2007 MIPCOM Outcomes Report Conducted by: For: Telefilm Canada December 2007 Methodology Methodology A total of 78 e-mailed invitations were sent to Canadian companies that attended the MIPCOM 2007. 64 of the 78 companies completed the survey an 82% response rate. This is up from a response rate of 77% for this survey last year. The survey was open from October 30th until December 4th, 2007. During the course of the survey, POLLARA made multiple attempts to follow up with non-responding companies through e-mail and telephone calls to encourage them to participate. In addition, POLLARA asked members of the IIAC to follow up with non-responding companies in their respective provinces. 3 Methodology E-mail invitations sent to 78 companies 66 clicked on link in e-mail to visit the survey site 64 companies reached the end of the survey 4 Sample and Respondents by Province Broken down by province, the sample consisted of the following
companies. Number of companies in sample Number of companies starting survey Number of companies completing survey Quebec 21 16 15 Ontario 36 32 32 British Columbia 10 8 7 Newfoundland & Labrador 1 1 1 Nova Scotia
3 3 3 PEI 1 1 1 Alberta 1 1 1 Manitoba 1 0 0 Saskatchewan 4 4 4 Total 78 66 64 Province
5 Respondent Profile Primary Business Focus of Company 100% 77% 80% 60% 46% 40% 12% 15% 14% 20% 0% Producer Distributor Sales Agent Acquisitions Production Services Q1. What is the primary business focus of your company? Select all that apply. n=65 7 Main Format(s) of Interest 98% 100% 80% 60% 40% 29% 25%
20% 0% 3% Feature Film Television New Media Other Q2. What is the main format(s) of interest to your company? Select all that apply. n=65 8 Location of Head Office Ontario 49% Newfoundland & Labrador 2% Nova Scotia 5% Alberta 2% 5% British Columbia 12% Quebec 23% PEI 2% Saskatchewan 6% Q3. In which province/territory is your head office located? n=65 9 Company Revenues 17% Not Applicable / Refused $50,000,001 or more $10,000,001 to $50,000,000
2% 5% 11% $5,000,001 to $10,000,000 31% $1,000,001 to $5,000,000 8% $500,000 to $1,000,000 $300,001 to $500,000 5% 12% $100,001 to $300,000 $100,000 or less 0% 11% 10% 20% 30% 40% 50% Q4. What were your companys total gross revenues for its most recent fiscal year? n=65 10 Number of Employees 201 to 500 2% 10 or under 71% 101 to 200 2%
51 to 100 8% 21 to 50 6% 11 to 20 12% Q5. How many full-time employees are there currently in your company? n=65 11 The Market Genres and Formats Companies Interested in Selling and/or Pre-Selling at MIPCOM 2007 Feature Film Television New Media Documentary/Educational 2% 61% 14% Lifestyle 0% 50% 13% Children's Programming 2% 42% 17%
Animation 5% 38% 14% Reality 2% 33% 13% Drama 9% 30% 6% Comedy 5% 22% 8% Action/Adventure 5% 8% 3% Q6. In deciding to attend MIPCOM 2007, which of the following programming genres was your company interested in selling and/or pre-selling? Q7. For each of the programming genre(s) of interest to your company, what was the type of media? 13 Genres and Formats Companies Interested in
Selling and/or Pre-Selling at MIPCOM 2007 (contd) Feature Film Television New Media Performing Arts 0% 9% 3% Science Fiction 5% 3% 2% Sports 0% 6% 3% Other 2% 3% 2% Public Affairs 0% 5% 0% Horror/Thriller
3% 0% 0% Erotica 0% 2% 0% Q6. In deciding to attend MIPCOM 2007, which of the following programming genres was your company interested in selling and/or pre-selling? Q7. For each of the programming genre(s) of interest to your company, what was the type of media? 14 Sales/Pre-Sales Fifty-five (85%) companies indicated that they either completed sales while at MIPCOM 2007 or began discussions that are likely to lead to sales while at MIPCOM. Twenty-nine (45%) companies indicated that they either completed presales while at MIPCOM 2007 or began discussions that are likely to lead to pre-sales. Of these, 34 companies provided information on 153 deals involving 122 titles. Companies reported that 34 distribution agreements were signed. Respondents reported that $1,069,300 of sales were completed while at MIPCOM and that $16,382,620 worth of sales are likely to occur as a result of discussions initiated at the market.
