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MIPTV 2024 highlighted the rapidly evolving landscape of television, with leaders focused on the power of FAST, AVOD, and AI’s growing influence. Collaboration between brands and producers is becoming essential, as brands take a larger role in content creation. Meanwhile, the maturity of streaming markets demands new strategies for audience retention, and AI promises to revolutionize content production. Across the board, creativity and adaptability are the keys to thriving in this new era.
MIPTV 2024: Industry Leaders Share Key Insights
MIPTV 2024 brought a wealth of forward-thinking perspectives as industry leaders discussed the future of television. The focus ranged from the rise of FAST and AVOD, evolving brand strategies, and AI’s transformative potential, to the power of collaboration. In this fast-changing landscape, adaptability and creativity are key for those looking to stay ahead of the curve.
The explosive growth of FAST (Free Ad-Supported Streaming Television) and AVOD (Ad-Supported Video on Demand) is reshaping how both content and advertising are delivered, opening up new frontiers in storytelling and engagement.
Alan Wolk from TVREV couldn’t hide his excitement, calling attention to the “power” of streaming’s digital foundations, particularly how it can revolutionize both “storytelling” and “advertising.” He’s optimistic that AI will take this even further, bringing the industry to a bright and bold future. Jennifer Batty of Samsung TV Plus, meanwhile, is keen to move beyond the current buzzwords. For her, the future holds a time when we stop talking about “FAST” and simply talk about “television” again, signalling a complete fusion of traditional and new models. David Salmon of TUBI highlighted a potential flaw in current models, cautioning that BVODs and SVODs are overly catering to the “median viewer”—leaving untapped opportunities to reach more niche audiences. On the other hand, Tony Marlow from LG Ads Solutions is convinced: the shift in how we consume content is already happening, and “the behavior is there” to prove it.
Brands are no longer passive players in television, they’re now collaborators in the creation process, shaping the content to fit their objectives.
Carlotta Rossi Spencer of Banijay Branded Entertainment captured this well, saying “there’s not a set rule” for what works—emphasizing that brands have unique goals, and it’s the responsibility of producers to understand and deliver content that matches those ambitions. Her words shine a light on the industry’s growing need for flexibility and creativity. Timo Agillander, Managing Director at IPR.VC, is a firm believer in quality, standing by an “IP-based model” that ensures brands stay involved in the production of strong, valuable content. Gerrit Kemming of Quintus Studios foresees digital and linear formats “growing further together,” with brands investing directly into content creation, reinforcing the idea that brands are more than just sponsors—they’re becoming co-creators of television’s future.
The call for collaboration was loud and clear at MIPTV, with industry leaders stressing that working together is crucial to navigating a fragmented and competitive market.
Bo Stehmeier didn’t mince his words when he declared the need to “restructure the business” and push for deeper partnerships across the board. Kelly Wrights, MD of Distribution at Keshet International, echoed this sentiment, stating simply that “collaboration is key.” Their messages underscore the urgent need for synergy between content creators, distributors, and tech platforms. It was fitting, then, that the MIP SDG Awards, in collaboration with the United Nations, highlighted television’s potential to inspire global change. Emily Renshaw-Smith, winner of the SDG Innovation Award for Open Planet, championed the idea that TV can spark “hope and imagination” in tackling issues like climate change—imagination the industry will need in spades as it works to reshape its business model.
With global events like the 2024 Olympics on the horizon, unscripted content is entering a new age of interactivity and real-time engagement.
Maciej Gozdowski is confident that the upcoming Olympics will be unlike anything we’ve ever seen before, predicting “several channels” and real-time “push information” that will keep viewers constantly updated. It’s a bold vision of where live content is headed—more interactive, more immersive. Michael O’Connor, meanwhile, admitted that we’re “in the midst of winter” for unscripted content, but he reassured us that the industry is cyclical, suggesting that this “winter” will eventually give way to a creative revival. Jack Oliver from Sky raised the stakes by emphasizing the importance of quality, especially in documentaries, where Sky is committed to offering “content worth paying for.” For him, premium content is the cornerstone of viewer loyalty.
As major streaming markets approach saturation, the future will be defined less by rapid growth and more by retention, optimization, and innovation.
Frederik Vaulpré’s comment that “everyone is a streamer” drives home just how deeply ingrained streaming has become in our daily lives. However, this ubiquity also signals a new phase of maturation. Mark Endemaño from S.R.L. pointed out that the once relentless expansion of SVOD is “slowing,” with major markets reaching maturity. As the gold rush slows, the challenge now will be retaining viewers and finding new ways to keep them engaged in an increasingly crowded and fragmented landscape.
Artificial Intelligence is quickly proving itself to be a game-changer, with far-reaching implications for the production, creation, and distribution of television content.
Guy Bisson sees a near-future where AI could allow creators to develop entire shows “from film to distribution” from the comfort of their homes. It’s an exhilarating prospect—democratizing the tools of production so that anyone, anywhere can create. Mark Endemaño added that the potential applications of AI are “endless,” covering everything from pre-production to scriptwriting and editing. For content makers, as Tom Bowers put it, this is an opportunity that must be seized. “Lean into it,” he said, reminding creators that AI is there to enhance, not replace, the creative process.
MIPTV 2024 showcased a pivotal moment for the television industry, where collaboration, innovation, and creativity will define the future. The convergence of digital and traditional formats, the involvement of brands in content creation, and the limitless possibilities offered by AI present a wealth of opportunities for those ready to embrace the challenge.