MipTV 2010

From CEO, Katrina Wood:

Confined to the sun of Southern France, the day punctuated by Espresso shots and butter in all its glory, in everything I ate, I took the involuntary slow down to my work life as an unusual treat.  For once, I had the time to read all the industry trades and to review all my notes from sessions attended during MIP.  In the likely event that many of you were in the same situation, I hope this set of ‘random’ points gleaned from within the main themes will be useful to your thinking:

Producing:
In the coproduction process it is important to edit the show individually for the territories involved.

When working with Scripted series it is important to get the buy-in from the person intended to ‘showrun’ the production.  As the person holding the vision of the show, their integration at the beginning stages is KEY.

In the future, the lion’s share of rights and back-end will be taken which will push smaller indies out of the business.

Many countries are seeking to attract overseas productions and therefore location based services are going to become increasingly important.

Social Media:
Facebook are working with 90 of top 100 brands with 1 million developers building Apps for them. Facebook is dominant on mobile.  It currently reaches more than any TV network ever has.

Social Media is about sharing experience not delivering information!

Now content is indecipherable from social media. Everything is content, so it comes down to how you reach your audience.

Co-viewing is the next big thing so shows need to be on all screens

Transmedia:
New Role: ‘Content Technologist’ someone who understands how to work the transmedia needs of the show.

To work across platforms, content must have – emotion, it must be distinctive,  simple, feel good and have recognition for the audience.  If a show is born 360°, it must be quality, have simplicity and good storytelling

A new layer to add on top of Broadcast TV shows will be Casual games.

Mobility will dominate access in years ahead

Scaleable bespoke is the key i.e. the iPhone

Consumer/Audiences/Brands:
One needs an understanding of the consumer dynamic – is it a Harry Potter world or a Warner Bros world? In holding the company model - within each strand of programming you will need to speak differently to each demographic.

Consumers are not necessarily the audience.  For a Brand, you need the right time, right place and right device.  Create content like a campaign, not an ad.  The sweet spot is between marketing and entertaining.

Formats:
These days you need to manage the best way to navigate between selling the original, and doing the local version. Global content but local flavour.  The trick is in selling same IP multiple times so there is a need for compressed windows.

There is a question between Franchise fee vs Format fee for value. It is felt that Franchise has more value than IP in the end.

Nowadays, Formats need ratings in 5 markets and a sizzle-reel (use YouTube clips to show the idea).  It is much harder to do paper formats.

Tapping into the Zietgeist can spawn a success like Teen Mum, or Jersey Shore. Anything that creates a social movement in and around the show is vital.