From Brussels, UNR graduate Alejandra Panighi analyzed how the laws that will transform the audiovisual sector, digital platforms, and cultural innovation on the continent are being defined.

Alejandra Panighi has a degree in Social Communication and is a graduate of the Universidad Nacional de RosarioFrom a very early age, she became interested in exploring new forms of communication with emerging technologies, and in 2007 she moved to Brussels to co-lead the launch of Mediapro EU, a leading company in the broadcasting and media market. Focusing on European policy for the past decade, she acts as Mediapro's representative before the European Union institutions and deals with various public and private stakeholders in the cultural and creative sectors. Her business and regulatory knowledge includes ancillary business models and their evolution with immersive experiences, XR, and AI.

“My job is to anticipate, several years in advance, the direction European regulation will take and the direction of public funds allocated to fostering innovation in sectors such as film, television, live sports, immersive experiences, and generative artificial intelligence. It's about understanding where this regulatory framework is headed, what room for maneuver we have, how we should position ourselves, and when we will need to transform our business models, because the law, sooner or later, will change them,” explained Panighi.

Alejandra works in Brussels, a city that serves as the headquarters of the European Union and is the place where major laws and regulations that will impact this continent are drafted and discussed. “When European countries adopted the euro in 2000, they ceded to Brussels something as sacred as the money-making machine: monetary sovereignty. Since then, public policies have begun to be defined from there, consolidating Brussels as the true capital of Europe. Unlike Washington, which represents a single country, representatives of 27 nations coexist in Brussels.”

Within the European Union, three powers coexist. The European Commission acts with the continent as a whole in mind, beyond the particular interests of each country, and its main function is to propose new laws and policies, implement the decisions of the European Parliament and the Council of the EU, and manage the EU budget. As a counterweight, there is the European Council, which sets general political guidelines and priorities by bringing together the heads of state or government of the member states. And then there is the European Parliament, which represents the citizens in