Artificial intelligence is no longer just a trend – it is transforming the way media is produced, content is created, and decisions are made. Global advancements in multimodal models, agentic workflows, and generative creativity are shaping the media landscape of 2025 in lasting ways.

In the panel “AI Future Trends”, experts discuss how AI technologies are being used in practice today and which developments will be decisive in the years ahead.

Birk Anders, Chief Technology Strategist AI at MDR, provides insights into the integration of AI into the daily work of public broadcasting. He explains how ethical guidelines, organizational structures, and technological innovations interact to prepare MDR for the future.

Jacques Alomo, AI consultant and founder of CreamLabs AI, presents the current “State of AI”: from advances in text, image, and video AI to emerging workflows, economic dynamics, and potential market bubbles.

Wolfgang Liebig, Head of Editorial at D-Facto Motion GmbH, discusses how artificial intelligence is already being used in audio and dubbing production today. He offers insights into current workflows, highlights the opportunities and limitations of automated processes, and explains why AI does not replace creative craftsmanship but enhances it.

The panel illustrates how technological trends are reshaping the media industry – and which opportunities this creates for companies and creatives alike.

Saxony is increasingly establishing itself as an independent hub for creativity and branding. The region demonstrates that impactful communication and strategic brand management no longer originate exclusively in traditional agency centers. With strong networks and growing visibility, the creative economy in eastern Germany is gaining momentum and setting fresh impulses for the industry.

The panel “Marketing Made in Saxony” explores this development and asks how regional identity, locational factors, and creative collaboration are shaping a new form of marketing in the East.

In his keynote “Ideenplanet Ost,” Joerg G. Fieback, CEO & Co-Founder of the zebra | group, offers insights into an initiative that emerged from the Effie Germany awards held in Leipzig. Several leading agencies from the new federal states formed an alliance that now brings together nine agencies, shares knowledge, and showcases the creative strength of eastern Germany beyond the region.

Steve Rettcke, founder of DSCHOY, broadens the perspective with his keynote “Feel the Brand, Don’t Just Think It.” He explains why emotional brand leadership is becoming a decisive competitive advantage and how neuromarketing fosters long-term loyalty and brand preference.

Technology is becoming the driving force behind creative innovation. From the production halls in Babelsberg to digital idea labs, MediaTech is reshaping how content is created, conceptualized, and experienced.

In the panel “Future of Media Tech”, practice, research, and creativity come together to show how media production and creative work are being redefined in the age of artificial intelligence.

Peter Effenberg, founder and director of the MediaTech Hub Conference in Babelsberg, presents the MediaTech Update 2025, offering insights into the latest developments in media technology. From virtual production to data-driven workflows and generative AI, he illustrates how innovation and complexity are shaping the media landscape.

Christoph Weiss, Digital Advisory & Customer Experience at MHP – A Porsche Company and former creative strategist at Jung von Matt, explores how agencies and companies are integrating artificial intelligence into their creative processes and how this is giving rise to a new form of strategic creativity.

The panel highlights one key message: AI is not just a tool, but an integral part of the creative identity of the future.

Automation, remote production, and smart media technology are transforming how content is produced, managed, and distributed. This shift no longer affects only broadcasters, but the entire event and entertainment industry.

What does the future of production look like when directing and technical operations become increasingly automated and when media technology enables full theatre experiences even on cruise ships?

In the panel “Media Engineering,” two experts demonstrate how innovative systems are redefining the production landscape:

Leon Ebert (ZDF) discusses automated directing workflows in the broadcast sector. He explains how formats such as Maybrit Illner, Frontal, and Berlin Direkt are already produced with assistive systems, and how ZDF is gradually transforming traditional directing structures through digital innovation.

Benjamin Schultz (Yardwork) provides insights into theatre and media technology on cruise ships from technical planning and system integration to the unique acoustic challenges on board.

A Q&A session with Prof. Mike Winkler follows.

