MIPTV to Launch Digital, Kids Sections
PARIS – As consumers watch more content via computer and mobile screens, annual TV content market and gathering MIPTV is rolling out new initiatives this year.
The Cannes event is adding a vertical section called MIP Digital Fronts to focus on content produced exclusively for web channels and a keynote from one of the world’s best-known advertising gurus.
MIPTV will launch the new Digital Fronts section with founding partners YouTube and Maker Studios, which produces original online content for celebrities and brands, to focus on the future of digital production, distribution and acquisition of exclusive online content. It will include a talk from Chipotle chief marketing officer Mark Crumpacker on the restaurant’s bold move into content with the four-episode Hulu comedy series Farmed and Dangerous.
Chipotle has also been named MIPTV’s brand of the year for the series, which focuses on the chain’s corporate ethics, but does not explicitly mention the brand.
Meanwhile, Publicis Groupe CEO Maurice Levy will give a keynote on the future of digital content as part of the Media Mastermind series at MIPTV.
The presentation will focus on how both the TV and ad businesses are facing common challenges and the merging of advertising and television mediums to create engaging content that retains consumer attention. Publicis is the world’s third-largest advertising and communications group and home to branding behemoths such as Saatchi & Saatchi.
The shift to second screens means online has been elevated from an afterthought to a new focus area for original content.
“The developing role of content for advertising companies is key, and they’re becoming bigger and bigger players in production,” said Reed MIDEM director of TV Laurene Garaude. “Consumers don’t care where content originates, as long as it’s great content. For television companies, engagement has been less natural, but it’s always been part of what advertising agencies do so this is about everybody working together.”
She added: “MIPTV is putting all the pieces together. When I say ‘convergence,’ I’m not trying to sound trite, but as we’ve seen in the last several years, it’s really about people with different levels of competencies working together in different areas to create the new programming, content and monetization strategies."
YouTube’s global head of entertainment Alex Carloss and Maker Studios executive chairman Ynon Kreiz will also be featured speakers during the week.
The confab is also launching Junior at MIPTV, which will focus on the development of kids and teen programming, particularly interactive video, touch screens and apps that are influencing active participation in media consumption for the earliest adopters. Amazon Studios head of children's series development Tara Sorensen will keynote in this new section.
Meanwhile, the MIP Formats section, which runs just before MIPTV and has focused on reality TV in the past, will now be open to scripted formats, which have seen a huge surge in popularity with hits like Israel’s Prisoners of War, on which Showtime's Homeland is based, and Hostages, France’s The Returned and Scandinavia’s The Killing, The Bridge and Borgen.
MIP Formats runs April 5-6, followed by MIPTV April 7-10.