Presse release for February 10, 2017

#MCB17 – Successful models for platforms and media corporations, journalism caught in credibility dilemma, storytelling in VR und AR, algorithms, artificial intelligence 

On 8 May, MEDIA CONVENTION Berlin, Berlin’s and Brandenburg’s media congress, is starting for the fourth time at STATION Berlin, at the same time as re:publica. Over the course of three days, participants have a choice of keynote speeches, discussions and fireside chats on current topics of digital media society, the media market as well as media and Internet politics. In addition to that, regional startups and media innovation projects are presenting their ideas, developments and business models at MEDIA CONVENTION Berlin. Through workshops, visitors can both practically and personally engage in discussions on specific media society subjects. Among the questions covered are: "What is really behind the general terms and conditions we so often just click to disappear?", or "What data am I surrendering, for example, when I use Google or social networks like Twitter and Facebook?"

"In times of discussion on fake news and alternative facts, we need new concepts for diverse and independent journalism as a pillar of democracy", said Dr. Anja Zimmer, director of Medienanstalt Berlin-Brandenburg. "Our event is a place where those discussions can be bundled and new approaches can be developed." 

"At MCB, we are shining a light on digital media society from different perspectives and we are discussing – for the first time over three days – the freshest topics in media and Internet politics and the media market", adds Helge Jürgens, managing director of Medienboard Berlin-Brandenburg. "The MCB convenes the creative industries and, through its marketplace, offers an opportunity for establishing contacts, cooperation and new business models for the film, TV, VR, games and VFX industries."

The topics at MEDIA CONVENTION Berlin 2017 (#MCB17):
  • New models for success: How platforms, media corporations and startups are strengthening their brands
  • Journalism caught between credibility dilemma and big data: How to preserve plurality of opinion
  • Artificial intelligence and algorithms: How machines are shaping our media world
  • Virtual and Augmented Reality: How we will experience media in the future
  • Storytelling, stars and influencers: How content finds its audience

New models for success: How platforms, media corporations and startups are strengthening their brands
Players like Facebook, Google, Amazon, Snapchat, Netflix, Spotify, Apple and Microsoft, who have entered the media market, are significantly influencing the development of business models and act as powerful gatekeepers for media content.
Traditional media corporations such as ProSiebenSat.1 or Axel Springer are responding to this with their own digital strategies, and increasingly with investments and transformation processes outside of media. New products, brands and offerings are created and are reaching users over various digital channels and platforms. At MCB17, we are presenting new offerings and are investigating their chances of success in the face of international competition for user attention and an up-to-date mode of regulation.

Journalism caught between credibility dilemma and big data: How to preserve plurality of opinion 
Great data volumes provide detailed intelligence on actions and habits of people, extensive user profiles are generated. Data forms the basis for the creation of media content and the choice of distribution path, the channel back to the people. Society and politics need an answer to these possibilities of technology. What should we permit and prohibit? How do we ensure privacy? How do we safeguard plurality of media and opinion? In this context at MCB17, we are also discussing the question of how journalists can analyse and communicate data volumes in a comprehensible way. We are also asking the question of how traditional media and media corporations can win back the people’s trust and thus secure their credibility.
Artificial intelligence and algorithms: How machines are shaping our media world
With the help of artificial intelligence (AI), new media and ways of media production arise. Mainly repetitive tasks such as keywording and categorisation, but also post production steps such as cutting can be supported by AI. The consequences of this do not only apply to the media landscape. Through this diversity, the competition for visibility and perception is also heating up. Algorithms and platforms are the new gatekeepers that decide which content receives exposure. How can technologies be used to distribute content? What kind of legal foundation do we need to preserve diversity? Which responsibilities do platforms themselves have? How can the seclusion of users in filter bubbles be prevented?
Virtual and Augmented Reality: How we will experience media in the future
New cameras are causing a shift in thinking when it comes to media production. Like sensors, they react to gestures, faces, emotions and objects. They no longer see in 2D, but 3D and 360°. And they are measuring spaces and recreating them virtually. Responsive videos and immersive experiences (VR and AR) are rendered possible. Smartphones make these developments usable for everyone. Their cameras in connection with Live Lenses such as Snapchat are creating individual realities. This way, video is transforming from output to input. This leads to new modes of production and presentation on all sides. Storytelling must be rethought, stories must be made into an experience for users. At MCB17, producers, device developers and, of course, users are discussing this new media reality.

Storytelling, stars and influencers: How content finds its audience
While Taylor Swift and FC Bayern München successfully reach their audience on various digital platforms, traditional media creators are still searching for matching content and formats for these distribution channels. Is it special interest formats going straight for a niche? Is it necessary to have content for all groups of interest? Can TV content and movies be successfully transferred and be developed further on the web? New producers, stars and influencers with great range are also faced with questions that will be discussed at MCB17: Is it imperative to maintain a brand in the digital sphere or should ranges of influence be used and monetised as quickly as possible? How do we preserve a good measure of authenticity and staging? Can a digital presence spawn new content and genres, as is currently the case in eSports?


We are looking forward to your visit!

Press contact:
Tel.: +49 (0) 173 297 08 19 / +49 (0) 179 866 56 67
Achim Klapp / Wilhelm Nöldeke

MEDIA CONVENTION Berlin is one of Europe’s pionieering media congresses. It is held by Medienboard Berlin-Brandenburg (MBB) and Medienanstalt Berlin-Brandenburg (mabb) on behalf of the federal states of Berlin and Brandenburg. This year, the congress is taking place for the fourth time in cooperation with re:publica at STATION Berlin. From 8 to 10 May 2017, the stages of #MCB17 are dedicated to current issues of media and Internet politics, market trends and developments of digital media society. MCB and re:publica are once again expecting about 8,000 visitors from over 60 countries.


Project Management (Medienboard): Dr. Anna-Sarah Vielhaber: +49 (0)331-743 87 83,
Project Management (mabb): Anneke Plaß:
Press: Achim Klapp / Wilhelm Nöldeke:
+49 173 297 08 19, +49 179 866 56 67,
Sponsoring / Events: Jessica Fuchs +49 (0) 331-743 87 61,
Media Partnerships: Laura Winkler +49 (0) 331 74387 62, #mcb17

MEDIA CONVENTION Berlin is organized by Medienboard Berlin-Brandenburg and Medienanstalt Berlin-Brandenburg (mabb) in cooperation with re:publica and on behalf of the states of Berlin and Brandenburg.

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