ScreenME Podcast

In this episode of the ScreenME Podcast, host Ulrike Rohn talks with Philippe Rixhon, chair of management board at Valunode, about one of the most pressing challenges facing today’s creative industries: how to manage and protect content rights in a world of generative AI and global digital distribution.

 Philippe shares his journey from early research and policy consulting for the European Commission to developing Valuenode, a groundbreaking solution that leverages blockchain technology, open data, and interoperable systemsto simplify rights management.

 They discuss why current rights management systems are overly complex, fragmented, and costly — and how generative AI poses an unprecedented disruption, even challenging the very role of authorship. Philippe explains the importance of trust, collaboration, and standardization across sectors, and envisions a future where creators, rights holders, and audiences can all benefit from fairer, more efficient data management.

Key Quotes

"We need a technical answer to a technical disruption."  

“Generative AI is not just another disruption — it fundamentally questions the very place of the author in the work.” 

“Better data management is essential. Without it, trust in what we see and hear will decline, and the creative industries will suffer.” 

“Collaboration is key: jurists alone cannot solve this, engineers alone cannot solve this, businesspeople alone cannot solve this. It takes everyone working together.” 

“If we want a digital single market, data must flow freely across borders, just like capital, goods, and services.” 

Philippe Rixhon works on digital rights management with creative enterprises, service providers, trade and standardisation bodies, law firms and government agencies. As an innovation trailblazer, he assembles and leads prestigious multi-disciplinary teams to initiate, create and operate ground-breaking solutions.

He co-authored the Study on Copyright and New Technologies published by the European Commission in 2022 and is building a Copyright Data Exchange with the Valunode team. Philippe is an expert at BSI and ISO contributing to the standardisation of media tokenisation. Recently, he worked on the AI and Copyright conundrum with the Copyright Infrastructure Task Force initiated by the Estonian and Finnish governments.

 Philippe hold degrees in engineering, management, theatre directing, and philosophy. He is an honorary Doctor of Arts in recognition of outstanding contributions to performing arts creation, production, and technology.

Links

https://www.valunode.com/

https://accelerate.ee/projects/816/

https://www.e-resident.gov.ee/blog/posts/here-there-and-everywhere/

https://ec.europa.eu/digital-building-blocks/sites/spaces/EBSI/pages/716149456/Open+Rights+Data+Exchange

Keywords

Generative AI, copyright, rights management, blockchain, open data, interoperability, creative industries, ValueNode, European Union, metadata, standardization, trust, digital single market, creators’ rights, public-private collaboration.

Host: Ulrike Rohn

Sound: Tanel Kadalipp (episode 1-14), Sangam Panta (episode 15 -


https://bfmentrepreneurhub.tlu.ee/screenme-podcast/

Media work can feel like a dream—and still make you sick. In this ScreenME episode, host Ulrike Rohn talks with Mark Deuze (University of Amsterdam) about his new book, Well-Being and Creative Careers: What Makes You Happy Can Also Make You Sick (Intellect). Drawing on industry surveys and occupational health research, Deuze unpacks three structural stressors that repeatedly show up across film/TV, journalism, games, music, and advertising: excessive workload, a lack of organizational justice, and poor reciprocity between what creatives put in and what they get back.

The conversation moves from “it’s not you, it’s your work” (healthy boundaries) to what actually helps: professionalizing leadership, improving mental-health literacy, and organizing with peers (“don’t do it alone”). We also touch on recent policy shifts like Australia’s right-to-disconnect and psychosocial-hazard duties of care, and—on the lighter side—Deuze’s life in music with his grunge band Skinflower, a reminder that identity can (and should) be bigger than your job.

Quotes: 

“Professionalizing leadership, investing in empathic leadership—leadership that normalizes the discussion around health and wellbeing at work—would make a massive difference.”

“People in general—creative people in particular—are quite poor at recognizing their own emotional health.”

“Love is a transformative force. It can be exploited by a cynical industry, but it can also empower workers to organize.”

