po polsku
illustration: Bing AIThe Future of Professions: New Realities of the Job Market
In the coming years, public media will undergo dynamic changes in professions and required skills. Digital transformation accelerates the introduction of new roles that seemed unrealistic a decade ago. The report states that about 65% of children starting school today will work in jobs that do not yet exist.
- 9 million new jobs annually will be created worldwide by the green transition, with 12% in the creative sector.
- The labor market has identified 51 key skills, including 25 technological ones, such as Python programming, cloud content management, and augmented reality design.
An example is the role of data analysts, who are essential for creating personalized media content. These analyses also help target advertisements better and reduce promotional campaign costs, already implemented by many public broadcasters.zzz
Future Skills: Technology and Creativity
Digital transformation not only changes jobs but also redefines which skills will be most in demand. The report highlights the need to develop both technical and soft skills. Media professionals must combine creativity with data analysis and modern technology management.
Priority Skills:
- Data Analysis and AI: Leveraging artificial intelligence in newsrooms and analyzing audience data for content personalization.
- Creativity in the Digital World: Designing interactive experiences in VR/AR and storytelling tailored to new platforms.
- Flexibility and Adaptability: Quickly learning new tools and working in agile project teams.
An example of applying these skills is the work of virtual set designers who use XR (Extended Reality) technology to create dynamic visual spaces for TV studios.
New Professions: The Impact of Technology on the Job Market
The report shows that media transformation brings new professional roles. Content algorithm specialists and analysts monitoring AI ethics will become part of everyday newsroom operations. Already, demand for these professions in Europe is growing by about 25% annually.
New Professions in Public Media
| Profession | Required Skills | Example Activities |
|---|---|---|
| AI Specialist | Programming, data analysis | Newsroom automation |
| VR/AR Designer | Technology expertise, storytelling | Interactive entertainment programs |
| Digital Content Strategist | Content management, audience analysis | Promotional campaign optimization |
| ESG Expert | Sustainability knowledge | Green production studios |
The future of public media promises an explosion of specializations that seemed like science fiction until recently. The "Future Jobs at Public Service Media" report points to a growing demand for immersive experience designers, who will create engaging content in virtual and augmented reality. This means building spaces where viewers not only watch programs but also interact with them – from virtual museums to interactive talk shows.
The Impact of Technology on Creative Jobs (2023–2030)
| Application Area | Current Workforce | Projected Growth (%) by 2030 |
|---|---|---|
| VR/AR Content | 4,500 | 85% |
| Cloud Video Editing | 12,000 | 40% |
| Content Personalization | 6,700 | 50% |
| Metrics Analysis | 8,900 | 70% |
Green Transition and Future Leaders
One of the most interesting aspects of the report is the role of public media in the green transition. Producing content promoting sustainability and implementing eco-friendly practices in production studios is becoming a priority. For example, Norwegian public broadcaster NRK reduced CO2 emissions from its productions by 30% in three years.
Green Transition Initiatives:
- Using renewable energy in TV studios.
- Implementing carbon footprint calculation systems in production processes.
- Promoting educational content on environmental protection in children’s and youth programs.
The report also highlights changes in how media teams are managed. The growing importance of interdisciplinary projects requires a new leadership model. Leaders should not only be decision-makers but also mentors who promote innovation and support teams in adapting to evolving demands.
Example: The BBC in the UK has implemented a team-based management structure, speeding up decisions and improving collaboration between editorial and technology departments.
The full EBU and RAI report "Future Jobs at PSM: Competencies and Professions for the Media of Tomorrow" is available at:
https://www.ebu.ch/research/membersonly/report/future-jobs-at-psm
COMMERCIAL BREAK
New articles in section Media industry
Tags, hashtags and links in video descriptions. Youtube SEO after Gemini AI update [ANALYSIS]
BARD
Once, positioning a video on Youtube was simple. It was enough to stuff the description with keywords and wait for results. Those days are not coming back. In 2026, the algorithm is no longer a simple search engine that connects dots. It is the powerful Gemini AI artificial intelligence that understands your video better than you do.
Freelancers 2025 in media and advertising. Useme report
Krzysztof Fiedorek
The modern media and communication market presents entirely new challenges for independent creators. Traditional services are giving way to more complex forms of messaging. The most popular industries in which Polish freelancers operate focus on companies' online presence and visual content.
Video content in Poland. What and how we watch
Paweł Sobczak
Video content is watched remotely, but streaming services are mainly enjoyed in the comfort of home. This is how the consumption of audiovisual content by Poles in 2025 can be summarized. This is the result of an analysis of a study conducted by SW Research and data from the company MEGOGO.
See articles on a similar topic:
Business Communication and 25 Years of PR Evolution. ITBC Report
KFi
How has technology transformed the way companies communicate with clients? What connects speed of response, creativity, and crisis resilience? The ITBC Communication report reveals how communication has evolved over the past 25 years and what defines the future of business relationships.
Blogs in E-commerce. Report by Elephate and Senuto
KrzysztoF
The average number of indexed articles on e-commerce blogs is 565, with each post attracting 347 readers per month. The health industry generates the highest organic traffic per single article. The authors of the "E-commerce Blog Ranking" take a behind-the-scenes look at the commercial blogosphere.
Reading Industry Magazines in Poland 2024: PBC Report
Sylwia Markowska
76% of readers of industry magazines are responsible for purchasing decisions in their workplace. To deepen the understanding of the role of industry press and how it is read, PBC surveyed 2051 respondents from 5 different sectors, gaining the latest insights into the reading habits of this segment of the press in Poland.
Online News Portal Readers in Poland. Loyalty Analysis
Bartłomiej Dwornik
Among news portals, Onet has the highest number of users. However, in terms of reader loyalty, it falls behind Wirtualna Polska. When looking specifically at news readers, Gazeta takes the lead, though it ranks poorly in Google search positioning.
