Millions of Europeans catch up with their favourite TV series on a smartphone on the way to work, watch online content on their living room TV, or put their own user-generated content online. There are more than 40.4 million “connected TVs” in Europe, and they could be in the majority of EU households by 2016. These changes are sweeping away traditional boundaries between consumers, broadcast media and the internet. The Commission wants to explore what this convergence of technology and content could mean for Europe’s economic growth and innovation, cultural diversity, and consumers (especially those that may need protection, such as children).

“Connected TV is the next big thing in the creative and digital worlds,” European Commission Vice-President Neelie Kroes. “Convergence between sectors means people can enjoy a wider choice of great content – but it also creates disruptions and challenges. We need a converged and EU-wide debate to help deal with these changes. To help business flourish, nurture creativity and protect our values”.

A green paper adopted by the Commission invites stakeholders and the wider public to share their views between now and the end of August 2013, on issues such as the rule of the game, protecting European values, single market standards, financing, openness, and media pluralism.

The rules of the game include fostering the right conditions for dynamic EU businesses to deal with international (especially US) competition; especially given that competing players may be subject to different rules.

The Commission said questions that need an answer include: Do people expect higher protection for TV programmes than for internet content; and where is the line to be drawn?

The Commission said convergence has been under way for many years, and is rapidly picking up pace.