Review • September 4, 2026

DTVP @ IFA 2026

In-Car Entertainment: The car as a third living space.

A packed hall on the IFA Dream Stage, six experts from automotive and entertainment, and one question driving the industry: How can in-car entertainment move from a promise for the future to a viable business? On September 4, DTVP brought both worlds together on one stage.

Panel on the IFA Dream Stage

The car is becoming a media space.

On September 4, DTVP brought automotive and entertainment together on one stage at the IFA Dream Stage. The panel focused on the key questions of in-car entertainment: Is the market moving toward built-in solutions or open platforms? What technological hurdles need to be overcome so that entertainment in the vehicle works seamlessly and safely? Which revenue models are viable, and how can transmission costs be reduced? And how can formats be created for real-life situations, from charging breaks and traffic jams to “Cinema on Wheels”? The discussion was not about distant visions, but about the concrete state of play today.

Panelists

Six voices from two industries.

Automotive and entertainment came together on the podium: Maximilian Baur-Tauber (Seven.One Entertainment Group), Thorsten Böhmer (Gracenote), Sven Eckoldt (CARIAD), Robert Glas (3SS), Christian Hufnagel (ARD/SWR), and Arkin Kol (Dolby).

The discussion was moderated by media journalist Dr. Jörn Krieger, who opened the panel together with DTVP Managing Director Nicole Ludwig. The moderation and welcome were therefore in experienced hands, guiding the afternoon and its five key questions.

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Three questions, many new insights.

The discussion became particularly lively around three points. Are customers willing to pay for entertainment content in the vehicle? The answer was mixed; clear payment behavior has not yet emerged. How does the vehicle know which content is suitable in which situation? Here, it was surprising to see how advanced the technology already is today. And how must manufacturers, content providers, and technology partners work together to make in-car operation more convenient? This is exactly where DTVP’s work comes in.

“In-car entertainment still offers the industry a great deal of room for development and exciting opportunities for content providers, manufacturers, and tech partners. Our panel participants provided us with many new insights today. At DTVP, we want to build on these in order to improve the technical prerequisites for all market participants.”

Nicole Ludwig · Managing Director DTVP