SE P T E M B E R/ OC T O B E R 2 0 1 2 T V T r a d e S h o w s ( C o n t i n u e d ) RealScreen, Kidscreen, The Rio Content Market, FutureMedia and Asia Television Forum as her company’s regular events. “Our business is about developing strong relationships with our clients, understanding their program needs and providing well-researched, focused opportunities that meet the differing scheduling and channel requirements. Attending these markets affords us an excellent opportunity to do this, alongside our regular territory visits,” she explained. However,sheadded,“ourattendanceat the more regional markets is determined, buyers from far-flung markets that they otherwise would, in all probability, never meet face-to-face,” he said. Aside from the differences already highlighted, DLT’s Taffner is clear that “one of the big differences between the majormarkets likeMIPCOMandNATPE and these smaller, more focused markets, is that the smaller ones are less structured. At the big events you have to arrive with all your appointments already made, or you are not going to get anything out of them; whereas, at the smaller events, there is scope for the chance meeting and seeing where you go from there.” But he cautioned, “you could spend your entire life attending markets, and we can’t go to every single one of them, so we look at which buyers are attending, of course, but we also look at which sellers are attending, as this tells us something about how the industry as a whole regards that market. And, of course, we are constantly assessing which market gives us the most bang for our buck.” Zodiak’s Shingleton added that while these smaller markets, “are a great place for meeting people, these meetings have to be followed up with regular face-to-face meetings on the buyer’s home turf, because this business is now much more a year-round business and deal making is no longer the focus of a market in the way that it once was.” It is clear that ultimately, much like the individual sales trips they all regard as indispensable, markets — whether large and international like MIPCOM, or smaller and focused either regionally or by genre — offer sellers of content the things they prize above all else — face time, and a chance to build that special relationship with the buyer. As Content’s MacGregor put it, “It is so important to maximize our buyer relationships and gain intelligence on new regional developments, so we have no plans to stop attending any market. Quite the opposite. Our philosophy is — we go where the buyers go!” in part, by the existing travel plans of our sales team as well as the requirements of that specific territory, and this is something we regularly evaluate on a case-by-case basis.” “Although,” she added, “with the growingnumberofopportunitieswithin territories beyond the traditional major regions, it is increasingly important for us to maximize our reach by having a presence at these markets as well. “Obviously, each time we decide to attendwereassesstheexpenseofattending these events against the opportunities available, in an increasingly diversified marketplace we believe there is room for both international and regionally focused events,” MacGregor said. Barney Shingleton, head of Entertainment at ZodiakRights, is another believer in the value of regionally focused markets, singling out DISCOP Africa specifically. “We first attended DISCOP Africa two years ago, and it has produced very satisfactory results for us. We would never attend an event like [that] in large numbers, but markets [like that] are a very efficient way for our sales people to meet (Continued from Page 30) Saralo MacGregor, EVP of Worldwide Distribution at Content Television and Digital V I D E O • A G E 32 Online Services (providing pre-during and post-market coverage): e-Beat - Daily newsletter Water Cooler - Weekly online feature HTML & PDF websites for both Issues and Dailies PDF ads linked to advertisers’ websites Don’t miss these important editorial vehicles, contact: dsvideoag@aol.com For more information link to: www.VideoAgeLatino.com & www.VideoAgeDaily.com NATPE Dailies: Sunday - Florida Media Market (“formats are us”), Parties, Honors & Celebrations, Not-to-miss events. Monday - Hispanic television, Canada Day, U.S. Syndication biz, European buyers looking for Latin content. Tuesday - Latin companies at DiscopIstanbul, Majors & Mini-majors at NATPE, Buyers’ reactions. Pre- NAT P E (December) Issue: • Fight ing Piracy in Lat in America • NAB & the Hispanic T V stat ions • NAT P E Preview • Cumbre de la Telenovela • Lat in companies at AT F NAT P E (January) Issue: • U.S. Studios do Miami • LATAM’s largest T V markets • NAT P E’s 50th Anniversary Tribute • Lat in companies at NAT P E
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