Novalia's managing director Kate Stone is at the Festival of Media in Montreux, Switzerland today (16 April), where she will defend print.

Her presentation will follow Economist Group chief executive Andrew Rashbass who will celebrate the medium's demise.

Novalia will display a number of interactive posters, showing what can be achieved using printed adverts, rather than transferring billboards to digital screens.

Speaking to PrintWeek ahead of her presentation, Stone said that print was evolving, rather than dying.

She said: "I will be demonstrating what you can do with print. You can make it touch sensitive, but its still a poster; it's not a screen, instead of transferring underground adverts to digital screens you can bring the digital element to print. It is all done through Bluetooth.

"I don't like talk about print being killed off, what if we bring elements to print. Print probably has more going for it than a desktop computer for instance, because it can now be interactive. Look at things like the iPad and laptop, which can be used interactively with print, they are usurping the desktop computer, they are becoming a thing of the past, I can't remember the last time I switched mine on."

The first Festival of Media runs from 15-17 April and celebrates media creativity and innovation.