News
20.07.2026
How AI and Streaming Are Transforming Media Production
by University of Applied Sciences St. Pölten
Artificial intelligence is reshaping production workflows, streaming continues to fragment media markets, and rising cost pressures are driving the search for new financing models. These developments took center stage at the c-tv Conference 2026, organized by students of the Bachelor's degree programme in Media Technology at USTP – University of Applied Sciences St. Pölten.
The conference was held on the St. Pölten campus and broadcast live online via DerStandard.at/etat as well as on ORF III.
AI, Streaming and New Financing Models in Focus
Across two discussion sessions, industry experts examined current challenges and future perspectives for media production.
The first session focused on the impact of artificial intelligence on development, research, and production. Drawing on practical examples, Lottie Webb (Particle6 AI Production Studios), Irdin Nino Begic (Soda Zitron Media), Georg Tiller (Subabscura Films), and VFX specialist Rainer Maly explored both the opportunities and the limitations of AI technologies. While AI is increasingly supporting creative workflows and opening up new possibilities, the panel agreed that high-quality productions and compelling storytelling still depend on the expertise and experience of creative professionals.
The discussion also emphasized the growing importance of transparency and authenticity. Particularly in documentary and natural history filmmaking, transparent production processes are essential to maintaining audience trust. Susanne Lummer of Terra Mater Studios highlighted the increasing value of authentic content as a counterbalance to AI-generated imagery and deepfakes.
The second session brought together representatives from the film, television, and documentary sectors, including Iva Hauk (Big Blue Marble), Marco Gilles (independent producer, including eitelsonnenschein), Bernhard Natschläger (ORF), and Susanne Lummer (Terra Mater Studios), to discuss the industry's changing economic landscape. Rising production costs, tighter schedules, and evolving market demands are placing increasing pressure on producers. At the same time, new financing structures and distribution models are creating opportunities for innovative formats and niche productions.
Award-Winning Teaching Concept
Led by Prof. Dr. Rosa von Suess, the c-tv Conference was conceived and delivered as a live television event by fourth-semester Media Technology students. As part of the programme, students also presented original programme and project concepts during a pitching session, offering insights into emerging trends and the future of the media industry.
The conference's hands-on educational concept was recognised with second place at the Award of Excellence presented by E³UDRES² – the European University Alliance, coordinated by USTP.
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