The objective of the Media XR and 5G project is to introduce Flemish media companies (TV, radio, print, online), XR and advertising agencies, event organizers and telecom operators to the possibilities of new XR content ( “extended reality”) and advertising and cross-media formats made possible thanks to 5G. The 3-year project proposal (2023-2025) thus responds to the strong changes in the consumption behavior of media users, especially among young people (generation Z) and new media audiences. After all, various media companies want to rejuvenate and expand the viewership, which is why it is important to appeal to Gen Z through, among other things, formats that use new digital technologies.