Jene Elzie

VP, International Sales & Strategic Planning, Comcast International Media Group

What programs are you highlighting at MIPTV?
With our programming, buyers know what they will get: high quality, low cost programming that consistently delivers the audience you want to reach. This year’s slate pays particular attention to the extremely valuable 18 -34 and 18-49 female demographics. As we have seen with recent successes such as Keeping Up with the Kardashians and Kourtney & Khloe, the quality of our reality series keep our clients coming back for more.
The newest addition to the lineup is Holly’s World, which, along with Kendra (now in its second season), builds upon one of the most successful franchises in E!’s history, Girls of the Playboy Mansion. Audiences have fallen in love with Hef’s girls over the years and, as the US ratings have proven with Kendra, that loyalty has not subsided since they left the mansion. In fact, last season’s premiere of Kendra out-performed all premiere episodes of Girls of the Playboy Mansion (including last season’s debut by a phenomenal 76% in the adult demo) and we are expecting similar success from Holly. It seems people just can’t get enough of the girls!
And then there is the reality series Pretty Wild – a title which could not be more a propos. Viewers the world over should get used to the name Alexis and Gabrielle Neirs, as audiences in the US are becoming all too familiar with them. In particular, older-sister Alexis, is alleged to have been a member of the so-called “Bling Ring”, a collection of young, spoiled Hollywood rich kids accused of stealing more than $3 million in cash and jewelry from the likes of Paris Hilton, Lindsay Lohan, Audrina Patridge and Rachel Bilson – the very same “celebutantes” with whom Alexis and Gabrielle are compared. The series was filmed during Alexis’s trial on grand theft charges, but that is not the only focus of the show. With a former Playboy playmate for a mother, a little sister just as wild as big sis Alexis and the traps and temptations well-known by now in Hollywood, viewers are promised car-crash television Hollywood-style as only E! can deliver.
Continuing in this demographic, we have high expectations for the Style Network’s Jerseylicious, the newest docu-soap from the Style Network. The series explores the lives of six hair stylists who take their in-your-face style very seriously at their popular Central New Jersey salon. True to the ever-more popular Jersey style, the stylist are not short on attitude and are willing and able to give as good as they get. There will be no shortage of drama, cat-fights and general insanity, as the show presents a disparate and distinct cast of characters who bring the salon to life only in the way “Jersey girls” (and boys!) can.
On the opposite end of the female spectrum, we have two delightful makeover series: Tacky House and What I Hate About Me. Tacky House stars Thom Filicia, who made a name for himself as an original member of Queer Eye for the Straight Guy and, more recently, as host of Style Network’s Dress My Nest. In each episode, Thom and his “Tacky House” duo of experts help makeover rooms suffering from disastrous decor, proving that with the right direction and a little revamping the original design idea can be transformed from tacky to tasteful. The real challenge is convincing the amateur designer that the room they so caringly crafted desperately needs a makeover (or in some cases, a “makeunder”). After being persuaded by a friend or family member to appear on a show that celebrates their design taste, the target will instead discover they are a “Tacky House” victim and that their beloved room has been singled out for its tackiness. Once the cat is out of the bag, the drama has only just begun. Will the once too-cool-for-decorating-school DIY designer admit their skills might be a bit off? Will they allow Thom and his team to rework the space? More importantly, will they forgive the family member or friend who nominated them and their room as totally tacky?
And, finally, What I Hate About Me presents the typical makeover show in a fresh, new light. Each episode features one woman on a mission to fix ten things she hates about herself – everything from finances to fashion – and, in doing so, taps into the core of what every woman in the world can relate to: the idea that there are quite simply things they wish they could change. (You do not, after all, build multi-billion dollar fashion, diet and self-help industries off of the notion that women are perfectly happy with every aspect of their lives.) The concept is so simple, yet so universal. What I Hate About Me is every woman, every day.
Each of these programs are produced to the high quality standards our buyers have come to expect from us and we look forward to bringing them to market.

