listed companies, the location of the stock exchange will betaken into account to determine its nationality.))

Natural persons are NOT eligible (with the exception of self-employed persons, i.e. sole traders, where the company does not have legal personality separate from that of the natural person.

Entities which do not have legal personality under their national law may exceptionally participate, provided that their representatives have the capacity to undertake legal obligations on their behalf, and offerguarantees for the protection of the EU financial interests equivalent to that offered by legal persons.

Associations and interest groupings — Entities composed of members may participate as ‘sole beneficiaries’ or ‘beneficiaries without legal personality’. Please note that if the action will be implemented by the members, they should also participate (either as beneficiaries or as affiliated entities, otherwise their costs will NOT be eligible).

Project duration min 24 months
Project duration max 36 months
Further info

Proposal page limits and layout:

Please refer to Part B of the standard proposal template.The Application Form must be prepared by the consortium and submitted by a representative.

Character and page limits:

  • page limit normally 70 pages 
  • supporting documents can be provided as an annex and do not count towards the page limit
  • minimum font size — Arial 9 points 
  • page size: A4 
  • margins (top, bottom, left and right): at least 15 mm (not including headers & footers)
Type of Funding Subsidies
Financial details

Available Budget: EUR 5,000,000.00

Project budget(maximum grant amount): No limit.

The costs will be reimbursed at the funding rate fixed in the Grant Agreement (70%).

Submission Proposals must be submitted electronically via the Funding & Tenders Portal Electronic Submission System. Paper submissions are NOTpossible.
Contact Details The website of the  European Commission and the EExcutive Agency for Eduction, Audiovisual and Culture provides detailed infromation on the Creative Europe programme.

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