17/02/2018 - BERLIN 2018: The first European Film Forum of this year will take place on 19 February and will focus on the future of the European Union programme

The European Film Forum at the 68th Berlinale will be focused on citizens and specifically on how the MEDIA Programme of the future will be able to further connect with them. Discussions will be covering topics such as cultural diversity and how Europe's quality films can better reach audiences. The necessity of strengthening the competitiveness of Europe's cinema sector will also be debated, in particular given the growing importance of promotion and marketing. Prominent stakeholders from the industry, as well as high-level policy-makers both at national and European level will give their perspectives on these matters and will share their vision on the future of the MEDIA programme. The EFF will take place on 19 February at the Ritz-Carlton in Potsdamer Platz.

The first conference, entitled The future of MEDIA: connecting Europeans through films, will welcome Commissioner for Digital Economy and Society Mariya Gabriel, and MEP and Chair Committee on Culture and Education Petra Kammerevert, as well as a conversation with award-winning filmmakers Cristian Mungiu and Radu Mihaileanu on European identity, values and the distinctive character of European cinema. Award-winning film director Ildiko Enyedi, Rohfilm Factory producer Karsten Stöter, New Horizons Cinema programmer and producer Joanna Zak, Festival Il Cinema Ritrovato - Cineteca di Bologna coordinator Guy Borlée, and co-founder and cultural manager at CitiZenit Oana Tarce will participate in the panel Diversity for Creativity: Reaching wider audiences. Pi Studios managing director Clare Jones, comScore vice president Arturo Guillen, Unifrance  deputy managing director Frédéric Bereyziat and Alchimie CCO Isabelle Andrès will be the speakers of the panel The competitive advantage: promoting films throughout production and distribution.

The programme also includes a focus on the European Institute of Innovation and Technology (EIT), and the ways it's considering to unlock the potential of cultural and creative industries, by establishing an EIT Innovation Community on creative industries. The event will explore ways of bridging the gaps between technology and the content sector, in particular audiovisual industry.

Lastly, the sessions will feature projects supported by Creative Europe MEDIA programme, putting a special spotlight on the European Cinema & VOD Initiative.

Click here to have a look at the whole programme of the EFF. The conferences will also be streamed live online on that website.