Continuous changes in information technology have an effect in all industries and this is even more evident in the media industry, as fierce competition has created the need to constantly differentiate from competitors. Nevertheless many media companies across Europe are fighting to become more technologically advanced in order to be able to compete against others which are ahead in this field. The UK market demonstrates a pool of powerful and technologically advanced media companies which exhibit increased innovation and creativity in the services offer. Southern European companies are still struggling though to come to terms with these continuous developments. Given their inability to follow these advancements, media companies cannot fully satisfy the demands of their customers. Therefore, media training is essential, because when you face the public you have to get it right from the first time.Thus, the aim of this project is to transfer and further develop from the UK an innovative methodology consisting of a complete training package for media firms in the southern part of Europe (Spain, Italy, Cyprus, Greece). The training will deal with the latest developments in their field, still not available in the receiving countries (in production, journalism, online portals, presentation and editing of TV programs, reporting, etc), helping to develop systematic learning activities. This trend has strong relations with the Life Long Learning concept in the context of creating sustainable businesses in Europe and adopting innovative training material, through transfer of knowledge. This can serve as a starting point in promoting lifelong learning activities within EU media companies.The training programs selected are of interest to all the partners involved because the change in media is relatively a new phenomenon and thus through the appropriate training material they can assist both the media employees and indirectly the public in becoming more aware about the possibilities offered through these new means of communication.The European dimension to this project is evident from the number of countries involved (5 in total). All partners are experienced in implementing EU-funded projects and some of them have collaborated in the recent past. The applicant organization, Sigma, is the most popular TV channel in Cyprus and is constantly aiming to utilize the technology developments in media. Together with Dias (strategic partner), they form the largest media group in Cyprus. The transferring organization, ea Media Solutions, is an expert production company in the UK and has extensive experience in educational programs for the media industry. The partners from Greece, Italy and Spain will have the role of the intermediary organizations, as they will be transferring the material offered by the British company to media organisations in their country. Finally GrantXpert Consulting is an expert organisation in financial management of EU-funded projects.