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Vampires, Social Media, India... MipTV 2010 opens full blast

13-April-2010
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Vampires, Social Media, India... MipTV 2010 opens full blast

For the television industry, it is that time of the year again. Television programming market MipTV is on full flow at the Palais de Festivals at Cannes. From Warner Brothers and Disney to Zee TV and Zoom to CBS and NBC to Fremantle and Endemol, the market has once again brought together some of the biggest global players to discuss fresh ideas and content of tomorrow. The five-day event began on April 12, 2010, however, not too many Indian faces were seen yet, at least on the floors.

Every year, the Reed Midem events MipTV and MipCom that take place in October, work on bringing together thought leaders who can discuss the impact of technology and other changes that would impact the broadcasting industry. This year, players like Twitter and YouTube made a mark at the event. Officials from the two companies were present in discussions to speak on initiatives on how digital content can be monetised, a problem that has been plaguing the content industry for years now.

In the days to come, social media would be discussed in the Think Tank sessions and Super panels.

Also, on the first day of the event, Lagardere Active and YouTube announced a strategic partnership for Internet video broadcasting, where the former would make available premium French content on YouTube. The intention is to speed up the promotion and monetisation of video content at an international scale. Through a creation of branded channels, Lagardere Active will also offer a selection of programmes from its TV and radio divisions as well as premium clips from its flagship brands in the US, Great Britain, France, Spain, Italy, Holland and Japan.

Addressing the press, Henrique de Castro, Global Vice President, Media and Platforms, Google and YouTube, said, “We’re thrilled to establish a relationship with Lagardere Active to bring its high quality programming to YouTube, and at the same time, establish new revenue streams. The demand on YouTube for compelling and entertaining content like that offered by Lagardere Active increases every day and we look forward to connecting both existing fans and new viewers on YouTube with their full length TV shows, films and clips of all lengths.”

The market has only just begun, so it is fair to expect a slew of announcements. The content market itself is seeing a lot more energy this year. A walk in the content marketplace is interesting for two reasons – first, the attention grabbing stalls by global content heavyweights, and second, story ideas that are likely to become the popular sitcoms and series in the coming months. Some hard to miss advertising at the market were ‘Split’ and ‘Vampire Diaries’ – both vampire-based stories. After the popularity of properties such as ‘True Blood’ and ‘Twilight’, one wonders if vampire content is the next big idea for everyone. Some of the market regulars explained that popular content multiplied fast, and somehow vampire content was attracting decent attention. They were also quick to add that many more such trends were likely to stand out over the next four days.

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