Video Age International October 2016

22 October 2016 V I D E O A G E MIPCOM Preparat ions Jennifer Brinkworth : MIP-TV, MIPCOM and NATPE remain our key markets in terms of attendee numbers from the Content Television team. The more niche, territory or genre-specific markets provide great opportunities for our sales team through the year, providing unique and tailored platforms for their specific requirements. It is very important to maintain a strong presence across all target markets. Claire Douglas : Traditionally MIPCOM, but increasingly, local markets. Amanda Hill : A+E Networks has participated in all the major content distribution markets for many years. Our priority is growing our global footprint and keeping A+E networks top of mind in the international buying community. That said, MIPCOM and MIP-TV are both critical to our business. Connie Hodson : We have a presence at all the key markets throughout the calendar year across the globe, but MIPCOM is definitely our largest investment. Steve Quirke : MIPCOM, MIP-TV, Realscreen Summit , NATPE (U.S.), NATPE (Budapest). VA : In terms of sales presence, which trade shows do you bring your largest number of sales execs to? Claire Douglas : MIPCOM. Amanda Hill : MIPCOM and MIP-TV have historically been the markets where we bring the largest group of sales members. Connie Hodson : We have a strong presence at both MIP-TV and MIPCOM, but MIPCOM is generally our most attended market, with more of our channel colleagues in attendance. Steve Quirke : MIPCOM, MIP-TV, NATPE (U.S.), NATPE (Budapest). VA : Which trade shows are complemented with local sales calls either before or after the events? Claire Douglas : All trade shows. Connie Hodson : All of them. Steve Quirke : Members of our sales team are always in contact with their clients throughout the year. Calls would peak around the key markets of course but generally contact through calls or emails is maintained all year round. VA : In terms of investmentswhat is the percentage invested in trade shows versus local sales visits? Jennifer Brinkworth : Key trade shows offer an opportunity for back-to-back meetings for our sales team. However, we find local territory sales trips as valuable — if not more valuable. They allow sales executives to spend quality time with buyers away from the hubbub of the markets, to research [a given] territory’s trends, to understand the requirements of their channels, and ultimately to offer the best line up of territory-targeted content available. Amanda Hill : We are always speaking with buyers, sharing content and, when possible, meeting [in person]. The trade shows create an efficient opportunity to meet with buyers [in person], complementing what we do every day. Connie Hodson : Our sales teams are located in 26 hubs all over the world, so the need for sales trips are minimal. We definitely spend [more] on key trade shows. VA : Is participating at trade show seminars and conferences important for your sales results? Jennifer Brinkworth : Panels, seminars and summit speakers are a great way of elevating PR. We have a number of executives who are consistently invited onto panels to talk about certain areas of their expertise. Connie Hodson : It really depends on the subject matter. But we try to ensure that we are gathering up trade news, new business models and trends. VA : In terms of media: a) What kind of editorial coverage do you expect or plan for? b) In terms of importance, can you estimate pre-market vs. during-market vs. post-market editorial coverage? c) In terms of during-market presence, the key options are the printed dailies and billboards; how do you plan for daily coverage? Jennifer Brinkworth : We work together with leading PR company Lippin Group on our editorial strategies. It is key to plan your editorial calendar to ensure a strong and steady flow of news into themarketplace across the year. Having longstanding relationships with the editorial teams across our target trade publications means we are well positioned to place news pieces as they break. Pre-market and onsite editorial coverage generates a valuable buzz around our activity and latest launches which is vital to support our sales team. Post-market coverage, particularly sales highlights, is a very effective way of reinforcing that the show is a “must-have” in the eyes of the channel buyers as they finalize their acquisitions, and also helps to strengthen our company profile as we meet with producers to discuss their new titles. Most publications offer a daily news feed, which we tap into to ensure ongoing coverage. We couple this with the MIPCOM Daily and of course VideoAge Daily publications for maximum impact. VideoAge also offers great “at-market” photo opportunities to accompany key launches and promotions. Claire Douglas : Pre-market activity is very much about getting your message out there and making clients aware of your slate. During the market it is about continuing that message face to face with clients. Amanda Hill : With our focus being on four key genres (scripted, factual,movies, formats), we ensure that we have sufficient coverage across all genres and their corresponding buyers. We also plan on having our key executives profiled in the trades so the greater community can understand our vision from the leadership of A+E Networks. Markets aren’t when we hope people first think of A+E Networks. The market is a time to stay top-of-mind. To that end, pre-market coverage is a priority to introduce key titles and news. We then use the market and sometimes post-market to remind and reinforce. We strive to have a healthy balance of the critical dailies and billboards, and we also believe in digital media as an emerging form of communication with the buying community. Connie Hodson : We always focus on pre- market and during-market. [At MIPCOM] we have a busy schedule and editorial coverage will be extensive. [While] billboards are a constant reminder of the program being promoted, we fully support dailies [as a way of delivering] fresh news. [At MIPCOM] we are announcing our new name and logo, as well as promoting a strong line-up of scripted and unscripted new titles. Plus, launching our new format slate. In addition, we are thrilled to be given the support of National Geographic to host the worldwide premiere screening of their new science series Mars , which will be held at the Palais onMonday,October 17.OnTuesday evening we will be hosting a beach party to promote our library of new and existing Turkish drama, and to introduce a new high-profile drama, with talent and producers joining us. Steve Quirke : Pre-market, we will check features lists sent by the trades and discuss if we want to contribute. Often we will then consider trade advertising in the same magazine, which may support the featured article. You have to be careful though for this not to be seen as paid-for editorial support, which is not the intention. An accompanying trade ad just makes sense in some instances. Some magazines lean toward minimal editorial support unless you advertise , which can be frustrating. There are so many trade magazines sent to buyers’ desks and on the shelves at MIPCOM, it is difficult to know how many of these one person can read through. It is a crowded and competitive market. Editorial is equally important pre-, during and post-market as this is the time when buyers are actively learning about new shows and trends. The question is how much time they have to read them! (Continued from Page 20) L. to r.: Content’s Lesley Fullerton, Jennifer Brinkworth, Lisa Rischke. Absent: Sarah Guthrie, who is based in L.A.