It’s hard not to compare industry forums when they are back to back. Thursday the Banff Media Festival held its “Content Industries Connect” conference at the Ritz Carlton. Swanky. It was a paid event. In the past it had been part of the Academy’s Screen Week but this year while during Screen Week it wasn’t affiliated with the Academy (there’s a story there somewhere but I don’t know it). Friday the official Industry Forum took place, hosted by the Academy, CMPA and DGC. It was free for members of those three associations and took place at the TIFF Lightbox. Not quite as swanky but the seats were more comfortable.
I don’t know if anyone went to all of both. I was signed up for both but came late to Banff and skipped out of one of the Industry Forum panels. It’s just too much of a time commitment to do both. Most people seemed to pick one or the other. The topics were quite similar but Banff was the only one with a Media Leaders panel so my impression is that the senior executives chose to pop in to the end of the Banff day to attend the Media Leaders panel and bypassed the Industry Forum. The Industry Forum was more grassroots given the free admission for members of those organizations. The speakers seemed to be aware of that and targeted the production community rather than the executives with their discussion. So while the topics were the same, they ended up being quite different days (I’m not going to compare the cocktail parties though for me the food at the Industry Forum won – quinoa battered shrimp and lamb chops!).
As someone who attends a lot of conferences I didn’t think I’d miss much by skipping the Banff panel on The Future of Content in a Multiplatform World and based on the tweets and what I heard, it was the same talk we’ve been hearing for the past year from Vice, Shomi, Blue Ant and CBC. I don’t know anyone who attended the panel on brand engagement with speakers from Hyundai, Microsoft and Kraft and the tweets don’t tell me much either. Honestly, it seemed an odd choice for the content crowd. I finally made it to the conference in time for the “Letterkenny” panel. Full disclosure – I haven’t seen it all (I don’t have CraveTV) but every second of “Letterkenny” that I’ve seen makes me laugh. I enjoyed the clips, hearing about the process, learning about its success (more views on CraveTV than any other show in its catalogue including Seinfeld and South Park) and its renewal announced during the panel.
Then there was the Media Leaders panel. Banff has it every year that they have done this event. This year there were only two leaders after consolidation (and CBC cancelled) – Mary Ann Turcke from Bell Media and Doug Murphy from Corus. Talking to people afterwards there was one word that seemed to sum up the panel and it’s not a polite word. It starts with a b. There was a very negative reaction to Doug Murphy’s discussion of the CRTC’s decision to not require Terms of Trade as part of broadcast licences – they’re now free to treat every deal like a snowflake. Yes, a snowflake. Which ignores the very real imbalance in bargaining power between the mega-broadcasters and most independent producers. There was a marked contrast between this Media Leaders panel and the one last month at Prime Time – this one was channeling ‘sunny ways’. Everything is going to be great. Netflix isn’t a threat as they’re now starting to partner with it, get high profile casting because of its involvement and negotiate windows. It’ll be interesting to see if they go back to ‘Netflix is heralding the end of the world as we know it if you don’t deregulate us’ mantra next time they’re in front of the CRTC. They were also pretty positive about pick and pay. Sure a few of their services will die but producers shouldn’t worry because the remaining ones will only be bigger and better. Since the jury is still out on this big shift in consumer behaviour due to pick and pay that has been predicted by some, this could mean that pick and pay is going to be used as an excuse to close up some of the underperformers. Again – we’ll have to wait and see what happens in front of the CRTC.
Now off to the Industry Forum. The first panel was on discoverability. I’m still not sure we’re all talking about the same thing (push vs. pull) but this panel was a lot more about new techniques to find audiences and provide them with what they want than the discoverability panel at Prime Time which talked more about traditional marketing using digital platforms (and I believe that it was also programmed by the CMPA since it was branded Prime Time Any Time). In particular, it was useful to hear about Richard Kanee (CBC) and Ramona Pringle (interactive digital media producer) experimenting in finding and engaging audiences. I appreciated Kanee’s admission that the CBC had missed social media engagement opportunities in promoting “Strange Empire” (you can’t expect him to take responsibility for the whole marketing mess) and his admonition that producers and broadcasters shouldn’t always chase the latest new thing. Some of the tried and true engagement methods, like email newsletters, still work and should remain part of your strategy instead of running after all the riskier new methods. Final favourite bit of wisdom from the panel was that the studios (and broadcasters and producers) should be learning audience engagement from the YouTubers who have learned how to find, support and grow their audiences. Casting them in a mainstream television show isn’t enough to migrate their audience, but if the YouTubers develop their own television show their audience will recognize the authenticity and watch.
The next panel was on co-production featuring three Canadian majority copros: “Book of Negroes”, “Born to be Blue” and “Room”. There was a good discussion of why go copro – the added money allowed them all to afford higher profile talent which generated more sales. It also allowed them to access government funding rather than distributor advances which meant casting the best person for the part rather than for international sales. Unfortunately, that government funding helped those stars become international hits and now it’s unlikely that anyone in Canada can afford them so for me there is a flaw in that system.
I have to admit that I stepped out and missed the “Orphan Black” panel not because I don’t love the show (I do!) but because I’ve seen a few “Orphan Black” panels over the years. I ran into a few others doing the same thing so we did our own networking. We went back in for the keynote speech from Colin Brown, who among other things is a professor of film and economics at NYU. He gave a very insightful presentation on the international markets for feature films and how they differ between markets and between films and the business case for investing in a mid-size studio producing a slate of mid-range budget films. His add-on bit about Canada was less insightful as the audience did not need to be told who are the Canadians in Hollywood or that we should be prouder of all the great talent who have left. As someone who has spent their entire career in the domestic film and television industry I was not impressed. But I am thinking about what Canadian stories might be naturals for the Chinese and Egyptian markets. Hmm.
So did we need two such conferences in two days? Nope. They could have been merged and been one great day – as long as they kept the quinoa-battered shrimp.