On 9th September Urban Screens and USM08 has been introduced to the people of Milan in a public discussion with local experts in the prominent space of the Galleria Vittorio Emanuele. From the location you have a view to the Urban Screen MIA facade at the Duomo Square. Are urban screens and such mediafacade structures a contradiction to these historical spaces or a promising future as presented in the website clip of MIA? And what can be the content for public screens in a country where moving images are not only associated with advertisement but also political propagnda and a monopolstructures around the media, is interactivity with the public the solution?