4 industry, for example, studios must estimate the potential revenues of a film or television series before deciding whether to give it the green light. NEM Success: A Printed Floor Plan One of the secrets behind the success of the NEM Dubrovnik market appears to have been its printed floor plan and agenda (pictured). If the international TV industry is wondering why the June 8–11, 2026, Dubrovnikbased New Europe Market (NEM) for the Central and Eastern European TV industry proved more successful than similar events, the reasons may be surprisingly simple. There were no timeconsuming QR codes, no apps to download, no digital links to remember, and no Wi-Fi passwords to search for. Instead, attendees were given two practical printed flyers. They were quick to read, easy to carry, simple to keep, convenient to consult, and always readily available. NEM provided one flyer containing the market and conference agenda and another listing exhibitors and their locations. It is a reminder that, despite the industry’s increasing reliance on digital tools, welldesigned printed materials can still make a meaningful contribution to the attendee experience. Other international TV markets may wish to take note. In the past, the entertainment industry depended on predictions, particularly those made by producers and distributors, as reflected in the studios’ “Ultimates,” which projected the revenues of films and television shows. In the digital era, the “Ultimates” were supplemented by “data,” which guided decisions about what, when, where, and how to produce in order to maximize the chances of success. But now a new book has come out, Prophecy, by Oxford University professor Carissa Véliz, which questions the need, usefulness, and accuracy of predictions. First, Véliz argues that “predictions are not facts” but rather educated guesses. She then illustrates the potential harm they can cause: “Predict a downturn in demand and you may trigger a decrease in supply.” Ultimately, however, predictions are unavoidable. In the entertainment Predictions, Data & Ultimates VIDEOAGE September 2026 World Let your MIPCOM marketing strategy be CARRIED OUT by A premier league trade publication
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