Indrek Ibrus the head ot TLU Centre of Excellence in Media Innovation and Digital Culture (MEDIT) and a professor of the Baltic Film, Media, Arts and Communication School at Tallinn University. Professor Ibrus has advised Estonian Ministry of Culture on audiovisual affairs and on the development of European media policy. He is a member of European Expert Network on Audiovisual and Culture (EENCA) that advises European Commission on media and cultural policy making. He is also the head of the research work package of large EU funded R&D project Cross Motion that facilitates co-innovation practices between European audiovisual industries and health, tourism and education sectors. He has authored numerous research publications including the book “Crossmedia Innovations: Texts, Markets, Institutions” (together with Carlos A. Scolari).