Minister, it is a real honour and pleasure to be invited to this informal meeting of distinguished ministers from most European countries. I give the warmest thanks to the EU, to commissioner Vivian Reding, the Swedish presidency and especially to you, Marita Ulvskog, on behalf of the Norwegian government, I am glad to have the floor to share some views with you on some parts of the audiovisual policy.

The main subject of this meeting – media policy in an enlargement perspective – is an important one also to Norway. In several areas the EU media policy is also the policy of my country and the other EEA -states. That implies that the fundamental principles of freedom of expression is a cornerstone in both our common – and our national - media and cultural policy – and in our everlasting fight for democracy and peace. That also implies that each country has the right to preserve and develop its cultural policy according to its own cultural traditions and values.

I can assure you that the Norwegian government is following the enlargement process with great interest. In our view this process gives Europe a historical possibility to create an everlasting peace, democracy and welfare in a united Europe. The enlargement process is, of course, also a challenge to the EEA/EFTA-states. As the Norwegian minister responsible for cultural and audiovisual affairs I see only advantages for Norway in extending the arrangements such as the media programme, the culture programme and the television directive to all the applicant states.

I am glad to say that – in practically all areas – we have achieved an amazingly sound balance between our common and national interests. This balance between common values, maximum rules and national freedom gives us the possibility to foster cultural diversity in a European context and to preserve and develop values that more or less differ from one country to another, or even within one and the same country.

The current television directive has several provisions with the aim to protect children and minors from harmful content such as violence and pornography. This is very important and most countries seem to agree. In my view there are also other material that could have a negative effect on younger people. Today the directive allows each member state to permit television advertisements that are directed particularly towards children. I fully share the fear - expressed by my Swedish colleague – of the consequences of the increasing bombardment of commercial television advertising towards our children. We all see the importance of protecting our minors.

We are the authorities, and I – and my government – strongly hope that children in Europe will be better protected in this area than they are today.

The television directive is now under review. A study on advertising and children was published some weeks ago. I understand that no proposals are put forward yet. I will, however, take this opportunity to give my government's support to the Swedish view, – to have a ban on advertisements directed particularly towards children in the television directive.

Minister, let me recall that during the former revision of the television directive, the EFTA/EEA states submitted a common position on this subject to the Commission. We were of the view that television is a very powerful medium and that children normally lack the ability to be sceptical and critical and are unable to fully comprehend advertising directed at them.

I do know that all aspects of this important issue will be considered carefully by the EU and the member states, and I really hope that progress will be achieved. I can assure those who are sceptical to a ban in the directive - like the ban we have in Norway and Sweden - that from a regulator's view this ban is easier to handle than most other broadcasting regulations. Overall, the television channels do respect our regulation in this field – and there are only a small number of complaints on their advertising practice. Furthermore, people do not seem to be missing the adverts either. Even some advertisers do applaud our regulation. Why not look to Sweden – and to Norway? It is worth trying. Thank you, Ms. Chairwoman.