The main changes for the film and TV industries are the following:
- Cut down of DR and TV2 Danmark A/S's annual investment in film from the existing DKK77m for DR and DKK68 million for TV2 Danmark, to DKK60 million for each broadcasters for 2011-2014. The corresponding DKK25m from the licence fees will instead be transferred directly to the DFI which will have an overall extra budget of DKK 100 million for 2011-2014. This measure is meant to create a better balance for film financing.
- DR will reduce its in-house productions and reversely increase its input from external sources. DR's annual spend on independent productions would be raised to DKK250 million by 2014 (DKK116 million in 2008). The goal is to stimulate competition and strengthen the private sector.
- Extension of the Public Service Pulje and increase of its annual budget to DKK37.5 million.
- Opening up to product placement so that Danish TV stations are in a better position to compete with foreign broadcasters.
- Extra injection into DR of DKK35 million for its news and music services and DKK100 million for the creation of a quality historical drama series.
The new Media Agreement was welcomed positively by DFI CEO Henrik Bo Nielsen, although he had hoped for a higher transfer of funds from the public TV stations to the DFI than the proposed DKK25 million per year until 2014.
Conversely Kenneth Plummer, DR Managing Director, vehemently criticised the new Agreement that will -according to him - create cost cuttings worth several hundred millions and damage DR's Drama department. The new Media Agreement is set to replace the current 2006-2010 Agreement once it expires at the end of the year.