The European Commission has given the technology industry six months to suggest how the Ultra High Frequency (UHF) spectrum band could be used better to deliver internet services.
Digital Commissioner Neelie Kroes has urged broadcasters, mobile operators, telcos and trade associations to propose ways for the UHF spectrum band to be used more efficiently.
Kroes said a rethink about how member states use UHF is needed to meet the increasing demands of consumers for broadcast and internet services.
"Europe needs to use spectrum more efficiently if we want to benefit from the latest TV and internet developments," she said.
"That's why we need a new consensus on how to use broadcast spectrum, and that's why I made the coordination of broadband spectrum a central feature of our effort to build a telecoms single market."
At present, the UHF band is used to deliver digital television services, as well as commercial and military mobile radio services.
The former head of the World Trade Organisation (WTO), Pascal Lamy, has been enlisted to lead the tech industry's efforts on this matter and ensure Kroes' six month deadline is met.
Europe needs to use spectrum more efficiently if we want to benefit from the latest TV and internet developments.
Lamy admitted in a statement from the European Commission that he expects discussions on this issue to be "quite challenging" and has warned all involved to be prepared for disappointment.
"Nobody will get everything they want, but I am confident that, based on an open discussion and a willingness to engage at the strategic level, we can deliver a coherent vision for Europe," he added.
Lamy has been specifically asked to ensure four specific challenges relating to how Europeans use audiovisual content and data in the medium to long-term are responded to by his group's proposals.
As such, they will be asked to bear in mind the financial, technical, regulatory and consumer implications of making changes to the way UHF is used.
"The TV viewing habits of young people bear no resemblance to that of my generation. The rules need to catch-up in a way that delivers more and better television and more and better broadband," added Kroes.
"Current spectrum assignments won't support consumer habits of the future based on huge amounts of audiovisual consumption through broadband and IPTV."