The panel illustrates how technological innovation, automation, and creative system integration are setting new standards in media production and broadcast engineering.

Live productions and immersive design are transforming how media is experienced. Directing, camera concepts, and multisensory staging create formats that evoke emotional resonance and rethink traditional production methods.

In the panel “Immersive Media,” two experts offer insights into the future of live production and immersive design.

Carsten Seibt, CEO of DIVITAINMENT GmbH, demonstrates what defines modern live production today. He discusses working in multi-camera direction, technical workflows, and the complex camera concept behind the show “SCHLAGERBOOOM 2025” at the Westfalenhalle.

Tobias Ziegler, Executive Project Manager at onformative, explores how media spaces are transformed into emotional experiences. He describes how fragmented media consumption is giving rise to new forms of shared cultural experiences, and how immersive environments use spatial, multisensory staging to create places of connection. For media creators, this marks a shift: audiovisual design becomes spatial design, storytelling becomes storyliving, and content becomes context.

The subsequent discussion and Q&A session will be moderated by Prof. Dr. Christof Amrhein.

The East German perspective in the media remains a central topic even decades after reunification: Which stories are told, which voices are heard, and how are social realities reflected in reporting?

In the panel “Media Policy: When Will the Leading Media Come from the East?”, representatives from the media industry, politics, and public broadcasting discuss strategies to anchor the East German perspective more strongly in the media and to sustainably strengthen local journalism.

Holger Friedrich, publisher and owner of Berliner Verlag, outlines the strategies of private media companies in eastern Germany. Torsten Kleditzsch, Editor-in-Chief of Freie Presse, offers insights into the challenges faced by regional media groups. Andreas Nowak, spokesperson for media policy (CDU, Saxon State Parliament), contributes the political dimension, while Leonhardt Krause, Head of the Director General’s Office at Mitteldeutscher Rundfunk, explains the role of public broadcasting.

The discussion is moderated by Prof. Dr. Markus Heinker (University of Applied Sciences Mittweida), who will also open the Q&A session.

The panel highlights how media organizations, policymakers, and public broadcasters are jointly developing strategies to strengthen local journalism and ensure that East German perspectives are sustainably and visibly represented.

Migration has been one of the most debated topics of the past decade and a litmus test for the responsibility of journalistic communication.

How do media imagery, word choice, and political framing shape our societal understanding of migration?

In the panel “How Do the Media Report on Migration?”, Vanessa Groß and Friedrich Hausmann, students in the Master’s program Media Management and Technology at Mittweida University of Applied Sciences, present the findings of a ten-year teaching and research project.

Based on a quantitative analysis of more than 2,500 articles from major outlets such as Der Spiegel, Süddeutsche Zeitung, Die Zeit, and Die Welt, they examined how tone and thematic focus have shifted since 2015 from Merkel’s “We can do this” to current debates surrounding immigration and identity politics.

The panel demonstrates how journalistic language shapes public perception, the power of media frames, and how data-driven research can help critically reflect on news coverage.

TAG24 reaches millions of people every day — with local and national news distributed across online and social media channels.

In the fast-paced environment of digital media, the question arises of how visibility, relevance, and trust can be ensured sustainably.

The panel “Next Level News” showcases how TAG24 strategically leverages artificial intelligence, Google, and social media to distribute news efficiently, reach new audiences, and optimize editorial workflows.

Robert Kuhne, Founder & CEO of TAG24, provides insights into data-driven reach strategies and explains how AI supports day-to-day editorial work — from topic planning to distribution.

Moderation & Q&A: Prof. Dr. Ulrich Buser (Mittweida University of Applied Sciences) moderates the discussion and opens the floor for in-depth questions.

The panel illustrates how modern news brands combine technology, editorial expertise, and community engagement to shape contemporary digital journalism.

