In 1989 the European television satellite Olympus is launched with an Ariane rocket. This event caused a transition in the audiovisual sector from a situation where every reception of television broadcasts is controlled from the land, to a situation where reception of broadcasts is possible, live from out of space. The competition between different audiovisual media becomes moreviolent. The technological developments also caused an increasing globalization of fi nancing, of production and of the public. The audiovisual sector tends to be a more European case, but it cannot, from itself, face the upcoming challenges spontaneously and on a desired moment in a satisfactory way. To achieve this international assignment, large-scale impulses are needed. MediaPorT Rotterdam The linkage between cinema and the city with the worlds biggest port is, fortunately enough, not new. Rotterdam is the host of the yearly International Film Festival Rotterdam (IFFR). After 30 years, this event has grown into the worlds second largest event of its kind. This international renowned event tracks more and more attention from the media, like other big events, suchas, the Rotterdam marathon, FFWD Danceparade, the Solero Zomercarnaval and many more. The city itself continues to be a regularly used dr for commercials, television programs and movies. The 1997 MTV Europe Music Awards were hold, not in Amsterdam, but in Rotterdam at Ahoy, which is also the place of the TMF Music Awards. The main scenery of Jackie Chansmovie Who am I, was again Rotterdam. Numerous international productions were completed and many new ones arrived in this filmic city.The massive journey of filmmakers to this Dutch city at the Maas didnt arise spontaneously. As though Rotterdam also noticed the potential of the launch of the Olympus satellite, the city set up the Rotterdam Film Fund (RFF) in 1995. This Fund invests about EUR 1.8 million in fi lmmakers, with the obligation that they spend the money in Rotterdam. This EUR 1.8 million funding is yearly raised in phases up till about EUR 3.6 million a year. The RFF helps fi lmmakers from fi nancing (interest-free loans) to post-production and assists free of charge with locations, facilities, local crew and permits. Almost every Dutch film being produced, has shoots or even whole productions planned in Rotterdam and its region. More and more audio-visual oriented companies are moving and have already moved to the city at the Maas. Since 1996 the film and audio-visual sector has been one of the spearheads of the socio-economic policy of the municipality of Rotterdam. Together with Ahoy, the Feyenoord stadium, the new Luxor theatre, the Lloydkwartier, the Van Nelle Fabriek and the polder of Zestienhoven acting as a reserve for extra national recording capacity and space for distribution satellite dishes, the Masterplan Central Rotterdam can upgrade Rotterdam to a true MediaPorT of Europe.