Attendance up 4% on spring Mip-TV market

CANNES — Not even the return of cloudy skies and talk of thunderstorms after days of sunshine could dampen spirits as the 25th Mipcom sales mart wound down on a high.

Organizers Reed Midem said that with more than 12,000 participants, attendance was up 4% on the spring Mip TV market and that “a lot of deals” had been done.

Reed Midem, which like Daily Variety is owned by Reed Elsevier, said buyers were out in force, with more than 4,000 at Mipcom in Cannes compared with 3,500 at Mip TV in the spring.

Reed Midem acting TV division director Laurine Garaude said, “In April, a lot of people were taking stock of the economic crisis and wondering when things would get better.

“At Mipcom, conversations have been about rethinking business strategies. People have been talking about new alliances to finance production, new channel strategies to consolidate their brand position in the international market and monetizing the multiplatform potential of their content at the start of the creative process.”

Spirits were lifted by appearances from Jerry Seinfeld, hyping his new reality show, “The Marriage Ref,” distributed by Endemol; Matt Groening, creator of “The Simpsons,” which celebrated its 20th anniversary with a creative icon award at the market; and a can-do attitude from creatives and dealmakers.

It remains to be seen how many deals of genuine size emerge as a result of the market, but activity looked brisk.

By providing stand space for the first time to online games companies, Mipcom looked to be moving with the times.

A recurring theme was the need for all areas of the biz to form partnerships and to think laterally to avoid the fate of the music business.

As most participants headed home Thursday, more deals were announced.

Endemol said “The Marriage Ref’ had been sold both as a finished show and as a format to Oz’s Seven Network to be made by Endemol Southern Star Entertainment.

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