“Mental-health literacy is recognizing when you’re crossing a line, recognizing when somebody else might be struggling, and knowing how to help.”

“The industry individualizes its own structural problems… everybody gets a free mental-health app and—problem solved.”

“Whatever you do, don’t do it alone.”

“A simple mind trick—this is not who I am; this is what I do—can have profound consequences.”

Mark Deuze

Mark Deuze is Professor of Media Studies at the University of Amsterdam’s Faculty of Humanities, having served as its Director of Graduate Studies and as Director of the national Research School for Media Studies (RMeS). Before that he worked as a journalist and academic in the United States at Indiana University Bloomington, in Germany at the University of Münster, and in South Africa at the University of Johannesburg. 

His publications include 100+ papers in academic journals and 15 books, including most recently "Well-Being and Creative Careers: What Makes You Happy Can Also Make You Sick“ (published with Intellect, 2025), "Happiness in Journalism” (volume co-edited with Valérie Bélair-Gagnon, Avery Holton and Claudia Mellado, published with Routledge, 2023), “Life in Media” (The MIT Press, 2023), and “McQuail’s Media and Mass Communication Theory” (7th edition published by Sage in 2020, co-authored with the late Denis McQuail; 8th edition scheduled for 2025). Mark’s work has been translated in Chinese, Czech, German, Mongolian, Spanish, Portuguese, Greek, Turkish, and Hungarian. He is also the bass player and singer of Skinflower (skinflower.bandcamp.com).

Keywords: 

creative industries, media work, mental health, burnout, wellbeing at work, organizational justice, reciprocity, workload, leadership in media, mental-health literacy, right to disconnect, psychosocial hazards, journalism, film and TV, games industry, self-exploitation

Host: Ulrike Rohn

Sound: Tanel Kadalipp (episode 1-14), Sangam Panta (episode 15 -


https://bfmentrepreneurhub.tlu.ee/screenme-podcast/

In this episode of the ScreenME Podcast, host Ulrike Rohn talks with Marta Materska-Samek—assistant professor at Jagiellonian University, Chair of the Creative Industries Working Group at the Polish Ministry of Development and Technology, and expert in cultural innovation and policy.

Their wide-ranging conversation dives into the concept of the triple transformation—digital, green, and social—and how this framework is reshaping the creative industries, particularly film. Marta explains how entrepreneurship in the audiovisual sector must evolve with these shifts and advocates for a holistic, human-centered approach to innovation and policy.

The episode also discusses work from within the Crescine project (www.crescine.eu), and it explores how European producers can build entrepreneurial resilience, the challenges of platformization, and the importance of educational reform to foster interdisciplinary learning and creative agency.

Key Quotes:

“Triple transformation reminds us that everything is interconnected: digital, green, and social. Changing one element inevitably affects the others. It requires a truly systemic approach." 

“Entrepreneurship in the creative sector isn't always about unicorns. It's about sustainable, social, and human-driven innovation.” 

“Film producers are highly adaptable… but they lack access to long-term support and R&D resources.” 

Keywords:

entrepreneurship creative industries film industry digital transformation green innovation social innovation audiovisual policy platformization creative education triple transformation Crescine Jagiellonian University sustainability resilience EU funding public policy collaboration SME producers

Host: Ulrike Rohn

Sound: Tanel Kadalipp (episode 1-14), Sangam Panta (episode 15 -


https://bfmentrepreneurhub.tlu.ee/screenme-podcast/

In this episode of the ScreenME Podcast, host Ulrike Rohn speaks with Niall O’Leary from the Hincks Centre for Entrepreneurship Excellence at Munster Technological University, Ireland. Together, they dive into how evidence-based entrepreneurship research can reshape training for film producers, drawing from the CresCine project that aims at understanding and enhancing the international competitiveness of the European film industry. 

