MIPTV, the international content fair, was traditionally the hunting ground for everything to to with TV programming. But as other “content” fairs have seen over the past few years, there is increasing spillover from other industries – notably advertising. “The growth of advertising agencies and brands participating at Mip TV Featuring Milia 2008 reflects their sincere desire to join the entertainment content production and distribution players—at a development stage—as strategic partners,” said Paul Johnson of Reed Midem, the convention’s organizer. Companies that have confirmed their presence so far include media groups TBWA, Havas Entertainment, Euro RSCG and Ogilvy, as well as global brands Dove, Nike, American Express, Fanta, Ford, BP and Kodak.
Many are looking to the new formats as a way of reaching new audiences using mobile platforms, while investigating cross-marketing possibilities. A number of conferences will be devoted to the subject, under the “Audiences on the move” banner. Amongst the speakers will be Richard Dickson of Mattel. MIPTV will be held April 7-11. For details about the conference programme, see MIPTV.