V I D E O • A G E AP R I L 2 0 1 0 40 If we’ve said it once, we’ve said it tens of times: 2009 was a tough year for the international TV ’biz. It’s no surprise, then, that the pages of last year’s VideoAge monthlies and market dailies were dominated by the economic struggle rocking the industry worldwide. But financial worry wasn’t the only topic to make headlines. New media and the rise of Africa, the Middle East and Asia also garnered attention. VideoAge took a look back through its 2009 archives to find out what issues made news, what conclusions can be gathered about one of the most difficult years on record, and what all those articles were really about. VideoAge’s coverage of the economic downturn began in its October 14, 2008 MIPCOM Daily. Headlines such as Wall Street Catches Cold, Will TV Biz Get Pneumonia? warned of the impending crash. But VideoAge’s hard coverage of the recession began in 2009’s January issue, in which it was clear that executives faced an uphill battle. The customary NATPE articles were colored by ominous predictions of budget cuts. In the cover story, NATPE Buyers Buoyant About ’Biz But Bearish, acquisitions execs were uncharacteristically — but understandably — cautious about their buying strategies. Inside the magazine, another story, titled Shaky Economy, Floor Plans, Latins Drive TV Market, featured executives talking about every market topic under the sun — but the plummeting economy seemed to be foremost in people’s minds. The NATPE dailies likewise reflected apprehension on the part of market attendees. VideoAge Daily tackled the numerous challenges for the convention on Day One. Besides the bleak financial outlook, there were dwindling attendance figures and the possibility of a Screen Actors Guild strike to consider. Also on people’s minds was the suite vs. convention format question, which was resolved at NATPE 2010 by all-but-abolishing the convention floor. However, VideoAge also encouraged caution in predicting economic doomsday, by pointing out all the ups and downs since 1981. In a January article, it reviewed all the past dramatic economic crises, including the tech stock bubble, the Gulf War and the 2001 recession, to highlight the possibility that the latest downturn could just as easily wither away. Spring’s Issue continued to bring discussions of the recession. In March cover story Laughter Is Back Big To Console Audiences: execs confirmed that, “Feel-good television [was] definitely in demand,” and producers and broadcasters from around the world described an outpouring of comedic content on every possible topic (except investment bankers). When the MIP-TV dailies rolled around, VideoAge observed that business at the pivotal market remained lively, although it lacked some of the swanky parties of past years. In Day One article The Frills Are Gone, MIPTV Thrills Remain, Laurine Garaude of event organizer Reed MIDEM stated that, “The economic downturn impacts everyone, so naturally MIPTV [was] affected.” Nevertheless, international professionals seemed to recognize that attendance at MIP was as mandatory (and cost effective) as ever, so participation numbers did not suffer too drastically. But economy-wise, 2009 wasn’t all bad. Despite a widespread dismal outlook for the state of cash flow, VideoAge reported in its May L.A. Screenings issue that the number of pilots produced for TV in the U.S. had actually increased to 80, up from 54 in 2008. The rest of the year continued in a similar economic vein. June and October Issues echoed the cautious approach to MIP-TV. However, at MIPCOM, for the first time all year, market predictions were tinged with hope of economic renewal, and the article Market Upbeat For Those With Exciting Content revealed a new-found optimism from many companies. Also central at MIPCOM was the trade show’s official theme “Rethink” — which was quickly dubbed by VideoAge Daily, You think You Know, But you Have No Idea. The theme was originnaly used by the Advertising Research Foundation’s March 2009 conference in New York City and, subsequently, re-used by the Davos Forum in Switzerland and other publications, such as Canada’s Financial Post. In the MIPCOM Daily, My Two Cents decried the lack of new TV leaders in the mold of the historic figures such as David Sarnoff, Bill Paley and Leonard Goldenson, which drew the ire of VideoAge contributor and former “ top film and TV peddler” Norman Horowitz who blasted the offending article in the pages of website Huffingtonpost.com. However, on January 17, 2010, The New York Times used the same argument to report on the woes of broadcasting television. Finally, in its December Issue, VideoAge closed 2009 anticipating troubles at NATPE 2010. The first hint of such problems was reported in the October interview with Disney’s Global boss, Ben Pyne. The December Issue also reported on a growing Latin American TV market (which was estimated at $1.5 billion a year). Overall, VideoAge 2009 was earmarked by financial articles, covering 20 percent of all its front cover stories, touching related topics such as The Mystery of AGICOA, Mediaset’s take over of Endemol (both in April) and the explanation of the “Ultimates” (October). Plus, it anticipated the financial problems in Greece (June) and a surprisingly buoyant market in Asia (December). In addition to the proliferation of articles dealing with the recession, a handful of other trends asserted themselves on VideoAge’s pages in 2009. Aside from the economy, issues surrounding the Internet and new media were prevalent. In January cover story Net Neutrality: MPAA vs. IFTA, we heard from both sides of the (very complicated) debate on government regulation of the Internet. Jean Prewitt, CEO of the Independent Film and TV Alliance (IFTA) weighed in on why her organization thinks legal content should not be subject to discrimination, and Dan Glickman, the MPAA’s CEO at the time, countered with points about piracy and protection for content-makers. Newmedia was a hot topic at NATPE ’09, particularly for the Latins, who were a-buzz about mobile platforms, as in the daily article New, Improved Mousetraps Need Mastering. As industry professionals around the globe continued to fret over the Internet, its tendency to erode their cash flow and their inability to crack the code to harnessing it towards major profits, VideoAge continued to cover it. In March it examined Analog Dollars Vs. Digital Pennies, and discovered that “what [had] been lacking [were] programming and advertising formats that reflected the new medium.” At MIP-TV, IPTV grabbed a cover story, as did monetizing the Internet. Story Digital Holy Grail Is Here, Again, reported onMIP’s day three “Television Everywhere” panel, whose participants assured attendees that mobile media were on the verge of a breakthrough. Fall brought even more variations on the Internet theme, with Canada’s media guru Charles Zamaria declaring the Internet a destination (“It ain’t television”), and an account of how cable and satellite providers are preparing for IPTV. Editor Dom Serafini even tackled the digital juggernaut in October’s My Two Cents editorial, concluding that the transition to DTV could be the savior of struggling broadcasters if the industry would finally program their extra channels. Always eager to conquer the next frontier, execs were also focused on emerging territories. In 2009, the hotspots (both figuratively and literally) were Africa and the Middle East. Africa’s first content market debuted in February in Dakar, Senegal, and the event was such a success that a second market was added later in the year. VideoAge analyzed the new market and potential for the entertainment biz in Africa in a slew of articles that captured the hope that companies around the world have for the fledgling region. VideoAge also forecast the rise of the Middle East as a booming television Mecca. As early as January 2009, VideoAge was spotlighting Israel and its neighboring territories, and December’s My Two Cents profiled the leadership role of Qatar. The coverage appears particularly prescient in light of the announcement in early February that a DISCOP Middle East content market will premiere in 2011. Of course, VideoAge took a break from the economy, the Internet and emerging territories to take on a slew of other topics. Big in 2009 were also articles about programming, as well as sports and TV advertising. Plus, VideoAge was selected as the official publication for Australia’s WIN 30th anniversary celebration. ES A Tough 2009 Reviewed Through The Pages of VideoAge T h e B i g P i c t u r e
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