This document reflects on the lack of specific policy recommendations regarding the use of AI applications and tools in the media sector. This absence of guidance creates important challenges for accomplishing the EU's vision of trustworthy AI. The deliverable investigates how this could be fixed. It is divided into three main parts. Section 3 identifies challenges to the use of AI applications in the media sector. It also provides the initial policy recommendations addressing these challenges. Section 4 assesses the feasibility of adopting the European Digital Media Code of Conduct to mitigate some of the challenges faced by the media sector. Section 5 offers concluding remarks and explains the next steps planned by the AI4Media consortium toward the final policy recommendations due in month 48 of the project.