The first day of the Dutch Media Week, marked the official opening of the Media Innovation Hub at the Media Park in Hilversum. The Hub was opened in style: a three-dimensional avatar called Digital Sue gave an inspiring opening speech thanks to artificial intelligence. Businesses, governments and education form a vibrant community within the Media Innovation Hub. This is where media innovations such as artificial intelligence concepts are prepared for the market.

The Media Innovation Hub is an initiative of the municipality of Hilversum, the Regional Development Agency of the Utrecht Region (ROM), Beeld & Geluid, Studio XNL, Metaverse Werkplaats, the Dutch Association for Content Producers and VodafoneZiggo. These partners will collaborate within the Hub on innovations in artificial intelligence, virtual reality, 5G applications and virtual productions. There is no better location for this than at the heart of Europe's largest media cluster — Hilversum's Media Park.


The Media Park is increasingly becoming a campus for initiatives like the Media Innovation Hub. This is a development driven by a large number of companies, the Media Park owner and the municipality of Hilversum. In particular, the Media Innovation Hub will focus on the growth of innovative content for media, entertainment and gaming.

Opening Media Innovation Hub

Worlds colliding

Media consumption is constantly increasing and there are more and more different ways to experience media. While companies look for new innovations and products, educational institutions provide the necessary new knowledge to develop new forms of content. At the Media Innovation Hub, both worlds collide. Visitors to Beeld & Geluid will also soon be able to discover promising applications emerging from the Media Innovation Hub.

Eppo van Nispen tot Sevenaer from Beeld & Geluid has this to say about it: "The Media Innovation Hub is a wonderful addition to the Media Park. At Beeld & Geluid, we not only showcase the media of the past and present, but also explore the media of the future. With the Media Innovation Hub, we can not only literally show our hundreds of thousands of visitors what that future looks like, but also let them interact with it."

Fleur van Beem of VodafoneZiggo states: "These developments are driving new forms of content consumption. Together with all partners, we want to amaze people in their homes and let them truly experience the magic of entertainment."


The Media Park is home to a number of world-class media players. With the mix of education, innovative SMEs and a programme to prepare innovations for the market, the Media Innovation Hub expects to lay a solid foundation for the future. For example, many different initiatives will be set up to help grow start-ups and scale-ups in the coming years.

Media Alderman for Hilversum Karin Walters emphasises: "The Dutch media industry has a strong position internationally. It can maintain that by continuing to innovate. The launch of the Campus organisation at the Media Park, which will ensure collaboration between businesses, education and the municipality, is an important step in this. The Media Innovation Hub is a perfect example of where this collaboration can lead. I therefore call on all media companies to join this initiative!".