Amazia to launch fall 2008

CANNES — Brace yourself for yet another media and entertainment market. This time it will be a mostly pan-Asian-oriented exhibition and conference devoted to content of all kinds across all delivery platforms.

Cleverly dubbed Amazia, the three-day bazaar will try to attract players in the TV, music, mobile, advertising, merchandising and digital production and distribution businesses, with a strong accent on the burgeoning Asia-Pacific region. Traditional content providers like the Hollywood major studios will also be lobbied to participate.

Organized by Reed Midem, the folks who run the Mip and Mipcom TV trade shows in Cannes as well as the music mart Midem in the same Riviera resort, Amazia will unspool in Hong Kong, with the first edition skedded for November 2008.

“Amazia will combine the best elements of Mip TV, Milia, Mipcom and Midem markets, along with other entertainment content industries such as games,” Reed Midem CEO Paul Zilk said Wednesday on the Croisette.

Another, more high-tech oriented, market had been rumored for months, with various treks made by Reed Midem organizers to the Asian region over the last year. Zilk told Daily Variety that Asia boasts now such a burgeoning media and digital economy that the timing seemed right to venture back into the region. (Three Mip Asias back in the mid-1990s never could jumpstart enough program-sales business to keep Hollywood, or anyone else, committed to the event.)

But digital is changing the game. Already at the ongoing Mip TV here in Cannes, bizzers are buzzing about the convergence of various industries taking place through dealmaking on the Croisette. New players likes Joost and Babelgum are touting their services to traditional content providers and deals are starting to percolate.

How such a market may impact other closely timed events like the American Film Market in early November in the U.S. and Mipcom itself in October remains to be seen. Organizers were quick to insist that Amazia was not being organized to replace any existing event, but rather in some cases to build bridges to them.

Like Daily Variety, Reed Midem is a unit of the Anglo-Dutch conglom Reed Elsevier.

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