The development of European identity is essential in the process of European integration. It is culture that gives the European glue and can maintain a lasting unity in such a vast diversity. European cultural identity needs promotion in order to bring about changes regarding the adoption of common European values in the lives of citizens and contribute to the Europeanization of the country. The involvement of the media in supporting and promoting European cultural identity is particularly important, given its persuasive potential. How does the audiovisual sector of the Republic of Moldova manage to face the challenges in this process, what are the resources and methods used to maintain citizens' interest in European topics, understanding and experiencing the feeling of Europeanness is the object of this study.