Event Preview: MIPCube

March 5, 2012 World Screen Top Stories
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PARIS: Reed MIDEM’s Laurine Garaude highlights the new pre-MIPTV event MIPCube, which aims to spotlight innovation in digital media.

 

One of MIPTV’s accelerator events, taking place alongside MIPDoc and MIPFormats on the Friday and Saturday before the market, MIPCube is being billed as "the innovation lab for the future of TV."
 
"MIPCube is the evolutionary step after Connected Creativity," which was launched at MIPTV last year, Garaude says. "Although Connected Creativity was very successful, some MIPTV participants were frustrated because they didn’t have the time to spend there. We’re doing it [before MIPTV], so that people can meet, discuss and interact before the actual show starts."
 
Toplining the MIPCube agenda are Visionary Talks from Cindy Gallop of IfWeRanTheWorld, Allen DeBevoise of Machinima and Tony Wang of Twitter U.K. "There are also workshops; there are screenings, for instance from the Canadian Media Fund the most innovative content from Canadian producers, there are transmedia concepts as well. There are demos that will happen in what we’re calling the Innovation Alley, where there will be lots of screens set up with a selection of new concepts."
 
Garaude notes that MIPCube is based on spotlighting "game changing innovation that impacts TV—whether it’s technology, creative, business models. That is the thread that brings together the traditional TV industry with the larger TV ecosystems—technology, social media, brands and agencies. The goal is to learn, to discover, but especially to meet and connect. So there are a number of networking events, and many of the workshops are really participative in the sense that it’s not panels, it’s really for open discussion."
 
The agenda also includes the Digital Minds Summit, "where some 50 top executives from the new TV ecosystem will meet to discuss trends and connect. We have people representing BBC, Canal+, Daily Motion, Digitas, Facebook, Google, ITV, Ogilvy, Orange, ProSiebenSat.1, Samsung, Vivendi, YouTube, Twitter and many more."
 
The Content 360 competition is now part of MIPCube, honoring new concepts in viral video, sponsored by MSN, and in transmedia. The MIPCube Lab, meanwhile, is a competition for startups. "And we’ll also have a hack day, during which time for 48 hours there will be a live marathon of developers working with producers to create a new TV experience. And that’s going to take place on a boat!"
 
Garaude notes that "the reason we’re doing all these competitions is to bring in innovation from around the world, so there’s innovation through competitions, innovation through curated and selected demos, and innovation through the speakers and their visionary thoughts."
 
MIPCube will be housed at Gare Maritime next to the Palais. A full agenda can be found here.