Respondents reported that $1,238,000 worth of presales were completed and expect another $16,418,000 of pre-sales to occur as a result of discussions initiated at MIPCOM 2007. 15 Breakdown of Sales and Pre-Sales Deals (2006 data in brackets) Sales Pre-Sales 29 Companies (34) 13 Companies (16) 106 Titles (114) 18 Titles (31) 132 Deals (135) 21 Deals (37) $1,069,300 Sales completed while at MIPCOM 2007 ($772,630) $ 16,382,620 Sales likely to occur as a result of discussions completed while at MIPCOM 2007 ($17,761,900) $ 1,238,000 Pre-Sales completed while at MIPCOM 2007 ($95,000) $16,418,000 Pre-Sales likely to occur as a result of discussions completed
while at MIPCOM 2007 ($13,815,000) 16 Sales Not Applicable 5% Yes 85% No 11% Q8a. Did you complete any sales of your titles, or begin discussions that will likely lead to future sales while at MIPCOM 2007? n=64 17 Breakdown of Sales and Likely Sales by Genre Sales Likely Sales $0 Drama $1,151 $55 Lifestyle $2,230 $0 Children's Programming $2,598 $30 Comedy $2,685 $753
Canada $2,753 $50 United Kingdom $3,672 $400 United States $4,160 0 2000 4000 $000s 6000 26 Breakdown of Sales & Likely Sales by Country (contd) $0 $90 South America Sales Likely Sales $30 Latin America Companies Titles Deals 1 2
Belgium $0 Egypt $10 $0 $10 Malaysia 0 2000 4000 $000s 6000 31 Breakdown of Sales and Likely Sales by Company Region $0 $15 Alberta $0 Nova Scotia Sales Likely Sales $725 $565 Saskatchewan $1,500 Companies Titles Deals
Quebec $6,994 0 2,000 4,000 6,000 8,000 $000s 32 Pre-Sales Yes 45% Not Applicable 38% No 49% Q8e. Did you complete any pre-sales or begin discussions that will likely lead to presales while at MIPCOM 2007? n=65 33 Breakdown of Pre-Sales and Likely Pre-Sales by Genre Pre-Sales Likely Pre-Sales $38 Drama $2,233 Companies Titles Deals
British Columbia $0 Newfoundland $8,000 $0 Ontario $8,130 0 5,000 10,000 $000s 44 Co-Production and Co-Venture Deals Fourteen companies (22% of those who answered the question) indicated that they either signed, or began negotiating co-production or co-venture deals while at MIPCOM 2007. This is down from 2006, when 22 companies signed or began negotiating co-production or co-venture deals. Eight of these companies answered all subsequent questions concerning the number of deals, the value of deals, and the countries with which these deals were made. In 2006, 15 companies provided information for all subsequent questions. All fourteen companies provided information about the number of coproduction or co-venture deals - and reported a total of 26 deals. This is down from 39 co-production or co-venture deals reported in 2006. 45 Co-Production and Co-Venture Deals (contd) Eight companies provided information about the value of co-production or
co-venture deals - and reported that the deals were worth $33,400,000. This is down 10% from 2006, when 15 companies reported deals worth $37,382,000. All fourteen companies provided information about the countries with which deals were made. Respondents reported that they participated in an average of 36 business meetings each while at MIPCOM 2007, down from 42 in 2006. 46 Co-Production and Co-Venture Deals Respondent Number of coproduction or coventure deals Estimated value of deals to company Countries involved 1 2 $11,000,000 2 3 4 5 6 7 3 3 2 2 1 2
$10,000,000 $5,000,000 $3,500,000 $2,000,000 $1,600,000 $250,000 Belgium Brazil, France, Iceland, United Kingdom Canada Latin America France Norway Israel Q9b. How many co-production or co-venture deals were either signed or will likely be signed in the future as a result of discussions initiated at MIPCOM 2007? Q9c. What is the estimated value to your company of these co-productions or coventure deals (in Canadian Dollars) 47 Co-Production and Co-Venture Deals (contd) Respondent Number of coproduction or coventure deals Estimated value of deals to company Countries involved 8 9 1 3 $50,000 - 10 11 12 13 14
1 1 1 2 2 - China United Kingdom South Africa, United Kingdom Italy United Kingdom Australia France Q9b. How many co-production or co-venture deals were either signed or will likely be signed in the future as a result of discussions initiated at MIPCOM 2007? Q9c. What is the estimated value to your company of these co-productions or coventure deals (in Canadian Dollars) 48 Co-Production and Co-Venture Deals by Company Region Region Number of companies Number of coproduction or co-venture deals Estimated Value of deals to company Ontario 8 14 $14,800,000 Quebec 4
