I do prefer to run premium, not because VW requires it but because it's a turbo DI engine and preventing LSPI and spark knock is one key to longevity.
As far as oil filters go, I have always used OEM VW and will continue to as long as they are easily accessible. Oil changes are done every 5K miles with 502.00 Castrol 0w40, this is the spec that the 1.8 TSI has. I know your EA888 uses 508.00. In my opinion 10K OCI are good for marketing and perceived ease of maintenance, if you plan on keeping your vehicle long term 5K intervals are more appropriate. You want to get that soot out of the oil, clean oil equals happy timing chain!
I do try to run a bottle or two of Techron Complete Fuel System Cleaner through the tank before each OCI. It wont clean carbon off the valves but it may help keep the injectors and pistons cleaner than not using it. I have no proof, but for $10 or so every OCI it's worth it to me.
We use Top Tier fuel only, save for an emergency situation recently. Following that fill up put in a bottle of Techron and filled up with Top Tier again. Oil change will follow soon.
Every now and then when everything is up to temp, on a long trip for example, drop the gears down so you are in between 3,000-4,000 RPM. Let it rev there for...a while, 30 minutes maybe. Also, it doesn't hurt to do a couple pulls as well during this process. At one point VW recommended doing the high rpm driving to help burn off some carbon.
Enjoy! These are sweet little engines.