‘We are definitely not limiting ourselves to AI’

For Oscar Bastiaens, it all started with the bachelor’s programme in Creative Business. That was back in 2009 when the programme was still called International Media and Entertainment Management. After graduating, he went straight on to the Master in Media Innovation. 

‘To be honest, I hardly see anyone from the bachelor’s programme anymore, but I do from the master’s,’ says Oscar. ‘You go through an intensive year together, and everyone has chosen to do so very deliberately. I have gained valuable friendships and a strong network. It significantly expanded my opportunities – very concretely, in fact. Through my master’s, I was able to conduct research, publish my work, and give presentations at conferences. Students often create something interesting, in my case, in the field of Virtual Reality film. At a conference in Munich, I met Jeff Gomez (a writer and transmedia producer in the fantasy, science fiction, and young adult genres, ed.). He was working in New York at the time, for Disney among others, and he asked me if I wanted to work there for a while. There you go, a new episode that I owe to my master’s.’ 

After his post-master’s and transmedia adventure in New York, Oscar went to work at BUas (then NHTV). Initially at Creative Lab and later as a Senior Lecturer in Ethics and Transmedia. 

‘I kind of stuck around,’ Oscar laughs, ‘first for one day a week at Creative Lab, later it gradually became more. I also have my own company in concept development for film and television, together with a few associates. We capture stories, assign writers, and connect with producers – a brief synopsis of our company. That connection with the field is important to me, I am keen to keep looking for it, even now, in my new roles, as coordinator of the Master in Media Innovation and AI pioneer at BUas.’ 

We zoom in on that new role as coordinator of the Media Innovation master’s programme. Oscar has done this master’s himself, so he knows what he’s talking about. 

‘I did the regular master’s, which has a slightly different set-up than the executive variant. This latter variant has been designed especially for professionals and alumni who already have some work experience, want to improve their research skills, and dare to experiment with innovative concepts. When I did the master’s, we attended modules for six months and then had exactly ten weeks to graduate. We have changed that set-up. You now work towards your graduation from day one. It has all become a bit more flexible. I myself did a master’s degree alongside my job not so long ago, so I know from experience how tough that is. The new set-up makes it easier to combine with other commitments. It is instantly valuable, because, right from the start of your master’s, you get to work on issues that directly relevant to your work. As a result, you can apply your findings to practice right away.’  

In addition to being coordinator of the Master in Media Innovation, Oscar is also a Philosopher of Technology. He specialises in ethics in media and as such is part of the BUas AI pioneers team. 

‘I was just talking about this master’s alongside my work, which was the Master of Philosophy I took in Antwerp. I mainly focused on technology and ethics. You see, we now know that social media also brings disadvantages and even dangers. That is why it is SO important that at the beginning of a project, when you start developing a new concept, you think about the possible consequences. And you shouldn’t see that as a limitation. In my opinion, if you establish a responsible framework, you can actually develop something in a meaningful and comprehensive way. The same principle applies to AI. The EU focuses on regulation, the US not so much. Does that mean we are falling behind? Not necessarily – perhaps we’re actually ahead, considering that data will soon be relatively secure with us.’ 

Artificial Intelligence is obviously a topic in the Master in Media Innovation, but there is more than AI. 

‘We are definitely not limiting ourselves to AI, although it is now generally the topic of conversation. It is important that we follow developments, but especially that we learn to apply AI properly. The master’s programme helps with that. As with any digital innovation, you come up with an idea, and then you make a prototype, with a clear goal and for the right audience. Because you have to keep that in mind: who am I solving which problem for? And is AI the right tool for that? A few years ago, VR was trending. I remember having to make a VR movie for a company about their warehouse. Not very useful, I thought. You can also consider other technology that might do the job much better, be safer, or cause less environmental damage. Because we shouldn’t forget that all this technology demands a lot of energy and water. And what about modern slavery? All those raw materials need to be mined. These kinds of ethical issues, among other things, come up in my classes.’ 

It is clear that Oscar is very knowledgeable about media innovation, particularly the ethical aspects. However, he is always open to new insights from the field and our alumni. 

‘Yesterday I gave a presentation on AI Ethics to the supervisory board and media council of Omroep Brabant. I am really impressed by how this broadcasting company is experimenting with new digital applications. I would like to include more experiences like this in the master’s programme. In my opinion, the most effective learning environment is one where students and lecturers talk transparently about what they are doing. The master’s programme provides that space. As a student, it is essential to continuously test your findings with peers and professionals. So keep those guest speakers and pioneers from the field coming. And to future students of the executive master’s – you are most welcome!'