"These days we can watch our favourite programmes from all over Europe not just on TV, but also via the internet or on our mobile phones. Like other goods and services, the audiovisual media are subject to the rules of the single European market. To function optimally, this "single European TV market" needs a minimum set of common rules covering aspects like advertising and protection of minors. These rules are laid down in the EU's Audiovisual Media Services Directive, which governs EU-wide coordination of national legislation on all audiovisual media, both traditional TV broadcasts and on-demand services". (Quoted from article)