The next MIPCOM happens in Cannes from the 3rd to the 6th of october 2011. It is the world's entertainment market and it is where producers, commissioners, networks, broadcasters, advertisers come together to sell, buy and discuss what is next in the industry. The market also has a rich programme of conferences with the creme de la creme in terms of speakers and avant guard thinking.
This blog post is a summary of what was said on the wrap up session themed Cross-Media. It was presented by Gavin McGary, President of Jumpwire Media.
MIPCOM's blog is written like a newspaper, it is full of videos of the sessions, very worth checking out.
Hot Topics:
APPS
Everyone has an ipad in the industry.
Free X Paid Apps. Most people are paying for their content, which goes against what the industry believed in initially. It is not about ad supported content. 80% of apps being downloaded are paid apps. 10 million ipads have been sold. According to Gavin the ideal solution is a hybrid between ad supported and paid apps.
WEBVIDEO
This new medium must be understood. Everyday you postpone it, you are one day more behind. The way view counts are accounted seem to be the biggest problem. It is necessary to standardize the way it is done so that scientific reliable data will be created. People, as they do with TV, first watch a few seconds of a few different videos before they settle to watch one for longer, hence the average time people spend on one video is being diluted. This gives the impression the audience prefers short form content. When analyzed more empirically, it is noticed that this trend isn't necessarily true. The TV business doesn't want the web to good at long form content, this is what the TV is for.
PIRACY
What pirates are doing is what is going to become mainstream. TV shows are gaining popularity in bit torrent year after year. In 2009 a new milestone was reached by two shows in the top 10, Heroes and Dexter. The number of downloads has exceeded the average viewership on US television. This among other things represents the number of people around the world who could not get access to the shows on TV. Despite the massive piracy there is plenty of opportunities for distributors and broadcasters to win viewers back. The figures show that TV viewing habits are changing. There is enormous interest in on-demand TV and millions of viewers who can potentially bring millions of dollars of revenue. Instead of suing bit torrent, the industry should be considering some sort of collaboration. The fact that content can be found on bit torrent doesn't mean it is performing poorly on TV.
SOCIAL MEDIA
If you don't have a social media strategy, you need one.
BRANDED ENTERTAINMENT
Is a big part of what is happening.
TRANSMEDIA
It is still being figured out!
GAMING
There is a big opportunity for producers to move into gaming. For instance there are companies in India make a game a day. 900 to 1500 dollars. They are not the most elaborate games, but their use in a site have proven to double the amount of traffic as well as the amount of time people will spend on your site. Not about building huge giant games. It is about building games that interact with your environment.
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