Innovation Salzburg has been a long-standing partner of the Media Summit and, together with organizer Hannes M. Schalle (Film & Music Salzburg) and other partners such as the Salzburg and Austrian Chambers of Commerce, the Federation of Austrian Industries Salzburg, the Austrian Film Institute (ÖFI), the Austrian Regulatory Authority for Broadcasting and Telecommunications (RTR), the Austrian Business Agency (ABA), and the Federal Ministry for Economy, Energy and Tourism (BMWET), is committed to strengthening Salzburg as an innovative hub for media and film.
In his welcome speech, our managing director Walter Haas emphasized the strategic importance of the industry for the region. The international visibility generated through productions, collaborations, and events like the Media Summit plays a crucial role in positioning Salzburg as a dynamic location in the European competitive landscape.
A highlight of this year’s summit was the recognition of the Felsenreitschule Salzburg as a “Treasure of European Film Culture” by the European Film Academy – an award that underlines Salzburg’s cultural significance within the international film context. The city is also globally renowned thanks to iconic productions like The Sound of Music, which continues to attract international visitors and contributes to Salzburg’s global reputation as a film city.
Funding, Impact, and Transformation
The morning workshops on funding opportunities were specifically tailored to one-person businesses and small production companies. In the opening keynote, Michael Paul presented recent studies on European funding models and their economic leverage effects. This was followed by a media policy panel, where representatives from BMWET, Fernsehfonds Austria, ABA, and other industry players discussed the framework conditions and future outlook of the sector.
Media Summit initiator Hannes M. Schalle drew a positive conclusion: “At the Summit, we consistently demonstrate that Salzburg can play a unique role even amidst the transformation of the global media landscape. […] It is particularly encouraging that the latest study on regional and fiscal effects reports significantly higher positive economic impacts of state funding from the Province of Salzburg than previously assumed.”
The relevance of the summit is also reflected from a film industry development perspective: “Salzburg not only offers stunning backdrops but also professional conditions for film and TV productions – from initial contact and filming permits to location consulting. The Salzburg Media Summit shows year after year just how much potential our region holds,” says Edith Urban of Filmlocation Salzburg at Innovation Salzburg.
The Future of Media, the Streaming Market, and Location Development
In the expert panel on “Investments, Incentives, Innovations” and the evening fireside chat with Warner Bros. Discovery executive Gerhard Zeiler, current trends were discussed – ranging from AI-driven storytelling to the challenges of the European streaming market. Zeiler noted: “Everything has actually changed. […] Only two media companies in Europe have managed to position themselves well in the streaming sector – RTL in Germany and Videoland in the Netherlands. The others have failed.”
A Creative Hub with a Promising Future
The afterparty “Servus am Abend” provided a unique atmosphere for networking. Stefanie Daubek, Chair of the Film and Music Industry Group at the Salzburg Chamber of Commerce, emphasized: “We want to continue positioning Salzburg as a creative hub – with a clear focus on fair production conditions, sustainable funding, and international visibility. […] In doing so, we not only strengthen Salzburg as an attractive location for film and music production, but also as a future-proof space for creative development and media industry innovation.”
United for a Strong Media Region Salzburg
The strong turnout and commitment of all participants highlight the importance of collaboration between business, politics, funding bodies, and creatives in advancing the region. Innovation Salzburg plays an active role in these networks – through strategic location development, innovation support, and international networking.
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29. July 2024
Pioneering Workshops and Inspiring Screenplays
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10. July 2024
Funding for film, TV, and streaming projects
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27. May 2024
Mr. Eddy: How interesting is Salzburg for Netflix?
In the name of our film location Salzburg, we had the opportunity to host a delegation from Netflix. During a stroll through the city center and Hellbrunn, the team could get an impression of Salzburg’s film scenery. Steve Eddy, Director of the DACH Region for Netflix, answered a few questions for us on that occasion.