Catalonia's Audiovisual Future: AI Studios and the Vision of Catalunya Media City
The audiovisual industry in Catalonia is undergoing a profound transformation, fueled by disruptive technologies like artificial intelligence, virtual studios, and remote production. These innovations were the focus of the 10th edition of the Audiovisual Talent Week, organized by the Audiovisual Cluster of Catalonia, which brought together key political and business leaders to explore how Catalonia can leverage these advancements to become a global benchmark for audiovisual innovation.
A Technological Bedrock for Creative Industries
As Miquel Rutllant, President of the Audiovisual Cluster of Catalonia, stated:
"The creative and content industries need a technological bedrock."
Projects like Catalunya Media City aim to provide this foundation, combining state-of-the-art facilities and a vision to position Catalonia at the forefront of the international audiovisual landscape.
The session “Infrastructures and Technologies of Catalonia's Audiovisual Strategy” featured key stakeholders, including Marc López, director of the Catalunya Media City program, and Cristina Brandner, manager of the Audiovisual Park of Catalonia. This vision, it was highlighted, is achievable only through close public-private collaboration.
Virtual Studios and Production Hubs: The Future of Filmmaking
A pressing theme of the event was the need to modernize and expand Catalonia’s audiovisual infrastructure. A new report, “New Technologies Applied to Studios and Audiovisual Infrastructures for Production,” identified two essential growth areas:
- State-of-the-Art Production Facilities: Catalonia must address the lack of large, high-profile studios while continuing to invest in next-generation virtual studios. Strengthening this infrastructure requires not only cutting-edge technology but also consistent demand from local and international productions.
- Cloud Services and Connectivity: the industry’s backbone relies on robust cloud computing, data centers, and telecommunication systems to enable remote production and global collaboration.
According to Xavier Cubeles of Eurecat, Catalonia must also diversify its studio offerings and ensure high production activity, both nationally and internationally, to build a self-sustaining ecosystem of innovation and creativity.
Catalunya Media City: Building the Future
At the heart of this transformation is the Catalunya Media City, a visionary hub for training, innovation, and production in the audiovisual and digital sectors.
The Turbines Building
The project’s first milestone, the Turbines Building, will serve as a public facility for talent development and industry value chain support. Expected to be completed between 2028 and 2029, it represents a critical investment in Catalonia’s audiovisual future.
Marc López emphasized that this hub will act as a magnet for global audiovisual companies, attracting research centers and fostering collaboration with local talent. Internationalization is a key priority, with a focus on drawing technologically advanced projects and strengthening Catalonia's global market presence.
A Holistic Approach to Industry Development
The Audiovisual Talent Week also highlighted innovative practices and the evolving industry landscape.
Key initiatives included:
- The Pitching Audiovisual University-Industry Session: Connecting emerging university talent with industry leaders, offering mentorship, funding, and access to the production pipeline.
- Inclusive Storytelling and Emerging Roles: Discussions on roles like intimacy coordinators and eco-managers, reflecting the industry’s commitment to social responsibility and sustainability.
Catalonia's Global Vision
With strategic investments in technology, infrastructure, and talent, Catalonia is well-placed to redefine the audiovisual sector. Through public-private collaboration, a focus on internationalization, and cutting-edge innovation, the region aims to establish itself as a global leader in creativity and technology.
The Catalunya Media City is the cornerstone of this ambition—a bold initiative to make Catalonia not only a production hub but also an inspirational epicenter for the global audiovisual industry.
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