Abstract
The first thing this article tries to do is discuss the Estonian audiovisual media and content production system in its entirety - i.e. to look at film, television and interactive audiovisual services as an increasingly integrated system. Secondly, it tries to understand the issues that this convergence process presents to these formerly distinct sub-fields of the audiovisual culture, as well as for the country’s cultural policy makers. Thirdly, it presents an alternative rationale for audiovisual policymaking - reconceptualising the policy in support of an ‘innovation system’. The aim of this policy would be to improve ‘innovation coordination’ - to make the system generate more innovative cultural forms and representations, which at the aggregate level would translate into increased cultural diversity. The article assesses the innovation coordination within the Estonian audiovisual media and content production system.