Unpacking NEM Dubrovnik’s growth strategy amid surging CEE interest

Sanja Božić-Ljubičić & Ivan Ljubičić

NEM Dubrovnik opens its doors for its 11th edition next week, having become a tentpole event for those looking to expand activities in Central & Eastern Europe (CEE)’s fast-growing markets.

US and European majors have been attending for years, alongside countless regional buyers, producers and distributors, but increasing investment from streamers and broadcasters is driving further interest.

So what has changed since NEM Dubrovnik first launched more than a decade ago and what’s on the cards for the coming years?

TBI speaks to CEO Sanja Božić-Ljubičić and MD Ivan Ljubičić about staying relevant, the rise of collaboration and how streamers will affect this diverse region.

What was the original thinking behind the launch of NEM Dubrovnik a decade ago?

Sanja: The CEE region deserved a TV market where everyone in the industry could meet, learn, and inspire each other in a comfortable atmosphere. Since the beginning of my career, I have always dreamt of bringing decision-makers to the region and creating a platform where AV professionals can truly blossom. Based on the feedback from our long-term NEM Dubrovnik attendees, as well as first-timers, I can say we did it.

Ivan: It’s about the people who attend, and you can’t find them anywhere else. Quality meetings and networking mixed quality and trendy program has been our goal from the start and our guiding light for all 11 editions so far, and for those in the future.

How has the CEE industry changed since NEM’s launch and why is the market as relevant now as it was then?

Sanja: We all know how dynamic and competitive this business can be, with all technological enhancements, investment growth, the rise of streamers and telcos entering the industry but also consumer behavior. Trends are changing daily, and it is key to keep up – this is the role of NEM Dubrovnik. We need to stay in the loop and connected in order to thrive.

Ivan: NEM Dubrovnik has a responsibility to ensure that the CEE market remains vibrant and relevant. Very early, major US and European brands discovered the value of our event, and they continue to stay present each year. We interpret that as a strong sign of approval and NEM Dubrovnik’s contribution to the development of the CEE market.

NEM Dubrovnik 2023

Tell us about the opportunities that CEE offers to those working outside of the region and how NEM is looking to enable partnerships.

Sanja: The CEE region is like no other. Only here you can find talent, cultural richness, unique and the most beautiful landscapes and strategic location all for a cost-effective production. More and more production companies find the CEE market interesting, and we see NEM Dubrovnik’s role in that trend.

Ivan: Our TV market is visited mostly by C-level attendees and decision makers who can make truly impactful decisions. We look to enable partnerships by bringing all the right people to the right place. We’ve built a community where everyone feels welcome and can’t wait to return.

How do you see the CEE market changing over the next five years?

Sanja: This is a culturally very rich region which inspires talented professionals to create diverse content and investors to help the project reach as many people possible. I believe the region will only continue to thrive and more production companies will more often recognise its value.

Ivan: CEE will continue to evolve thanks to digital transformation and the need for on-demand content. We will continue seeing streamers trying to find and keep their place in the market, investments will be increased, partnerships and collaboration will rise… and NEM Dubrovnik will be there all the way.

NEM Dubrovnik 2023

Tell us about some of the highlights attendees can expect at this year’s NEM Dubrovnik.

Sanja: Keynote sessions are again highly anticipated Q&A interviews with Monty Sarhan, CEO, SkyShowtime, Nataša Rapaić, appointed CEO of Croatian Telecom from July 1, 2024, and Bartosz Witak, the newly appointed General Manager for the Central and Eastern Europe (CEE) Region at BBC Studios.

Finally, during the session called ‘The streaming war isn’t over…’, Jamie Cooke, Group SVP and GM Central Eastern Europe, Middle East and Africa, Warner Bros. Discovery will reveal how WBD ambitiously plans to establish Max as one of the top three streaming services in the next 3-5 years.

Ivan: We think our agenda is a great synergy of content, telcos and technology. Major US and European studios will hold their screenings and showcases such as The Walt Disney Company, Amazon MGM Studios Distribution, IDTV (an All3Media Company), and Lionsgate. Great focus will again be on technology during the TV Product Showcase and panel sessions about and we also look forward to the networking events – one of them being Pickbox who will celebrate its 10th anniversary!

Sanja Božić-Ljubičić is CEO of Pickbox, Mediatranslations, Mediavision and NEM. Ivan Ljubičić is managing director of Pickbox, Mediatranslations, Mediavision and NEM. NEM takes place 10-13 June at the Hotel Dubrovnik Palace.