Students experience the transformation of the media industry

17.12.2025
News Study Program

Numerous experts from the media industry took part in exciting discussions about the future of communication and digital innovation at Medientage München 2025. Under the motto #WTFuture?!, the event offered inspiring insights into current developments and trends in the media world.

At the end of October 2025, students from the Marketing & Communication Management program at the University of Applied Sciences Kufstein Tirol attended Medientage München, one of Europe's largest conferences on media, communication, and digital innovation.

As part of the Corporate Communications & PR course, a visit to Medientage München was once again a fixed part of the program this year. Under the motto WTFuture?!, this year's event focused on the question of how media, technology and society are changing in the age of artificial intelligence.

Ten students took advantage of the opportunity to openly share their impressions without any predetermined guidelines, and they particularly praised the authentic atmosphere and the diversity of topics and participants.

EDUCATION AT THE HEART OF THE INDUSTRY

Students could choose from over 100 presentations, workshops, keynotes, and panel discussions on current topics - from AI literacy and copyright to content collaborations between media companies and creators.

A panel of experts highlighted Gen Z and Alpha and their influence on society and the media.

TOPICS THAT AFFECT THE MEDIA

Some key topics of discussion clearly showed how much the media landscape is changing:

Creator and Content Collaborations: Expert discussions showed how traditional media companies and creators can work together. Community involvement is considered crucial to success. Platforms such as YouTube and Joyn strengthen local productions in the long term, while declining production budgets and closed structures remain challenges.
AI & Copyright: The legally compliant use of content for AI training was discussed. Licensing models and opt-out mechanisms secure the rights of authors. Protection of intellectual property and clear regulations are considered prerequisites for the use of AI.
AI literacy & media literacy: Competence in dealing with AI is necessary to recognize fakes and deepfakes. Users must critically examine content. AI systems can create transparency, but at the same time, sensitivity to the economic interests of providers remains crucial.
Freedom of the press in the US: Political pressure on US media from the second Trump administration is evident in court proceedings, access restrictions, and media mergers. Independent journalism remains central, but is becoming increasingly difficult in politically sensitive environments.

STUDENTS' IMPRESSIONS

The on-site exchange left a lasting impression on the participants. Many were enthusiastic about the openness of the discussions and the diverse perspectives on the future of the media world. “A total enrichment for every MKM student,” reports Vanessa Schwaiger, a student in the Bachelor's program in Marketing & Communication Management.

CONCLUSION

Course instructor Prof. (FH) Dr. Peter Schneckenleitner sums up the event positively:
“The Media Days are an enrichment for our students every year. This year, the event focused on the impact of artificial intelligence on the media landscape. One thing quickly became clear: this topic is currently a gold mine for lawyers, as countless solutions, contracts, regulations, and laws are being worked on.”

The visit made it clear how complex, but also exciting, the future of media communication is - and how important it is to experience change not only theoretically, but also live.