Niall reflects on his work across diverse industries—from farmers to musicians to screen media professionals—and shares powerful insights about what kinds of training actually work. This episode challenges assumptions about industry-specific education and makes the case for generalizable, evidence-backed methodologies that could significantly boost producer success rates. 

Key Quotes:

"A lot of current producer training is focused on how to pitch, how to market—but what we asked was: should you produce this film at all?"

"We’re discussing with producers not just what to do, but also what not to do. That’s a cognitive shift that training rarely addresses."

"The strongest evidence shows that identifying clear goals, testing assumptions, and aligning day-to-day actions with long-term strategy significantly increases entrepreneurial success."

"It's not about replacing creativity with business logic—it's about giving creators the strategic clarity to thrive."

Further Info / Calls to Action:

• Want to get involved in future training sessions or learn more? Sign up https://forms.cloud.microsoft/e/4xPtUeUuiL.
• Contact Dr. Niall O’Leary if you can support randomized trials in film training.
• Learn more about the CresCine project and how it's shaping a more competitive, inclusive European film ecosystem: www.crescine.eu

Keywords:

Evidence-based training, entrepreneurial methods, film producer education, randomized control trials, goal setting, strategy alignment, cognitive load, lean startup, general vs. niche training, CresCine project, innovation in film industry, creative entrepreneurship

Host: Ulrike Rohn

Sound: Tanel Kadalipp (episode 1-14), Sangam Panta (episode 15 -


https://bfmentrepreneurhub.tlu.ee/screenme-podcast/

In this episode of the ScreenME Podcast, host Ulrike Rohn is joined by Martin Aadamsoo, one of the key figures behind Estonia’s transformation from a collapsed post-Soviet film landscape to a thriving, internationally recognized audiovisual ecosystem.

Martin shares his firsthand experience building crucial institutions—including the Baltic Film, Media and Arts School (BFM) and Estonia’s first regional film fund—and reflects on how a startup-like mindset helped Estonia achieve rapid growth in film education, infrastructure, and production. He also dives into lessons for other countries, the impact of AI and digital disruption, and how small markets can sometimes adapt more swiftly than large ones.

This episode is for anyone interested in media entrepreneurs, policymakers, educators, and anyone interested in ecosystem thinking, cultural policy, or digital media innovation.

Quotes: 

"We knew it couldn’t be done—but we did it anyway.” 

“You can’t build bits and pieces of a system without interconnecting them. It has to work as one organism.” 

“Complacency is the real threat. Once the ecosystem is built, the challenge is to keep the ambition alive.” 

“Estonia’s speed is its standout feature. In 20 years, we built what others took decades to develop.” 

About Martin Aadamsoo: 

Martin Aadamsoo has been involved in the development of Estonia's audiovisual and content industries for over 20 years. As head of the national film institute, he initiated and led the establishment of the Baltic Film and Media School, the flagship audiovisual education center in the Baltic Sea region. Martin established Estonia's first regional film fund, founded the country's film promotion agency, and founded and managed a digital media incubator in Tallinn and Narva. On the side, he designed and built Estonia's first and highly successful bike share system in his former hometown of Tartu.

Keywords: 

Audiovisual ecosystems, Estonia film industry, Creative infrastructure, Media policy, Screen media education, Cultural entrepreneurship, Startup mindset, Institutional building, Film funding, Digital media incubation, AI in media, Baltic Film, Media and Arts School (BFM), Public policy and culture, Small state innovation

Host: Ulrike Rohn

Sound: Tanel Kadalipp (episode 1-14), Sangam Panta (episode 15 -


https://bfmentrepreneurhub.tlu.ee/screenme-podcast/

In this episode, host Ulrike Rohn is joined by Tanya Escudero to delve into an often-overlooked area in academic training: the entrepreneurial mindset.

Drawing on their experience designing and teaching a course for PhD researchers at Tallinn University in Estonia, developed within the framework of the C-Accelerate project funded by the European Union, Ulrike and Tanya discuss how entrepreneurial thinking can help early career researchers navigate uncertainty, build resilience, and take ownership of their professional journeys.

