The boundary between Telco and Media is becoming increasingly blurred, driven by deep technological convergence and the emergence of new business models.

Telcos are evolving from connectivity providers to service platforms, while media companies are embracing digital across all phases of the value chain: production, distribution, and audience interaction.

From the spread of 5G and network slicing to the growth of Shoppable TV and FAST Channels, and the expansion of “as-a-Service” models, the sector is undergoing a structural shift.

How can these challenges be tackled and turned into concrete opportunities for sustainable innovation?

The evolution of user experience is one of the most disruptive elements in the Media & Communication landscape. Audience expectations are shifting toward more personalized, interactive, and on-demand content.

Engineering is responding to this transformation with solutions that combine generative AI (Engineering's private GenAI LLM), recommendation engines, omnichannel platforms, and immersive technologies.

From automated content creation to the launch of intelligent loyalty campaigns, the goal is to build an increasingly deep and dynamic relationship between brands and users - while enabling new revenue streams.