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Start arrow Agenda arrow 22@Breakfast arrow Past Events arrow 22@Update Breakfast March 2008
22@Update Breakfast March 2008
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Digital talent will be key to adapting to the new era in media.

Old links established by the media are starting to blur. Television.s central role is starting to be taken over by the Internet and a generation of young people that are more freely connected to audiovisual content. In this context, it is important to look for and foster digital talent in order to adapt to these new times and not generate obsolete products that are aimed at an ever more limited market.

At the beginning of March.s 22@Update Breakfast, 22@Barcelona and the 22@Network signed a collaboration agreement. After that, Xavier Martí, Board member of the Digitalent Foundation and Director of Innovation for Cromosoma, explained the panorama of the media sector and presented the Talent Factory project.

A change in values is occurring in the media industry: content production techniques are moving closer to the final consumer. Moreover, power relationships are being modified. Television is no longer the main tool through which these relationships are established and the Internet is starting to absorb part of this power, although it doesn.t have an equivalent business plan.

The changes currently underway in the sector are:
  • Creators have more freedom, so they can publish on the Internet and not depend exclusively on a producer.
  • The final user has massive access to contents.
  • We are moving toward a trilingual society.
  • Current society is characterized by immediateness: we want to consume faster and more immediately.
  • Everyday presence of the media is growing.
  • Supply of products is growing, including the concept of Web 2.0.
  • Market speed is increasing. 
As a result, there is a new generation of creators who control digital language and have a totally different relationship with the media, more like with a video game. The idea is to incorporate these creators in the industry in order to avoid television that is directed toward only part of society.

The Foundation, when speaking about digital talent, refers to both content and tools to create content, ways to produce and generate new business. The project has the following objectives:
  • Actively detect new talent, searching on a global scale, in order to project and offer this talent to the industry.
  • Reformulate the producer-creator relationship.
  • Encourage the industry to support new talent.
The Talent Factory is not positioning itself as a nursery for companies, but for the creators themselves. For this reason, they plan to have an Internet channel that, over the years, will become a benchmark in content innovation. Moreover, they have a line of credit from the Ministry of Science and Technology to finance their first fifteen months. However, their objective is to gather creative capital in order to allow for and ensure a constant stream of innovative projects in the industry. For this reason, the Factory wants the ten benchmark companies in the sector to get involved in the project, as investments would be recovered in approximately one year.

Regarding resources, the Factory has 900 m² of space, between offices, stages, production and projection rooms. Moreover, it is made up of a team of Creative Hunters to research talent and a digital marketing team. Martí noted that some of the things they have started to produce should be available around July 2009.

As innovator of the month, Fredrik Gillstrom, CEO of ADAMO, introduced his company.

ADAMO is a Swedish company that came to Barcelona in 2004. They are one of the main fiber-optics providers in Europe. They offer high-speed Internet connections for home and business use with FTTH networks as well as telephone and IPTV services. .We provide service; we prefer not to build or invest in infrastructure. We work with people who prefer to make these investments on their own,. said Gillstrom. He believes infrastructures should be shared, as they are in Asturias, where the government .through their company GITPA. has constructed a fiber network that is open to different providers, ADAMO being the first the use it.

Gillstrom mentioned the fact that, of all the countries in the word, only one third have access to this type of connections and the majority of them are concentrated in Europe. On the other hand, these companies are growing because others are not able to provide a similar connection speed, due to browser architecture and packet limitations. We should remember that ADAMO offers two types of high-speed Internet service: basic, 100 Mb/20 Mb; and professional, 100 Mb symmetrical, for both uploads and downloads.

The Spanish market is interesting for ADAMO because it is a very young market and they are the only company with these characteristics in the sector. Barcelona is a good place to establish the company not only for its climate but also because of the work environment and the availability of talent from around the world.


ADAMO is a Swedish company, established in Barcelona in 2004, which offers quality high-speed Internet, IPTV and telephone services, thanks to their use of fiber-optics.

The Talent Factory is a project created by the Digitalnet Foundation in order to establish a nursery for creators, where young digital talent that the Foundation finds on the global market can develop their work and put it out into the market.

Digital talent refers not only to content, but also to tools to create content, ways to produce and generate new business.


.The talk was very positive. I want to emphasize the creative capacity we have in this city, in this country..

.Very interesting. I come to almost all the breakfasts; they always share interesting knowledge. 

.Very interesting, because they really showed a cosmopolitan, international vision of Barcelona.s economic resurgence. It.s true that today, in ten minutes, they explained everything very clearly..

  • In 2004, O.Reilly Media coined the term Web 2.0 for a second generation of web contents based on user communities and a special range of services, like social networks, blogs, wikis (collaborative web pages that can be edited by various users) and folksonomy (professional indexing) that foster collaboration and agile exchange of information among users. This way, we have moved on from the original web concept (1.0), with static HTML pages that are rarely updated.
  • Fiber-optics is a wave conductor with filaments that are generally made of glass but also sometimes of plastic. This system is able to direct light through total internal reflection. Normally, the light is emitted by a laser or LED (Light-Emitting Diode). This system is used in telecommunications because it allows a large amount of data to be transmitted at high speeds, faster than radio or cable communications. It can also be used in local networks. Finally, we should emphasize that this system is immune to interference.
  • IPTV is a subscription distribution system for television or video signals, using broadband IP protocol connections. IPTV is not a protocol in and of itself. Television using IP protocol has been developed based on video streaming. This technology will change television. The provider will no longer broadcast contents, expecting the audience to watch. Contents will arrive when a user requests them. This way, contents will be personalized, which will allow users to pay to watch on-demand. Users will have a receiver connected to their television or computer and, through a screen guide, they will be able to select the contents they want to watch or download and save in the receiver to watch as much as they want.
To download Digitalent's presentation, please click  the following link:


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