MIPCOM ’19: Looking ahead to MIPTV’s “reimagined” look for exhibitors, content plans

MIPCOM and MIPTV organizers Reed MIDEM are beginning to lift the veil on what the “reimagined” version of the April event will look like, both from the exhibition perspective and ...
October 21, 2019

MIPCOM and MIPTV organizers Reed MIDEM are beginning to lift the veil on what the “reimagined” version of the April event will look like, both from the exhibition perspective and in terms of content.

A press conference held on the Wednesday of the conference (Oct. 16) gave assembled journalists a walk-through of the various options available for exhibition space, conducted by Reed MIDEM’s SVP of sales and business development, Robert Marking. Prototypes on display, crafted by longtime Reed MIDEM exhibition partners GL Events, included the “Essential” stand, an open space which ranges from 9 square meters to 27 square meters; the “Club” stand, ranging from 18 square meters to 45 square meters, designed for more privacy; the larger, semi-private “Business” stand which begins at 18 square meters; and the largest option, the “Lounge” stand, ranging from 18 square meters to 156.

Mirroring the turnkey office space approach of U.S.-based WeWork, Marking said every space comes with at least one plasma screen for presentations, and that there are six color palettes available for the “design-forward” furniture. The exhibition floors, centered in the Palais for the event, include P-1 and Riviera stands R7 and R8.

Marking said that Reed MIDEM has been gathering “a lot of positive feedback on this modular concept,” a sentiment echoed by Laurine Garaude, director of Reed MIDEM’s TV division, and Lucy Smith, deputy director of the division, who each addressed the press about the physical and content changes on the way for the spring market.

Garaude said the three key goals for the revamp include increasing networking capability, helping delegates to connect in new ways and providing more market intel and content discovery for attendees.

In more concrete terms, that means ramping up the number of buyers — which was at approximately 3,300 prior to the revamp — by increasing the number of invited and hosted buyers from around the world. Since announcing an initial wave of distributors and studios set to attend, including All3Media International, Discovery Inc. and Warner Bros., among others, the team says it has 230+ top buyers confirmed to attend at this point in the invitation process.

From a content perspective, expect to see more curated screenings, including factual, formats and kids screening opportunities. A streamlined conference schedule will allow for 4.5 hours of exhibition time with no overlapping conference content.

“Our goal is for people to use this event in a different way,” said Smith.

Garaude also emphasized that the current changes on the way mark the first phase of MIPTV’s reinvention, with more work to be done going forward.

“This is a long-term strategy,” she told the press. “Obviously Rome wasn’t built in a day.”

The exhibition revamp also touches on the booking process. Previously, exhibitors keen to have their space had to book for both markets, but with MIPTV sporting a more streamlined look going forward, the events have been “de-linked” and potential exhibitors can opt for one or the other, or both. Still, “Companies who have exhibited at both events have always benefited from preferential rates and will continue to do so,” said a Reed MIDEM spokesperson, when contacted by Realscreen.

From here, the organization will continue to garner feedback about the planned content changes and the exhibition options. Informal polling of various potential exhibitors on hand at MIPCOM showed that several understand the need to both revamp the event and implement the changes with care and consideration. To that end, the lines of communication between the company and its customers remain open.

“We presented a prototype of our standard turn-key package at MIPCOM for which we have received very positive feedback overall,” said the Reed MIDEM spokesperson. “We have taken this opportunity to gather input from our clients in order to refine the offer.”

MIPTV takes place from March 30 to April 2, with MIPDoc and MIPFormats taking place over the March 28-29 weekend.

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