Is it possible a better future at the content market? Of course, if you follow the true trends and you do your own things right. A good example could be MIPLONDON this year, which versus many opinions about setting up its event within THE LONDON TV SCREENINGS week, has had an upper 2nd edition, not only in people traffic --today RX will announce +2000 attendees-- but also in real business —an average of 35 pure-buyer meetings per steady distributor, almost 12 per day, according to a Prensario onsite survey. Meanwhile, the screenings evolve with fresh energy, too, with both suppliers and buyers very focused on the 4 new content axles: Youtube & creators economy, micro-dramas, branded content and AI.

Roy Ashton, Gersh Agency, USA: ‘There is clearly good mood in London this week, and the two big hits for me at MIPLONDON, have been micro-dramas and branded content… the latter turns more and more important. At the US market, a content focused ad agency, Publicis --present at MIPLONDON-- has generated USD 1.5 million per episode in branding for an Amazon Prime premium project. Business is different this way…’.

Diane Glynn, Channel 4, UK: ‘I’ve attended MIPLONDON to check the last trends: micro-dramas, podcasts, social media… they must be key issues for broadcasters nowadays, to continue leading TV business and also to grow in mobile’. Matt Ford, Sony Pictures TV, USA: ‘The breaking point of digital business for big TV players, is when digital monetizes what can’t be done by traditional ways… this brings the future to today’.

Liquiang Zhao, Huawei, China: ‘My company has a strong SVOD, AVOD called Huawei Video in China, that develops strong multi-platform, multi-device partnerships with international players. For 2027 or 2028, is planned to launch our system outside China. We expect to make a strong contribution to the overseas market, both in content and technology’. Teresa Lopez, Love TV Channels, Spain: ‘These are times of AI, branded content, YouTube… the fragmentation is so strong, that you can’t expect to have a large market share anymore. The share you have, must generate enough value for advertisers. To develop profitable niches’.

The London Screenings? Yesterday, Paramount and BBC led 15 screenings and cocktails, today (Wednesday) there are 11 events but many are big ones: the UK titans ITV and Banijay since the morning, Lionsgate and FOX (Red Carpet, screening and cocktail) in the evening. First trends: buyers require contents that include Youtube/social media, branded content developments, especially in formats. Everybody is interested in micro-dramas. Hollywood studios vs. Los Angeles, make more focus on unscripted. And most of the main fictions are now international co-productions, with European partners.

Lucy Smith, director of MIPLONDON at RX France: ‘We are very pleased with this 2nd edition. Beyond the numbers, because of the quality of business. Last year it was the first experience, this time we’ve developed very rich C-Level networking and concrete fresh business. We are on the right road’. The onsite survey Prensario made with distributors and buyers, agreed. Everybody was with good mood and touchable numbers up. The distributor that had 18 meetings on Sunday, got about 50 after the three days. All the steady exhibitors we’ve interviewed, got 32-35-40 pure-buyer total meetings, many said the double of last year. It is a sure trend…

Nicolás Smirnoff and Alberto Buitron

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