The MEDIA subprogram of Creative Europe is ideal for supporting film development, said the award-winning Montenegrin director, screenwriter, and producer Ivan Marinović. His film, the hit comedy “Živi i zdravi” (Alive and Healthy), as well as the film project in a minority Montenegrin co-production “Deca pevaju hitove” (Children Sing Hits), which is still in preparation, received funding under this subprogram.
“The application for funding under the MEDIA subprogram is complex and demanding, the criteria are challenging and strict, but once you pass the competition and receive the funds, there are no limitations on how you can use them which is ideal for us working in film production. MEDIA gives us the freedom to use the received funds in the way we think is best, of course, for the purpose of the project. MEDIA helps us bridge the long phase of film project development, or allows production to survive even when the project’s outcome is uncertain,” said Marinović.
After a six-month suspension due to the need to align national audiovisual media services legislation with Directive (EU) 2018/1808 on AVM services, Montenegro regained full membership in the MEDIA subprogram in August 2024. Montenegro regained full participation after the National Assembly adopted the Law on Audiovisual Media Services.
Marinović emphasized that authorities must ensure that the “inertia of the system” and the process of passing legislation do not prevent the audiovisual sector from accessing such important European funds. He stressed that support from the MEDIA subprogram is extremely important both financially and in terms of credibility in co-production circles that a project gains.
Most calls within this subprogram were published this fall, and deadlines extend until spring of the following year. According to data available to the Film Center, there are four successful projects with Montenegrin partners under the current financial perspective, starting in 2021. The Ministry of Culture and Media expects additional interest from the audiovisual sector for several ongoing calls, encouraging them to find space in the priorities to improve their work, activities, and capacities, as well as to network with similar organizations at the European level.
“Participation in the MEDIA subprogram of Creative Europe is especially important because the funds are exclusively intended for the audiovisual sector, covering project development, distribution, gaming, audience development, cinema networks, and festivals,” stated the Ministry of Culture and Media.
After the temporary suspension was lifted for participation in the program, the Film Center of Montenegro, as the coordinator of the MEDIA subprogram, organized comprehensive info days attended by representatives of the audiovisual sector in Montenegro. The Film Center highlighted that all current calls were presented, with the expectation that the number of applications from the Montenegrin audiovisual sector will be higher than in previous periods.
The Ministry of Culture and Media stated that it strives to constantly share available information with the audiovisual sector, providing support in the application process, finding suitable partners, and understanding the process itself, which can sometimes be complex for organizations applying for a call for the first time. The goal, according to the Ministry, is to promote the use of available funds for the Montenegrin cultural, creative, and audiovisual sectors so that organizations and institutions engaged in these activities can build their capacities to participate in these funds and be prepared for the use of structural funds that will be available after Montenegro becomes a full member of the European Union.
Increased Number of Applications for the Culture Subprogram
The Ministry of Culture and Media continually conducts activities related to promoting and presenting the Creative Europe program by organizing info days, workshops, and training on writing successful applications and project management, including financial management in projects.
“In recent years, we have seen an increase in the number of applications for the Culture subprogram calls, but we are aware that it is necessary to enhance the abilities of cultural organizations and professionals to participate more successfully in all international funds and initiatives that provide financial grants for the cultural sector,” the Ministry explained. They specified that, within the Culture subprogram, 15 projects are currently being implemented by Montenegrin organizations and institutions, with final results and contracts for the previous call for European cooperation projects still pending.
Author: Bojana Milićević, Radio Montenegro journalist