MIPTV WHITEPAPER ON HOW the POWER OF FANS IS DRIVING DIGITAL VIDEO

Paris, 17th March 2016 MIPTV is today publishing an exclusive whitepaper entitled Generation #Hashtag: Harnessing the Power of Fans , the central theme of next edition of MIPTV 2016, the world's most-established TV and digital content market.

Written by management consultancy Bain & Company, the 17-page report sets out five imperatives that must be followed to understand these mobile-centric, always-on consumers, for whom recommendation by social networks is one of the key drivers of viewer choice.

Counter-intuitively, generation #hashtag is not just about age. Younger audiences may still be spearheading this movement, but older demographics are catching up fast, and almost one-third of 36-55-year-olds now watch mobile video on a daily basis, the report finds.

For video producers and distributors, harnessing the power of fans will require a better understanding of these new patterns of behaviour. As more consumers turn to native digital video - in other words, content that was originated for the digital ecosystem, rather than adapted from traditional entertainment formats - media companies must adopt a native-first mind-set rather than continuing to digitize existing content and business models. The report also sets out a new monetization map for the industry, and suggests that, contrary to conventional wisdom, younger customers are willing to part with cash across a range of payment models.

The Power of Fans is the central theme of MIPTV 2016, and will be explored from all angles through a range of conferences, top-level keynotes, and panels featuring industry experts from the new online content ecosystem. To address this topic, renowned author Harlan Coben, Vivendi's President of Content & Group MD of Havas Media Dominique Delport, RTL Group s co-CEO Guillaume de Posch, Wildness s Chief Strategy Officer Margaret Czeilsler, and Mattel's President and COO Richard Dickson have so far been confirmed as keynote speakers at MIPTV 2016.

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About MIPTV MIPTV is the world's biggest TV and digital content market powering the unlimited potential of extraordinary stories. In April, professionals from across the TV and digital entertainment ecosystem gather in Cannes, France, to forge partnerships, seal distribution deals, network with their international executive peers, and attend high-level conferences and keynotes. MIPTV is also a key venue for early-stage development and financing deals, content acquisitions and programme sales. And with the MIPDigital Fronts the premier global digital content market empowering the new digital content era and bringing together the new online video ecosystem with the TV industry, MIPTV anticipates and shapes the future of entertainment. http://www.miptv.com

LINK:	http://pressroom.miptv.com/press-release-en-2016/miptv-whitepaper-on-h...
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