[2] MEDIA is an abbreviation from French: Mesures pour Encourager le Développement de L'Industrie Audiovisuelle - "measures to support the development of the audiovisual industries.

[4] The MEDIA strand within the Creative Europe programme serves as a support system for the advancement of European film and audiovisual industries.

Its primary objectives encompass the development, distribution, and promotion of European creative works, with a keen awareness of the contemporary digital landscape.

A core aspect of its mission involves active engagement with audiences of all demographics, with a particular emphasis on reaching and resonating with younger generations.

The MEDIA strand of the Creative Europe programme is dedicated to several key focal points:[6] These objectives translate into supporting actions categorized into four thematic clusters: