From FAST to AI, industry leaders discuss the next big shifts in TV with collaboration and creativity emerging as key themes in the future of content creation
MIPTV 2024 offered a snapshot of a television industry in transition. As the lines between traditional TV and streaming continue to blur, the focus is now on adapting to new business models and technologies. From the rapid growth of FAST and AVOD to the integration of AI in content creation, industry leaders at MIPTV explored how collaboration and creative problem-solving will shape the future of entertainment. It’s clear that the days of passive content consumption are over—viewers, platforms, and brands are more interconnected than ever.
FAST and AVOD: Transforming the Streaming Landscape
The growth of FAST and AVOD is changing the way content is delivered and consumed. Alan Wolk from TVREV noted the potential these models have to reshape both storytelling and advertising, thanks to their digital infrastructure. Jennifer Batty from Samsung TV Plus sees a future where the distinction between traditional television and streaming fades, while David Salmon from TUBI cautioned that many platforms are focusing too heavily on mainstream audiences, leaving niche markets underserved. Tony Marlow from LG Ads Solutions pointed out that the shift in viewer habits is already well underway.
Brands Take a Bigger Role in Content Creation
At this year’s event, brands emerged as active participants in television production. Carlotta Rossi Spencer of Banijay Branded Entertainment highlighted that there is no one-size-fits-all approach for brands involved in content creation. Timo Agillander of IPR.VC stressed the importance of maintaining quality, suggesting that an IP-based model ensures brands play a meaningful role in producing content. Gerrit Kemming of Quintus Studios sees the boundaries between digital and linear formats continuing to blur as brands invest directly in content development.
Collaboration Is Key
Collaboration was a recurring theme throughout MIPTV 2024. Bo Stehmeier urged the industry to rethink its business structures to encourage deeper partnerships across sectors. Kelly Wrights from Keshet International emphasized that working together will be crucial as the television landscape becomes increasingly fragmented. The MIP SDG Awards, in collaboration with the United Nations, reinforced the idea that television can be a tool for positive global change, with Emily Renshaw-Smith of Open Planet noting its potential to inspire action on climate issues.
Unscripted Content: Evolving with Real-Time Engagement
Unscripted content is entering a new phase, with the upcoming 2024 Olympics serving as a prime example. Maciej Gozdowski predicted a highly interactive experience for viewers, while Michael O’Connor acknowledged that unscripted formats are currently in a challenging period, though he believes this will change. Jack Oliver from Sky emphasized the need for high-quality documentaries, especially in a market where viewers are increasingly selective about the content they’re willing to pay for.
Streaming’s Next Challenge: Retaining Viewers
As streaming markets reach maturity, the focus is shifting from rapid expansion to retention. Frederik Vaulpré remarked that streaming has become an everyday activity, but this ubiquity brings challenges for providers as they seek to stand out. Mark Endemaño pointed out that growth in SVOD has slowed in many key markets, meaning platforms will need to prioritize keeping their existing audiences engaged.
AI’s Expanding Role in TV Production
Artificial Intelligence was a major topic at MIPTV, with industry figures discussing its potential to streamline everything from pre-production to distribution. Guy Bisson suggested that AI could allow creators to produce content from anywhere, while Mark Endemaño noted the vast range of possible applications, including writing and editing. Tom Bowers encouraged creators to see AI as a tool to support the creative process, rather than something that will replace human ingenuity.
Looking Ahead
MIPTV 2024 highlighted a television industry in flux, with new technologies and business models driving change. The convergence of digital and traditional formats, the growing involvement of brands, and AI’s influence are creating opportunities and challenges in equal measure. For those in the industry, the path forward will require a balance of collaboration, innovation, and flexibility.
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