MIPCOM 2025 is taking place in Cannes with a different shape: there are less people per company, but the important ones present, many companies or executives are back after years, and there are more participants from emerging regions, as Africa. So, we have a more exclusive, with better density of decision makers, and more varied event this year. All of these inside of course the very complicated moment of the market, where traditional business is down and new media is not compensating yet. Though, here you have practical strategies we’ve collected at Mipcom to surpass the current challenges.

For instance, NBCUniversal Formats (UK) is developing ‘On brand’, its first ‘advertising show’. It is a contest where at every chapter, the participants must create a marketing strategy for a different brand. ‘Nowadays, it is hard to afford a project with traditional sponsors. So, you have to solve the ROI from the beginning’, an executive of the studio said. Amazon Prime Video has created internationally ‘Prime Video Direct’: a new system of revenue sharing where the payment for a product is not only how many views, but also if it brings new audiences, the incomes of the target and other quality values. ‘We are different from other SVOD, we must see the business as a whole’, it was said.

Mike Beale, head of formats at ITV (UK): ‘To evolve to the next level, we are working with new digital creators, moving ourselves into their world and then we see how we can bring them back to TV. We are in this process’. Dragan Petrovic, Visionary Thinking (Serbia): ‘We are a regional distributor in CEE where we move 80% of our business through ‘all in one’ packages of revenue sharing. We work with 10/12 companies whom we are in charge of subtitling, logistics, everything. It is the most transparent model’.

Kotaro Nishio, TV Asahi, Japan: ‘To surpass the taught times, Japanese industry took good decisions: to keep quality, to be more open to international ventures, and to make more co-productions with China and Thailand, very difficult to imagine some years ago’. José Navarro, Cooking Media (Chile): ‘We’ve taken the new big success of ‘Opposite Worlds’ (reality show) in Canal 13 Chile, to generate a production hub in Peru for the international market. There the conditions are ideal, and we have already 4-5 projects in process, from Latam and Europe’.

Rare trendy concepts? A U.S. major agency executive said: ‘This year, the Europeans want to do co-productions, but the Americans don’t. It is a brand-new problem in the internationalization of contents’. Iván Díaz, Filmax (Spain): ‘Nowadays the gap between production and distribution is bigger than ever. It is easier to fund a project, because of the multiple existing programs, than assuring its distribution, when the audience is not predictable. You really don’t know today’.

What do the buyers look for at Mipcom? Adrian Ortega, TV Azteca (Mexico): ‘We need to construct audiences around big international formats but adapted locally’. Javier Iriarte, AtresMedia (Spain): ’Big event series and shorts series of 3-4 chapters each’. Jamal Douba, Media Link, Lebanon: ‘Feel-good stories, Turkish and Latam dramas, movies, docs’. Anamaria Popa, National TV, Romania: ‘Films, TV series, all free TV alike’. Pablo Codevila, Artear Argentina: ‘Entertainment formats to produce, and films’. Mohamed Allig, Azam Media, Tanzania: ‘To Turkish dramas, we are adding series from Asia: India, The Philippines’.

Nicolás Smirnoff, Alberto Buitron y Francisco Ferreyra

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