If you have ever wondered how TV shows actually get on TV, chances are your new favorite show was pitched and sold at MIPTV. The yearly Marché International des Programmes de Télévision is one of the biggest international marketplaces for TV content in the world.
This year, I was lucky enough to attend MIPTV and MIPDoc (for documentaries) along with about 11,000 other participants representing 100 countries – including Israel, France, Norway, Hungary, Brazil, Nigeria, China, Korea and Japan. I have to say, it was a pretty idyllic location – on the white sands of the Mediterranean in Cannes, France. The weather was mild and warm, and full days of indoor meetings, screenings, exhibitors, and guest speakers were followed by evening parties on the beach. That’s where all the real deals are made. The MIPDoc opening party was sponsored by the Mexican government, and I was surprised to find myself on the French Riviera sipping tequila and singing along with a full Mariachi band. arty was sponsored by the Mexican government, and I was surprised to find myself on the French Riviera sipping tequila and singing along with a full Mariachi band.
Big name media companies – like National Geographic Channel, BBC, Walt Disney, Viacom and FreemantleMedia (producers of the “Idols” and “Got Talent” formats) – occupied coveted positions in huge white tents overlooking the sea or had specially furnished lounges inside the exhibition hall. I accompanied a buyer for his appointment with Viacom, and we sat on the outdoor patio and sipped champagne while waiting. But even though the atmosphere may sound snooty, I found everyone to be surprisingly down to earth and friendly.
Smaller producers from all over the world were here too, including a Spanish woman who specialized in procuring bloopers and selling them to various media outlets. I met another woman who had only one documentary on Nepal for sale – but even she was able to purchase a small spot inside the Nepal for sale – but even she was able to purchase a small spot inside the Palais des Festivals exhibition hall to display her production. And have you heard about Dog TV? Yes, it is TV for dogs and is produced in Israel. It was represented here as well.
With all the events, meetings, and the enormous trade show going on, it was a bit overwhelming to decide what to attend. But one of the speakers I had to see was Amy Poehler. She was there to talk about her role as executive producer for “Broad City.”
“Broad City” is an odd couple comedy about two friends and their adventures in New York City. It started as a web series in 2009 and gained a cult following through social media. Creators Abbi Jacobson and Ilana Glazer met Amy Poehler at her Upright Citizen’s Brigade improv troupe and she became involved in the project. The series is now on Comedy Central. “I was so excited, it just felt very organic, as good things tend to be,” Poehler said. “The Web is an incredible incubator for comedy and nothing holds anyone back.”
She must be right because Web series and digital content were huge topics this year at MIPTV. I spoke to one Indian producer who said that 2.5 billion Indians are viewing content solely on their feature phones, and that bite-sized “snack dramas” are becoming more popular.
“The big trend is the true convergence of TV, online and advertising,” said Laurine Garaude, Television Division Director of Reed MIDEM, the conference organizers.
So-called “linear” TV still exists alongside the digital evolution, but an increasing number of the 4,000 acquisition executives that attended MIPTV were looking to buy digital and online platforms.
The Digital Fronts portion of MIPTV was devoted to digital content. Maker Studio’s President of International, René Rechtman, was here to talk about formats and talent that they could bring to other countries. “We are trying to get the best creative people on board, and I think it’s a global phenomenon so we need to have our presence in Asia.” They are investing in syndication and distribution and just opened an office in Singapore.
YouTube star Chester See created his channel on Maker in 2009. “I was doing it as a songwriter to get some feedback, and that was great, knowing people all over the world were seeing my videos.” But once he started to monetize, it became a business. He now has 1.5 million youtube subscribers and 20 million views each month.
It’s all about who hits the masses first.
“Ask a 14 year old boy in London who his hero is, and it’s not David Beckham – it’s Stampy,” said Rechtman. Mr. Stampy Cat’s creator Joseph Garrett was at MIPTV talking about his YouTube channel Stampylonghead which features “let’s play” Minecraft videos. He has over 2.4 million subscribers and 1.6 views per month.
“I wanted to get into game production, and at the end of university I started recording ‘let’s plays” as a hobby, just for fun, and that blew up,” he said. “I knew kids were watching so I made it family friendly, and I had zero plan to do this.”
Garrett is still the sole producer – he records, edits and uploads. He gets emails from parents saying “thanks for babysitting.” Viewers are engaged, messaging him, sending him pitches. “I’m more of a friend, there’s more of a relationship….The fact that I can do this is amazing, and inspiring that other people like me can do this.” 
Now, he’s using his momentum to set up a new channel on Maker that is purely educational.
The digital world is changing the face of media. But one thing is for sure – the market is growing and this is the time for almost any creative person to get involved. It will be exciting to see what happens next.