Rakuten TV Enterprise has unveiled LIVE, a new European event series aimed at bringing together senior executives from across the connected-TV (CTV) and streaming ecosystem, with the inaugural edition set to take place in Madrid on 17 March.

Announced on 12 March, the initiative will gather more than 150 industry leaders and decision makers from across the audiovisual and advertising landscape, including representatives of platforms, broadcasters, production companies, media agencies and studios. The first event will feature keynote sessions and networking opportunities designed to foster dialogue across a rapidly evolving sector.

Following its debut in the Spanish capital, the series will expand into a European circuit, with additional editions scheduled for London (9 June), Munich and Milan later this year.

The decision to launch LIVE in Spain reflects Rakuten TV’s strong ties to the country, where the company’s European headquarters are located, in Barcelona. Operating across 43 territories, Rakuten TV aims to position Spain at the centre of discussions surrounding the evolution of connected TV and advertising-led streaming models in Europe.

The Madrid event will open with a keynote from Cédric Dufour, CEO and president of Rakuten TV, who will address the development of the European CTV market and the growing role of technological innovation in the expansion of streaming. Public-sector perspectives will also feature prominently. Miguel López-Valverde, Regional Minister for Digitalisation of the Community of Madrid, will outline the regional government’s strategy for digital transformation and the strengthening of the audiovisual ecosystem. Meanwhile, Carla Redondo Galbarriatu, Director General for the Regulation of Digitalisation and Audiovisual Communication Services at Spain’s Ministry for Digital Transformation and the Civil Service, will discuss the sector’s ongoing transformation following the launch of the Spain Audiovisual Hub Plan. Providing an industry viewpoint, Reyes Justribó Ferrer, director general of IAB Spain, will address the evolution of digital advertising and the growing relevance of connected TV within contemporary media-planning strategies.

The event is conceived as a platform for high-level reflection and collaboration at a moment when the audiovisual market is undergoing significant change, driven by the consolidation of streaming platforms and the transformation of advertising models.

As Dufour explains: “Connected TV is entering a new phase of maturity in Europe, as streaming models evolve and advertising becomes an increasingly central driver of growth. With LIVE, we want to create a space where the industry can come together to exchange perspectives, anticipate change and build stronger collaboration across the ecosystem. Europe is a diverse and dynamic market, and dialogue between platforms, advertisers, media companies and technology partners is essential for unlocking the full potential of CTV. We look forward to welcoming industry leaders from across Europe for this series of events.”

Among the confirmed attendees are executives from companies including Paramount, Google, YouTube, Movistar Plus+, Warner Bros, BBC Studios, Filmax, Atresmedia, Mediaset, DAZN, Lactalis Group, Dentsu, Havas Media Network, OMD, Publicis and WPP Media, among others.

LIVE Madrid will also host the inaugural session of the newly created CTV advisory board, an international strategic forum bringing together senior representatives from across the European ecosystem. Meeting twice annually, the board will examine market trends, shifts in advertising models and key challenges facing the sector, with the aim of generating shared knowledge and supporting the sustainable development of connected TV in Europe.

Members of the advisory board include Daniel Knapp (IAB Europe), Emmanuel Crego (Groupe Values), Ana Cámara (WPP Media), Zach Belmont (Paramount), Gareth Vaughan Jones (Virgin Media O2), Maribel Vivancos (WPP Media Spain), Will Gough (Dentsu UK), Johan Holm (WPP Media) and Edouard Lauwick (Rakuten TV Enterprise).

The inaugural LIVE Madrid event will unspool at 6 pm on Tuesday 17 March at the Mandarin Oriental Ritz Hotel in Madrid.