The book explores how the European Union (EU) promotes unity of the European people through media. It assesses the impact of European media regulation on broadcasting industries, on television schedules, on forms of production practice, on international as well as intra-European exchange of audiovisual products, and on viewing patterns of the European audience in pre- and post-enlargement period. It highlights complexities of identity creation within the broader framework of 'Europeanization' of media sectors and identities throughout Europe. The book engages in debates on media policy, political and cultural identities in global and mediated times.