Viewing Options

In the past, broadcast meant one thing to the entertainment industry: television. And while the medium still clearly leads other viewing options such as the Internet and, to a lesser degree, iTunes, the definition of programming has changed. Granted, only a handful of companies are distributing branded online programming to network TV (AOL and Cartoon Network come to mind), but it's hard to deny that most traditional TV shows today benefit from having an online presence. It's something to consider at this year's MIPTV, held April 16 to 20 in Cannes, France. Check out "MIPTV Guide" for a rundown of new TV properties at the show. Also, "Changing Channels" takes a look at licensing oldies and newbies offering fresh properties at MIP.

Speaking of oldies but goodies, American Idol returned for a sixth season (almost unheard of as far as reality-based programming goes) last month with a ratings high of 37.7 million viewers. Already the franchise is valued at well above the $2 billion mark. Turn to "Idol Worship" for an in-depth look at FremantleMedia's global licensing and marketing strategy for its behemoth brand.

Similar in its global appeal, Marathon Production's action-comedy-manga hybrid Totally Spies is gearing up for a fifth season and working on a long-term licensing program ("Agents of Success"). Finally, what would happen if marketers, along with their ad agencies, decided to create their own TV content? Find out on "Content Control". And, of course, stay tuned for September's edition of License!TV. Until then, please feel to contact me with any comments, suggestions, or exclusive article pitches.

Alyson Grala 212.951.6743 agrala@advanstar.com

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