Our journey so far

Future Media Hubs and her Advisory Board have been working on a European Innovation Agenda since 2023. A first vision paper has been published in January 2024, which has been validated during a first roundtable conversation between media CEO’s and the European Commission. This conversation took place during the Media Innovation Xchange Conference by the Belgian EU presidency program on March 13 - 14 in Brussels. It covered the following : 

• The European media industry rivals the pharmaceutical sector in size, yet it is shaped by a unique landscape – dominated by small and medium-sized enterprises operating in fragmented national and regional markets. Both public service and commercial media organizations play vital roles, but they face mounting pressure from international giants and rapid technological change. According to the European Commission’s Media Outlook 2023, European audiences rarely consume content from outside their own countries, highlighting the fragmented nature of the market and the challenges for both public and commercial players in reaching broader audiences. 

• As global platforms tighten their grip on content, data and distribution, collaboration is no longer optional – it is essential for survival. No single European media company, whether public service or commercial, is strong enough to stand alone against global competition. This is where robust Public-Private Partnerships (PPPs) become crucial: they drive innovation, align efforts across member states, and unlock synergies by setting clear targets and KPIs for the sector. 

• Public Service Media (PSM) must be recognized not just as participants, but as catalysts for innovation, with a remit to strengthen the wider media landscape. Already, PSM leads through significant investments and innovation hubs, but many face barriers in accessing EU funding. Commercial media, meanwhile, is a major driver of cultural diversity, media pluralism and job creation, entertaining and informing millions of Europeans every day across all platforms. Together, both sectors can create a more resilient and innovative media environment. 

• To maximize their impact, we must foster greater synergy between public and commercial media, remove obstacles to EU funding, and ensure that both sectors can thrive. A dedicated EU Commissioner for Media and targeted funding would strengthen the industry’s representation and capacity, empowering both public service and commercial media to act as catalysts for innovation across Europe – ensuring that the European media industry not only survives, but thrives in a rapidly changing world. 

Since then, yearly updates of the vision paper towards a European media innovation agenda took place, adapting the key strategic areas to the future needs of the industry. In June 2025, the Future Media Initiative was launched as the cluster initiative for Future Media Hubs, our yearly trend reports, vision paper and proposal for a Public-Private Partnership to drive a next generation media innovation ecosystem in Europe. A second roundtable conversation between the European Commission and industry stakeholders is being prepared to discuss this initiative further.