Malraux said that cinema is both an art and an industry. Set up by the European Union in 1991 to support the European cinematographic and audiovisual industry and reinforce its competitivity, the MEDIA Programme has been a real success story. Having started off with €200 million for 12 countries, it is now in its fourth generation (for the 2007-13 period) with a budget of €755 million and a coverage of 32 countries.