MIA market director Lucia Milazzotto is the main architect of Rome’s new format post-Mipcom, pre-AFM confab launched five years ago to serve as a driver for the Italian industry in the global…
, pre-AFM confab launched five years ago to serve as a driver for the Italian industry in the global arena. The MIA acronym stands for . Milazzotto spoke toabout how this unique event featuring a highly select batch of new and upcoming films, TV dramas and docs mostly from Europe has evolved since its 2015 launch.
At a time when the validity of traditional markets like Cannes and Mip TV are coming into question, what’s the basic concept behind MIA? MIA was born from an intuition. We thought: the market is very fluid. There will increasingly be a need for an event that meets the demands of companies that make a certain type of high-end product with a global appeal. And they [these companies] are increasingly shifting around between different types of product. Our second realization is that Italy strategically is a player in this type of content.
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