8 $12,000,000 Saskatchewan 1 3 $5,000,000 Newfoundland 1 1 $1,600,000 Q9b. How many co-production or co-venture deals were either signed or will likely be signed in the future as a result of discussions initiated at MIPCOM 2007? Q9c. What is the estimated value to your company of these co-productions or coventure deals (in Canadian Dollars) 49 Title Screening 20 companies (31%) indicated that they had a title screened at MIPCOM 2007. These respondents gave an average satisfaction score of 7.4 for the visibility their titles received from the screenings No 59% N/A 9% Mean satisfaction=7.4 Yes 31% 1
2 3 4 5 6 Not at all satisfied 7 8 9 10 Very Satisfied Q11. Were any of your titles screened at MIPCOM 2007? (n=64) Q12. (IF YES TO Q11) Using a 10-point scale where 1 means you were Not at all satisfied, and 10 means you were Very satisfied, how would you rate your satisfaction with the visibility your titles received from the screenings? (n=20) 50 Overall Satisfaction With, and Value of, MIPCOM 2007, Compared with MIPCOM 2006 2007 2006 8.1 Overall Satisfaction with M IPCOM 8.5 7.3 Rating of Value Received
7.8 1 Not at all satisfied 2 3 4 5 6 7 8 9 10 Very satisfied Q13a. How satisfied would you say you were overall with MIPCOM 2007 in terms of facilities provided, meeting potential contacts, support, etc...? Using a scale from 1 to 10, where 1 means not at all satisfied, and 10 means very satisfied. Q13b. And thinking about what it costs your company to attend, and the quality of the services and support provided at MIPCOM 2007, how would you rate the VALUE you received on the same 1-10 scale...? n=64 51 Satisfaction with MIPCOM 2007, Compared with MIPCOM 2006 Not Applicable Re-connect with existing business contacts Make new business contacts Learn about international markets and trends
For your own professional development Sell/distribute your existing titles Meet potential co-production partners Identify potential new geographic markets Pre-sell your titles and projects Attract visibility or press coverage for your company Seek out new project ideas and creative inspiration Acquire titles for distribution Seek financing or investment 1 2 3 4 5 6 0% 9% 13% 13% 27% 22% 17% 6% 19% 56% 38% 2006 5.2 5.3 Participate as a speaker on panels Q13. 3% 8.3 8.7 7.8
8.2 7.5 7.6 7.4 8.0 7.3 7.6 7.2 7.4 7.0 7.0 6.6 7.2 6.5 6.6 6.5 7.0 6.3 6.5 2007 6.3 6.5 7 8 9 86% 10 Not at Very all satisfied satisfied How satisfied were you with MIPCOM 2007 in terms of meeting the following objectives for attending, using a scale from 1 to 10, where 1 means not at all satisfied, and 10 means very satisfied? If a particular item does not apply, select, not applicable. n=64 52 International Markets & Festivals Attended MIPTV Realscreen Summit Kidscreen Summit
NATPE American Film Market World Cong. History Prod. DISCOP World Cong. Science Prod. Cannes Film Market Sundance Film Festival Sunny Side of the Docs European Film Market Hong Kong Filmart Amsterdam Int. Doc. Film. Fest Venice Film Fest. Other Haven't attended any others 0% 77% 39% 31% 25% 17% 14% 13% 8% 8% 5% 5% 2% 2% 2% 2% 17% 9% 20% 40% 60% 80% Q14. Which, if any of the following international markets and festivals held in other countries have you attended during the past two years? Select all that apply n=64 53 Rating of International Festivals & Markets
45% MIPCOM MIPTV Realscreen Summit Kidscreen Summit NATPE American Film Market Cannes Film Market Sunny Side of the Docs 26% 10%9% 16% 9% 40% 21% 16% 10% 10%12% 2% 12% 17% 3% 5% 3% 2% 2% 3% 2% World Cong. History Prod. 2%2% Amsterdam Int. Doc. Film. Fest 3% DISCOP Bangkok Film Festival And Market 3% 2% European Film Market 2% Other
2% 5%5% 0% 20% Best 40% 60% 2nd Best 80% 100% 3rd Best Q15 Thinking of MIPCOM together with the other major international events held outside of Canada, which one best meets your needs, is second best at meeting your needs, is third best at meeting your needs? n=58 54 Used Services of Canada Pavilion? Used Canada Pavilion? Why Not? No 6% Peu de besoin et internet achet a forfait via WIFI We have a suite located close to the Palais that we use.. Yes 94% Q17 Did you use the services provided by the Canada Pavilion at MIPCOM 2007? n=64 Q18 (IF NO TO Q17) Why didnt you use the services provided at the Canada Pavilion? n=4 55
