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Kazuo Hirai, president and CEO of Sony Corp., will deliver the opening keynote speech at international TV market and conference Mipcom. Sony is celebrating its 70th anniversary this year. Mipcom, which runs Oct. 17-20 in Cannes, attracts some 14,000 delegates representing almost 5,000 companies.

“With Japan featuring as Mipcom 2016 Country of Honor, it’s exciting to welcome Mr. Hirai, who represents Sony, the best in the entertainment industry originated in that country,” said Laurine Garaude, director of television at Reed Midem, which organizes Mipcom.

Hirai’s speech is scheduled for 11.30 a.m. on Oct. 17 in the Cannes Palais’ Grand Auditorium.

This year’s conference program takes as its theme “The New Television,” which is “designed as a celebration of the success of small-screen programming across linear and digital platforms, where the power of choice prevails,” Mipcom said in a statement.

Other keynote speakers include Ben Sherwood, co-chair, Disney Media Networks, president, Disney-ABC Television Group; David Linde, CEO, Participant Media; and Sophie Watts, president, STX Entertainment.

As previously announced, creator and writer Shonda Rhimes, whose shows include “Grey’s Anatomy,” “Scandal,” “Private Practice” and “How to Get Away with Murder,” has been named Mipcom Personality of the Year, and will be honored at a gala dinner at the Carlton Hotel on Oct. 19. She will be featured at a Media Mastermind onstage Q&A session.