MIPCancun 2024 finished last Friday with a very good outcome. Both buyers and sellers spoke very well about the upgraded matchmaking system, that let them not only have almost full agendas, but also avoid nonsense 1x1 meetings. It was the best experience of the last years, most of them agreed. Also, organizer RX France brought many attractive new players on the three surpassing veins for the content industry: advertisement sector, social media and co-productions. They gave innovative conferences and participated on many round-tables, interacting well with broadcasters, platforms and producers.

Figures? RX announced 750 attendees from 40 countries, including 300 buyers, 200 pure and 100 producers/agents/local distributors. There were 28 debuting distributors and all in all, over 8000 1x1 meetings. The first day there was the "AVOD & FAST: Americas Summit" and from the second, two simultaneous forums for meetings: finished product at the first floor and production at the lobby level. The latter had two events: the "Coproduction Bootcamp" and the "Coproduction Summit", making also one-to-many meetings with the elite newcomers.

The key new players? Due to conferences and "Co-production Bootcamp and Summit", there were TikTok, Spotify, Newsam (home electronics sets) Publicis Rebellion (ad agency) WeLatam, Flixxo (social media producers) + Max, Disney, Paramount, Banijay, Lionsgate, TelevisaUnivision, Globo and Sony, etc.

"The FAST&AVOD: Americas Summit", hosted by PRENSARIO, introduced +15 new digital initiatives being launched in Latin America, whose 6 were present at the summit: LG Channels (CTV), Caracol Colombia, SBT Brazil, Channel 11 Honduras, TVN Panama, Copyright Capital (YOUTUBE buyer and investment fund) Vanquish (branded content and producer) and MyCodeMedia (branded content and AVOD platform).

In events, there were the Produ Awards, a year-icon in the industry, and five screenings: "Vendetta" (Global Agency), "Corazón Negro" (Inter Medya), "Farah" (Calinos), "Manía de Ti" (Globo) and "Valentina" (VIP 2000 and ZEE TV). Also, the traditional breakfast staged with WAWA (Worldwide Audiovisual Women’s Association).

Trendy concepts? About ads and contents, Marcelo Romeo from Newsan and Miguel Villaruel from Publicis Rebellion agreed: ‘The brands are not any more just sponsors, they are creative partners to enrich the plots. It is important to take risks and above all, to keep the narrative as the heart of everything’. Fernanda Tochi, Vanquish: ‘We first ask the brand what they want. Then we join the talents and at the end we visit the TV channel or platform. With a confirmed head sponsor, the reception of the project is much better’.

About social media, Josue Palacios Casas, Tiktok: ‘We invite producers to re-think the way to make contents, with options as Tiktok Live, which adds live emissions to our usual stuff. We must understand how the new audiences react, how to fit the contents and to generate new types of programs to empower user experience’. Ariana Spensa, Spotify: ‘Apart from music streaming, we are stronger in video. We want to attract varied producers with new monetization models we’ve just launched, with royalties per consume, not only ads. Our terror and suspense podcasts are the ones that perform better’.

About digital advertisement, Jack Ojalvo, Copyright Capital: ‘YOUTUBE is different from other platforms because it is extremely massive and ruled by the algorithm. But if you segment well the audiences and include the right content, the results flow’. Luz Zucchella, MyCodeMedia: ‘The digital ads today are decided by big packages made by ad agencies, segmenting media per audiences very much. So, many times it is better to be well positioned with who defines these packages, than to generate good content itself. The newest things, as live streaming, is very attractive for them’.

Nicolás Smirnoff, Miguel Smirnoff, Francisco Ferreyra

If you want to receive our Daily Reports, please send an email to newsletter@prensario.info with your email and contact details