Lots of Sales, But Exhibitors' Minds Were Set on MIP-TV 2020.


As it was widely anticipated, MIPCOM 2019 was all about MIP-TV 2020. The market even culminated with a press conference about March's TV market in Cannes.

After the usual accolades, Reed MIDEM officials announced some significant (and necessary) changes that will hopefully succeed in saving the trade show. These changes will bring all exhibitors inside the Palais (except Warner Bros., which will be allowed to remain on the beach). Plus, there will be four-and-half hours each day of exhibition only (without conferences, in an effort to increase traffic in the exhibition halls); all stands will look the same and will be delivered turnkey; the four-day market will start in March (on Monday, March 30, to be exact); there will be more invited buyers; and the market will be staged on three levels of the Palais: P-I, Riviera 7, and Riviera 8. The remaining floors: Po, PI, P3, P4, P5, and Riviera 9 will be used for conferences and meetings. In addition, hotel rates will be halved for attendees who stay a fourth night (but only if they reserve through Reed MIDEM), and the minimum stay required has been reduced to two nights.

Indeed, the code word for the new MIP-TV is: "Reimagined," although a more appropriate phrase might have been: "We Finally Heard You."

However, what was not mentioned was the fact that for some exhibitors the cost of the space and new stand will end up being higher than what they paid at previous MIPs. As such, several past MIP exhibitors have not yet made up their minds about attending.

In addition to these changes, rumors abounded during MIPCOM that Reed MIDEM is on the block, a notion that was quickly discounted by Jerome Delhaye, director of the Entertainment Division, who said that these kinds of rumors are baseless, but always swirling around.

Looking back at international TVs history, MIP-TVs fortunes began declining in the mid-1980s with the success of the L.A. Screenings (which takes place in May). But there is a good chance that the changing business environment introduced by streaming services will breathe new life into Cannes' spring market, which will celebrate its 57th edition next year, making it the oldest existing TV trade show in the world (and just one year older than the L.A. Screenings, which, however, is an organic market, i.e., one that is not centrally organized).

Analyzing the various reasons behind Reed MIDEM's new MIP-TV structure, several elements stood out. First, the new dates (March 30-April 2)...

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