23rd Medientage München:

»Media and Transformation«

Chart of Events 2009/2010

The current economic crisis has become a driving force for a previously unknown structural change in the media world. This year’s Medientage look at the changes arising from this and aim to give everyone working in the media reassurance for this transformation process.

During the three days around 500 media specialists will discuss many media related topics in 80 events. At the accompany-ing congress, businesses from various media branches will present their products and services. This year the media fair content will focus on the latest from broadcasting, the internet and mobile media as well as production and the media trade press. New players and many new end devices with which content can viewed everywhere and always have also resulted in increased competition for advertising revenue.
Today’s »television ecosystem« is a complex web in which not only the classic broadcasters, producers and marketing companies operate but also cable operators, landline and mobile phone providers as well as broadband providers and innovative players. With PayTV and VoD models, content providers become links in the value creation chain. At the same time, large bandwidth in the internet and direct access to end customers enables the creation of new products. This, in turn, calls for, amongst other things, new co-operations and partnerships, internationalisation as well as a change in advertising strategies and concepts which will be discussed in the various discussion forums.

Always on call

One of the main areas of focus of the congress is the examination of new multimedia communication forms – in the panel »Always on call« speakers including Andrew Gilbert from Qualcomm Europe and Stephan Becker-Sonnenschein from O2 Germany, will discuss how communication has changed since the emergence of e-mail and SMS etc. The micro blogging site Twitter has also played an undisputed role in this change. Yet, whether news in only 140 characters is only a fad or the communication tool of the future will be discussed by blogger Sascha Lobo, SPD politician Thorsten Schäfer-Gümbel, Web 2.0 expert Nicole Simon and FOCUS Online editor-in-chief Jochen Wegner.
The mobile internet also drives the structural change on but what do successful business models look like? What opportunities are there for mobilising revenue flow which is as varied and as high quality as possible? And how do you get advertising customers in the mobile internet? These and other questions will be discussed by representatives from the various media branches.
The organiser of Medientage München is the Medientage München GmbH. The event is supported by the Bavarian State Chancellery and the State Office for New Media (BLM).