MIPCOM 2025, the top worldwide event of the content calendar, starts today in Cannes, France, with very good expectations, after a MIPJUNIOR, the kids-oriented pre-event during the weekend, that was clearly better both in traffic and energy. From one event to the other, the main focus is the same: how to use the new tech tools -mainly YOUTUBE and Artificial Intelligence (AI)- to empower traditional business and take it to the next level.

The second day of MIPJUNIOR was with more people and similar than Saturday in trends: YOUTUBE and AI, always on the spotlight. In ‘From YOUTUBE to Television’ -see article aside- it was told the case of ‘The McCartys’, a YOUTUBE huge success with 23 billions of views that now promises to be a TV series hit in USA, though producer Jingle Jungle. It tells gags of a real family part live action and part animated, that has included specials as ‘Camp McCarty’ for the summer and another for Halloween.

Britt Gardiner, COO, Locksmith Animation (UK): ‘We have always made high-quality YOUTUBE dates, so I am considering now a TV series. I think everyone is looking at the trend that if you're creating your content for YOUTUBE first, then you're more likely to go into a different production and budget model, where you make short content and then move into longer content. These are the new times’.

In ‘Tips for growth in AI world’ -see article aside, too- Guy Gadney stressed the main change with AI is not about technology, is structural. ‘Imagine a world without commissioners, where the product goes directly to the audience who push real time feedback and trends. It can be different from end to end, in diversity, creativity and development’.

Yesterday we’ve talked about YOUTUBE and gaming as new MIPJUNIOR engines. Toys? It is interesting to hear Felipe Baquero, VP Americas, LEGO: ‘We develop our series considering our toys launch, including characters that go to retailers soon. But now with the video platforms we think the next level: distribution 2.0, to create new entertainment experiences, as virtual events, thematic locations, to sell also gaming or consumer products. To vision with them entertainment in 4-5 years, audiovisual and beyond’.

What about Mipcom itself? As the last years, we have the two business courses together: one, traditional segments looking for twists to own production costs rises and finished product sales reductions, with co-productions, collaborations, multiple-screen deals, FAST, AVOD as main recent answers. And second, the new digital era, where though YOUTUBE is on its apogee, faces the challenge of TIKTOK and INSTAGRAM, which are taking more portions of digital advertisement. This is the next battle to come in the content evolution. Also, as newest trends, micro-series for mobile and live streaming channels.

What do buyers look for in Cannes? Yesterday we met both MIPJUNIOR and MIPCOM buyers. Gennarino Romano, Dandeloo (Italy): ‘Animation aged 6+, comedy and adventure, and more branded programs’. Eva Dzurovcinova, STV Slovakia: ‘Comedies, thrillers, dramas, both films and series’. Susanna Barbato, Nos Portugal: ‘Preschool, Animé, live action for kids’. Apiorkor Ashong, Channel One TV, Ghana: ‘Animation, docs, dramas, coproduction opportunities’. Khululeka Khumalo, Eswatini TV, Swaziland: ‘Kids telenovelas, animation and drama series’. Carol Wachira, Royal Media, Kenya: ‘Scripted formats, dramas, movies, children content, docummentaries’.

Nicolás Smirnoff, Alberto Buitron y Francisco Ferreyra

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