NATPE goes Google over digital.

It's January again and TV programmers, syndicators and distributors everywhere are glad to be heading back to "Sin City." But, this time, there's a new batch of "suits" coming to the NATPE convention in Las Vegas January 24-26, and those are members of Yahoo!, Microsoft, Google and AOL. This year's market is a bit more focused on the techies, with the theme being tapped as Digitize, Monetize, Capitalize.

Even though the "split" between booth and hotel suite set-ups is still clouding the future of the Los Angeles-based not-for-profit association's event, the trend is inching back toward the floor, with all the major studios opting for booths (with the exception of Fox, which will exhibit in a suite); big news this year is that Canada's CHUM-TV and the U.K.'s Fremantle International are back with booths.

The tradeshow itself will feature more conferences than ever before, with a keynote address being presented on January 25 by Michael Grade, chairman of the BBC. According to NATPE officials, Grade was chosen because of his company's ability to successfully adapt to the digital age without compromising its content.

The digital theme, which will pervade the market, begins with the second annual NATPE Mobile++ conference, taking place on January 23, the day before the market opens. The day-long session will address the impact of wireless mobile and digital distribution technologies on the entertainment industry.

There is no doubt about it: standard syndication (where first-run and off-net shows are sold to local station groups across the U.S.) is beginning to share the stage with new entertainment mediums, and NATPE is a clear reflection of that.

At the end of 2005, Warner Bros. announced plans to make their library shows (those not currently airing in syndication, such as '70s hit Welcome Back, Kotter) available to AOL users for free. While this new form of syndication manages to open up untapped revenue for shows that were last thought of as dead, the jury is still out as to whether there will be an audience for it.

Joel Berman, president, Paramount Worldwide Television Distribution, insisted that classic syndication, the traditional focus of NATPE, is still the most lucrative aspect of his business. "Traditional syndication is absolutely still our bread and butter--where 99 percent of revenue comes from. Whether it's selling first-runs to stations or re-runs to networks and cable, it is still a very big business for us."

Sean O'Boyle, svp and general sales manager, NBC Universal Domestic Television, agreed that traditional syndication is here to stay. He explained that his company's introduction of the Megan Mullally-hosted first-run talk show at this year's NATPE is just one of the many big syndie deals underway. "There is a lot of action [when it comes to] first-runs this year." He explained that while traditional syndication remains important, his company is in the midst of defining a widespread strategy for new technologies, and is "fully vested in that area." NBC Uni comes to NATPE with Will & Grace star Megan Mullally's talk show, a second season of the Martha gabber and over a dozen other first-runs; as well as all of the NBC Universal series for off-net syndication.

In terms of his predictions for the future of syndication, Paramount's Berman said, "I can't predict at this point. Some of the new opportunities that come with broadband and mobile are very intriguing, but I believe that selling directly to stations and cable outlets will continue to be our main source of revenue for the next 10 years at least." Berman said he is happy to sit down with Internet companies and "is certainly looking forward to having discussions with all buyers, but the deals are not going to happen at NATPE." Nevertheless, he said, "We are certainly looking into all kinds of broadband opportunities."

Berman praised NATPE for being in sync with the ever-changing entertainment industry. "NATPE has always been a great meeting place, and it also provides a forum for the exchange of ideas (either through panels or meetings). As long as attendance reflects the changing nature of the business, that's what matters." He continued, "NATPE has managed to do that--from hosting TV stations to cable stations to, now, broadband."

NBC Universal's O'Boyle concurred: "NATPE has managed to evolve and reflect the changing industry by inviting different participants into the convention."

For those execs who come to NATPE to sell their shows internationally, all seems pretty rosy as well; especially in the area of Latin American TV.

"NATPE offers us the opportunity to reach both the Latin American pan-regional channels and individual free-TV channels. It is a very strong market for us," said Alliance Atlantis' vp of Sales, Latin America, Rose Marie Vega. "It's a great opportunity for us to meet with everyone, since not all the free-TV broadcasters from the region travel to MIPCOM." She explained that besides its usual modus operandi of selling shows to broadcasters, the company "recognizes that broadband TV and mobile technology are a worldwide venture and are changing the way we look at our catalog," she said.

Telenovelero Globo TV International's director of Marketing and Sales, Helena Bernardi, echoed the importance of NATPE for Latin American distributors. "It's an invaluable opportunity to launch products targeted to the Latin American [community] and the Hispanic audience in the U.S.," she said. "At NATPE, we meet important clients, potential partners and all the major players of the Latin American market. It's usually where we launch our products targeted to the Latin American audience and the Hispanic audience in the U.S., and where we strengthen our image as one of the top telenovela distributors in the world."

She continued, "The Latin American television market has changed recently. We used to work solely with terrestrial channels in the region. Due to economic development [there], we perceive a growing demand for our products among the cable channels. And we have a unique portfolio of ratings-oriented telenovelas and miniseries to supply its rising demand."

When asked how the company will take advantage of new technologies, Bernardi said, "We keep pace with international quality standards through modern technology and high definition television (HD) facilities to deliver products acknowledged all over the world." She continued, "We're aware of the importance of the new technologies and we'll certainly invest in them whenever we identify an increasing demand for mobile and broadband shows."

While a walk through the NATPE exhibition floor would give the impression that it is a studio-centered market (with larger booths holding prominence), the independents will be out as well. "NATPE seems to be making changes to improve conditions for the independents," said Gary Lico, CEO of CABLEready, who last year voiced his agitation with NATPE's refusal to cater to the independents, in favor of the majors. "But this year they are expanding the size of the independents' lounge and trying to move things around a bit," he said.

Lico has, however, still opted to hold court at a THEHotel suite rather than on the NATPE exhibition floor, citing that it is a more comfortable environment, especially because he doesn't rely on walk-ins and drop-bys there. "MIP and MIPCOM are selling conventions," Lico said. "If I were a syndicator, you'd better believe I'd be downstairs, but for me NATPE is more about meeting with potential producers. We have more development meetings--more brain-storming-type meetings--and they can take place in the suites."

When asked whether his company will look into new forms of revenue, Lico answered jokingly, "If sellers aren't looking at how they are going to handle and take advantage of the new windows-including producing in HD and making content available for iPods among other things--they might as well just set up a card table on the side of the road and sell DVDs to passersby."