Image
Associations' access to audiovisual media
Translations are provided as a service to Arcom users and are supplied “as is”, throught the DeepL tool. Consequently, only the text of the original version is authentic.
Associations are key players in French social, political and cultural life.
To reach the general public, they have several means of expression at their disposal, notably the audiovisual media. Some associations make full use of this means of expression, while others have difficulty gaining access. Given this situation, Arcom has taken the initiative of addressing the issue of associations' representation in the audiovisual media.
A new mission for Arcom
On December 17, 2009, Michel Boyon, then Chairman of the French Superior Audiovisual Council (French Superior Audiovisual Council, which became Arcom on January 1, 2022), spoke out in favor of a genuine partnership between the audiovisuel industry and associations. Following this conference, the French Prime Minister sent a letter of mission to the President of the French Superior Audiovisual Council in January 2010, summoning him to set up a working group on access for associations to the audiovisual media, particularly those making appeals to public generosity. The task force's mission was to "characterize the place currently given to associations in the media, and to determine their expectations and needs, as well as how these could be better met".
France has over a million associations. These associations, diverse in terms of cause, size and level of awareness, have to share a limited media space. The representation of diversity in the audiovisual media is the first issue to be addressed by Arcom, bearing in mind the principle of freedom that applies to all players:
- The association must be free to choose the relationships it establishes with the audiovisual media.
- The audiovisual medium must be free to choose the relationships it establishes with the associations.
- Donors must be free to choose whether to support a cause or an association.
Proposals from the first commission
On June 24, 2010, in the presence of Marc-Philippe Daubresse, then Minister for Youth and Active Solidarity, Arcom set up a commission to reflect on associations' access to audiovisual media.
The commission was able to draw up an inventory of relations between audiovisual media and associations. It was also able to gather the expectations and needs of the various players involved. On January 24, 2011, Arcom submitted its report to then Prime Minister François Fillon. The report was made public on March 2, 2011, in the presence of Jeannette Bougrab, then Secretary of State for Youth and Associations.
The report listed ten proposals aimed at improving associations' access to the audiovisual media and clarifying the relationship between these two players:
- Proposition 1: Devote more airtime to those involved in associative life, and encourage associations to have their say in public debate.
- Proposition 2 : Clearly identify the purpose of the donation summons on air, and report on the use of the money collected.
- Proposition 3: Diversify the causes presented in news programmes appealing for donations, and provide information on the variety of associations working for the same cause.
- Proposition 4: Designate an association referent in each audiovisual medium and make them known.
- Proposition 5: Demand that each audiovisual medium define and make public its eligibility criteria for associations wishing to be present on its airwaves, and encourage the media to draw on existing schemes for monitoring associations.
- Proposition 6: Encourage the audiovisual industry to improve the inventory of associations through portals informing the audiovisual media and the public of the choices available for different causes.
- Proposition 7 : Invite associations to respect the rules of audiovisual ethics in their communications.
- Proposition 8: Recommend that national associations work more closely with local media.
- Proposition 9 : Put an end to the singular practice of selling advertising space in exchange for documentaries.
- Proposition 10: Set up a permanent think-tank to strengthen the role of associations in the audiovisual media.
Towards greater collaboration between audiovisual media and associations
The audiovisual media's selection criteria for associations to have access to their airwaves are not always explicit. However, some TV channels have set up internal proceedings:
- TF1 has set up a Solidarity Committee that meets four times a year. It works on three types of commitment: advertising space, social operations and direct donations.
- M6 has set up an internal proceedings procedure for selecting associations with access to airtime. A selection committee, including the "associations referent", chooses associations according to the channel's editorial line.
- France Télévisions has appointed an "associations referent" responsible for coordinating the various requests made to the group's channels.
- Canal + has also appointed "association relays".
However, one problem raised by associations with low levels of awareness is that they do not have the keys to penetrating the world of audiovisual media. They have no identified contacts and find it difficult to gain access to the audiovisual media. In response to this challenge, Arcom has proposed the appointment of an association referent within each major audiovisual medium.
However, there are other means of expression for associations with more modest means (editorial subjects in newspapers, magazines, etc.).
In the interests of visibility, Arcom recommends that associations set up inventory platforms. Such platforms would meet the needs of the audiovisual media and the general public for reference lists of associations and the causes they support.
In addition to the question of their listing, the audiovisual media also need to consider the "serious" nature of the association. To date, a number of approval or labeling proceedings have been set up, for example by the Comité de la Charte du Don en confiance.
Such labels or approvals represent a guarantee, a certificate of trust for the audiovisual media, and can encourage them to promote the associations that hold them. Arcom therefore encourages associations to develop this kind of initiative, which also gives them credibility in the eyes of the public.
The work of the Association-Audiovisual Media Committee in 2012
On January 23, 2012, Arcom set up an Associations-Media commission. It succeeded the Commission de réflexion sur l'accès des associations aux médias audiovisuels set up on June 24, 2010.
Nicolas About and Emmanuel Gabla, members of the Authority, co-chaired this commission, whose work was the subject of a report adopted by Arcom in October 2013.
Browse the report on the work of the Associations - audiovisual media commission for 2012.
In January 2013, this commission gave way to a mission chaired by Sylvie Pierre-Brossolette.
A guide to promoting associations and foundations on air
Led by Sylvie Pierre-Brossolette, president of the Association mission set up in January 2013 to foster dialogue between audiovisual media, the commission set out to implement a recommendation to " ask each audiovisual medium to define and make public its eligibility criteria for associations wishing to be present on its airwaves, and encourage the media to draw on existing schemes for monitoring associations."
The commission, which met in April 2014, drew up an indicative guide enabling, on the one hand, audiovisual media to have harmonized selection criteria, and on the other, associations and foundations to be aware of these criteria.
This guide naturally respects the editorial freedom of the audiovisual media. It is intended to guide associations in their efforts to gain access to audiovisual media outlets, in order to make their mutual relations easier and more transparent.
The audiovisual media are also invited to publish this guide on their websites, so as to publicize it to their contacts.