The rise of the “participative web” and increasing involvement of users in developing digital content are the new features of society and economy. Driven by increased broadband access, new software tools and intelligent web services, the Internet users now evolve from passive consumers to more empowered and active individuals who edit, comment and create. Such decentralized media production or user-generated content (UGC) is a significant social phenomenon that transforms our thinking on media pluralism and diversity. However, the question emerges whether and how governments would prioritize the further development of UGC?According to Jacobs Rowbottom : “there is no reason to assume that the blog will be the dominant format in the future. Already, there is talk of podcasting and videobloging superseding the text-based blog.” Therefore, there is possibility that audiovisual applications of UGC once will reach the degree of democratic contribution that today’s blog is famous for. The question is: Will they?This paper addresses the question whether AVMS Directive affects the further development of UGC, in particular its audiovisual applications. During the discussion, the overview will be provided to cover main characteristics of UGC. The second part will focus on three policy objectives that can be decisive for the further growth of UGC environment: 1) Net neutrality: setting choice with users. 2) Securing autonomy of UGC participation and access; 3) Enhancing degree of public elevation. The third part, Broadcasting Regulation seek to address the indirect impacts of the first proposal of AVMS as assessed by Rand Report in the context of historical distinction between Broadcasting and Communications regulations.