MipJunior plans Digital Kids

TV mart will offer day of conferences, networking

After breaking an all-time participation record last year, MipJunior is trying something new for its 20th anni — Digital Kids, a day of conferences and networking, at the upcoming tyke TV mart.

Bringing together digital brands, apps developers, publishers, vidgame companies, buyers, commissioning editors and producers, the one-day event will spotlight case studies of thriving multiplatform properties that have gone from TV to Web and games and the reverse.

Key players within the kids entertainment market will also be on hand to share their digital strategy, said Laurine Garaude, head of the TV division at Reed Midem. Each presentation will be followed by a networking session to give participants the chance to talk with the speakers.

Stuart Snyder, prexy and COO of Turner Broadcasting System’s young adults and kids media division, is one of the top-level execs who will participate in Digital Day. He’ll deliver a keynote speech addressing the state of the kids business today and moving forward.

“Our goal is to look at new trends in the way kids consume content, and that promises to be particularly interesting because the children market has been very dynamic and inventive in developing new approaches,” Garaude said.

Garaude said the idea for Digital Kids was inspired by the success of MipCube (launched this year) and MipFormat, now in its second year.

Another innovation is the MipJunior Intl. Pitch. The contest will allow producers to present kids projects in development that have a strong multi-platform potential, to an international audience of buyers and commissioners. The MipJunior Intl. Pitch Jury will run a wide gamut — from publishers to commissioning editors, digital brands and virtual world creators.

“Our aim is to find the next big kids international multiplatform brand and help its producers find funding and partners early in the development process,” Garaude said.

Although the licensing challenge will be scrapped, MipJunior will feature matchmaking events with licensing events and a number of case studies.

Last year’s MipJunior attracted more than 1,000 participants and 600 buyers, up 25% up vs. 2010. Garaude said Reed Midem is expecting at least as many buyers at the upcoming edition, which will run Oct. 6-7 in Cannes.

Reed Midem is a Variety sister company.

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