Industry

FED Events hosted a new live Tech Talk dedicated to the evolving relationship between content and technology in the media industry. The session, titled “Tra contenuti e tecnologia: le novità nel settore media” (Between Content and Technology: What’s New in the Media Sector), was moderated by Andrea Michelozzi and featured the participation of M. Chiara Duranti, Chief Editor of Formatbiz; Marco Vitale, Commercial Director Media Centres and Agencies at 24 Ore System; Roberta Cambio, from Rise; and Guido Fermetti, from Persidera Media.

The live event, available on www.fed.show/eu, offered an overview of the current transformation of the media landscape, focusing on content distribution and production, the impact of advertising, and new viewing models such as Connected TV, HbbTV and FAST channels.

Andrea Michelozzi described the session as “a very interesting Tech Talk,” underlining how the debate touched on key issues for the industry, from content production and distribution to the role of advertising and the emergence of new forms of consumption. He also thanked Marco Vitale, Maria Chiara Duranti, Roberta Cambio and Guido Fermetti, noting that the event represents “a very valid indication of the current state of the media industry.”

During the discussion, Marco Vitale highlighted how the market is constantly moving and evolving. “This Tech Talk once again demonstrated how dynamic our world is,” he said. “One very important element confirmed today is the constant search by broadcasters and producers to expand distribution as much as possible.” Vitale also spoke about the recent move of Il Sole 24 Ore TV to channel 63 on DTT, coinciding with the channel’s first anniversary, and the entry of the company’s advertising sales house into the Connected TV environment from June.

Roberta Cambio focused on the broader transformation of television and public service media. She pointed to the UK Government’s consultation on the possible switch-off of terrestrial TV signals as early as 2034, stressing that the most striking element is not only the potential switch-off itself, but the debate around a more flexible Public Service Media framework. According to Cambio, this could even open the door to YouTube being designated as a Public Service Media provider alongside traditional players such as the BBC and ITV. “That would be a fundamental shift in how we define public service, and it is a conversation the industry needs to have now,” she said.

Cambio also addressed the rise of microdramas, a phenomenon increasingly discussed across the global content industry. These very short episodes, often lasting between 60 and 90 seconds and designed primarily for mobile viewing, are reshaping the relationship between storytelling, platforms and audience behaviour. At the same time, she noted the paradox of Instagram, a platform built around Reels and short-form consumption, now moving in the opposite direction with the launch of Instagram for TV in the United States and experiments in long-form episodic storytelling. “The platform that shortened our attention span may now be betting on recapturing it,” she observed.

M. Chiara Duranti brought an international editorial perspective to the debate, highlighting the strong signals coming from Asian markets. “Among the emerging markets, I see very strong signs in Asia, especially in South Korea, Japan, Taiwan and China, where there are not only advanced technologies but also many new creative ideas,” she said. Duranti underlined how the most discussed themes today are artificial intelligence and microdrama: from films and series already produced entirely through AI, to the short-form drama model that started in China, has reached the United States and is now trying to find a sustainable European model.

According to Duranti, Europe cannot simply replicate the Chinese model, because the cultural, regulatory and industrial context is different. The challenge for European producers, broadcasters and platforms will be to understand how to adapt these new forms of storytelling to local audiences, while maintaining quality, editorial identity and a viable business model.

The FED Events Tech Talk confirmed how the media sector is entering a new phase, where technology is no longer just a distribution tool but a structural driver of editorial strategy, advertising models and audience engagement. From CTV and FAST channels to AI-generated content and mobile-first microdramas, the conversation reflected an industry in rapid transformation, where the ability to combine innovation with strong storytelling will be decisive for the futur