MipTV 2010 - Day 2

This MIPTV is showing many new business formulas to get fresh content, to make things easier and, usually, to reduce costs. The most mature markets are increasingly searching the emerging ones to review traditional stereotypes.

Yesterday, Tony Cohen, CEO de Fremantle (UK) said that the company is taking formats from new origins as Look Who's cooking, from Romanian producer Paprika, and it wants to diversify its product as much as possible. Telemundo International (U.S. Hispanic) made an alliance with Disney Media Networks Latin America to produce a version of the suspense telenovela Where is Elisa (from TVN Chile) for RCN Colombia, through local producer Vista Productions.

In Spain , since the public broadcaster TVE doesn't include advertisement (from January) its market share has arisen 2%, because it has programming bought with last year budget. Its recourses will go down from now, so the situation should change in 2011. For the private TV channels, the ad pie grew 26% this year, and the global ad pie was increased 1% in 2010 from 2009.

In Germany and other Western European countries, according to Jens Richter from Seven One (the international arm of German ProSieben Sat.1) two market trends are seen this year: more big budget prime-time entertainment formats (they had declined a bit last year, by the global crisis) and more ‘horizontal shows', to be scheduled from Monday to Friday mostly at the early prime time, including dating shows, surprising pitches or candid cameras.

From Indonesia , Tendry Suyatman, program director of Indosiar, agrees. At MIPTV he's looking for big-big reality shows to gain the very closed competition with RCTI about the ratings leadership. In Hungary, this is the year of the big music talent shows. TV2 is successful with Megastar (fifth season) and RTL Klub has bought X Factor, to be aired this autumn. A big fight at the prime time is expected. Overall, though, there is less money for production, budgets were cut.

Many cocktails were held yesterday: SevenOne (Germany), E1 Entertainment (Canada), AETN (USA) and Artear (Argentina) among others, before the Official opening party with Brazilian Globo TV and Hi-TV (Nigeria) as the main sponsors. The big pictures at the front of the Palais have mainly Televisa (Mexico), KBS (Korea) and Dorimedia (Israel) spots… the market is getting more worldwide.

Show attendance? People say that there is less people this MIPTV than last year, but business is better.