The objective of MediaMixer is to set up and sustain a community of video producers, hosters, and redistributors who will be supported in the adoption of semantic multimedia technology in their systems and workflows to build a European market for media fragment re-purposing and re-selling. Networking with the community will ensure that research results and technology development truly meets the industry requirements and reflects real world use cases. Demonstrators in media production, news reporting and e-learning will highlight the technology value, with a wider impact achieved through the support of media industry experts and associations to present these results to their members. A number of events will be organised to network the industry members with the research experts of MediaMixer and facilitate technology transfer (by information days and training), and an online portal will drive the geographically distributed community and act as a central access point to tools, materials, use cases, demos and presentations.