An evening about sustainability, innovation, and dialogue culture in streaming
On 5 November 2025, we celebrated the launch of our new dialogue format “MediaTech meets…: The Green Couch” at the Schaudepot of the Filmmuseum Potsdam.
Aimed at bringing together startups and SMEs from Babelsberg’s media, tech, and creative industries on equal footing, the Green Couch has become a symbol of open exchange and new perspectives – true to the motto: “Innovation needs a couch.”
Following a welcome by Katja Richter (MediaTech Hub Potsdam) and Michael Fürst (Filmmuseum Potsdam), the evening began with an exclusive guided tour through the Schaudepot. Afterwards, the audience took their seats – not just as spectators, but as part of the conversation.
“Stream Green: Rethinking Sustainability in Media”
On the couch, Ralf Neudel (CEO, einbliq.io) and Benoît Calvez (Managing Director, filmfriend) discussed – under the moderation of Peter Effenberg (MTH Potsdam) – how data-driven insights, curated content, and new approaches can contribute to more sustainable streaming.
Key takeaways from the evening:
- Sustainability starts with measurability: only those who understand energy flows can reduce them.
- Technology alone isn’t enough: user behaviour remains a key factor.
- Curation over overload: “less is sometimes more” – filmfriend promotes conscious consumption.
- AI helps but doesn’t replace creativity: automation creates space, but cultural identity remains human.
- Innovation requires courage: both filmfriend and einbliq.io highlighted the importance of experimentation and an open culture of failure to drive innovation in the media industry.
Babelsberg as a place of innovation
With the Green Couch, MediaTech Hub Potsdam has created a new format that will take place at changing locations across Babelsberg – bringing together people who actively shape transformation.
A heartfelt thank-you goes to the Filmmuseum Potsdam for their hospitality, to our panel guests for their inspiring insights, and to the audience for their questions and contributions that enriched the evening.
To be continued: The Green Couch will keep moving through Babelsberg – stay tuned!
Some impressions of the evening:
