The research centre MediaFutures’ main goal is to generate innovation and value creation for the Norwegian news media and media technology industry through long-term research on responsible media technologies. The center is the first research center in Norway to develop responsible media technology, and focuses on advanced new media technology for responsible and effective media user engagement, media content production & analysis, media content interaction and accessibility. MediaFutures also research new methods and metrics for precise audience understanding, for example AI technology to reveal fake news or filter bubbles. The centre brings together key players in the media industry and will contribute to further development of Norwegian media research, and the Norwegian media industry as well as Norwegian society.