L.A. Screenings 2008: time of balance
The LA Screenings 2008 has come to its end, on Wednesday 21 st for Latin America and this Friday 23 rd for the rest of the world. What is the main sensation that content buyers have taken? According to buyers and producers consulted every day by Prensario, the lack of product at the Hollywood Studios was noticeable, explaining why until very recently the Screenings had a question mark. And this context extended the demand towards regional or independent productions, even through the same majors.
Beyond the region concerned, the new picture has opened even more the market, which has already been opening with force. Today one of the best worldwide business in contents is to connect fresh productions from anywhere with the large producing companies. If it leads from India to the UK or from Peru to the U.S. networks, the better, because (in symmetrical contrast to not long ago) today the geographical diversity is one of the most wanted attributes, most with industry formats in its peak, that turns into 'local' any 'international' product.
Another maturing concern is that the format of the Screenings has a lot of years without being altered, and perhaps an update is needed. The scheme that considerate all buyers alike when it comes to displaying products, beyond the subsequent meetings of individual sale, does not seem to be aligned with the 'on demand' wave and the increasingly ‘one to one' treatment towards customers that the market and the new technologies are leading.
Sony implemented a pattern of individual Screenings with longer meetings, even it had analysed Screenings by customer groups. Beyond the option was forced this time, perhaps there the industry has the way forward. Certainly, the free TV broadcasters are not seeking the same product that the IPTV or VOD services, more focused at niches. These are gaining space and are entitled to see more extensively products for its target.
Considering the market by regions, as usual the largest contingent of buyers and producers came from Latin America, which confirmed their auspicious moment. Their presence was as raging as in previous LA Screenings and showed strong consume spirit, diving into independent suppliers not so visited when the supply of traditional vendors was not enough.
The high-end of regional business, anyway, is at formats and production, with several second-tier countries joining the wave. The progress ofr the region also includes the amount of players, with several new media projects maturing and also several announcements of new TV channels to be created, both in free and pay TV. Only in these Screenings it was heard nearly 10 new TV channels emerging, in locations such as Guatemala, two in Costa Rica, Colombia and Paraguay.
From Europe and Asia, the buyer presence was lower than previous years. Buyers from Croatia, Georgia, the Philippines, producers from Russia and Ukraine, distributors from Malaysia and Indonesia, contacted by Prensario, were surprised about it. Anyway, there were the solid ones and some multiregional strategic businesses were achieved. The closeness of MIP TV and DISCOP, facing the lack of new product from the majors, was identified as one of the main causes of lower attendance.
Concerning genres, the series in tone of comedy are the preponderant. Everyone is looking for them, beyond the region. Especially those with widespread issues and very simple hook ideas, easy to take from start or pick up when the audience skips chapters. Another advantage of the series is the duration, more flexible to adapt to the needs of each market where some want daily appearances and others prefer them weekly. The content market trends to the 'on-demand' providing, broadly speaking… it is the feature of the new times.
Nicolás Smirnoff
