MUMBAI: Mipcom began its virtual edition of the annual content syndication get together on 12 October. Titled Mipcom Online+, it is based on a high end artificial intelligence driven platform called Grip, developed by a sister tech firm under Relx group, of which organiser Reed Midem is a part.
The virtual exhibition has proved to be a smash hit with more than 6,000 professionals – including 800 virtual exhibitors and 26 country pavilions – and 2,200 buyers participating virtually from 100 countries.
Reed Midem was initially considering to run both digital and physical versions in Cannes like it has done for decades, but dropped the idea because of the continuing Covid2019 menace. It pivoted quickly and, over a month, attracted sizable participation – probably the most by a trading market in its online avatar in 2020.
“We are very pleased to be receiving strong support from the industry which is quite excited about meeting online in the current international environment when meeting in person from around the world is not yet possible,” said Reed Midem TV division director Laurine Garaude. “We are, of course, sad not to be meeting in Cannes for the 36th Mipcom. But we are also excited about the new Mipcom experience that we are creating online.”
Mipcom Online Plus has attracted several initiatives and partners such as Korea Country of Honour, A&E Networks, Nippon TV, Sony and Televisa.
The highlight of this year’s edition is the continued presence from the Services Export Promotion Council (SEPC) virtual pavilion, with more than 12 companies coming under its umbrella and taking advantage of the cost benefits it offers.
“Mipcom is one of the important markets we have identified to help push Indian entertainment exports,” says SEPC chairman Manek Dawar. “We wanted to be aggressive, but we will wait for next year’s edition in Cannes and really fire on all cylinders.”
SEPC has roped in content export veteran Hirachand Dand to spearhead its entertainment division. The online SEPC initiative is being headed by SEPC deputy director general Abhay Sinha.
Overall, more than 70 executives from India’s media and entertainment sector – covering TV, TV production, animation, distributors of TV shows and films, dubbing services – are taking part in Mipcom Week which is slated to end on 16 October. However, the platform will be open for screenings, virtual meetings, networking and matchmaking till 17 November.
“I am really delighted with the India presence at Mipcom Online Plus,” says India, Pakistan, Sri Lanka, Bangladesh representative Anil Wanvari. “Content syndication and trading has been at a low because of Covid2019. For many companies it is a crucial revenue stream. I am really hoping the next few days and weeks will help kickstart this engine for India’s content folks.”