Hotel Magazine meets Richard Combes and Max Rumney, Co-Chairs of AVLA, to discuss about the newly launched audio-visual licence for the creative community licence for the hospitality sector.

Please introduce AVLA to our audience and tell us what the company aims to achieve. 

AVLA is a British not-for-profit collective rights management organisation. It was established by and represents the broadest and most varied community of creators of films, series, documentaries, cartoons and other audiovisual works. AVLA represents tens of thousands of different creatives: producers, authors, directors, performers and visual artists. 

AVLA’s mission is to facilitate the clearing of audiovisual rights by offering a centralised and simple licensing procedure. Moreover, it ensures that creatives are fairly rewarded for the use of their work. As a licensing agency AVLA is recognised and regulated by the UK government.

The AVLA licence enables hotels, hostels, aparthotels, B&Bs and other similar businesses to legally show in public TV channels containing audiovisual works -such as films, series, documentaries and other TV programmes- from AVLA’s repertoire. It covers TVs in bedrooms and in public areas of the premises, such as for example TVs at a hotel’s restaurant, bar or fitness areas. 

What does the license cover and why do hotels need it?

AVLA’s licence covers a vast repertoire including hundreds of thousands of TV programmes and films. In addition, our licence brings together the rights of the different creator groups involved in audiovisual production – producers, authors, directors, performers and visual artists. This   unique collaboration ensures that licensing revenues are paid fairly and transparently to creative individuals and organisations, enabling them to invest time and resource in creating new content.     

The AVLA licence is for a catalogue of works and rights not covered by other licensors. Our licence does not replace the licences of other parties and vice-versa. 

UK and international law recognise that the creators of copyright-protected audiovisual content should be fairly compensated when their works are communicated to the public. The AVLA licence provides legal compliance for establishments that make available to their guests TV channels that contain the AVLA repertoire, thereby avoiding the potential for legal action in respect of copyright infringement.

What benefits can AVLA present to overnight stay venues?

The ability to show TV and film content, either within guest rooms or elsewhere on the premises, provides significant added value and benefit to venues which can be reflected in their customer offer. 

When it comes to clearing rights, most operators struggle to navigate through the sometimes complex world of copyright. The AVLA licence helps accommodation providers to comply with legal requirements, facilitating clearing the rights to an extensive repertoire and to the rights of different categories of rightsholders all at once. AVLA’s simple and centralised licensing solution, relieves hoteliers of the burden of dealing with too many parties. Furthermore, by taking this licence venues are directly supporting the creative individuals and organisations responsible for producing current and future audiovisual content.      

How easy is it for our readers to work with you? Can you tell us about the process?

Obtaining the AVLA licence is extremely easy and takes less than 5 minutes. Your readers can go to the website and click on the section Get your licence. There are three steps to follow. Firstly: answer three basic questions about the establishment, such as number of bedrooms with TVs or public areas with TVs.  Hoteliers can then opt to register establishments separately or under an umbrella account. The second step is to review the summary. Step 3: entering the contacts for billing and choosing payment method. Once the payment is credited, licensees receive an email with the confirmation and a link to download their certificate. 

You’re offering discounted rates for hoteliers, can you tell us about this? 

There are various discounts comprising: convenient seasonal concessions, discounts for small businesses and a special “early bird” mark-down for operators that take the licence by end of June 2024. It is worth noting that discounts are cumulative, meaning that certain operators could benefit from a reduction of up to a 30%. 

Any final remarks?

We would like to point out that by taking the AVLA licence, hospitality businesses are directly helping to maintain a vibrant audiovisual sector in the UK. Almost all of the licence fees collected are passed on to the creatives we represent. AVLA is not-for-profit. 

In an industry that normally operates on a project-driven basis, this contribution is key to ensure that the talent required for ground-breaking British content remains and can continue to make a significant contribution to the UK economy.

To learn more about AVLA and to get the licence, please visit