Correa Netto, head of International Sales, was also optimistic about the market, noting that the company plans to use MIP-TV to “reinforce our participation in Asia, highlighting Malaysia and Korea, as well as European regions such as Germany, Spain and Italy, Nordic regions and Scandinavia.” Globo also hopes to see more growth on the African continent, particularly in Mozambique. Karina Etchison of Miami, Florida’s Telemundo said that she too is looking forward to finalizing sales galore at MIP-TV. “[The market] might be a bit quieter this year, but it’ll give us an opportunity to be more creative in our approach with clients,” she said. “People still need content and novelas work across the board,” she added, mentioning that her biggest pushes of the market will be for the mistaken identity love story, Analia, and The Storm, a soap that she is now trying to bring to sub-Saharan Africa. For David Ellender, CEO of U.K.- based FremantleMedia Enterprises, the state of the economy doesn’t worry him. “It’s extremely likely that the economic climate will make buyers more selective,” he said. “But we’re confident that our existing hit brands and franchises — American Idol, Celebrity Apprentice, America’s Got Talent, Project Runway, The Janice Dickinson Modeling Agency, international drama sensation Merlin, as well as series by Jamie Oliver, Martha Stewart and Emeril Lagasse — will carry us through.” Patrick Elmendorff, managing director of Munich’s Studio100 Media, concurred, noting that “buyers and sellers will be cautious,” but that the financial situation won’t slow his company down. “We are focusing on shows for preschoolers and character-driven stories with strong storylines for both girls and boys,” he said. Regardless of the many misgivings about his year’s MIP-TV, the market’s organizers have arranged for a wide range of seminars and conferences, including a keynote from Ynon Kreiz, CEO of Netherlands-based Endemol Group, who will deliver a speech detailing how content creators need to be bold and innovative in order to achieve growth. Additionally, Sir Martin Sorrell, CEO of U.K. advertising and marketing communications giant WPP Group, will speak to the theme: “What screens will they watch — and what will be on them?” The market will also offer a “Focus on China,” and will feature a number of events and private receptions dedicated to the region. China’s State Administration of Radio, Film and Television (SARFT) Vice Minister Tian Jin will lead a Chinese industry delegation at the market. In recent years, the Chinese government has significantly developed the TV drama, documentary and animation sectors. SARFT plans to use MIP to encourage international players to embark on more factual coproductions with Chinese organizations with a seminar entitled: “Cooperation Between China and Other Countries in Television Programs.” One TV executive happy to be at MIP for the Focus on China festivities is Michel Rodrigue of Montreal’s Distraction Formats. Rodrigue is hoping to use his time in Cannes wisely, meeting with potential partners from territories where he doesn’t normally spend a lot of time, such as Australia, South Africa, and of course, Asia. “China is always very interesting,” said Rodrigue. “We always want to know what they’re buying and why.” Rodrigue also stressed that he expects to see diminished attendance at MIP-TV. “In an economic crisis, you have to cut costs. And where do you cut costs? In traveling. In being at markets.” Preceding the market, on March 2829, will be MIP-TV’s annual MIPDOC, which will showcase some of the best documentary and factual programs that the world has to offer. Last year’s event boasted 776 participants from 60 countries, as well as 433 buyers. MIP-TV 2008 drew 13,360 participants, up from 13,311 in 2007. Some 4,551 companies from 111 countries took part in the market. Many expect that the economic crisis will lead to decreased numbers for this year’s edition. LHR V I D E O • A G E MA R C H/ AP R I L 2 0 0 9 22 M I P - T V ( C o n t i n u e d ) Comcast’s Jene Elzie (Continued from Page 20)
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