02/05/2025 - The executive reflects on the steady growth of NEM, the importance of curating meaningful industry connections and the event’s continued focus on the CEE region

With the imminent arrival of the latest edition of NEM Dubrovnik, set to take place from 9-12 June, Cineuropa sat down with Sanja Božić-Ljubičić, CEO of the event, and of Mediavision, Mediatranslations and Pickbox. She reflects on the steady growth of NEM, the importance of curating meaningful industry connections, and the event’s continued focus on the CEE region within an increasingly global content landscape.

Cineuropa: NEM Dubrovnik 2025 is set to welcome a record number of buyers and global industry leaders. What does this milestone say about the evolution of the event and its position in the international content market?
Sanja Božić-Ljubičić: We’re committed to growing, but only in the right way. For us, that means attracting the right people. I always like to emphasise that we focus on bringing in real buyers – decision makers who are actively purchasing content within their companies, understand the challenges of the acquisition process and know the industry inside and out. That’s what sets us apart, and it’s something we’re doubling down on as we move forward.

With industry giants such as Amazon MGM, Warner Bros Discovery and Paramount presenting exclusive content, how do you curate such a high-calibre line-up, and what is the selection process behind it?
It’s something we’ve been building for 12 years, and there are no shortcuts. Strong connections take time to forge, and a solid reputation spreads through good word of mouth. We’re proud to bring together some of the biggest names in the industry at NEM. Our goal isn’t to be selective for the sake of it; it’s to make NEM a platform where even more content, stories and successful strategies can be shared and discovered.

Poland seems to be a standout market this year. What trends are you seeing in Polish and broader CEE content demand, and how does NEM help address them?
For NEM, it’s important to highlight that some of the biggest buyers this year are coming from Poland. Poland has experienced growth in content consumption, particularly in streaming. Local productions are gaining increasing international recognition, and Polish content is travelling more easily beyond the country’s borders. More broadly, the CEE region is seeing a surge in demand for local content, while that same content shows strong potential for global success. This is a trend we are keen to focus on and support even further.

Given the scale of this year’s event, what new networking formats, initiatives or features have been introduced to enhance engagement between buyers, sellers and creators?
I can’t reveal everything just yet – our agenda is still being finalised – but I can share that this year’s line-up is truly record-setting, with a record number of buyers. We’ve also expanded the market area, with more companies participating and additional meeting tables organised, giving participants even greater opportunities to set up meetings and explore new offers. We have always focused on creating customised events for all of our clients, offering countless options for meetings and facilitating networking. This approach is deeply rooted in our event, and it’s something we will continue to prioritise, no matter how complex it may be.

NEM Dubrovnik has become a cornerstone for the CEE audiovisual industry. How do you envision the event evolving in the coming years to stay ahead of global trends while remaining rooted in the region’s unique industry needs?
We will always stay focused on the CEE region. Even as global trends evolve and more international companies join us at NEM, our priority is to look at how their knowledge and experience can support and help anticipate developments within the CEE market. This region is unique – it can be challenging, but it’s also incredibly rewarding. Staying rooted here while keeping an eye on global shifts is what allows us to continue growing in a way that truly serves the industry.