| The second one moderated by Variety China rep Arthur
Jones, revealed a nation that is reluctant to allow media access,
despite the pronouncements that it is keeping its mind open. MTV China
boss LiYiFei, Encore Internationals Michelle Sie Whitten both discussed
on how difficult it was. "But there are rewards for those willing
to be patient," said Sie Whitten. 'There is no set strategy about
what will work or not." The panelists revealed how they have
to go and apply for a fresh licence every year, how foreign satellite
channels have to go through many clearances before being permitted
to get through, how cable TV operators have to be constantly monitored.
Despite these difficulties on the ground, the Chinese put up an
incredible display to all attending the market. A common Chinese
pavilion had all the broadcasters and producers under one roof.
Lunches, Chinese cultural performances - you had it all. China made
its mark at MipTV. And the initiative was backed by the Chinese
government.
As compared to China, India appears to be a much more advanced
and developed television and film market. Yet its presence at MipTV
was patchy to say the least. The few companies that took a stand
were scattered all over, working like Lone Rangers. Be it a Eros
or a Star TV or a Zee TV or a WEG. And the handful of Indian TV
professionals and executives who went around did it almost solo.
Star India and Zee TV did at least one thing smart: both went for
Indian themes for their booths with Zee TV taking up a much larger
stand. The latter had Mehandi applications, a puppet show, Indian
draperies and accoutremnets. The Star booth had a girl who made
a necklace for visitors with the pendant having their name spelt
out.
Many Indian participants insisted that coordinated activity would
go a long way in Indian television making its impact on the television
world. "But for this to happen, the Indian companies have to
be confident about themselves and throw away their insecurities
and presented an united front to the western world," said one
of the Indian participants.
The evening belonged to Afdesi the forum for Interactive TV producers.
It held its second awards at the Hotel Majestic with the emerging
as a big success in the words of Jean Dacie, an Afdesi representative.
"More than 500 attendees from all around the world attended,"
an Afdesi release said. Supported by MILIA, it received 90 programmes
from 17 countries for the competition.
The winners are:
Best Concept: La TV card - l'innovation du marketing direct télévisuel
- TV-Card (F)
Best creative ITV programme: Who Wants To Be A Millionaire iDTV
quiz game - Sky/Celador (UK)
Best Information service: La Chaîne Météo -
La Chaîne Météo (F)
Best Interactive Game or Entertainment service: Playin'Star
Visiware (F)
Best Enhanced TV service: Prise de pari par satellite (en hyperlien
de la chaîne) Equidia) - TPS INTERACTIF (F)
Best Interactive Advertising service or campaign: Interactive Quiz
Game - DIRECTV™ Latin America, (Latin America)
Best T-Commerce service: Rai Click / T-commerce - Rai Click (It)
Best Service by a network operator: A La Une - Canal Satellite (F)
Best Developer: Code de la Route - Visiware (F)
Best Publisher: Eurosport Interactive - Eurosport France (F)
Special Jury Award: TV-Card (F)
Selection Committee Special Prize: Spot the fish - Discovery Channel
(UK)
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