This article deals with the relationship between audiovisual media and the construction of the European identity. This issue is set within the theoretical framework of the American cultural imperialism thesis, which is examined through the description of historical and recent development of the audiovisual trade between the USA and EU. In the second part of the study, the author presents and critically analyzes the main legal instrument of the EU, aimed to create unified audiovisual space within the EU borders, the EEC 89/552/1989 Directive on the Television Without Frontiers.