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In the 80's, European broadcasting changed dramatically. The rising of new technologies resulted into a growing number of TV programmes' demand while the amount of supply stays unchange. / There are two European strategies: (1) A regulation policy, with the European directive "Television without frontiers"; (2) A promotion of European programmes industry, with MEDIA and EUREKA. / The challenge is beyond the means implemented until now. The building of European audiovisual industry is a slow process, since cultural union and economic union are linked.