Fall TV market offers biz, show, power and trends.

At this MIPCOM, celebrity executives are taking the spotlight away from behind-the-scenes bigwigs. Some of the most internationally famous TV and film business personalities are making a cameo on the Croissette. This year's market, which takes place October 8-12--the day after two-day children's TV market Mipcom Jr. ends--will kick off with a keynote from Leslie Moonves, president and CEO of CBS Corporation. Moonves' session will be followed by six additional keynotes from industry leaders the world over, including Televisa's Emilio Azcarraga Jean; Zee Network and Essel Group's Subhash Chandra and NBC's Ben Silverman. But aside from the big names, it's business as usual on the French Riviera.

This year, MIPCOM will shine a spotlight on India--a test to evaluate the real potential of this large and populous country. In addition to Chandra's keynote, "India Day" (the first day of the market) will examine the growth of the country's film, TV and animation sectors, and look at areas in need of development. Ronnie Screwvala, founder and chairman of UTV Group will present a speech entitled "Indian Media--A Global Destination," which will explore emerging sectors. The whole day's activities, which are presented in partnership with the Federation of Indian Chambers of Commerce and Industry, will close with an Opening Night Party with a distinctly Indian flavor.

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While there's no doubt that the Internet makes screening film reels and promos from the comfort of one's own office much easier, it's the face-to-face time that makes MIPCOM invaluable. "For us, it's really important to meet with our international channel affiliates. But I also wouldn't underestimate the value of seeing what our compatriots are doing," said Michael Katz, vp, Programming and Production at AETN International, from New York. "It's all pretty collegial when it comes down to it." From his London office, Joel Denton, president of Production and Distribution at RHI Entertainment concurred. "If we're sending material over electronically, we're sending it to busy people and it's possible that it can get lost in the shuffle."

London-based RDF Rights CO0 Jane Millichip said, "Deals are not signed around the markets as much as they once were, but the markets are part of an ongoing process." This year, RDF Rights is focusing on its breadth of programming--expanding from the reality and documentary series for which it's known to kids, drama and entertainment programming. The company will attend Mipcom Jr. as well to mark the launch of its kids' division. "Because it's such an expensive business to be involved in, we staggered the launch, but now we're ready," she said.

MIPCOM will see the launch of Studio 100 Media--the Munich-based rights management subsidiary of vertically integrated Benelux media conglomerate Studio 100--which opened in July 2007. The company will unveil flagship kids series (and BBC, YTV and Studio 100 co-pro) Big & Small at MIPCOM (and Mipcom Jr.). According to Patrick Elmendorff, MIPCOM is the perfect venue to introduce his company for international distribution, to acquire series for third-party distribution and invest in co-productions. The company's catalogue runs "from preschool to preteen," according to Elmendorff.

For Colombia-based telenovelero Caracol, MIPCOM's value is increased by the tendency of buyers to "drop by" the booth. According to Angelica Guerra, who will come to MIPCOM with the new title of international vice president of Caracol Television (taking over from Camilo Cano), since her company exhibits in a booth rather than a suite (as at NATPE), "we have a lot of people walk in and start deals." She added that exhibiting on the floor lends itself to strolling and observing fellow distributors' activities.

When it comes to what international colleagues will be doing, AETN's Katz had a few predictions. "We're going to see HD programming catch on more, as it already has in places like the U.K., Japan and other Asian territories. There's also going to be a focus on short-form programming," both that which complements long-form programming and stand-alone programs.

RHI's Denton added that his company has been pleased with a widespread appetite for drama. "There aren't too many big-scale dramas being produced by companies other than the studios. We appeal to an appetite for independent releases with our big-event movies, miniseries and action movies." RHI recently completed a plethora of action movie sales--50 to Sky in the U.K., 40 to Telemunchen in Germany, 50 to M6 in France and 25 to Quatro in Spain. "We expected to see demand from payTV channels, and in the on-demand space, but our movies are also being programmed for late night on free-TV channels. A lot of the terrestrial channels are picking up all rights," Denton said.

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On the Latin side, the telenovela trends are all about formats. "We will continue to offer our telenovelas for local production," said Caracol's Guerra. She explained that despite formats' lower price tags, the trend is not hurting her company financially because, "We're being able to sell to countries--like Russia--that we weren't selling to before."

"Trends are very often the hyped-up tip of the iceberg of business conducted at MIPCOM," said Mathieu Bejot, managing director of TV France International. "Buyers are simply looking for good quality content across every single genre. With the dramatic increase of new delivery platforms, demand for content is high even though business models may still be unclear," he said.

"One of the biggest problems with MIPCOM is also it's greatest asset: its sheer scale," said RHI's Denton. "We get to meet with so many people, but we just don't have time to sit down with them and screen an entire episode. Every territory in the world is there and we need to meet with everyone," he said.

TVFI's Bejot provided some advice to Reed MIDEM. "Provide downloadable lists of participants with email addresses," he said. "This is the only way to prepare the market and make the most of limited time."

Caracol's Guerra had no gripes about a recent addition to the MIPCOM schedule--the preceding Telenovelas Screenings--which takes place during the weekend before the market. "We are very grateful to Reed MIDEM, because they have brought us results," she said.

Finally, while business models continue to change, one thing that always induces executive grumbling is the shortage of accommodations. With higher prices, and increasing demand for hotel rooms, many executives are choosing to take apartments. They are less expensive--though at times less convenient than hotels--and with the rising euro and falling dollar, there isn't much choice.