The first plenary session of Thursday afternoon discussed the challenge of new technology. Eladio Gutierrez (Director DTT, RTVE), Carmelo Garitaonaindia (University of the Basque Country), Pieter Sijpersma (Editor-in-Chief of Dutch newspaper) and Gino Albarico (Technical Manager of RAI) participated. Andy Griffe (BBC Controller of English Regions) moderated the session.

Eladio Gutierrez talked about Digital Terrestrial Television. He analyzed the actual situation, the analogical “black-out”, the offer of channels, the distribution of the publicity market and he pointed out some strategies.

Pieter Sijpersma talked about the evolution and the actual situation of the mass media.

Gino Albarico highlighted some issues in relation with the present technological panorama, the habits of the consumers in relation with the new technologies and analyzed as well the economic and business expectations of the future.

Finally, Carmelo Gartaonaindia tackled the digital revolution and the changes for television. He concluded that in this very competitive context local and regional media groups has some advantages: their interdependency with the territory, some times with their own language and almost always with a specific culture, and the interests they share with their audience.