Rather than focusing on business creation, their course encourages PhD researchers to apply an entrepreneurial mindset to their own academic paths. Central to the course—and this episode—is Sara Sarasvathy’s concept of the entrepreneurial method, which emphasizes starting with available means and asking: Who am I? What do I know? Who do I know?  Ulrike and Tanya also explore how two different logics of action—effectuation and causation— each apply at different stages of an academic career. While causation may be more relevant when goals and resources are clearly defined, effectuation is particularly useful in the uncertain and evolving contexts. They reflect on how these principles resonate with the non-linear, unpredictable nature of academic careers and can empower researchers to act with greater confidence and creativity.

The conversation also highlights how this mindset helps shift researchers’ perspectives—from feeling constrained by institutional structures to recognizing their own agency and capacity for shaping their careers. Ulrike and Tanya emphasize how this reflective approach enables researchers to see their careers as dynamic, self-directed processes.

Whether through classroom experiences or personal stories, this episode makes a compelling case for integrating entrepreneurial thinking more fully into academic training. It demonstrates how even a short intervention can shift perspectives and foster essential skills that are often overlooked in traditional research education—but are crucial for long-term success.

Keywords
entrepreneurial mindset, PhD students, early career researchers, transferable skills, academia, innovation, career development, self-awareness, research funding, network building

Key Quotes

• “Entrepreneurial mindset is not about starting a business. It’s about how you go about your daily work in an adaptive, opportunity-focused way.” – Ulrike Rohn 
• “Researchers already have entrepreneurial skills—they just don’t always know they do.” – Tanya Escudero
• “From the beginning, PhD students need to communicate their research, build networks, and recognize their strengths—and that’s exactly what entrepreneurship is about.” – Tanya Escudero
• “Entrepreneurship in academia is less about capital and more about capability.” – Ulrike Rohn 

Tanya Escudero

Tanya Escudero is a Research Fellow and Senior Adviser of Doctoral Studies at Tallinn University. Her research focuses on translation, international communication, and migration. She is also deeply engaged in research development, and capacity building. In addition to her own research, she leads and advises on initiatives that support early-career researchers, particularly in developing skills around funding, grant writing, and entrepreneurial mindset. She has contributed to EU-funded initiatives on innovation and entrepreneurship in higher education, including C-Accelerate. 

C-Accelerate project: 

https://www.c-accelerate.eu/

Host: Ulrike Rohn

Sound: Tanel Kadalipp (episode 1-14), Sangam Panta (episode 15 -


https://bfmentrepreneurhub.tlu.ee/screenme-podcast/

In this episode of the ScreenME podcast, host Ulrike Rohn is joined by Päivi Maijanen, Associate Professor at LUT University Business School in Finland and Visiting Professor at University of Trento, Italy. Päivi brings decades of experience studying strategic leadership and organizational change in media companies, with a particular focus on how technology — and more recently, generative AI — is transforming the industry and leadership.

The conversation dives deep into the real-world implications of AI adoption, highlighting both the optimism and the challenges that come with it. Päivi shares reflections on how managers can lead through uncertainty, support creative teams, and stay grounded in journalism’s public mission — even as the tools and expectations rapidly evolve.

Key Takeaways

• AI as a tool, not a replacement: Journalists see generative AI as a helpful assistant in brainstorming, summarizing, and streamlining routine tasks — but human creativity and judgment remain central.
• Leadership matters more than ever: Effective change depends on empathetic, hands-on leadership that creates space for learning and supports staff in adapting to new technologies.
• Organizational culture must evolve: Successful AI integration requires more than tools — it demands cultural readiness, open communication, and tailored training approaches.
• Small media companies face unique challenges: While AI offers efficiency gains, limited resources can slow adoption. Support for these organizations is crucial to maintain media diversity.
• Ethics and trust remain core: Finnish media organizations are proactively addressing transparency and data security, but the risk of polarization and algorithmic echo chambers requires ongoing attention.
• A call to future media leaders: Päivi encourages students and emerging managers to lead with humility, curiosity, and a deep respect for people — the most valuable resource in any organization.
  
