The third day of NATPE Budapest 2025 starts with an intense agenda of conferences, keynotes, exclusive meetings and networking opportunities at the InterContinental and Dorothea Hotel in the heart of the Hungarian capital. In a context where CEE is gaining strength as a key region for the global content industry, the discussions and trends emerging in this market are increasingly relevant.

Yesterday, the event opened with a high-impact presentation by Andreas Briese, Managing Director of YouTube in Germany. Briese offered a concrete roadmap for creators and media companies in CEE, highlighting YouTube's “multi-formula, multi-device, multi-revenue stream” model. He emphasized that the platform has distributed more than $70 billion to partners over the past three years and that long-form content (20+ minutes) already accounts for 50% of viewing time on connected TVs. He also emphasized the value of YouTube as a marketing channel, citing cases such as RTVE and Sky Italia.

Then it was the turn of Clare Thompson, Non-Executive Director of K7 Media, who shared a detailed analysis of the present and future of television formats. In her keynote “Global Format Report”, she revealed that entertainment dominates global launches with 56%, rising to 60% in the CEE region. She highlighted the growth of quiz shows, the resurgence of dating shows and the expansion of mental formats such as "Focus" and "Yes! Yes! Media". She also highlighted the rise of childhood-inspired games and formats that combine visual simplicity with strong social dynamics.

One of the most poignant panels of the day was “Future Formats: How to make it work locally,” moderated by Barry Walsh of Realscreen. There, Anna Kalyna from Starlight Media (Ukraine) moved the audience by sharing how "The Bachelor Ukraine" returned to the screen after two years of war, transformed into a tribute to resilience. The new protagonist was a war veteran, a symbol of hope in difficult times.

Meanwhile, Ewa Latkowska and Marta Raczek from ZPR Media (Poland) told how they relaunched "The Dating Game as Randka w Ciemno", a revamped format to combat loneliness in the digital age. With participants up to 70 years old, the program bets on authenticity and human connection in a context where algorithms are not enough.

In addition, the day included exclusive sessions such as Lionsgate's Content Showcase, and the Pitch & Play LIVE competition, whose winner was "Upload", from ETV/ERR (Estonia), beating "Heritage Code" and "Incredible Duets". The day closed with one of the most anticipated traditions: the party on the Europa Boat, sailing the Danube with a unique view of Budapest lit up.

What do the buyers want? Ute Cichocki (Calypso Licensing, Malta) highlighted her search for thrillers and unitarios: “We are looking for attractive stories, although it is difficult to move Argentine content, because broadcasters do not take risks.” For Ioana Popescu (Sweet TV, Romania), FAST channels are in the spotlight. From Lithuania, Vaidotas Rimkus (Balticum TV) is looking for content for a movie channel and a series channel. Silvia Stefanescu (Antena TV Group, Romania) is targeting reality formats and low-cost competition. Meanwhile, Luminita Boerescu (Malusa Media Consulting) values family comedies as “rare gems,” and Jean Uliczay (UBU Productions, Germany) is focused on children's content.

Today's agenda at NATPE Budapest promises another vibrant day of thought-provoking and innovative panels. In “View from the Top”, leaders from CEE will share their vision on how to adapt to the challenges of the audiovisual ecosystem towards 2030; while “CEE Breakout Hits”, by CEETV and Georgi R. Chakarov, will review the most successful premieres in the region. In addition, “Cracking the Code behind Talpa Studios Global Hits” will offer an in-depth look at the creative process behind Talpa's most successful formats, and “Format Features” will discuss strategies to stand out on the global stage with fresh and innovative proposals that transcend traditional franchises.

Francisco Ferreyra from Budapest

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