Whether we like it or not, MIP-TV — in all its virtual charm — will take place April 12-16.
As usual, the market’s organizers are putting together a program and a digital platform aimed at bringing value to both sellers and buyers. Trade media is also playing an important role in promoting the event, as well as highlighting new productions available on the international TV market. It is hoped that, this time around, MIP-TV organizers will post a magazine bin link right on the market’s homepage, where participants can easily reach the trades’ digital editions.
Nonetheless, challenges remain. Market participants are tired of digital-only events, and are experiencing “virtual fatigue.” In the past 11 months, the industry went through 12 major film-TV international virtual markets. And before MIP-TV takes place we’ll have attended at least three other virtual trade events.
Some dim light at the end of the long pandemic tunnel should be seen by June, though, when some form of L.A. Screenings is expected to take place. This light could grow brighter by July with the live Cannes Film Festival, which is now scheduled for July 6-17, 2021.
But in the meantime, what should a market organizer do to alleviate some of the challenges associated with virtual markets?
From the buyers’ point of view, the market should aim to reduce the amount of time that acquisition executives spend on the marketplace’s platform, and let them maximize the reduced time.
The current model is to cram as much as possible into the program with the idea that everyone can find something interesting. The result, however, is an increase in virtual fatigue, as too many things to focus on at once creates more opportunities to get distracted and reduces the time spent with content sellers, or looking for new content.
From the sellers’ point of view, an abundance of conferences distract the buyers and increase the costs for exhibitors and participants. They also reduce the time that buyers spend on the business of buying and selling.
For a virtual TV trade show to offer some ROI (be it time and/or money) to all involved, it should be simple to look at and to navigate. Buyers should easily be able to find a place to look for new programs, as well as have a designated spot to meet with sellers. Market organizers should leave all the rest — trend analysis, promotional materials, interviews, etc. — to the MIP trade media, which will make the platform simpler. And, as indicated above, access to the media should be available through a homepage link so that attendees can quickly reach virtual magazine bins.
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