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Problems of European values in media policy

Using critical and analytical method, this article explores the status and
 challenges of the fundamental values in the single European approach to
 media policy. The aim of the research is to discuss the functionality of
 defined values: freedom of expression, media pluralism and public interest
 30 years after the adoption of the first common regulations in a media
 field. In the first part of the paper the European values are perceived as
 (1) conceptual heritage and (2) postulated norms of public policy. The
 second part of the research focuses on the problems of implementing defined
 values in (1) commercial media and (2) public media service sector. We
 conclude that normative values that have been rooted in the contemporary
 European media policy lose their authority facing the challenges of economic
 and political interests. Two main causes of this process are: institutional
 deficit of European media policy and divergent goals of its actors, at
 European institutions as well as in national arenas.