 After 15 years, Natpe comes back to Miami, looking for re-powering its advantages: it is one of the two largest Latin American trade markets about content business; it is the main convention for the U.S. domestic and independent segments (which attracts worldwide buyers), and, lastly, it is the only large market in America that equally joins both the content and the Pay TV channels businesses, the others cover just one of these areas.
Will Natpe be successful? Prensario and most of the people think it will, but as Miami is a special location and it's been a long time since the convention doesn't take place in the city, there is more uncertainty than usual. As well, the convention was in a free fall in Las Vegas; so, a change was needed and Miami is one of the few cities that can add the quality trip the show needs. Let's give the market a chance, because the industry needs it.
Why so problems with Natpe? Maybe its dark side comes from its lack of focus, it covers many markets as we mentioned above… mostly, the exhibitors complain about the organization, they have to pay a ‘fortune' to be at suites while organizers want them to go to the floor, but there is not enough movement there. But, on the other hand, there is a perception problem, in the Mips the exhibitors accept things that in Natpe they don't, the Hollywood Studios are more flexible…
It is important to understand that the international industry, mainly the Latin American one, needs Natpe. So, it is all about goodwill and the mean to give a hierarchical structure to it. If it falls down, there will be a hole in the business that isn't good for anyone. May be in a couple of years, another show could replace Natpe, but it will probably face the same problems, resulting in a worse solution.
In the recent days I heard a Latin distributor saying: ‘Natpe is going to fail in Miami. It will be its definite death'. What is this??? If this happens, he looses more than anybody. Ten years ago, Natpe used to be as important as the Mips, and it used to be visited by more than ten thousand people. In 2010, it had only 3000 participants… the organization is (ir)responsible for this, but the industry too.
Miami is special because lots of suppliers and broadcasters have own offices in the city, and exhibitors are worried because they don't want movement to go outside of the Fontainebleau hotel, even more with the high prices that the had to pay for the suites. Prensario considers that the convention is so short and and active that it won't happen, added to the fact that driving in Miami takes a long time. Nobody should prefer loosing two hours in a meeting when it can be solved in half an hour. A few will do it, but the frenzy of Natpe works in favor.
What effectively can be a negative component, concerning to Latin America, is if very small but mainly unserious ventures appear at the show trying to catch business. They are common to see in Miami… they can lead majors to loose time with people that is not worth it, and not to dedicate more time to the right business people.
But above all, the moving to Miami gives Natpe a more international appeal that the market has been demanding for a long time. It is foreseen a wider offer to the foreigner markets from the U.S. Domestic suppliers, not only in products but also in commercial strategies, which provides more opportunities to buyers. While both Latin American and European buyers reduce cost and time traveling, many European ones appreciate particularly the international appeal, as they attend Natpe especially to find options in the US independent market. We hope that the experience will be positive for everybody.
Nicolás Smirnoff
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