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At the trade fair, which will take place parallel to the conference, over 100 exhibitors will introduce innovations from broadcast, multi-media, film/production, advertising, print and media education. In addition, the media trade fair will devote itself to the special topics of production and music in close coordination with the media conference. Entry to the trade fair is free of charge.
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| The Second Wave |
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Web 2.0 offers such as the circle of friends network Lokalisten (localisers), the video platform MyVideo (both owned by ProSiebenSat.1) or the student community StudiVZ (Holtzbrinck) achieve considerable coverage in Germany. From next year it is intended that StudiVZ will be in the black. Advertising directed at specific target groups is essentially considered to be a promising business model in the second generation internet. How can the classical media commercially exploit the »join-in« internet for their benefit? Recipes for success are in high demand for press and radio as the various media groups compete directly with each other by courting the favours of users in the internet. And the music industry is having to look around for a way for a strategic re-orientation in its record labels and new marketing strategies in order not to be swamped by the second internet wave once again.
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| Added Value by Playing |
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A separate games forum is concerned with the mega-trend of gaming, which is becoming apparent especially with young target groups by displacing the media budget in favour of digital games. The attractive target group of teenagers and twenty-somethings watches less television and plays more and more often, with senior citizens and housewives constituting new target groups. What influence will this extension of the gaming target group have on the games industry? Which companies in the added value chain will benefit from this trend? What new business models will develop? What influence will major games have on the consumers’ traditional media budgets such as music and video along with online subscriptions or mobile telephony? What can established media companies do today to counter this threat?
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| Mobile Media |
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In implementing mobile media, media will become increasingly independent of time and location. The cross-media strategies of the classical media such as television, print and radio will push into the foreground in order to remain competitive. The fact that established media companies are taking the changes in user behaviour seriously is shown by such diverse takeovers such as that of YouTube by Google and MySpace by News Corporation, or holdings by ProSiebenSat.1 in MyVideo and in the localisers and the formation of clipfish.de by RTL. The organiser of Medientage München is the newly-formed Medientage München GmbH (formerly DVB Multimedia Bayern GmbH). The event is supported by the Bavarian State Chancellery and the State Office for New Media (BLM).
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Webradio 
Web-TV 
