Sun Oct 19 17:30:00 UTC 2025: ## Polish Media Grapples with Technological Revolution: Opportunity or Downfall?
Sopot, Poland – A sweeping technological transformation is underway in the media landscape, presenting both significant opportunities and potential pitfalls, according to industry leaders gathered at the European Forum for New Ideas in Sopot. The panel, titled “Media in the Center of Digital Transformation,” explored how media and regulations must evolve to maintain their crucial role in society and the economy.
Aleksander Kutela, CEO of Ringier Axel Springer Polska, emphasized the importance of embracing change with an open and flexible mindset. Quoting Peter Drucker, he warned against applying outdated logic to new challenges, suggesting that proactive adaptation is key to survival.
Echoing this sentiment, Bartosz Hojka, CEO of Agora Group, highlighted the inherent resilience of diversified media companies in navigating turbulent times. He believes this technological shift is not just an evolution but a fundamental change marking the beginning of a new era.
However, while embracing the new possibilities, media leaders are keenly aware of the challenges. Michał Brański, Strategy Director at WP Holding, spoke of the need for both optimism and a healthy dose of paranoia, acknowledging the competitive nature of the industry. Despite the changes, Brański refuted claims of a media crisis, pointing to greater diversity, faster time-to-market, and wider access to information than ever before.
The discussion also addressed the issue of fair compensation for content used by tech giants. Kasia Kieli, President and Managing Director of Warner Bros. Discovery Poland and President of TVN, argued that content creators deserve equitable remuneration for their work, drawing a distinction between their role and that of mere intermediaries.
The rise of subscription models was another key topic. While acknowledging the challenges, especially for media traditionally associated with free access, leaders expressed optimism about the potential for building direct relationships with audiences willing to pay for quality content and trusted journalism.
Looking towards the future, the panel discussed the potential of artificial intelligence, with most seeing it as a valuable tool for journalists to enhance their work, rather than a replacement for human insight and on-the-ground reporting.
Despite the uncertainties, the prevailing message was one of cautious optimism, with industry leaders determined to navigate the technological revolution and ensure the continued relevance and viability of Polish media.
First Piper 