Satisfaction with Canada Pavilion 8.6 8.8 8.0 8.4 Helpfulness of booth staff Overall utility of the Canada Pavilion to your company 7.9 7.9 Usefulness of pavilion in holding meetings Availability of meeting spaces 7.4 7.8 Design and appearance of the stand 7.4 7.9 Location of the stand Size of meeting spaces 7.2 7.7 6.7 7.1 2007 2006 1 2 3 4 5 6 7 8 9 10 Not at Very all satisfied satisfied Q19 (THOSE WHO DID USE THE CANADA PAVILION) Please rate your level of
satisfaction with each of the following aspects of the Canada Pavilion at MIPCOM 2007 using a scale from 1 to 10, where 1 means not at all satisfied, and 10 means very satisfied. If a particular item does not apply, select not applicable. n=60 56 Suggestions for Future Improvements to the Canada Pavilion* Many respondents commented that the Pavilion could be a better designed and more comfortable: I think the look needs to be spruced up, couches, more relaxed surroundings. A re-design would be great. Must modify the configuration of the table area. This year we were in front of emergency doors, outside the view of anyone Needs more privacy for general meeting tables. Cooler designs too. One table and two chairs is very cramped and noisy. It would be helpful to have more space between tables. Aire generale de rencontre: Les tabourets utilises pour cet espace ne sont pas adequats. Instables et tres pew comfortables, ils sont plus fort source de distraction. Il est egalement tres difficule davoir des discussions privess vu la disposition des tables et des chaises. Ce qui pour plusieurs de nos rencontres devient problematique. Q20 Please provide any suggestions you may have on how the Canada Pavilion could be improved in the future. n=64 *These slides contain a sample of responses. A complete list of verbatim comments can be found in a separate document. 57 Suggestions for Future Improvements to the Canada Pavilion* (contd) Others commented on the need to limit costs: Please keep costs as low as possible. Please, for small independent companies such as ours and most of the Canadians pavilion participants, do not raise the booth prices and any more than they have already been raised. We cannot afford it. These costs are high enough for entrance, the cost of a space should be much less, if anything at all. The money is not going into the right place. Q20 Please provide any suggestions you may have on how the Canada Pavilion could be improved in the future. n=64
*These slides contain a sample of responses. A complete list of verbatim comments can be found in a separate document. 58 Past Attendance at MIPCOM 100% 77% 80% 58% 60% 41% 42% 70% 50% 40% 20% 0% 14% Never 2001 or 2002 attended earlier before 2003 2004 2005 2006 Q21. Which previous MIPCOM events, if any, has your company attended? Select all that apply n=64 59 Likelihood of, and Reasons for, Recommending MIPCOM to Others* Of the markets I've attended so far, MIPCOM 2007 was Best market to reach worldwide buyers and coproducers
For international contacts and access to the world market, MICOM/MIPTV is the best 75% 23% 2% It is the best way to meet all the international territories without having to travel to each one. It is cost effective and the support from the Telefilm staff enables independents to go to the event with minimal staff 0% 20% 40% 60% 80% 100% Definitely Probably Not Sure Not Likely Definitely Not MIPCOM is the players market where businessto-business opportunities are possible. Even if you can meet the same people in their office, it is akin to speed dating where everyone knows they are ther for the same reason so everyone is open to discussion. Q22a. Would you recommend MIPCOM to other companies in the Canadian audiovisual industry? n=64 Q22b. Please explain your answer. n=63 *A complete list of verbatim comments can be found in a separate document. 60 Cost of Attending MIPCOM 2007 Companies incurred an average cost of $14,387 (median amount $10,000) in attending MIPCOM 2007. 36% of respondents (23 companies) indicated that they received funding support from Telefilm, other federal government organizations or the provincial funding agencies to attend the event.