  
  

Quotes: 

"You can’t just say, ‘Let’s change’ and expect it to happen. Leadership today means being present, supporting your people, and creating space for learning — especially when navigating something as transformative as AI."

“What is journalism without a journalist? AI can support the process, spark new ideas, and help with routines — but in the end, it’s still the human who makes meaning.”


Keywords:

Media management, Generative AI, Journalism, Organizational change, Strategic leadership, Media innovation, Professional identity, Editorial practices, AI ethics, Digital transformation, Finnish media

Bio: 

Päivi Maijanen is an associate professor at the LUT University, Business School, Finland and Visiting Professor at University of Trento, Italy. Her research interests are in strategic management and organizational renewal, focusing particularly on digital transformation, media responsibility, and sustainable business models in media organizations. Her current research explores how generative AI reshapes journalistic and organizational practices. Before academia, she worked at the Finnish Broadcasting Company (YLE).

Host: Ulrike Rohn

Sound: Tanel Kadalipp (episode 1-14), Sangam Panta (episode 15 -


https://bfmentrepreneurhub.tlu.ee/screenme-podcast/

Description:

In this episode of ScreenMe Podcast, Ulrike Rohn sits down with Chad Bowser, a producer, entrepreneur, and innovator who is challenging traditional filmmaking models. With a background in Hollywood, tech startups, and music production, Chad is now exploring how AI, virtualization, and decentralized collaboration can reshape the way films are made.

Chad shares his vision of a "new-generation studio" that moves beyond the limitations of traditional production, making high-quality filmmaking more accessible and efficient. He explains how emerging technologies like Neural Radiance Fields and Gaussian Splatting can replace costly production methods, how distributed teams and virtual production could redefine collaboration, and why he believes Estonia could play a key role in this shift.

The discussion also delves into the challenges of disrupting an industry deeply rooted in legacy systems, from financing models to creative workflows. Chad reflects on what he has learned from both tech startups and the entertainment industry, how he approaches innovation, and what needs to change for filmmakers to have more control over their creative process.

This episode is a thought-provoking look at the future of film production, exploring what happens when cutting-edge technology meets the art of storytelling.

Key Quote:

"I want to create a space where talented filmmakers can make high-quality films without the traditional studio constraints." – Chad Bowser

Bio: 

Chad Bowser has a unique perspective shaped by his background in tech startups (taking one through an IPO) and creative pursuits in music and media in New York City. He's currently finishing his Masters Degree at the University of Tartu in his pursuit for building a new age studio system with his product partner, Pasha Kalachev. His thesis is titled "Facilitating Cinema's Evolution: Estonia's Key Role in Building AI-Enhanced Studios for Premium Creator-Driven Content."

Keywords:

AI in filmmaking, film production, Estonia film industry, virtual studios, Hollywood, AI-enhanced cinema, future of storytelling, film technology, independent filmmaking, neural radiance fields, Gaussian splatting, decentralized filmmaking, creative innovation.

Host: Ulrike Rohn

Sound: Tanel Kadalipp (episode 1-14), Sangam Panta (episode 15 -


https://bfmentrepreneurhub.tlu.ee/screenme-podcast/

In this episode of the ScreenMe Podcast, host Ulrike Rohn has a chat with Kirill Volkov, a graduate from the BA study program in Advertising and PR at the Baltic Film, Media, and Arts School (BFM) and the founder of Wedia Productions. Kirill shares his journey from being a self-taught teenage videographer—experimenting with a drone and an action cam—to becoming an award-winning producer collaborating with major brands like McDonald's, Tele2, and leading Estonian music artists.

