The Medientage Munich 2024, held from 23 to 25 October 2024, brought together over 5,000 attendees to explore how media can uphold social responsibility in a world increasingly shaped by Artificial Intelligence. Experts from media and politics, including Bavaria’s Prime Minister Dr. Markus Söder, discussed essential issues like democracy, media diversity, and the challenges of disinformation.
A key highlight was the panel discussion, “Democracy, Media Diversity, Attitude, and Sustainability – What Responsibility Do Advertisers Bear?" where Prof. Dr. Lisa-Charlotte Wolter, head of the IU Research Center for Sustainable Media & Marketing, joined industry leaders like Tobias Conrad (BCN) and Dr. Christian Hahn (Deutsche Telekom) to talk about sustainable media planning. The panel emphasized that responsible investments benefit both brands and society, showing that sustainability plays a crucial role in today’s media landscape. For more information follow the link or find more information here.
Holger Thalheimer, co-founder of Initiative 18, advocated for the goal of “free, safe, and sustainable media” as an addition to the UN Sustainable Development Goals. He emphasized the importance of this initiative in strengthening media diversity. Additionally, GroupM introduced its “Back-to-News” initiative, which features a marketplace for trustworthy news portals. This platform allows advertisers to invest specifically in quality media, contributing to the enhancement of media diversity.
A central topic of discussion was also the opportunities and challenges presented by generative AI. AI expert Henry Ajder warned of the risks associated with synthetic media content, highlighting the potential for misinformation and manipulation. Meanwhile, Bavaria’s Minister President Dr. Markus Söder called for democratic regulation of new communication technologies, underscoring the need for a framework that balances innovation with public safety and trust.
Overall, the Medientage München demonstrated that the media industry is taking the transformative power of AI seriously and is proactively positioning itself to promote both economic and societal values.
About the IU Research Center for Sustainable Media & Marketing
The Research Center for Sustainable Media & Marketing at IU International University of Applied Sciences investigates solutions at the intersection of media, marketing, sustainability, and AI, supported by collaborations with international partners such as the Consortium on Trust in Media & Technology (CTMT). The aim is to research and develop tools and standards for the media industry that can lead to long-term societal benefits.
