The UOC–3Cat Chair studies how narratives, audiovisual formats and consumption habits are changing in an environment shaped by digital platforms. Through an observatory, it analyses sector trends and identifies challenges and opportunities for public service audiovisual media. This research informs training activities and opportunities for exchange with 3Cat professionals, and helps explore new formats and ways of connecting with audiences. The chair also shares its findings through publicly available reports and professional meetings, with particular attention to cultural diversity, inclusion and content quality.