Audiences in motion will celebrate its second edition during the 64th San Sebastian Festival. The event will continue to study the central position held by the audience in the production, distribution and exhibition of audiovisual contents in the digital era. This year’s event is entitled Audiences in Motion: Listening to the User.
The conference, jointly organised by the San Sebastian Festival and Creative Europe MEDIA with the collaboration of Donostia / San Sebastian European Capital of Culture 2016, is framed within the European Film Forum, a platform created by the European Commission to facilitate structured dialogue between the European Commission and stakeholders in the audiovisual sector. The aim is to develop strategic policies for successfully dealing with the challenges and opportunities generated by the digital revolution.
Internet has transformed the value chain of audiovisual production. A new scenario is emerging with profound changes: the breakaway from traditional formats, the increased demand for audiovisual content, the myriad of exhibition devices and windows and, above all, the changes in consumption habits among young audiences.
Connecting to the new generations of users, the so-called millennials and digital natives, represents an enormous opportunity for the industry. Digital means and social media bring the possibility of two-way communication between the content creators and these users who assume a far more active role, where the participation and personalization of contents are key questions. “Listening to them” is an obligation. Audiences in motion: Listening to the User presents practical cases of audience participation, looking at data analysis and social media monitoring as essential tools in digital conversation.
At the same time, digital technologies can help address old challenges in new ways. Creative Europe MEDIA strives to build cross-border audiences for European works. However, the average audience for non-national European films is only 10% of overall audience. Therefore listening to cross-border audiences is a potential factor for box office growth as well as an increase in cultural diversity of audiences.
The conference will be structured around two panels:
Martin Dawson, EUROPEAN COMMISSION - CREATIVE EUROPE MEDIA (Belgium); Marianne Furevold, NRK (Norway); Fernando López Puig, TVE (Spain); Camille Lopato, DIVRSION (France); Felipe Pontón, TELEFÓNICA - MOVISTAR+ (Spain); Arturo Guillén, COMSCORE (U.S.A.); Tania Sutherland, MUBI (U.S.A.); and Dag Asbjornsen, EUROPEAN COMMISSION - CREATIVE EUROPE MEDIA (Belgium).
Emmanuel Durand, WARNER BROS. ENTERTAINMENT FRANCE / SNAPCHAT (France) will be the conference’s keynote, whereas the panels will be moderated by Elena Neira, LA OTRA PANTALLA (Spain).
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