The creative and educational endeavors of Aistė Ptakauskė, an innovator, content creator, and lecturer at Vilnius Gediminas University of Technology (VILNIUS TECH), have garnered multiple awards. She is the author of three prose books, one of which, a collection of short stories titled "I'm Looking for a Job!", received the Augustinas Griciaus Prize for the best prose debut of the year. A. Ptakauskė's documentary film "World's Kitchen," focusing on immigrant women in Lithuania, has been incorporated into the curricula of numerous Lithuanian and foreign universities. She was honored with the "Best Creator" award for her short-form web series "Life" at the international festival "Seoul Webfest 2019" in Seoul, South Korea. In addition to creating television films and series for major Lithuanian broadcasters such as LRT, LNK, BTV, and TV3, the VILNIUS TECH innovator has conducted master's courses in the United States of America (USA), India, France, Belgium, and the universities of the Kingdom of the Netherlands. Since 2022, she has been a member of the International Academy of Television Arts and Sciences. These accomplishments represent just a fraction of A. Ptakauskė's awards and the activities she engages in. As a true professional in her field, she shares her insights into today's content on social media.

In 2022, you were elected as a member of the International Academy of Television Arts and Sciences, where you are the sole representative of Lithuania. Could you tell us about this organization and why being a member is important?

The International Academy of Television Arts and Sciences brings together over 900 members from more than 50 countries worldwide. These individuals are top-tier professionals who represent leading broadcasters, creators, producers, distributors, and researchers in the television content industry within their respective countries and on a global scale.

Within the International Academy of Television Arts and Sciences, members continually exchange ideas and achievements. They discuss strategies for addressing the challenges that arise within the television industry and deliberate on shaping the future of their companies and the global television industry at large.

The pinnacle of this activity occurs every November when the International Emmy Awards are presented in New York. These awards recognize the best television shows, broadcasts, series, and their creators produced outside the United States of America.

Participating in this organization provides me with invaluable insights into the latest trends within the global television industry, information not yet available in any publication or publicly accessible source. It also offers a remarkable opportunity to establish connections with top-level television professionals from around the world and find partners for new projects.

Reviewing and evaluating the submissions for the International Emmy Awards allows for contributions to the development of quality standards in the global television industry and the opportunity to learn from the best specialists in the field.

What is modern television like, and how has it evolved in recent years?

Television has undergone a profound transformation due to the rapid advancement of modern communication technologies. Viewers no longer need to abandon their tasks and rush to the TV at a specific hour when their favorite TV program airs. They can now watch these programs at their convenience, using any device of their choice. This shift has led to a significant change in TV viewing habits.

Television is no longer merely entertainment for entire families. It has become a form of entertainment that can cater to even the smallest audience segments. Consequently, television content has become increasingly diverse and daring, delving into current, specific, and often highly sensitive societal issues. Television no longer adheres to and nurtures societal norms as it once did; instead, it is becoming more assertive in deconstructing and questioning those norms.

While experts predicted that social networks would replace television, the opposite has occurred—television viewership has actually increased. Why do you think that is?

The inherent nature of television lends itself perfectly to the key aspect that is also characteristic of social networks—seriality. Television narratives can span weeks and months, presented on a regular schedule. It is precisely this narrative approach that social networks have accustomed audiences to.

Even after adapting to all these technological changes, television has not lost its core essence—the ability to create intimate, interpersonal connections with viewers and reveal previously unexplored facets of the world. After all, the very word "television" primarily signifies seeing something that is distant. This distance is not solely about physical separation but also extends to a difference in worldviews—something we might never have contemplated.


What should Creative Industries students aspire to be as content creators? What aspects do you emphasize during your lectures?


They should aim to be open to the world! Modern technologies provide the opportunity to reach audiences worldwide. However, possessing technical knowledge alone is insufficient. To establish a connection with the audience, one must comprehend their habits, mindset, and emotional needs. Achieving this requires interaction with a diverse range of people.

Embracing diversity in opinions and worldviews can not only help you find an audience but also like-minded individuals from any corner of the world. While modern audio and video recording equipment is readily available to beginners, they may often be under the misconception that they can do everything on their own. Yet, this is a dangerous myth to believe in!

A well-functioning, professional, and intelligently composed team will invariably produce more engaging, valuable, and high-quality content than any individual could on their own.