How does one impress at the 50th MIPTV? One can fly in a Peking Opera troop to promote a doc on the celebrated art form, as CCTV did; one can pay tribute to 50 years of television, as Reed MIDEM did at their opening bash, with a dance number featuring popular TV themes – I cracked up when two dancers (both men!) attempted an iconic Time-of-my-life pose ala Patrick Swayze-Jennifer Grey; or one can simply hand out cash on the Palais floor, as Global Agency did (I kid you not). The Turkish distributor had slipped into each unimpressive-looking envelope a flyer of their latest game show, Don’t Say It, Bring It!, accompanied by a €10 note, and these were handed out surreptitiously to disbelieving passers-by. See the image above for proof!
For those with that kind of dough, pulling all stops to attract attention may well be necessary, especially if you were one of the visibly fewer buyers that traversed the Croisette this MIP. Reed MIDEM reported 11,000 attendees (oh come on, really?). Scanning the crowds, hearing anecdotes from sellers (one said her usual “neighbour” had not exhibited this time) – and seeing that a section of the Palais’ basement that previously held booths had since made way for MIPCUBE exhibitors; with space aplenty for a forum floor and what appears to be enlarged buyers’ and participants’ club – tell me that this year’s attendance figures are not quite they used to be. Yet to naysayers I say the seemingly low attendance might not necessarily translate to low sales. Sellers I spoke to felt that the turnout perhaps meant that there were fewer “window shoppers” and that the conversations, though few, were far more meaningful; with the hope of REAL deals to follow.
In content news, formats continue to dazzle. Eight Japanese broadcasters, having endured fierce competition from neighbouring content suppliers in recent years, have banded together for a second MIP to collectively screen and offer formats in what is known as the “Treasure Box Japan” initiative. A visibly-impressed capacity crowd at Audi A of the Palais laughed (and cried) to a surprisingly-varied set of eight formats, followed with lively discussions at the postscreening networking lunch. I’d say there was interest all right.
Banijay International, who’s drenched in success with their hit format Stars in Danger: High Dive, informed me that their China licensee Jiangsu Satellite Channel had premiered the Chinese version (while we were all at Cannes) to a ratings scoreboard of 1.87% – impressive by Chinese standards. By the way, do check out this issue’s Country Focus that features who else, but China!
While on Chinese standards, Chinese docs continued to shine. CCTV had numerous (too many) signings – all with pomp and with press present. A docs co-pro signing I witnessed was with Austria’s ORF. The inaugural effort, a doc on the humblest of vegetable, the tomato (Triumph of the Tomatoes), had a fellow reporter asking Ming LUO, VP of CCTV, just what kind of viewership the programme would attract. The man casually replied, “300 million is not a problem” – it’s hard not to be impressed. Reed also reported that the Chinese delegation, with 79 companies, “was the largest ever at MIPTV”, which simply leaves me to conclude that while at this market, “the hills are alive” – but evidently so is the Great Wall.
