The greatest bazaar in TV land gets five rings. (MIP-TV Preview).

MIP-TV is getting underway rather early this year -- March 24-28 -- and, for several days, this 40th annual event is going to be like the greatest bazaar in television land, akin to a five-ring circus, with the anniversary celebration, MILIA, the MIP Screenings, MipDoc and the seminars each getting a spotlight.

Despite the fact that MIP -- held in Cannes' Palais des Festival -- has always been surrounded by more timely markets (first, by Monte Carlo years ago and now NATPE for mid-season replacement, and after, by the L.A. Screenings for the new season), it has shown a remarkable resilience. Even in 2002 -- a year when most markets were experiencing dramatic losses across the board -- MIP was able to keep its numbers steady.

NATPE's declining ability to attract international clients has only added to MIP's potency. According to CHUM Television's vp, Kevin Byles, "The trouble that is going on at NATPE... is probably going to enhance the MIP market." Added Western International Syndication's Chris Lancey, "This market will be well attended, especially by Europeans. A lot of the major European companies were at NATPE, but from what I've heard, the results were not what they were looking for. They will lean on this market to get those results."

"The two MIPs [MIP-TV and MIP-COM] are for us the two most important markets of the year," said EM.TV's Patrick Elmendorff, whose Germany-based company has not attended NATPE since 2001. "We see over 200 customers at each one. On the TV side, they are simply the biggest gatherings of customers all year. We can cover renewals, new product, sales, co-productions, and acquisitions all at one time. And now that [MIP-TV] is so early, it's even better for strategizing for the year to come with our partners.

Arthur Schweitzer of Reed Midem, the market organizer, said that "the overall [attendance] numbers may even be a little better than last year." At least 16 companies that have never done MIP before have already registered, many of them film companies. Schweitzer explained that "as the film business becomes more dependent on TV, we're seeing a major growth in film companies at MIP, from independents to those coming under an umbrella, like AFMA companies. We have a lot of cable and satellite buyers and companies that are not in broadcast, like cruise lines, that are looking for films."

In terms of territories, Schweitzer said there is a "fairly strong Latin American presence," including the addition of some production and sales companies that have never before taken stands. Additionally, "exhibiting companies have increased significantly from Asia, especially from China and South Korea. Plus there are more buyers from the region, primarily from Southeast Asia."

MIP-TV 2003 has a number of other things going for it: MILIA, the interactive content marketplace, is being held alongside MIP from March 26-28, with activities split between the Palais and the Noga Hilton. Essentially supplanting (at least for the time being) MIP's own long-running Internet-business conference, MipNet, this 10th edition of MILIA will combine keynotes, business forums and networking events with product presentations, content demo villages and private meeting areas.

With a focus on mobile technology, interactive TV (iTV) and broadband, MILIA should cover many of the latest developments affecting the TV industry. "As the interests between those who attended MILIA and MIP-TV in the past became closer," remarked Schweitzer, "it no longer made sense for them to be entirely separate markets. There's a tremendous amount of crossover; interactive TV has been an important part of our market, and a lot of the boundaries in terms of content and iTV have blended with television in general." Last year's MILIA attracted more than 5,100 executives, including 633 exhibitors.

MIP Screenings, which had its debut at October's MIPCOM, now makes its MIP-TV premiere. Taking advantage of the many screens inside the Palais, this event within an event" allows program sellers to push their wares on numerous clients at once while exploiting the more compelling dimensions of the big screen.

MipDoc, the forum for documentary program screenings, returns in its traditional spot as the market's "official" lead-in, at the Hotel Martinez from March 22-23. Now in its sixth year, MipDoc attracted 577 attendees in 2002.

On the conferences front, MIP-TV is taking a special interest in formats this time around, with three sessions (out of six total) dedicated to the sector: "From Millionaire to Joe Millionaire The Return of the U.S. Formats Business" takes place on March 25 from 3 to 4:30 p.m.; "Five TV Formats, Five Formulas for Success" happens on the 26th from 10 a.m. until noon; and "Negotiating International Format Rights Agreements" follows that same day from 3 to 4 p.m.

It seems the attention being turned on formats is both timely and appropriate. According to Lancey, "There's beginning to be a need for product, a product scarcity." But filling that void in a time when "all global economies are struggling" requires a new strategy, as Lancey explained. "The studios and the major independents are saying, 'We can create product, but how do we make money on it?' They've decided to stop making product that isn't financially rewarding. That means inexpensive product is coming to the fore, reality shows and game shows -- programs that generate ratings, but don't break the bank. We're going to see more and more of them."

Finally, in regards to the 40th anniversary celebration, Schweitzer said that a special commemorative film will be shown throughout the market, including on a video display that will be visible to passers-by outside the Palais. "The film will help people get a perspective on how much this industry has changed in the 40 years since MIP-TV began." And as for parties or other celebratory events? "There are quite a few surprises planned. It should be a fun atmosphere," beamed Schweitzer.