What are your goals for MIPTV?
The goal is, as always, to make this the most successful market possible and to close deals. Now that the market “turnaround” has begun, we cannot assume it will be back to pre-2009 business as usual. It would be a mistake to think that the risks and investments many buyers were willing to take two or three years are now back on the table. This is why we continue to be aggressive in pushing that notion that known entities and repeat business are the type of safe bets our clients can rely on. That is not to say we will not explore new opportunities…quite the opposite, in fact. The key will be to evaluate each opportunity and each partner carefully and creatively. If nothing else, 2009 taught us all to do so much more with what we have – and I am speaking from a practical as well as an industry-perspective. It is now our turn to put that into motion. This market also allows us the chance to explore new business opportunities, particularly with our selection of formats which we are pleased to present to our new buyers. As the trend towards localized programming continues, we are well positioned – on the strength of our brands and programming – to deliver on any basis.
At the end of the day, we are only as strong as our relationships we are able to build. We are in this for the long haul and, as such, look for new opportunities to not only keep pace with, but out-pace the trends and stay top-of-mind in our buyers’ eyes.

You also have some new formats to offer.
Our formats deliver exactly what a format should: they are clear, relatable and most of all, universal. With Reality Hell, we have had early success, having licensed the format in five territories and further demonstrating the notion that viewers just cannot get enough reality. The genre has proved so powerful year in year out, and the Reality Hell format has been able to capture it and turn it on its ear. Everyone wants their fifteen minutes of fame and the lengths they will go to get it are truly astounding. The show has already been extremely well-received by our clients and we expect it to deliver big at MIPTV.
What I Hate About Me presents the typical makeover show in a fresh, new light. Each episode features one woman on a mission to fix ten things she hates about herself – everything from finances to fashion – and, in doing so, taps into the core of what every woman in the world can relate to: the idea that there are quite simply things we wish we could change. (You do not, after all, build multi-billion dollar fashion, diet and self-help industries off of the notion that women are perfectly happy with every aspect of their lives.) The concept is so simple, yet so universal. What I Hate About Me is every woman, every day, anywhere in the world.
Perhaps the only thing closer to the universal nature of female insecurities, is the trouble with relationships; to be more specific: the trouble with emotional Baggage in relationships. In this elimination-style dating show, three beautiful bachelorettes are competing for the attention of one single guy and a chance at true love. But how does a guy choose between three equally gorgeous women? By literally opening their “baggage”, of course. Through a personal – and quite often embarrassing -set of revelations, the bachelor will discover shocking secrets as each girl opens a progressively larger bag throughout the course of the show. By testing the limits of how much he is willing to put up with, this format takes a unique look at the age-old dilemma: how far is one willing to go for love?
With a celebrity host (Carmen Electra), the inherent drama of team-on-team competition and the natural backdrop of sun-drenched beaches filled with attractive young people, the Perfect Catch is perfect for those seeking a twist to the competition-reality format. The original series features a cast of six contestants living together on a boat, sailing amongst the Greek isles in search of the hottest, sexiest “catch” around. Rather than an elimination competition, this format employs an inclusive competition format in which the more catches you collect, the better your chances of winning. Perfect Catch is not only a great format but it is also can deliver the “added value” elements that are almost compulsory in today’s new world of diminishing production budgets: advertiser friendliness (particularly to countries with an established or growing tourism and travel industry), competition-style voting and the ability for multi-platform exploitation. And, furthermore, it is just good, clean fun!

What are your hopes for CIMG’s expanding formats business?
The goal with formats is to continue our push into new territories and build the strongest relationships possible. For so long, people have seen us a “go-to” stop for ready-made product, so it is really exciting to be breaking into a new space. MIPTV further allows us the chance to explore new on-the-ground business opportunities such as co-productions and ancillary opportunities as well.
As the trend towards localized programming continues, we are well positioned – on the strength of our programming brands – to deliver on any basis. We not only want to put out the best product, but to continue to service our deals in a way that make clients want to come back for more. This is especially important when dealing with local product. We aim to make business easy and efficient, whether it is providing ad-funded solutions, essential marketing support or just all-around customer care, we will do everything in our power to make it happen.
At the end of the day, we are only as strong as our relationships we are able to build with our buyers. We are in this for the long haul and, as such, look for new opportunities to not only keep pace with, but out-pace the trends and stay top-of-mind in our clients’ eyes.