MIPTV focuses on mobile and millennials

By Sarah Kiefer on Apr 17 2015 at 6:15 AM

The TV industry’s twice annual pilgrimage to Cannes, France clashed with NAB this year, but many still headed down to the Riviera this week to do deals and talk shop. MIPTV, and its October sibling MIPCOM are an opportunity for global TV production and distribution houses to find buyers for their hot new shows, but there’s also a great conference line up to catch. This year’s MIPTV was very focused on the shift to digital viewing, and hot topics included:

Millennial viewing habits

Many of the world’s biggest online video stars were in town to show how snackable, mobile content is proving a hit with 13-34 year olds. This age group is highly sought after by advertisers and TV networks who are worried about losing young viewers to alternative entertainment sources. Advice from content providers included: Keeping content short as attention spans decrease and building a one-to-one deep relationship between talent and viewers.

Mobile, mobile, mobile

France Télévisions head of future media, Eric Scherer, gave a well-covered speech at the weekend, emphasizing the importance of mobile-first strategy for TV companies. He also picked out two keys to making the most of this shift: better use of data, and more precise targeting of content to market niches.

Scandinavia’s where it’s at

This year’s MIPTV featured a special focus on Nordic TV. Denmark, Finland, Norway and Sweden have produced some of the most exciting new drama in Europe over the past few years, and even spawned a new genre: “Nordic Noir”. Shows like The Bridge, Borgen and The Killing have put the region on the content map and many have been remade for U.S. audiences. But the region is also very technologically advanced, with high broadband penetration rates and a hot tech startup scene. Internet ad spending exceeded traditional TV ad spending in all four countries in 2014.

Innovate, or else

Technology and distribution strategies were a bigger concern than ever before at this year’s event, which is usually more focused on the content itself. Many keynote speakers were keen to emphasize the importance of innovation. Jeremy Darroch, CEO of a newly pan-European Sky, the region’s biggest spender on content said “"If content is the tennis ball, innovation is the topspin that makes it bounce higher."

He pointed out that TV companies should not be afraid of changing viewing habits, saying that at Sky “we welcome the explosion in technological change because it allows us to get to customers we struggled to reach before”.

We hope to catch many of you back in Cannes in October!

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