A highlight of the conversation is Kirill’s recent major win at the Estonian Music Awards, where his production company received the Music Video of the Year award for “Push It,” a hit song by renowned Estonian rapper Nublu with Maria Kallastu. The video, which became a viral sensation and the summer hit of 2024, was one of three projects by Kirill that were nominated at this year’s awards.

Throughout the episode, Kirill discusses how strategic networking and strong communication skills helped him succeed in a highly competitive industry. He reflects on the challenges of being a young entrepreneur, earning the trust of established professionals, and assembling a team of top creatives.

Kirill also emphasizes the importance of authenticity in storytelling—whether in advertising or filmmaking. He credits his education in Advertising and PR for shaping his understanding of brand messaging and effective communication. Already a key player in shaping Estonia’s pop culture, his ambition is to further push creative boundaries, expand into larger-scale productions, and mentor emerging talent to strengthen the industry’s future.

Key Quote:

"The most important skill I learned is that communication is key. Every problem comes from communication errors. If people talk openly and clearly, everything becomes easier—whether in advertising, filmmaking, or business."

 Keywords:

Drone Videography, Award-Winning Producer, Estonian Music Awards, “Push It” by Nublu, Pop Culture, Advertising & PR, Storytelling, Authenticity, Entrepreneurship, Brand Messaging, Mentorship, Creative Industry, BFM 

Host: Ulrike Rohn

Sound: Tanel Kadalipp (episode 1-14), Sangam Panta (episode 15 -


https://bfmentrepreneurhub.tlu.ee/screenme-podcast/

In this compelling episode of the ScreenMe Podcast, host Ulrike Rohn from Tallinn University's Baltic Film, Media and Art School dives into the world of narrative journalism and media entrepreneurship with Daniel Vaarik, a well-known innovator in the media industry in Estonia. Daniel is the founder of Levila, a groundbreaking media channel that produces investigative stories, documentaries, and podcasts, all rooted in a mission to tell stories that engage and inform audiences without polarizing them. With an impressive portfolio of initiatives and activities, Daniel has consistently been at the forefront of finding new ways of facilitating communication in Estonia.

In their discussion, Ulrike and Daniel explore how Levila operates as a media laboratory, embracing experimentation to create impactful content that resonates deeply with audiences. They delve into Daniel’s vision of journalism as a space for immersive storytelling that bridges societal divides, fostering empathy and understanding. Daniel shares his insights into connecting with younger audiences—often described as disengaged from traditional media—by meeting them where they are, with authentic, meaningful content.

The episode touches on the transformative power of narrative journalism in creating long-lasting impact, the innovative projects that Levila has pioneered, from documentary filmmaking to real-time streaming experiments, as well as the challenges of balancing passion with practicality. Daniel shares his journey which is a testament to the enduring value of creativity, risk-taking, and the pursuit of meaningful storytelling in the evolving media landscape.


Daniel Vaarik's bio: 
Daniel Vaarik is a visionary communication strategist and entrepreneur, dedicated to bridging cultures, disciplines, and societal divides. As the co-founder of Levila, an Estonian media channel, he spearheads impactful investigative stories, documentaries, and podcasts that challenge conventional narratives. His entrepreneurial journey includes founding Tuleva Pension Funds, a mutual pension initiative disrupting Estonia’s financial sector. With a rich career spanning roles like advising Estonia’s Prime Minister and overseeing strategic initiatives for the country’s e-residency program, Daniel combines creativity and pragmatism. From co-creating a theatrical fake political party to authoring a white paper on Estonia's digital ideology, his work consistently redefines boundaries to foster innovative communication and societal progress.

Quote:
“We started as a media laboratory, giving ourselves the license to experiment. If we fail, it’s a lab experiment—we tried new things, and we learned.”

Link:
https://www.levila.ee/

Host: Ulrike Rohn

Sound: Tanel Kadalipp (episode 1-14), Sangam Panta (episode 15 -


https://bfmentrepreneurhub.tlu.ee/screenme-podcast/