Speak to the Young: Storytelling & Tools that Resonate

Industry Insights – The EFM Podcast is presented by the European Film Market of the Berlinale. Hosted by media analyst Johanna Koljonen, it delves deep into the rapidly evolving film industry.

In this episode, host Johanna Koljonen, a media analyst and experience designer, explores what it really takes to connect with young viewers. Joined by Anne Schultka (KIDS Regio & Golden Sparrow Festival), Rikke Flodin (Will & Agency / Publikum), and producer Joram Willink (BIND), we unpack audience strategies, AI-driven insights, and the creative, political, and ethical stakes of youth storytelling today. Because creating for young audiences is not just a responsibility — it’s a creative opportunity that expands what cinema can be.

Anne Schultka has been working at KIDS Regio since 2018, and has been a board member of the German Children's Film Association since 2022. She has been involved in research on children's film culture and audience development, including Keeping Up with Children as an Audience (2024). Since 2023 she has been in charge of the industry programme at the German Children's Media Festival Golden Sparrow and since 2024 at the Nordic Film Days Lübeck.

Rikke Flodin is Head of Audience Insights at PUBLIKUM.io, a Danish-based tool for audience awareness. Within the last few years, she has worked with more than 80 films and series across 10+ European countries helping film makers get closer to their audiences through AI-backed anthropology. Rikke has particularly specialized in how to reach the young audience using digital tools and anthropological methods to facilitate the conversations with the young audience. Rikke holds a MSc in Anthropology from the University of Copenhagen.

Joram Willink is an award-winning producer who is focusing with his company BIND on socially engaged films. As creative producer he is closely working with writers/directors to create stories that inspire social change. His productions are awarded with International Emmy Award, Berlinale Special Mention, two Golden Calf Best Film, Berlinale Silver Bear, the Prix Europa, TIFF Kids awards, Prix Jeunesse, Grand Award New York ICFF and many more. Joram is a filmproducer since 2002 and a proud member of the ACE Network, active member of NAPA Dutch producer association, member of the European Film Academy and alumni of EAVE (2016), Berlinale Talents (2004 & 2018) and Binger Film lab (2005 & 2013). He was recognised as a EFP Producer on the Move at Cannes 2019 and honourably invited at 'People of Excellence lunch' by Majesty King & Queen of The Netherlands for winning De Tegel (Dutch Pulitzer Prize) for the documentary podcast series The Deventer Mediacase.

The host Johanna Koljonen is a media analyst, broadcaster, and experience designer. She is the author of the Göteborg Film Festival’s annual Nostradamus Report on the near future of the screen industries, which is in its 11th year. She lectures internationally on changes in the media sector, and on participation and narrative design. Her background is in public service broadcasting; in 2011, she received the Swedish Grand Journalism Award in the Innovator category.

This podcast episode has been developed in partnership with Kids Regio and Publikum.io.

The Berlinale’s European Film Market is the first international film market of the year, where the film industry starts its business. Industry Insights - The EFM Podcast puts a spotlight on highly topical and trendsetting industry issues, thereby creating a compass for the forthcoming film year. The year-round podcast is produced in cooperation with Goethe-Institut and co-funded by Creative Europe MEDIA.