March/April 2013 From Cover 34 (Continued on Page 36) The unpronounceable “Marché International des Programmes de Television,” mercifully abbreviated to MIP-TV, was started in Lyon, France in 1963 by Bernard Chevry — then a charismatic 40-year-old publisher — three years after MIFED, the world’s first audiovisual market, was started in Milan, Italy. The first MIP-TV was attended by 119 companies from 19 countries. Chevry was originally involved in the publishing business and was best known for establishing the first book clubs in France. In 1950, he became editor-in-chief of Official Toy magazine in Paris, and was responsible for the creation of the International Toy and Game trade show. Chevry entered the television field in 1957, when he co-produced a children’s show, followed by five films on classical music, including one documentary about Isaac Stern and one about Arthur Rubinstein, for which he won an award. Subsequently, in 1965, after a one-year hiatus, MIP-TV moved to Cannes, utilizing the town’s “old” Palais for the exhibition floors. In 1982 the much larger and successful market moved to the new Palais, while the old one became a hotel. A lifelong bachelor (“If I were married, I could only a few hours a day. As an American company, we began licensing films and series in very small quantities.” Bill Gilbert attended his first MIP-TV in 1967. He had just left BBC where he was both a buyer and a seller and joined Rank Overseas Film. “We did not have a stand and the most memorable part of the day was meeting after dinner at the small bar at the Martinez Hotel.” Herb Lazarus attended his first MIP-TV in 1968 for 20th Century Fox: “In Lyon [in 1963], I can be certain that no American studios were there. I do remember anMPAAexport committeemeeting, where we were told that ‘a market’ had started in Lyon and was moving to Cannes, and would we attend? All the companies sitting around the table said no until it came to Fox, which said yes, they would attend, and that’s when the other guys said ‘if Fox goes we will have to go as well.’ “The year was 1969 in Cannes for MIP. At 20th Century Fox, Alan Silverbach was the head of all TV Distribution, I was heading up International Distribution and Bill Saunders was our European manager. We decided to have a dinner for 40 of our clientsat arestaurant inAntibescalledFelixAuPort. Bill was the host. We got a bus to pick up our clients at the various hotels and gave themchampagne and tidbits on the ride to Antibes. Fabulous dinner, the clients were happy. When it came time to go back to Cannes andAlan and I were getting the people back on the bus, two things happened. First, one of the guests told us that, while he had a great evening, he wasn’t one of our clients and he was supposed to be at a FIFA dinner instead, but had gotten on the wrong bus. Second, Bill was in the kitchen of the restaurant settling the bill when he got Alan andmy attention and asked us to come to the kitchen. The never have done this,” Chevry told VideoAge in 1982), he cultivated the image of a mysterious and enigmatic figure who lived with his mother. Undocumented stories of his early life and anecdotes abounded, for Chevry was MIP-TV participants’ favorite topic of conversation after program sales. Getting old and without heirs (outside of his nephew), in 1987 he sold his markets organizing company, MIDEM, to the U.K.’s Television South (TVS) for £5 million. Two years later, TVS sold MIDEM to Reed Exhibitions (for a reported $20 million), which renamed it Reed MIDEM. According to some accounts, the high resale value of MIDEM left Chevry upset. He returned to the publishing business with a free, airport-distributed magazine. Curiously, up until 1978, MIP-TV did not have a large American presence and, 35 years later, even though American companies make up the bulk of the key exhibitors, some studios have left the market floor to concentrate on the L.A. Screenings, which starts in May, just a fewweeks after MIP-TV. Anita Erken attended her first MIP-TV in 1965 as sales director for Germany’s Betafilmandher last one in 2003. What she remembered most is that “16 mm filmprints were used for screenings in rooms that had to be reserved in advance. There were no badges. The names and photos of participants were posted on a big billboard. A red light next to the photo signaled that there was a message to be retrieved at a kiosk. Each stand was equipped with one telephone with the line always busy.” Erken was scheduled to participate in MIP-TV’s 50th anniversary, but it had to be canceled due to a “minor operation” that will prevent her from traveling. IrvHolenderattended his firstMIP-TV in 1967, representing Desilu Studios, as an invited guest of then-MIP-TV organizer, Bernard Chevry: “The event was in the building which later became the Noga Hotel. The prices were very attractive. The hotels were very reasonable. At the restaurants, an average meal cost U.S.$10. The environment felt like you were at a family affair with the courtesy and friendliness of the organization and staff. You were treated as a professional with respect. The dress code was suits and ties: very formal. “The event lasted sixdays andgave all attendees the time to cover the four-story building, and offered more quality time than today, running between the various floors and buildings. “Most of the television networks were government-controlled and many broadcasting MIP-TV at 50: Remembering The Good Ole Days Herb Lazarus at the Carlton Beach during his first MIP-TV in 1968 Photo of Irv Holender taken in 1967 with U.S. musician Melvin Howard Tormé, nicknamed The Velvet Fog France’s A2 press conference headed by Maurice Ulrich, president of Antenne 2 (second in from right), at the Montfleury Hotel at MIP-TV 1979 MIP-TV 1982: l. to r.: ITV Network’s buyer Leslie Halliwel, Larry Gershman then president of MGM/UA, BBC’s buyer Gunnar Rugheimer Vladimir Frantar with Telepool sales executive Marlene Fritz on the Telepool yacht in Cannes at MIP-TV 1981. Buyers were invited for lunch and a short cruise.
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