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The article addresses the politics of agenda-setting in the European Union (EU) policy process by utilizing the case of media ownership regulation. The author argues that the selection of a ‘frame’ (as defined in Schön and Rein, 1994) for media ownership regulation has been the object of conflict between and within EU institutions, most crucially within the Commission. Conflict, however, has been a resource in the policy process as it has brought in different legitimate interests and perspectives. The article has theoretical implications for the study of agenda-setting, organizational behaviour in the EU, and the analysis of the EU policy process.