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Shaping Europe’s digital future
Event report | Publication

European Film Forum: The Transformation of the European Audiovisual Ecosystem: Towards a more Sustainable and Digital Industry

Creative Europe MEDIA organised an EFF during the 69th edition of San Sebastian Film Festival

This EFF addressed the on-going profound transformation brought about by digitalization and the greening agenda through the eyes and experience of representatives of important institutions, associations, platforms and independent professionals from the private sphere across Europe.

You can now download the report and replay the session:


16:30 (CET)

Welcome and introduction

Elena Neira, Founder and CEO, La otra pantalla, Spain

16:35 (CET)

Welcome speech

José Luis Rebordinos, Director of the San Sebastian Film Festival 

16:45 (CET)

Introduction – Creative Europe 2021-2027, new horizons for the European Audiovisual Industry

Lucía Recalde, Head of Unit Audiovisual Industry and Media Support Programmes, European Commission

16:55 (CET)

Panel 1: Green Deal: Challenges or opportunities for the European Audiovisual Industry?

In recent years, the audiovisual industry has been making a great effort to align with the European Green Deal and build a new sustainable economic model. What new challenges must be addressed in this green transition? What are the industry achievements so far?

  • Luz Molina, Head of the European Green Screen project (Interreg Europe) in Promálaga, Spain
  • Álvaro Longoria, Vice-President, European Producers Club, Producer and Partner, Morena Films, Spain
  • Paloma Andrés Urrutia, Co-founder, Fiction Changing the World and Mrs. Greenfilm, Spain
  • Zsofia Szemeredy, Sustainability Consultant & Development Executive, Co-founder at GreenEyes Production, Hungary
17:45 (CET)

Panel 2: Digitization and Big Data: What path should Europe take?

Data are a goldmine for all links in the value chain of the European audiovisual industry. How can Big Data and new technological tools transform business models and improve creation, production and distribution strategies?

  • Niels Alberg, Co-founder and CEO, Publikum, Denmark
  • Emilio Sánchez Zaballos, Manager of video and online platforms, Atresmedia, Spain
  • Oliver Fegan, Co-Founder and CEO, Usheru, Ireland
18:25 (CET)

Closing remarks


EFF SSIFF San Sebastian summary report
European Film Forum at San Sebastian 2021 - Speakers (.pdf)