Jörg Bachmaier

#MTHCON26 opens on the Expert Stage with welcome remarks from the conference hosts and from guests representing the state of Brandenburg and the United Kingdom, setting up two days of programme on the future of MediaTech at Studio Babelsberg.

How is AI transforming the media industry? Which business models have a future? And what skills will media professionals need tomorrow? For its 20th anniversary, Macromedia University brings together leading voices from media and academia to explore how AI, technology, creativity and changing audiences are transforming the industry, and what this means for the way we prepare for a future we cannot yet predict.

The session opens with inspiring keynotes by Prof. Dr. Dr. Castulus Kolo, President of Macromedia University and Prof. Dr. Eli Noam followed by a high-level discussing how AI is reshaping the sector. Jörg Bachmaier, CEO of Studio Babelsberg; Tristan Filges, Executive Editor AI & Distribution at Axel Springer Premium Group; Prof. Dr. Leona Achtenhagen, President of the European Media Management Association and Director of the Media, Management and Transformation Centre at Jönköping International Business School; and Prof. Dr. Eli Noam of Columbia University will share their perspectives on the opportunities, challenges, and future of AI in media and education. The panel will be moderated by Prof. Dr. Evelyn Kästner.

What does generative AI in film production look like beyond Europe, and what does it mean for studios here? An international showcase from India opens the session. A fireside chat in Babelsberg then widens the perspective to European production.

Ridhima Lulla | Co-Founder & Co-President, Eros Innovation
From Bollywood, Ridhima Lulla presents the AI approach of Eros Innovation, part of one of India’s major entertainment companies. Eros is developing culturally grounded AI models based on its extensive content heritage. They are designed to understand cultural context, characters, emotions and storytelling traditions. Lulla shows how this approach can open up new possibilities for storytelling, production and the development of new characters and worlds.

Jörg Bachmaier | CEO, Studio Babelsberg AG
Following the showcase, Lulla joins Jörg Bachmaier for a fireside chat that brings the conversation to Babelsberg. Together, they discuss what generative AI already makes possible in production and what the studio of the future will need. The conversation looks at new creative possibilities as well as IP, legal frameworks and the conditions for using generative AI in European filmmaking.