Mexico City, October 13, 2026.— The School of Communication at the Universidad Panamericana , held the MediaLab Summit 2026 in September, an event that brought together professionals from the fields of communication, entertainment, and the creative industries to share experiences and reflect on the challenges facing an industry in constant transformation.
With 543 people registered over the two days, this year’s event was held under the theme Made in Miniature, Thinking Big, inspired by the values inherent in using a technique like stop-motion: teamwork, attention to detail, patience, and the artisanal process of creativity.
The program included podcast-style conversations, workshops, screenings, and opportunities to interact with experts, which allowed students to learn about different perspectives on the professional practice of communication.
Creativity as a Starting Point
During the opening ceremony, Karla Lechuga, head of MediaLab, emphasized that great ideas don't emerge fully formed, but are built through trial and error and learning.
“If we eliminate error from the creative process, we also eliminate one of the most important ways of learning,” he said.
This reflection gave meaning to the Summit’s visual identity, which featured various models depicting scenarios from the communications industries represented in the event’s program; these models had been created and animated by students using stop-motion techniques months earlier.
For her part, Lourdes Villanueva González, dean of the School of Communication, emphasized the importance of training professionals capable of taking advantage of new technologies without losing sight of the judgment, sensitivity, and responsibility involved in communication.
From Blockbusters to New Ways of Telling Stories
The MediaLab Summit 2026 featured Sopitas and professionals from Netflix, Spotify, Grupo ACIR , and FICUNAM, as well as experts in the production of large-scale entertainment events such as Formula 1.
The discussions covered topics such as documentary production, film distribution strategies, the evolution of radio, the podcasting industry and its monetization, as well as the challenges of the digital ecosystem and the design of event experiences.
During the talk “The Art of Making Documentaries in the Age of Streaming,” Daniel Díaz Loving of Netflix Latin America explained that documentary production requires constantly adapting initial ideas to the discoveries that emerge during research and filming.
“Reality is never what we expect it to be based on our creativity,” he said.
His presentation helped us understand that telling a good story isn't just about executing a plan, but also about recognizing new narrative paths and making decisions as the project progresses.
The importance of understanding audiences was a recurring theme in discussions about radio, podcasts, and digital media. The experts explained how these platforms have transformed the distribution and consumption of content, making it necessary to develop content that addresses the interests and habits of different audiences.
In this context, Francisco Alanís, Sopitas, highlighted a fundamental skill for those in the field of communication:
“Listening requires our concentration, our attention, and, above all, our time.”
For their part, specialists in large-scale event production shared their expertise in organizing large-scale shows, emphasizing the importance of planning, logistics, and decision-making under pressure.
“These days, with all the reach social media has, it’s much easier to undermine an event or generate either negative or positive buzz. This forces us to really plan ahead and develop strategies to make an event much more effective,” said Nury Absalón, director of operations at MVS Entertainment.
Beyond the Classroom
The Summit concept was also incorporated into its own production, in which students in the Bachelor's program in Communication played an active role.
From designing the visual identity and handcrafting the set design to providing technical support, the students applied their knowledge to organizing a real-life event.
In addition, a team of 31 students assisted in areas such as general logistics, talent coordination, audiovisual production, and control room operations.
This experience allowed the college students not only to hear from industry professionals, but also to tackle the challenges of producing a real event, working with different teams, and finding solutions as the event unfolded.
Judgment and experience as the pillars of the future
Against a backdrop marked by the development of artificial intelligence, the emergence of new formats, and the transformation of the media, the MediaLab Summit 2026 invited participants to reflect on the skills that will continue to be relevant for future generations.
Mastering technological tools is only one part of professional practice. Researching, understanding audiences, crafting narratives, making decisions, forming judgments, and solving problems are skills that are equally necessary for developing meaningful communication projects.
With this edition, the Universidad Panamericana, through its School of Communication, continues to strengthen its ties with the industry and its commitment to an educational program that combines academic knowledge, practical experience, and direct contact with industry professionals.
