Deep Dive Total Video: Building Media Expertise with the New Screenforce Academy Masterclass

by eyes&ears

Screenforce, the genre initiative of TV networks and marketers, is embarking on a learning journey with us, and we invite you to join us. It begins in May and concludes in November of this year. We spoke with Vanessa Helm, Director of the Screenforce Academy Masterclass, about the new learning opportunity.

Dear Vanessa, who is the new Masterclass aimed at?

Vanessa Helm: Our program, which we have developed over the past six months with many experts, is aimed at young people at media agencies or advertisers, newcomers to the industry, career changers and anyone interested in learning more about moving images.

We at Eyes & Ears of Europe have been partners from the very beginning. Would you like to give us a little preview of the topics that will be covered?

VH: It's absolutely fantastic that you're on board. We're thrilled because it's a perfect fit. We are always stronger together. One of the six modules we are offering is called "Content, Creation & Advertising Formats - powered by Eyes & Ears of Europe". We're very much looking forward to building this session with you and the speakers from your creative industry.

Participants will learn about developments in the content and moving image sectors. Based on this analysis, they will learn how TV formats are created and developed. The interaction between content and advertising will be explained and how to get the most out of it.

The module then focuses on creation. Participants will learn about the possibilities of creative across different genres. Finally, cases and best practices will be presented, along with the special opportunities offered by product placement and other special forms of advertising.

What other topics will be covered?

VH: In addition to the module with you, we have five other topics in our arsenal: "Market Overview," "Media Usage & Audiences," "Advertising Effectiveness & Tools," "Smart TV," and "Legal & Social Responsibility. It doesn't get any deeper! After these six modules, participants will have been fully immersed in the world of video and will have gained a significant knowledge advantage. And as we all know, education is essential in these fast-paced times.

Who will be guiding the participants through the content of the course?

VH: Our training program is taught by experts from leading German entertainment companies and marketers, as well as experienced industry speakers. These include Kerstin Niederauer-Kopf, CEO of AGF Videoforschung, Dr. Martin Andree, founder of AMP Digital Ventures, and Prof. Dr. Alexander Preuß, Managing Partner Marketing Science at bynd.

How will the course content be delivered?

VH: The focus is on e-learning courses with instructional videos, supplemented by quizzes and live digital sessions. We will provide downloadable supplemental materials for all sessions. At the end of the course, there will be a closing event with a varied and individualized daily program, as well as a certificate of attendance and a networking get-together at selected Screenforce partner locations.

For more information and to register for the Screenforce Academy Masterclass, please visit: