Quality vs. quantity at MIPCOM 2002. (TV Markets).

Even the almighty MIPCOM, in Cannes, France, could not just sit back and count on business to transpire as usual this fall. The 2001 economic downturn only worsened in 2002, meaning that to ensure the continued participation of all major players, MIPCOM's organizers had to reconsider the market's place in the industry's yearly calendar. In the end, they decided that adding a new event to MIPCOM's already full slate would enhance its appeal. The 10,000 or so professionals expected at this year's event can now look forward to a MIP Screenings, a showcase for TV movies, miniseries, and event films. Running virtually all day inside the theaters of the Palais, the Screenings will accommodate programs of 20 to 105 minutes in length on either Betacam SP video or 35mm film. Participants also have the option of arranging, for an additional fee, special "night screenings" linked to cocktail parties or dinners.

According to MIPCOM's promo materials, the Screenings are, in terms of their format (i.e., organized screenings open to all and utilizing big-screen theaters), the first of their kind for a TV market. Looking back through VideoAge's archives, though, one would find that MIPCOM first experimented with a theatrical market back in 1995, when the organizers tried to lure away some of MIFED's business. The idea was quickly abandoned -- when the Milan, Italy, theatrical and home video market proved to be more resilient than expected -- only to be picked up (and more frilly realized) seven years later by Arthur Schweitzer, senior vp of MIPCOM's Reed Midem, and an executive with a background in the theatrical biz.

Schweitzer explained that the Screenings will facilitate negotiations by "allowing film and TV companies to show productions while their clients are still in Cannes. Deals can be made on the spot, instead of clients having to wait for a cassette or sitting in the stands."

Schweitzer added that there has been a "major response" to the Screenings, and feels confident they will be "this year's big story." Besides providing MIPCOM's clientele with a "new variety and range of programming and film," the Screenings will also spice things up by attracting Hollywood talent.

Schweitzer anticipates the other big story of MIPCOM 2002 to be the growth of the Asian market, with a greatly-increased Asian presence.

To Gail Rivett of Canada's Alliance Atlantis, "MIPCOM provides an opportunity to continue talks that were started in L.A. [at the L.A. Screenings]. By the time MIPCOM happens, there's already a bit of a buzz on the new series, a taste on initial ratings, and as the global market becomes more difficult for U.S. productions, it becomes more important to back-up your product." Rivett also said that, "because of the uncertainty of NATPE's future, more serious [buyers'] budgets will be available at MIPCOM." Despite the conservative atmosphere in the industry right now, "MIPCOM will be solid."

Duccio Donati of E! Entertainment said that "although there's a high consciousness of the bottom-line right now, buyers will come back to companies and formats they already have trust in. So expect a lot of renewals, but no big money on new series or concepts.

Tony Stern of U.K.-based FremantleMedia, which is launching five formats and various TV series and movies at MIPCOM, said that "the recent state of the economy has meant a sudden 'ad-crunch' for broadcasters, slowly turning [them] back to acquired productions. They're diving back into the market for quality acquisitions that can help stretch their budgets....I'm optimistic about [MIPCOM]." Stern's colleague, Stephanie Hartog added that, distributors "need to spend the money to get the advertisers.

Sid Kaufman of Canada's Nelvana noted that MIPCOM is essential for "understanding buyers' desires. It's the primary market for staying on top of [the trends of] localization, for dialoguing with international partners.

In addition to the Screenings, MIPCOM will present a selection of conferences focusing on "formats set for international success," and MIPNET and MIPCOM Junior will be returning. MIPNET is a cycle of seminars that brings focus to digital and interactive television issues, and MIPCOM Junior (October 5-6 at the Palais) centers exclusively on programming for children and youth. Lastly, this year's MIPCOM will have a "Focus on Spain," with a special presentation on trends in the Spanish audiovisual industry.

Despite the current state of the global economy, the annual MIPCOM international TV market (unfolding October 7-11) is expected to draw more than 1,200 exhibitors and 2,200 buyers to the Palais des Festivals.

Concluded Simon Sutton, executive vice-president of sales at MGM, "quality will speak for itself at MIPCOM."