During the discussion leading experts in the media industry and cultural process participants will try to find out the extent to which modern media business and academic culture need each other to survive and to develop. It is obvious that the current information environment both sides do not fully use the potential of their interaction and miss real opportunities for mutually beneficial cooperation.
Should the "serious" art adapt to the demands of "consumer society" and to live by the laws dictated by the media sphere, and are there representatives of the media business responsible for the formation of "cultural background" of society - Finding answers to these questions will provide a platform for the expression of opinions, discussion and development of a common position.