Basque Audiovisual an increase in trade visitors at its stand at MIPCOM El audiovisual vasco, representado este a o en el mercado de Cannes por 16 empresas, ha despertado gran inter s en los mbitos de los formatos de TV, la animaci n y los documentales.
La edici n 2013 de MIPCOM, celebrada en Cannes del 7 al 10 de octubre, ha supuesto la consolidaci n de la estrategia de internacionalizaci n de Eiken-Cluster Audiovisual de Euskadi, tal como demuestra el incremento de las visitas al stand de Basque Audiovisual en el Riviera Hall del Palacio de Festivales, centro neur lgico del Mercado.
Los responsables de la delegaci n vasca han destacado que en bastantes ocasiones, se ha superado el aforo previsto para las relaciones comerciales y los profesionales han demostrado un inter s principal en los mbitos de los formatos de TV, animaci n y documentales. En su opini n, el xito de esta convocatoria est fundamentado en la intensa labor realizada durante a os en este mercado y en el despliegue del Plan de Internacionalizaci n de Eiken, complementado recientemente con misiones comerciales a pa ses de referencia en el sector audiovisual .
Este a o, adem s, se ha registrado un incremento de la presencia de empresas vascas bajo el paraguas de Basque Audiovisual, lo que pone de manifiesto el inter s por un mercado que se ha consolidado como el de mayor actividad y mayor negocio . En total, adem s de ETB, 15 empresas han estado presentes en MIPCOM: 3Koma, Abra Prod, Baleuko, Basque Stream, Boogie Bang Films, Expressive, JOK Films, Lumiere Produkzioak, Mediabask, Pausoka, Schorr Animation Studios, Somuga, Sugar Factory, Tecnalia y T-Forma.
Las cifras de participaci n demuestran que Basque Audiovisual se ha consolidado como marca de pa s en los mercados internacionales, en un momento en el que el sector audiovisual empieza a mostrar s ntomas de mejor a. En este sentido, los responsables de Basque Audiovisual han aprovechado la celebraci n del Mercado para reforzar las relaciones externas obtenidas a trav s de las misiones comerciales, como es el caso de las ya realizadas a Holanda e Israel o de las previstas a Irlanda y Singapur, as como para abrir nuevas puertas en Latinoam rica.
En este sentido, cabe destacar que Argentina ha sido este a o el pa s invitado de honor, lo que ha permitido a las empresas de Basque Audiovisual participar en diferentes sesiones de matchmaking con algunas de las 300 compa as procedentes de ese pa s sudamericano. Este tipo de encuentros es fundamental para alcanzar acuerdos de coproducci n, como el firmado por Baleuko, con la participaci n tambi n de ETB y TVE, para el desarrollo de la serie animada de TV Blackie & Company en cooperaci n con Argentina.
La empresa digital
Desde un punto de vista general, el desarrollo de MIPCOM ha dejado claro que actualmente la norma es la empresa digital; el enfoque anal gico, de producci n o de modelo de empresa, ha quedado atr s . De la misma manera, el xito del negocio reside ahora fundamentalmente en la calidad del contenido y en el modo de llegar al consumidor. En este sentido, se ha se alado que la innovaci n est en la figura del consumidor, que es quien marca la pauta y va por delante de las empresas .
Ante el debate sobre el futuro de la TV, los expertos consideran que la TV no solo no va a desaparecer, sino que, en sus diferentes ventanas, es esencial para el consumo audiovisual, junto con internet . La tendencia es que coexistan ambos medios y que el consumo est basado en servicios multiplataforma y multipantalla. En su opini n, dentro de la industria de los contenidos digitales, la TV, en sus diferentes pantallas, est viviendo una nueva edad de oro .
En este sentido, expertos expusieron las claves para fidelizar al consumidor: tener claro que la audiencia paga por calidad y por obtener experiencias; que esa experiencia se obtiene a trav s de distintos dispositivos y que se comparte en comunidad; que el espectador siempre est conectado; y que posiblemente antes de que acabe esta d cada, el branded content va a ser una de las principales fuentes de financiaci n de la industria audiovisual.
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Basque Audiovisual an increase in trade visitors at its stand at MIPCOM El audiovisual vasco, representado este a o en el mercado de Cannes por 16 empresas, ha despertado gran inter s en los mbitos de los formatos de TV, la animaci n y los documentales. 
