▷ New Perspectives: A spirit of optimism for a digital future of the media / 9,000 …

29.10.2021 – 16:57

Medien.Bayern GmbH

Munich (ots)

For the first time this year, MEDIENTAGE MÜNCHEN has the title New Perspectives offered a conference that could be attended both on-site and online. While the 2020 event took place exclusively via the Internet due to the corona pandemic, a hybrid solution was possible this year: The audience could either be there at the Munich Isarforum or follow all events online via live video stream. A total of more than 9,000 visitors were reached within one week. The program consisted of more than a hundred individual events with around 400 speakers and discussion participants from the media industry and politics, from culture, science and society.

The consequences of the corona pandemic, sustainability and the digital structural change of media companies and the general public: These three central topics shaped most of the lectures and discussions, talks and round tables. Once again, it became clear how dynamically media technology and economy are changing the way in which a pluralistic, open society communicates about central goals and values. In addition to the two continuous conference streams, digital platforms were offered for chats and networking, for master classes, book presentations, specials and networking. There was also the EXPO area – accessible on site and online – as well as information from the “Extended Reality” (XR) area.

In addition to the Media Days Summit, the Audio Summit, the TV Summit as well as Europe Day and Journalism Summit, a sustainability summit took place for the first time this year. Like a red thread ran through most of the events, the realization that the communication infrastructure of our media system must not be exposed to the laws of the market alone. Rather, opinion power and economic barriers to market entry must be prevented in order to ensure freedom of media and opinion, diversity and journalistic quality on the one hand, and to enable fair and transparent articulation opportunities for everyone on the other. The aspects of sustainability and diversity are becoming increasingly important. And something else has changed: Whereas in the past, regulation was often criticized by media companies as a state intervention in free competition that hindered growth, this regulation is now called for by many executives in the media industry in order to guarantee equal competition.

The 35th MEDIENTAGE MÜNCHEN was organized by Medien.Bayern GmbH and funded by the Bavarian State Chancellery and the Bavarian State Center for New Media (BLM). Dr. Thorsten Schmiege, President of the Bavarian State Center for New Media (BLM) and chairman of the shareholders’ meeting of Medien.Bayern GmbH, draws a positive conclusion: “Media intermediaries as the Gatekeepers in the digital world were the central topic of the Media Days 2021. I was surprised how clearly the responsibility of Facebook, YouTube and Co. was thematized – up to and including the demand to restructure the algorithm in order to counteract bubbles and hatred that divide society. “

In the opinion of the BLM President, the regulation and the media outlets play an important role: “We can see that the State Media Treaty is working. The new regulation of intermediaries and media platforms is influencing the discussion in Europe.” Now it is a matter of examining how diversity can be secured in the digital world. “That remains our most important task,” emphasizes Schmiege. “But the media themselves are also in demand: They have to map a broad discourse and dissolve polarizations. A discourse like the one we had during MEIDIENTAGE MÜNCHEN 2021.”

“The hybrid conference was the best possible event format at that time. This is shown by the 2,000 visitors: inside on site and the 7,000 online visits to our platform,” is the summary of Stefan Sutor, Managing Director of Medien.Bayern GmbH. In keeping with the motto “New Perspectives”, the industry is looking ahead: “The media are heading into the future stronger thanks to an intensive digitization surge during the pandemic; many discussions were shaped by this optimistic mood.”

The MEDIENTAGE MÜNCHEN conference program offered events in the following areas Politics & Society, sustainability, Diversity, TV & Streaming, Social media, Journalism & Publishing, Audio & Radio, Podcast, Advertising & Marketing, Media education and Creative Perspectives. The events this year included Get-Together on the first day of the congress, the awarding of the Connect! Smart TV Awards on Tuesday, the award ceremony of the Political Influencer Award of the Hanns Seidel Foundation on Wednesday as well as the awarding of the VisionAwards and the XR Meet up on Thursday.

Important speakers and discussion participants at MEDIENTAGE MÜNCHEN were the Bavarian Prime Minister Dr. Markus Söder, the President of the Bavarian State Parliament Ilse Aigner, Bavaria’s media minister Dr. Florian Herrmann, the CSU General Secretary Markus Blume, the President of the Federal Cartel Office Andreas Mundt, the state secretary of the state government of Rhineland-Palatinate responsible for media policy in the federal states Heike Raab, the Federal Government Commissioner for the Issues of People with Disabilities Jürgen Dusel, the Vice President of the EU Commission and Commissioner for Values ​​and Transparency Vera Jourová, the Vice-President of the European Parliament Dr. Katarina Barley, the chairman of the conference of directors of the state media authorities (DLM) Dr. Wolfgang Kreissig as well as the ARD chairman Tom Buhrow, the ARD General Secretary Dr. Susanne Pfab and the BR director Dr. Katja Wildermuth. In addition, numerous decision-makers from private companies were among the actors: inside the podiums, including the Chief Financial Officer of Discovery Gunnar Wiedenfels, the Chief Executive Officer of Vodafone Dr. Hannes Ametsreiter, the CEO of Sky Deutschland Devesh Ray, ITV managing director Carolyn McCall as Claus Grewenig (Mediengruppe RTL), Susanne Aigner (Discovery), Gerrit Rabenstein (Google), Oliver Friedrich (Google), Guido Bülow (Facebook), Dr. Dietrich von Klaeden (Axel Springer SE) and Meinolf Ellers (dpa).

Video recordings of many sessions are still available on demand for four weeks via the following link: https://medientage-digital.de.

In addition, the summaries of important panel discussions and images are available in the media library on the Medientage homepage (https://medientage.de) and also in the MedientageMünchenBlog (https://blog.medientage.de/) ready.

Medien.Bayern GmbH
Kerstin Deixler
Telefon: 089/68999210
Fax: 089/68999199
[email protected]

Original content by Medien.Bayern GmbH, transmitted by news aktuell


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