In response to these developments, MipTV 2004 will present a series of conferences highlighting the new relationship that is evolving between advertising agencies and production companies. "Advertising is one of the main reasons why commercial television has been so successful all around the world," states Reed MIDEM director of television division Paul Johnson. "Now the trend is for advertisers to get more involved in production and programming very much in the same way they have done in motion picture production for many years. MipTV 2004 marks the first time an international market will analyse what this means for the global television industry and in which direction it may take us."

Martin Thomas, partner of Nylon (UK), a specialist communications planning business within the WPP Group, comments, "Advertisers and broadcasters need a forum where they can come together to debate a way forward for the television industry. Now that they face the same challenge – devising a new revenue model that meets the needs of both viewers and advertisers, events such as MipTV have never been more important."

Three conferences will highlight advertising and explore the coming trends and recent solutions, as broadcasters and producers strive to diversify their revenue base. 'Brands and Integrated Product Placement' will be held on 29 March, tackles the implications of this new crossbreed of advertising and entertainment, which alters traditional product placement, and poses the question of whether the upcoming changes to the European Commission directive on 'Television Without Frontiers', will transform the landscape and give new fuel to the European television business.

'Barter Advertising or Contract-Exchange' scheduled to be held on 30 March, will present a focus on barter syndication and will discuss the reasons why a system which is widely used in the United States is not employed more extensively elsewhere, given that broadcasters around the globe face a tough advertising market and greater pressure to perform with high rating programmes. This conference will define the advantages and disadvantages of barter advertising and how the initial American model is being adapted and applied in the international marketplace.

The final conference will cover 'Branded Content and Sponsorships' which is co-organised with BCMA (Branded Content Marketing Association – UK) and will also be held on 30 March. In view of advertisers beginning to weigh-in earlier on the programmes they sponsor, top agencies, content providers and media executives investigate the future of television programmes and explore new strategic marketing campaigns for brands.