MediaRoad was a Horizon2020 project aimed to strengthen Europe’s media sector by connecting broadcasters, startups, researchers and policymakers. It focused on creating a stronger ecosystem for collaboration, innovation and knowledge sharing. Through innovation projects, networking and policy recommendations, the initiative explored technologies such as AI, 5G, VR and blockchain, helping European media organisations adapt and remain competitive in a rapidly changing digital landscape.

The project was built around three interconnected hubs:

• Sandbox Hub: Connected media organisations with startups and SMEs to test and scale innovative technologies. More than 60 projects were conducted, covering areas such as AI, VR, 4D imaging and blockchain. The initiative attracted 18 media organisations, exceeding its original ambition.
• Policy Hub: Developed recommendations for supporting media innovation and examined the impact of emerging technologies such as AI, immersive technologies, blockchain, 5G and IoT. The project also contributed to seven EU public consultations.
• Network Hub: Created a European forum for sharing knowledge, launching collaborations, conducting joint research and influencing policy. It organised 15 events around key challenges facing the media sector.