In this changing world, a lot of developments are happening in the television and broadcasting industry. The audience seeks quality content rather than just going with the flow. At MIPCOM 2019, World’s content marketing platform, the distributors and content developers both come seeking for quality market and also to gain knowledge about technologies.
The question that often arises is do we need distributors to share content? With the emergence of many Video-On-Demand and OTT platforms in these few years, sharing of quality content has become easy. Alon Shtruzman, CEO of Israeli-backed global studio Keshet International says, ”Distribution has an important role to play, but it is different now. There is still demand in the market for deficits and a desire to take risks. So there is an opportunity for distributors that are smart and selective about their choice of project. Since we launched KI, the old business models have changed. We’re now in a situation where the vertically integrated platforms are looking for more and more great content, which is an opportunity for us as a producer. At the same time, they usually look for one deal, all rights – so that limits the distribution side. I would say that this shift to production is an example of how we have evolved to keep our fingers on the pulse of the market.”
Eleanora Andreatta, Director of Rai Fiction, says that VOD and OTT platforms no longer only for replay and a container for the linear offering, but holds a wealth of original content.”This is a radical choice that breaks boundaries. The big platforms are definitely intimidating competitors, but they also represent an opportunity to build international co-productions and acquire more widespread distribution for our productions. At the same time, their major investment in production has changed storytelling and raised the bar in visual and spectacular quality, with profound, radical effects that have affected the public’s tastes and expectations.” “TV series can act as a medium for our national imagination and bring it to a global market. It’s a strategic direction and a necessity. Anyone thinking of hiding behind national boundaries is bound to be left out in the cold. Co-production and working on high-concept output with an international scope are essential”, she adds.
MIPCOM, the world’s entertainment content market, takes place in Cannes from 14-17 October 2019.
