ROME – Rome’s new Mia market, dedicated to feature films, TV series, documentaries and video games kicks off tomorrow (October 16) in tandem with the Rome Film Fest, with high hopes of becoming an Italian entertainment industry driver and putting Italy back on the global content markets map.

And with a total 1250 accredited industry execs making the trek – more than half of which not Italian – comprising some 300 buyers and 122 sales agents, it does seem that Mia topper Lucia Milazzotto is getting some traction for her innovative unstructured mart, partly held in the Eternal City’s ancient Diocletian thermal baths, among marble statues, columns, and artifacts.

“We’ve drawn the attention of the international film market back to Italy with a new, different, market concept,” boasts Milazzotto, former topper of Rome’s New Cinema Network, who reconceived the mart to “cater to new business models tied to scripted and unscripted content.”

MIA is an acronym for Mercato Internazionale Audiovisivo, which means International Audiovisual Market in Italian.

Launched in July, Mia has indeed almost doubled the industry presence compared with Rome’s pre-existing Business Street film mart, and also upped the ranks of execs making the trek.

High-caliber industryites from converging content sectors descending upon Rome include Peter Gerard, Vimeo’s Director of Audience Development and Content Operations; Sabine Chemaly, TF1 International’s international sales topper; Sarah Doole FremantleMedia’s Director of Global Drama; Leland Ling, founder and Chairman of LIC China, which is China’s top documentary production and distribution company; Fortissimo Films’  Michael Werner; Margrit Staerk, top film buyer at Germany’s ZDF;  the Sundance Institute’s production topper Anne Lai;  Matthew Baker, head off sales at the UK’s HanWay Films; and Antoine de Clermont-Tonnerre, prexy of Gaul’s MACT.

There are 110 screenings of fresh product unspooling in four days, 34 of which are market premiers. Standout titles include San Sebastian fest winner “Sparrows,” by Icelandic helmer Runar Runarsson; Bollywood female buddy movie “Angry Indian Goddesses” by Pan Nalin, which is also screening at the fest; and Stefano Sollima’s film “Suburra,” abut ties between the mob and politics in Rome, which is being spun-off into a TV skein that is Netflix’s first original Italian production.

Rome’s New Cinema Network for projects in early stages now also features Make It With Italy platform for international film projects seeking an Italian minority co-production partner.

The wide range of tightly focussed panels about different types of content comprises a TV confab on the timely topic “Stories That Travel -What Is The Creative/Commercial Key To Winning The Export Game,” to be attended by Beta Film topper Jan Mojto; HBO Europe topper Antony Root; and Riccardo Tozzi, prexy of Italo film and TV shingle, who are producing “Suburra” for Netflix.

The Rome Mia mart will run October 16-20.