Media leaders discuss new landscape at the 22nd Marketing, Advertising, Media & Communication Conference

In an era of rapid transformation, media conglomerates are being challenged to shape strategies that not only ensure their survival, but also their continued growth. The Cypriot market is no exception.

The local media ecosystem is evolving at a striking pace. Industry leaders are now investing in innovative technologies, flexible platforms, and audience-driven content, gradually moving away from traditional operating models.

The goal is to deliver immersive experiences, unlock new revenue streams, and achieve strategic differentiation.

In today’s media landscape, decisions are based not only on ratings or reach, but also on the use of data, technological innovation, and the creation of genuine value for the end user.

These themes were central to a compelling fireside chat between CEOs of leading media outlets and Media Directors from top advertising agencies in Cyprus, held as part of the 22nd Marketing, Advertising, Media & Communication Conference 2025. The panel sparked a dynamic dialogue on the future of media in the digital age.

What the media leaders had to say

Ioannis Hasikos, CEO of Omega Media Group, said that every challenge is an opportunity. Speaking on the future of television, he pointed out that one key challenge is how younger audiences now consume content on demand, whenever and wherever they choose. Traditional TV, he suggested, must adapt by focusing on live shows, events, and entertainment, especially with lighter, more relaxed content.

He also advocated for new measurement systems that can account for various media types.

Dionysis Dionysiou, journalist and Director of Politis newspaper, reflected that “everything changes, yet everything stays the same.” Tracing a brief history, he recalled a time when Cyprus’ media scene was limited to a few newspapers and the national broadcaster RIK. Private TV and radio emerged in the 1990s, and today, pluralism continues to grow. However, he warned, “We are currently facing an unprecedented phase of disinformation.”

Michalis Karis, General Manager of Super FM Cyprus, expressed his belief that media isn’t dying. Rather, “it is being transformed into something more human and more connected with its audience.” The future lies in the emotional connection and experience that each radio station offers to its listeners.

He emphasised that competition isn’t between radio stations or TV channels anymore, but with major digital platforms like TikTok and YouTube. That’s where the real challenge lies.

Karis also referenced the acquisition of the Vima Group and other radio stations by Alter Ego, suggesting that the motivation may go beyond prestige or power. Instead, he argued, it’s about creating "contracts of attention" with audiences — a concept already being explored abroad and likely to shape the future.

Data, attention, and experience: The "currency" of the new media era

Michael Kyriakides, CEO of Ad Board Media Group / IAAC, offered a philosophical take, suggesting that we are now living under a new “religion” — that of data-ism. “What isn’t measured doesn’t exist,” he said. For him, the most valuable commodity is user attention. “You’re not buying space anymore — you’re buying time and focus.”

He added that personalisation is now key: “We are selling experience in a world where everything is measurable.” We’ve entered what he called the technology of consciousness, describing today’s transformation as an “evolutionary acceleration of DNA.”

Media are no longer just channels of information

Chrysanthos Tsouroullis, CEO of Sigma TV / Dias Media Group, argued that the true transformation in media has not yet happened — but when it does, it must be substantive.

He emphasised that media are no longer just channels of information, but must become channels of experience. As audiences consume media, they now seek meaningful, unforgettable experiences. “It’s not enough to be a brand — you must deliver something memorable,” he stressed.

He also highlighted the need to secure financial sustainability in order to remain competitive.

Open-access television, he added, still has a role in this shifting landscape and can coexist with digital media. Transformation, he concluded, must involve collaboration among all stakeholders. “If we want to exist 5 or 10 years from now, it’s not enough to just ‘do media’ — we must also create magic.”

Media directors add their insights

The discussion was further enriched by George Souglides, Media Director at Delema McCann, Melina Tsigaridou, Media Director at Partners Connected Communications, and Despina Efstathiou, Media Director at Marketway Publicis, who posed targeted questions and prompted deeper exchanges that captivated the audience.

The session was moderated by Petros Petrou, CEO of Alpha Cyprus.