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The 40th edition of Munich Media Days (Medientage München) opened on October 21 under the motto “Own it!”, calling on Europe’s media industry to regain control over its content, audiences and revenues in an increasingly platform-dominated market.

Our correspondent in Munich attended the Opening Summit, featuring Bavarian Minister-President Markus Söder and ProSiebenSat.1 CEO Marco Giordani, both interviewed by journalist Eva Schulz.

Söder urged Europe to develop a stronger response to global tech platforms and artificial intelligence, warning about foreign interference in democratic processes and calling for greater protection of intellectual property.

Giordani focused on ProSiebenSat.1’s future under MFE – MediaForEurope, highlighting the group's renewed focus on its core media business, plans for a common European streaming platform and the competitive implications of the RTL–Sky Germany deal.

The summit also featured an opening keynote by Prof. Dr. Annette Zimmermann of the University of Wisconsin–Madison, addressing digital sovereignty and the growing influence of AI and algorithms on media visibility.
Running until October 23, Munich Media Days brings together more than 350 speakers and around 5,000 industry professionals for discussions on television, streaming, journalism, technology and advertising.
The opening day's central message was clear: European media companies must regain control of their distribution, intellectual property and relationships with audiences to remain competitive in the digital era.