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Friday, May 30, 2008

A Market of Good Ideas

PRIX JEUNESSE is not a market, but many refer to it as a "market of good ideas." Is the festival relevant for those whose travel is most often to MIPCOM Junior, or other events where buying and selling is the primary agenda?

Jan Willem Bult, Head of the Youth Department at KRO Youth Digital in the Netherlands, says "absolutely." Bult is on the road constantly, not only to markets and festivals, but also conducting production workshops and advising on programs and channels, especially in Latin America.

The biggest benefit of traveling so much, and going to both markets and festivals, is that they are so diverse you can find everything you need across your channel.

I don’t go to markets to be inspired, but for business, to get the programs I need for KRO Digital. PRIX JEUNESSE, on the other hand, is to broaden your horizons, to be inspired, to meet all the world cultures and explore questions like diversity and equality. These are things that many of us don’t even think about anymore because they’re so much a part of what we do, but it’s important to see how they play out in other regions and countries. PRIX JEUNESSE is vital – you become aware of your responsibility as a producer and broadcaster.

Of course, for Bult, that doesn’t mean the festival doesn’t offer up program leads.

Some of the programs here have an international market – it may be small, 20-30 broadcasters, but it is an important element in a schedule. Last festival, I found here 24 half-hours of drama from Norway – now gets the highest rating on my channel against any competition.

As a producer, if you put effort in finding good stories, you’ll get things beyond the ordinary, and you find out you’re making something fresh and new. It’s not a 52-part series so it won’t go to market, but it’s the kind of story people talk about.

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