The news:

Androulla Vassiliou, European Commissioner for Education, Culture, Multilingualism and Youth, will award the first 'Prix MEDIA' to the Iranian director Asghar Farhadi (IP/12/353) at the Cannes Film Festival on 20 May during the traditional Cannes 'European Rendezvous', which highlights the impact of the EU's MEDIA programme on European film-making.

Since 1991, MEDIA has invested more than €1.5 billion in support of film development, distribution, training and innovation, with the aim of increasing diversity and the international competitiveness of Europe's cinema and audiovisual industry. This year, MEDIA is supporting 18 films at Cannes by both new and well-known directors including Michael Haneke, Ken Loach, Léos Carax and Cristian Mungiu.

On 20 May, Commissioner Vassiliou will climb the famous red carpet and stairs to attend the screening of one of the European films selected in the official competition for the Palme d'Or.

On 21 May, the Commissioner and Festival President Gilles Jacob will host a public conference on the Commission's proposed 'Creative Europe' programme, which envisages a significant increase in EU funding for cinema and culture in 2014-2020. Investment in the cultural and creative sectors is seen as key in overcoming the crisis because of their economic weight and potential - the sectors currently contribute up to 4.5% of EU GDP and employ 8.5 million people in Europe. .

On 22 May, the Commission will also organise an event with representatives of national and regional film funds from inside and outside the EU to discuss new financial instruments to support the film industry.

The background:

European films supported by the MEDIA Programme are frequently selected for the Cannes Film Festival's official competition and several have won prizes including the Palme d'Or.

Every year, the European Commission supports more than a hundred festivals across Europe through the MEDIA programme. The Commission will have a MEDIA stand at Cannes, which enables smaller independent companies to have access to the international market.

The MEDIA programme is providing €755 million in support to Europe's film industry in 2007-2013. Under 'Creative Europe', the Commission has proposed that support for MEDIA should be increased to more than € 900 million in 2014-2020.

The event:

65th Cannes International Film Festival, 16-27 May

Sunday 20th May:

11h30: Presentation of 'Prix MEDIA' at "Café des Palmes"

Monday 21st May:

10h30-12h00: Commissioner Vassiliou meets European film directors for discussions on 'Creative Europe' (closed event);

15:30-17:30: Public Conference on 'Creative Europe' in the Press room of the Palais des Festivals.