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MipTV to set up digital showcase

MIPCOM: Digital content will have its own showcase at MipTV from 2014, organiser Reed Midem announced today.

The Mip Digital Fronts showcase takes place on April 9 next year, as part of the 51st annual MipTV event running from April 7 to 10.

The showcase is a response to the surge in original content commissioned by and broadcast on digital platforms like Netflix, YouTube and Hulu, and follows this year’s popular YouTube original online content showcase.

The organisers said the strand is “designed to reach digital entertainment executives on a global level and aims to create the digital entertainment industry’s first true international marketplace for the production, distribution and acquisition of high-quality original content produced exclusively for audiences of online web channels and app-based/OTT streaming video platforms.”

Mip Digital Fronts will feature a full day’s programme of 45-minute curated screenings from leading platforms, digital studios and online channels. It will cover all genres of original digital content, including scripted and unscripted series, shorts, formats, games, animation and content for kids and young adults.

The strand will also feature on-stage interviews with the producers, creative executives and talent behind the content.

Of 4,000 buyers who attend MipTV, around 800 are VoD and digital acquisition specialists, said Reed Midem.

The company also said it will offer a Mip Digital Fronts accreditation pass to accelerate first-time participation by media buyers, brands and advertisers, especially from European markets, looking to finance and invest in original online content.

Laurine Garaude, director of Reed Midem’s television division, said: “As the quality of online video entertainment has evolved, the critical mass of audiences and advertisers has now been reached, creating a sustainable marketplace for digital online production and distribution.

“By introducing the Mip Digital Fronts at MipTV we are simultaneously building a market for digital studios, while creating a platform for traditional television and film studios to leverage their digital programming and production assets during the market.”

MipTV’s digital entertainment content also includes MipCube, the forum for innovation and audience engagement running since 2011, and the International Digital Emmy Awards, recognising excellence in content created and designed for a digital platform.

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