Reaching young audiences with journalistic content requires strategic storytelling, data-driven analysis, and continuous optimization. This is how reach can be built and content successfully positioned.

In the panel “Young Journalism,” Leo Braun, Managing Director of KONTER Studios, provides insights into the strategies behind the funk account. He explains how the account grew from 0 to 1.8 million followers in a very short time, how content is strategically selected and analyzed, and which measures increase interaction and reach.

The subsequent Q&A session will be moderated by Prof. Dr. Janis Brinkmann.

Artificial intelligence, sustainability, and high-end visuals are driving a fundamental transformation in the commercial film industry. Production, creativity, and brand management are being reimagined—balancing technological efficiency, social responsibility, and emotional impact.

In the panel “Commercial Film Production,” two industry experts provide an inside look at the ongoing transformation processes:

• Carlo Walther (Tony Petersen Film) on sustainable production & future-oriented storytelling

• Mike Schäfer & Jens Hedrich (stillinmotion GmbH) on CGI, VFX, and the strategic power of digital brand worlds

The panel demonstrates how innovative workflows and creative concepts open new perspectives for brand communication.

The American Eagle scandal involving Sydney Sweeney highlights how quickly purpose-driven marketing and brand image can become the focus of global debate. Today, brands operate under constant scrutiny—any campaign can become either an icon or a controversy.

In the panel “Brand Management,” two international experts provide insights:

• Dr. Oliver Errichiello (Professor of Brand Sociology & Brand Management, CEO, Büro für Markenentwicklung Hamburg) on purpose-driven marketing, consumer realities, and strategic recommendations using the scandal as a case study

• Dr. Sarah Bowman (Senior Lecturer, Northumbria University) on media ecosystems, partnerships, and shelf advocacy as tools for modern brand management

The panel demonstrates how storytelling, responsibility, and strategic branding intersect to open new perspectives for brand management.

Social video campaigning has long become the heartbeat of modern brand communication. Platforms like TikTok, Instagram, and YouTube shape how companies reach their audiences - through emotion, authenticity, and the right creator strategy.

In the panel “Social Video Campaigning,” two industry professionals reveal how successful campaigns come to life—from the initial concept to viral impact.

• Bastian Bretting (Chief Commercial Officer at DEPARTD) and Laura Köder (Junior Marketing Manager at DEPARTD) provide an exclusive look into working with high-profile testimonials and creators such as Julien Bam, Knossi, and Money Boy. They explain how their team researches, conceptualizes, and produces campaigns—and why authentic voices make brand messages credible.

• Anne Charlott Brantin (Integrated Producer at charles&charlotte) shares the story behind the well-known PENNY campaign—from concept development and production to audience response.

The panel illustrates how creative agencies, producers, and brands collaborate to elevate social video—making it authentic, relevant, and impactful.

The SONY Academic Short Film Experience 2025 demonstrates how technological innovation, teamwork, and creative storytelling can deliver impressive results in a very short time.

In just 72 hours, eight student teams produced 100-second short films - using the professional SONY FX2 camera kit and inspired by a theme revealed live on October 23 at our side event “MFMW What’s Next?” in the TV studio of Hochschule Mittweida.

The panel “SONY Academic Short Film Experience 2025” will feature the premiere of all films and honor the best teams. The jury combines Hochschule Mittweida professors with industry experts: Prof. Dr. Rika Fleck (Hochschule Mittweida), Prof. Dr. Linda Rath (Hochschule Mittweida), Oliver Hagel (SONY Germany), and Malida Kolberg (Deutsche Columbia Pictures Filmproduktion).

The winning team will receive a trip to the Sony Virtual Stage at Pinewood Studios in London, one of Europe’s most innovative production facilities, gaining exclusive insights into the future of virtual film production.

Part of Medienforum Mittweida 2025, the panel exemplifies the close connection between media education, research, and industry. It highlights how emerging talent, combined with professional technology and creative thinking, sets new standards in short film storytelling.