MIA to launch full animation programme at 2022 Rome event

Italian audiovisual networking and coproduction conference MIA will launch a full animation programme at next year’s event in Rome.

Lucia Milazzotto

Announcing the move during the seventh edition of the gathering last week, MIA director Lucia Milazzotto said: “We would like to build our animation section at MIA 8. This means that [we’re welcoming] every suggestion, every idea and every comment from you now, online, via email, text message. We’re very reachable.”

The announcement prefaced a session between Italian pubcaster Rai Ragazzi’s director Luca Milano and his BBC counterpart Sarah Muller, head of head of commissioning and acquisitions for children aged seven-plus.

“I’m very grateful to Luca Milano and Sarah Muller, because they are actually our testimonials. They are helping us to start a conversation with you, which is going to help us understand what tools we have to put in place next year,” said Milazzotto.

BBC Children’s and Rai are currently discussing coproduction partnerships for animation projects targeting older children aged over seven and families. One of the challenges for today’s pubcasters in a sea of streaming alternatives is their image, which older 8-12s don’t necessarily perceive as “cool,” said Milano.

Muller said: “Pubcasters need to stand shoulder to shoulder if we are going to compete with the massive competition that’s coming our way from the new providers, the platforms like Netflix and YouTube, which, to our audiences, have more choice than any other generation and are really cool brands. It’s hard for us to compete with that. I’m pretty sure no one said they think BBC Children’s is cool, but that’s what we’re trying to do.”

Animation projects are spearheading these collaborations. “We know it’s one of the winners because it lends itself so well to international coproductions, multiple partners and multiple versions,” said Muller.

Like the BBC’s CBBC and CBeebies, Rai operates two children’s channels, Rai Gulp, aimed at older children, and Rai Yoyo, targetting preschoolers.

Milano said one of Rai Ragazzi’s challenges was attracting projects for older children. Most of the pitches it receives are for preschool or upper-preschool children. “We find it more difficult to have older children’s properties that can be a success on our channel.”

Muller said she was looking particularly for character-driven comedy and animation, citing successes like The Simpsons and Futurama, and emphasised stories featuring families.

“We’re convinced we can tell these stories for new audiences,” said the BBC exec. “We have the ability and the courage to break new shows and we’re still in a position to take those risks.”