For two days, the researchers will discuss the challenges posed by the digital world and especially video-on-demand platforms and services. They will also present their vision in different thematic areas such as digital content, university education, digital marketing, cultural industries and audio experiences.
The meeting was inaugurated by the vice-rector for Research and Educational Innovation, Pedro Sangro, accompanied by the co-director of the Congress, Javier Sierra, and the dean of the Faculty of Communication, Fernando Galindo.
The vice-rector highlighted the importance of research and the transfer of knowledge provided by universities “especially the audiovisual field is a phenomenon of recent study.” In this sense, Sangro has underlined the relevance of the audiovisual sector today: “It has the ability to generate trends, sell products, create communities, build ideologies, reinforce identities, inform about reality, entertain, excite, teach and keep an eye on us.” ”. Faced with these challenges, the vice-chancellor has insisted on the need to investigate this “essential” phenomenon.
Javier Sierra thanked UPSA for holding the congress, the first edition of which, 10 years ago, was held for the first time at the Faculty of Communication. Similarly, he has highlighted the research work of teachers and professionals, before the 250 investigations received in this call. “This collaboration contributes to generating a debate between what the audiovisual industry and the university are looking for regarding new technologies, development of digital content and artificial intelligence”, he underlined.
To conclude, the dean of the Faculty of Communication has highlighted the need for students to be able to learn about the new proposals in the audiovisual environment. Likewise, professors have to carry out research on a permanent basis, so, for Galindo, “they not only have the opportunity to publish in prestigious publishers such as MacGraw Hill, but also to establish contact with other researchers and professionals in the communication sector.”
Subsequently, the conference by the Deputy Director of Management of the Center for Innovation and Knowledge Observatory of RTVE, Esteban Mayoral, entitled ‘The necessary convergence of the university and the RTVE corporation: challenges and challenges’ was held. In his speech, Mayoral recalled that the corporation has established for years a Network of Applied Research Chairs in collaboration with Spanish universities. “RTVE wants to innovate, advance and continue to maintain its service in society and we cannot do it alone; the best agent we have found is the university, which transfers knowledge”, he pointed out.
In this sense, the deputy director explained that this study, coming from the university world, is applied for a fundamental objective: “Improving the products and services that RTVE offers as a public service to citizens.” Likewise, Mayoral has pointed out that it is necessary to adapt to this digital ‘tsunami’ and, for this, increasingly cross-sectional profiles are needed, where the role of the journalist is essential. “If we want to offer quality information and that the quality of democracy is not lowered, the role of the journalist is essential,” he emphasized.
The international congress, created in 1997, focuses on deepening the understanding of the paradigm shift set in motion by Information and Communication Technologies (ICT) and the production of digital content.
The congress is aimed at the agents (broadcasters, media, regulatory bodies and audiences) that directly influence the audiovisual production process.