Innovation without borders: Future Media Hubs unites 50 media organisations in the international network

In 2018, the initiative was launched as part of the European project MediaRoad to make it easier for start-ups to collaborate internationally with media organisations. This way, startups can tailor their technologies more specifically to the needs of the media sector and media organisations get the chance to discover new solutions. Meanwhile, the Future Media Hubs network consists of four different 'hubs', each with its own focus. From start-ups to the latest video and audio technologies. From young creators to gaming. Each hub of the network brings together media organisations from different countries around themes such as disinformation, artificial intelligence and virtual productions. 

Creating media with more than 75 start-ups   

Since 2020, more than 75 start-ups have already been introduced via the network to other media organisations. At VRT, Flemish start-ups On-Hertz and Tinkerlist, among others, were able to test their technology on the production floor and grow beyond borders. On-Hertz provides software tools to create audio content efficiently and flexibly. Via the international network, the Flemish start-up already partnered with DPG Media, RTBF and Radio France.  

In turn, Tinkerlist supports production teams with an online application that helps automate editorial workflows. Through their projects with VRT, RTBF and DPG Media, Tinkerlist is responsible for a digital revolution in TV productions and live events. That collaboration took place directly via Future Media Hubs.  

Start-ups from other countries are also introducted within the network. For instance, Sceenic collaborated with both NPO and VRT. Thanks to that collaboration, viewers could still experience and discuss sports 'together' during the corona period via webcam. Today, Sceenic’s Watch Together solution is still being used by major channels, giving, for example, families with children studying abroad the ability to still enjoy their favourite programs together. 

International themes with local impact  

There is no 'I' in team. Exchanging knowledge and launching projects together lies at the heart of Future Media Hubs. On a regular basis, there are inspiration sessions and consultation moments that transcend busy schedules (and time zones). Meanwhile, more than fifteen international projects have already been launched and discussed within the network. For example RTBF, Radio France and France TV putted their strengths together to promote open innovation and digital transformation with ‘L’accelerateur des idees’. In this collaboration, 10 innovation teams from each partner got the chance to workshop their idea and present it to a final jury. This way, already 45 teams got the opportunity to work out their acceleration ideas.  

Experimenting together is essential for innovation, says head of Future Media Hubs Sarah Geeroms: "Future Media Hubs lets European media organisations collaborate on themes that have an impact on the local media sector as well as the public, such as artificial intelligence. This way, the insights, ideas and experiences of network members can make a difference. In addition, this structural cooperation is necessary to innovate on a relevant scale and put important themes on the international agenda. In doing so, we strengthen both the media sector and local ecosystems."   

A successful collaboration with a particular partner often also gets a follow-up. For instance, VRT has already worked twice with the Finnish broadcaster Yle. In a first project, the broadcasters experimented with the possibilities of the metaverse, a virtual world we create ourselves. This helped research how, in the future, you can experience media as a 'virtual person' in a completely new way. A second collaboration goes a step further and looks at the existing metaversum of 'Roblox' to develop new and safe experiences for younger audiences. 

50 and counting 

With South American Globo, the network's counter now stands at 50 media organisations, nine of which are commercial and 27 public. This mix is also essential, according to Loïc De Visscher, board member and corporate innovation manager at RTBF: "By uniting private and public media organisations in one network, we not only exchange knowledge and experience - we also accelerate innovative projects that shape the future of our sector. Collaboration here is not just a concept, it is our core strategy for success."  

Meanwhile, the network is also adept at getting other organisations to innovate successfully. Sarah explains, "For new partners, we develop various toolkits - from setting up our own sandbox operation, reaching out to young people, to setting up a game department. We build on each other's success stories and experiences. The focus is obviously on Europe, but by also getting to know partners in other continents, we keep up with new evolutions and media ecosystems on a global scale. Globo, for example, is the world's second-largest television network; only ABC in Australia is bigger. Both are contractually part of Future Media Hubs today." 

On to a hundred? Sarah shares her ambitions: "Over the past few years, we have worked hard to build our network. Now that this is going smoothly, in the coming years we want to continue focusing on concrete projects that have a direct impact on the end user. We are also investigating how we, as a network consisting of the continent's leading media players, can continue a dialogue with each other and with European policy. This way, we can help set the future agenda of media innovation, with accompanying opportunities for the European media sector." 

Article written by Nikki Peeters