Observed Signal · Oct 19, 2026 · Policy Update · Source: Horizont · Impact: 3/5 · Sentiment: Negative
Munich Media Days: Industry's Big Challenges Discussed
The 40th Medientage München conference, held from October 21-23, 2026, brings together media, politics, and business leaders to address key industry challenges: AI's impact, platform dominance, and journalism's future. BLM President Thorsten Schmiege and Medien.Bayern CEO Stefan Sutor highlight concerns over digital sovereignty, declining journalistic visibility on social platforms (e.g., only ~1% on TikTok feeds), and funding shifts. The event features panels on TV, audio, and AI, with over 5,000 attendees. A proposed Digitaler Medien-Staatsvertrag aims to enhance discoverability of journalistic content in recommendation systems, possibly via quotas (10-20% per BLM study). Debates also cover the legal status of podcasters, AI transparency rules, and potential digital levies on large platforms to support media diversity.
This article discusses regulatory and industry challenges for media and advertising, including AI governance and platform discoverability, which are highly relevant to AdTech and media monetization. It highlights potential policy shifts that could affect ad-funded platforms and journalistic content visibility.
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Key Takeaways & Evidence Grounding
- 40th Medientage München to take place October 21-23, 2026, in Munich's Werksviertel, expecting over 5,000 participants.
- BLM study finds journalistic content makes up only about 1% of average TikTok feeds.
- German states plan a new Digitaler Medien-Staatsvertrag to improve discoverability of journalistic content in social feeds and recommendation systems.
- A BLM study with LFM NRW suggests users view a 10-20% information share in feeds as enriching.
- The draft Digitaler Medien-Staatsvertrag is in consultation phase; statements accepted until November 13.
Connected Companies & Entities
1 Entity mapped“BLM President Thorsten Schmiege comments on digital sovereignty, the role of platforms, and journalistic visibility; the organization also c...”
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Medientage München 40th Anniversary: 'Own it!'
Medientage München will celebrate its 40th anniversary from October 21–23 with the motto “Own it!”, focusing on digital sovereignty, tech-independence and how media organisations can shape their future amid AI and platform dominance. Organised by Medien.Bayern GmbH, the event expands to two additional Munich venues (Werk1.4 and the Technikum) alongside the House of Communication. Organisers expect more than 350 speakers across over 100 panels, masterclasses and meetups. Confirmed speakers include executives from ProSiebenSat.1, RTL, Netflix and Leonine, editors and tech experts; the opening will be led by journalist Eva Schulz.
BLM President Cautious on Digital Tax for Platforms
Thorsten Schmiege, President of the Bavarian media authority BLM and current Chairman of the DLM, expressed skepticism about the proposed digital tax ('Digitalabgabe') for large platforms like Google and Meta, stating it is 'in a dead end.' In an exclusive interview with MEEDIA, he emphasized that the core issue is the lack of digital sovereignty and unequal liability rules. He calls for a graded liability system and a diversity obligation for platforms, arguing that transparency alone is insufficient. Schmiege also highlighted the risk of smaller publishers being disadvantaged by exclusive deals between platforms and major media houses, and discussed the impact of AI on media regulation, including the BLM's AI competence center and the world's first AI radio approval.
Local Media Conference: Quality and AI as Trump Cards
On 10 June 2026 more than 80 media professionals attended the Lokalmedientagung, jointly organised by the Verlegerverband Schweizer Medien and the MAZ. The 2026 conference focused on three themes: the advertising market, artificial intelligence and talent development for local journalism. Silvano Oeschger called for greater consolidation in the digital advertising market, arguing strength lies in collaboration. Reto Vogt, Chief Product Officer at MAZ, explained that AI can automate distribution while keeping content creation human. Christian Mensch of CH Regionalmedien highlighted the potential of young entrants despite financial pressures and recommended hands-on initiatives such as trial and summer internships to attract talent to local journalism. The article includes a photo gallery from the event.
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