Seven companies reported receiving federal funding ranging in amount from $1,500 to $10,000. The median amount was $3,000. Eighteen companies indicated that they had received provincial funding ranging in amount from $1,000 to $15,000. The median amount was $3,750. 61 Other Comments* Train reception staff to respond to buyers more quickly and learn locations of sellers. Improve the MIPCOM website for searching by company. Lequipe de Telefilm est toujours dun soutien extraordinaire et a laffut de nos besoins. Merci. Encourager les producteurs a se concentrer sur leurs expertise creer des projects et produire. Les encourager ensuite a se servir des services de gens qui se specialise dans la distribution a linternational. Telefilm needs to obtain more funding from other sources to offset the rising costs of the market. Q26. Finally, please provide any other comments you have on MIPCOM 2007 or suggestions for improving the support provided by Telefilm and its partners. n=64 *These slides contain a sample of responses. A complete list of verbatim comments can be found in a separate document. 62
Other Comments (contd)* Signage near the stairs directing people to the hidden pavilion would have been helpful, though perhaps its not allowed. Overall, I was impressed and would only ask for a second computer, and perhaps some printing facilities on-site. Frames for posters should be provided with standard sizes supported so that shipping costs are minimal. It would be nice to be in a location with some outlook to the outside. Q26. Finally, please provide any other comments you have on MIPCOM 2007 or suggestions for improving the support provided by Telefilm and its partners. n=64 *These slides contain a sample of responses. A complete list of verbatim comments can be found in a separate document. 63 Conclusions Conclusions Similar to 2006 (97%), television continues to be the most popular format of interest (98%) in 2007 for companies attending MIPCOM. Interest in feature film is lower among companies in 2007 (25%) compared to last year (35%) and higher for new media (29%) in 2007 compared to 2006 (22%). Drama (9%) was the most popular genre for feature film formats that companies were interested in selling. Drama was also most popular in this format 2006, although the proportion is down significantly since last year (24%). For television, documentary/educational continued to be the most popular genre (61%), up from 2006 (49%). For new media, childrens programming (17%) was the most popular genre of programming that companies were interested in selling. In contrast, animation (13%) was slightly more popular in 2006 compared with childrens programming (12%). 65
Conclusions More than eight-in-ten (85%) respondents indicated that they either completed sales, or began discussions that are likely to lead to sales while at the event. Almost half (45%) said that they either completed pre-sales, or began discussions that are likely to lead to pre-sales. Almost one quarter (22%) of the companies said that they either signed or began negotiating co-production or co-venture deals. $1,069,300 of actual sales, $16,382,620 of likely sales, $1,238,000 of presales and $16,418,000 of likely pre-sales, together with $33,400,000 of coproduction or co-venture deals were reported by survey participants for a total of $68,507,920. This is down about 2% from last years total of $69,826,530. 66 Conclusions Overall, participants were extremely satisfied with MIPCOM 2007, giving an overall satisfaction score of 8.1 out of 10. This is down slightly from last years score of 8.5 Respondents were marginally less satisfied with MIPCOM 2007 in terms of the value they received, giving an average rating of 7.3 (down from 7.8 since last year). Respondents indicated that the MIPCOM Market is the best international event held outside of Canada at meeting their needs, with MIPTV coming in second place and Realscreen Summit ranking third. Participants were most satisfied with the 2007 MIPCOM Market in terms of re-connecting with existing business contacts (8.3 out of 10), make new business contacts (7.8) and learn about international markets and trends
(7.5). They were least satisfied with it in terms of participate as a speaker on panels (5.2). In general, participants were slightly less satisfied with MIPCOM 2007 on almost all measures, compared with MIPCOM 2006. 67 Conclusions Ninety-four percent (94%) of the survey respondents used the services provided by the Canada Pavilion at MIPCOM 2007. They were quite satisfied with the overall utility of the Canada Pavilion (rating their satisfaction as 8.0 out of 10). More specifically, they were most satisfied with the Pavilion in terms of: The helpfulness of booth staff (8.6) The usefulness of Pavilion in holding meetings (7.9) Availability of meeting spaces (7.4) The design and appearance of the stand (7.4). They were less satisfied with the stand in terms of the physical space: The location of the stand (7.2) Size of meeting spaces (6.7). Participants were slightly less satisfied with the Canada Pavilion on most aspects, compared with last year. 68 Conclusions Although attendees of MIPCOM 2007 are generally very satisfied with the
market itself and with the services provided by the Canada Pavilion, there remains scope for further improvement. Telefilm should look at ways of modifying the Canada Pavilion in order to better cater to clients needs in terms of meeting international partners both by creating a better designed, larger space for meetings and by making efforts to control costs so that it remains accessible to the smaller, independent companies. 69 101 Yorkville Avenue Toronto, Ontario M5R 1C1 Tel: 416.921.0090 / Toll Free: 1.888.POLLARA www.pollara.com
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