Rifan Muazin
The global audiovisual landscape is undergoing a tectonic shift, driven by the dual pressures of rapid technological advancement and the demand for more efficient production workflows. As the industry gathers in the Spanish capital for the prestigious Iberseries & Platino event—running from September 29 to October 2—the Madrid Audiovisual Cluster (MAC) has positioned itself at the epicenter of this transformation. Representing nearly 100 Madrid-based entities, the MAC is spearheading a two-day initiative dedicated to dissecting how cutting-edge technology, specifically Artificial Intelligence (AI), is being integrated into the creative and logistical lifeblood of the entertainment industry.
The Convergence of Tech and Talent: A New Industry Paradigm
The Madrid Audiovisual Cluster’s program is not merely a showcase of gadgets; it is a strategic inquiry into the evolution of storytelling. While AI serves as the common denominator, the MAC’s approach is notably holistic. The goal is to move beyond the superficial hype surrounding generative AI and instead offer granular, evidence-based case studies that illustrate how technology is being deployed across the entire value chain—from initial script development to the final stages of global distribution.
Teresa Azcona, Managing Director of the Madrid Audiovisual Cluster, underscores this broader vision. "While AI is a common thread running through the projects, the session takes a broader view of innovation, covering new business models, emerging technologies, and evolving production and creative workflows," Azcona stated. "Together, they show how innovation is transforming the industry and opening up new opportunities across the value chain."
However, this enthusiasm is tempered by a clear ethical framework. As Samuel Castro, co-Director of Iberseries & Platino Industria, succinctly observed, the industry must remain vigilant. "The ability to create stories should always be based on a fully human, author-driven concept and development," Castro noted. "AI should be used as a tool, not as an end in itself." This philosophy acts as the guiding principle for the upcoming presentations, ensuring that the human element remains the primary driver of artistic vision.
Chronology of the Innovation Showcase
The MAC’s contribution to the Iberseries & Platino agenda is meticulously structured to provide both breadth and depth for industry professionals.
September 29: The Innovation Workshop
The cornerstone of the MAC’s presence is a high-impact workshop titled “Innovation: Case Studies in the Audiovisual Industry: New Business Models, AI and Emerging Technologies.” Taking place from 12:00 noon to 2:00 p.m., the session will feature eight distinct presentations. Each presenter is allotted approximately 12 minutes, a format designed to ensure a rapid-fire exchange of ideas and actionable insights rather than theoretical discourse.
September 30: Strategic Dialogues
Following the technical deep-dives of the first day, the program shifts toward high-level strategy on September 30. A highlight will be the conversation between acclaimed producer Rosa Bosch and Tanja Meissner, Director of Berlinale Pro. This dialogue is expected to bridge the gap between local innovation and the international market, touching upon how major platforms like the European Film Market and the Co-Production Market are responding to the shifting technological landscape.
Detailed Case Studies: Practical Applications of Tech
The eight case studies selected by the MAC offer a roadmap for how Madrid’s creative sector is leveraging technology to solve systemic industry challenges.
1. PLIA: Streamlining Production Management
PLIA is tackling the fragmented nature of film production. By developing an integrated platform that synchronizes script breakdown, pre-production planning, and production tracking, PLIA aims to eliminate the "silo effect" that often hampers efficiency. Presenter and CEO Jose Velasco will demonstrate how this platform was utilized on the feature film Playback, showcasing how centralizing budgets, location photography, and script notes can fundamentally alter the speed and accuracy of production.
2. TBS (Tech Brand Stories): The Virtual Production Revolution
Formerly known as Telefónica Broadcast Services, TBS is a titan of creative production. Their presentation, led by Graphics Supervisor Alberto Gonzalo and Technical Coordinator Luis Miguel Boedo, will explore the convergence of virtual production, augmented reality (AR), and motion graphics. By integrating these elements with AI, TBS is redefining the studio environment, moving away from physical constraints toward a flexible, virtual-first workflow capable of supporting complex sporting and entertainment events.
3. Hark Media: The Hybrid Future of Dubbing
Localization remains one of the greatest hurdles to global content distribution. Hark Media’s "Go Global" initiative is experimenting with hybrid dubbing—a process that marries AI-powered translation and voice synthesis with essential human expertise. CEO Paula Ferrari will outline how this approach maintains the emotional resonance of performances while significantly reducing the time-to-market for international streaming releases.
4. Xpost Studios: Post-Production at Scale
Part of the Secuoya Content Group, Xpost Studios operates out of the massive Madrid Content City complex. Post-Production Manager Marcos Requena will detail how new technologies are being woven into the fabric of VFX and color grading. The focus here is on the infrastructure of innovation: how digital workflows and advanced processing are allowing Madrid’s post-production houses to compete on a global scale.
5. Story Pitcher: Connecting Talent via AI
Story Pitcher is addressing the perennial struggle of discovery in the creative sector. Their digital platform uses AI-powered matching to connect screenwriters and directors with producers. By combining this matching technology with robust legal-protection tools, CEO Frank Belyeu aims to professionalize the "pitch" process, making it safer and more efficient for creators to get their concepts in front of decision-makers.
6. Mercedes Santalla: The Business of Creativity
Strategy is often the missing link in tech-heavy projects. Creative strategist Mercedes Santalla will bridge this gap, discussing the commercialization of tech-led creative projects. Her session will provide a crucial perspective on the "talent-to-market" pipeline, emphasizing that even the most sophisticated technology requires a sound business strategy to succeed in a competitive landscape.
7. Scoutters: Digitizing Location Scouting
Scout & Film’s platform, Scoutters, is disrupting the location-sourcing process. Founders Rubén Souto and Jose Díaz will demonstrate how their digital interface connects film commissions and production companies with specific location requirements. By moving from manual, localized scouting to a global digital database, the company is significantly reducing the carbon footprint and logistical time associated with pre-production.
8. HaMo (Paramotion Films): Real-Time Animation
The final case study, presented by CEO Jose Luis Farias and CTO Alfonso Fulgencio, explores the HaMo system. Developed through the Next Lab Generation R&D initiative, this real-time motion capture system allows for "digital puppetry." Using inertial sensors and Unreal Engine, the system enables characters to interact with human presenters in real time, a technological leap that has massive implications for live events and interactive social media content.
Implications for the Global Audiovisual Sector
The MAC’s program serves as a microcosm of a larger, global transition. As the industry moves away from traditional, linear production models, the ability to adopt, adapt, and refine these technologies will become a key differentiator for production houses worldwide.
The emphasis on "case studies" rather than "theoretical possibilities" is a deliberate tactical choice by the MAC. By focusing on projects that are already in production or active testing, the cluster is signaling that the era of "future-proofing" has ended; the era of "active integration" has begun.
Moreover, the collaboration between Madrid-based firms and international experts like Tanja Meissner suggests that Spain is aggressively positioning itself as a hub for European audiovisual innovation. By creating a sandbox where creators and tech developers can interact under the banner of a unified cluster, Madrid is ensuring that its creative output remains not only competitive but leading-edge.
As the industry looks toward the next decade, the takeaways from the Iberseries & Platino event will likely serve as a benchmark. The message is clear: while technology is rapidly rewriting the rulebook, the narrative remains in the hands of the creator. The successful companies of tomorrow will be those that effectively use tools like AI to automate the mundane, thereby freeing up the human element to focus on what matters most: the story.
Asep Darmawan
Raul Delapena Setiawan
