Madiana Asseraf is currently the Senior Media Development Manager with the European Broadcasting Union (EBU), the world’s largest association of public broadcasters. She works closely with senior managers and with strategists, managers, editors and producers with Public Service Broadcasters to identify and develop strategic initiatives to help public broadcasters to adapt fast to the constantly changing media landscape. Her focus is on identifying audience needs, latest developments, opportunities and solutions to support public broadcasters in creating engaging experiences to connect with all audiences, and more specially with new and younger audiences. Since the beginning of her work within EBU Media (2012), Madiana has launched, developed and managed several new initiatives and networks in the fields of audience development, digital storytelling and young audiences. It is currently in her portfolio of activities to analyse and promote the potential of virtual reality to create engaging experiences with the audience at different levels, as well as to facilitate innovation and the exchange of knowledge about VR experiences between EBU Members from a strategic and editorial perspective.