Event Preview: NATPE

The next edition of NATPE is being held in Miami from January 19 to 21, 2016, and expectations from the event’s organizers are high. “We’re very optimistic about what we’ve got coming,” says Rod Perth, the president and CEO of NATPE. “First and foremost, we really are growing. I think it’s a result of a lot of things, but primarily because four years ago we took a fundamental look at what we were going to be in the future and strategically repositioned ourselves.”

The strategy is working, according to Perth. “We’ve got momentum,” he says. “Everybody who attends now believes that we’re relevant. Obviously we are always learning [and trying] to do better each year. Above all, we’re committed to anticipating and reflecting all of the dynamics of the business, because it’s changing so enormously and so quickly.”

As for growth, the event is pacing well ahead of previous years, both domestically and internationally, in terms of buyers, exhibitors and general attendance. This has led to an expansion of the market and conference to the Eden Roc Miami Beach resort, in addition to its space at the Fontainebleau. “The reason for that is because we’ve had unprecedented demand for what has become an amazingly vibrant and very commercial market floor,” explains Perth. “It’s tripling in size.”

The 2016 event is being held under the banner theme “Be Creative. Be Fearless. Be Ready.” This year’s conference features sessions and events with a focus on scripted television, including a session on the first day titled “The Business of Scripted.” Within the Storytellers and Shaping of Pop Culture track, NATPE has lined up a slate of conversations that includes legends Norman Lear and Quincy Jones, reality successes Kris Jenner and Todd Chrisley, as well as showrunners Graham Yost (The Americans), John Eisendrath (The Blacklist), Howard Gordon (Homeland), Michelle Ashford (Masters of Sex), Ilene Chaiken (Empire) and The Affair creator Sarah Treem.

The Masters of Marketing track is positioned to open up a conversation about the opportunities, challenges and new business models around fusing creative visions with brand marketing objectives. This includes the session “What Creators Want to Say, What Brands Need to See,” which features Dan Harmon (writer/creator, Community), Marc Cherry (executive producer, Desperate Housewives and Devious Maids), Mitch Hurwitz (writer/producer, Arrested Development), Kristin Patrick (global CMO, PepsiCo) and David Beebe (VP of global creative and content marketing, Marriott International).

One of the highlights of the Platforms Accelerated track is the session “I Want What They’re Having,” which will feature a panel discussion on how to bridge the divide between traditional and digital in views, audience appeal and gravitas. In the Game Changers track, digital is on display in “The Rise of New OTT Platforms.” Meanwhile, the session “Cracking the Mobile Code and Its Perceived Return on Investment” will address the importance of mobile in the content business.

NATPE Reality is back for a second year and is expanding from one to two days. This dedicated track is meant to provide conference attendees with access to reality executives and information and insights on the latest trends in reality programming. A highlight of the two-day track is the second annual NATPE Reality Breakthrough Awards. This luncheon event will honor those reality programs that “broke through the clutter and made noise” in the preceding year. Howie Mandel (America’s Got Talent) is returning as the host of the award show. Speaking of awards, Steve Harvey, Doug Herzog, Quincy Jones, Sophie Turner Laing and Norman Lear will receive NATPE’s 13th annual Brandon Tartikoff Legacy Award at a special reception.

“Our strategy has been to span the entire continuum of the content business, from content creation all the way down to monetization (where NATPE has always existed),” says Perth. “We’re proud of the fact that we provide access to new creative opportunities and business connections and a huge [benefit to] people’s ROI.”