Tropical in climate, lush and decadent in setting, exotic in architecture, sensual if not hedonistic in atmosphere, the name New Orleans evokes romance and myths - a perfect place for a show business extravaganza, NATPE 2003.
NATPE has always been a US network and syndicaters' nirvana; a multi-million dollar showcase of talk shows, dating shows, interview and entertainment shows, dramas and sitcoms, news magazines, and "judge" shows of every description.
In past years, attendees, saw as many as 40 shows get pitched, but only a few new shows were pitched this year. NATPE President Bruce Johansen stated, "the advertising support of the 1990's fueled a boom in the syndication business…. NATPE became a flash point that represented all that growth…in the past two years, the effects of deregulation, consolidation and vertical integration has had a huge impact in cutting down demand." The last time NATPE was in New Orleans, 20,000 attendees were attracted to the Big Easy. This year approximately 6,500 attended.
At NATPE 2002 in Las Vegas, syndicaters significantly reduced costs by hosting hotel hospitality suites rather than setting up extravagant booths on the convention floor. Some wanted more privacy for their negotiations. This trend accelerated in New Orleans with the industry's big players, such as King World, setting up shop in Canal Street Hotels. The numbers of exhibitors in New Orleans dropped from 1000 to 350. This retreat to hotel suites has made it far more difficult for independent producers to wander the convention floor to make their business contacts and program pitches.
Hardball host Chris Matthews used his NATPE keynote interview pulpit, to corner representative Billy Tauzin (R, LA) on whether America is going to war against Iraq in the coming weeks. Tauzin, the 2003 recipient of NATPE Chairman's Award, pointed to the fact that hospital ships had left Norfolk for the Gulf as a sure sign of war. Tauzin said, "The bottom line is that we are threatened by these states like Iraq and North Korea. Iraq and terrorism are connected. I have seen the intelligence." Watching Matthews and Tauzin play out their Q & A match reminded me of a superb tennis match between two savvy veteran players, who know all the tricks of the game. Neither one pulled any punches as they may have on TV. Their verbal rat-tat-tat was brisk and informative.
This conference did provide good panels and great seminars. There was much to learn at NATPE 2003?
Learning Point 1: Co-production agreements - a key to the future.
In an era of diminishing programming budgets and increasing importance of international distribution, co-production and co-financing agreements are absolutely critical in getting a new product launched. "Right now the biggest question in TV, is how to co-finance projects." - Bruce Johanson.
NATPE is still the best meeting ground for the broadcast networks, station groups and their international counterparts to come together and figure out how they are going to fund new productions together. US station groups do not go to MIP-TV or MIPCOM but they do come to NATPE.
A major change between NATPEs of the past and the last year or two is a number of European networks selling their reality show formats to the US networks. It is no longer a one-way street of American networks and syndicaters exporting their product to Europe and Asia.
With the rapidly diminishing network development and programming budgets, the lunge towards tried and true, fully tested and successful European reality programming is proving itself to be a huge boon of good fortune for US network programmers. Reality show formats such as Big Brother, Survivor and the bizarre and compelling dating shows, such as Blind Date; were originally broadcast in Europe. The shows are not sold to US networks but the formats are and then adapted by US network programmers.
Learning Point 2: International buyers - tougher market conditions
With local production booming in Europe, due to country tax incentives and subsidy, there are fewer and fewer spots for American programming. The days of Dynasty and Dallas and American westerns dominating the popular tastes of European television viewers, is long gone.
A cultural nationalism is on the rise in Europe and with the exception of a few well-produced dramas such as ER, American product is not being bought, as has been the case in the past.
The European industry can produce local dramas that are often much better than the imports. When you combine the current mania for reality shows and the quality of dramas being produced locally, American programming is being squeezed.
The Korean Gambit: I spoke to a number of companies who focus on animation product, several of whom appeared on panels throughout NATPE - who said that they were working with Korean animation companies, who are extremely cheap, extraordinary creative and brilliant and who work remarkably fast - but who cannot detail a story concept for western audiences. Hence, the opportunity and necessity for western producers to work with them to cross the cultural divide to forge new partnerships. The market that seems to be insatiable at this time is early morning programming for pre-school children. Demographic trends seem to indicate that this is a rapidly growing market segment both in the US and Europe.
Learning Point 3: What's Hot
In two words - reality shows. Although there has been a drifting upward of studio licensing fees for network driven reality shows (perhaps $6-700,000 per hour rather than the previous $3-400,000, as the reality shows build their production value) they are and will continue to dominate programming schedules due to cost reasons. Celebrity-centered formats are hot. Think Celebrity Mole, Celebrity Boot Camp, Celebrity Big Brother, or I am a Celebrity, Get Me Out Of Here, which debuts in February, just in time for sweeps.
And then there is daytime reality. The producers of Real World have launched Starting Over. This show follows six women from around the country, who, while living under the same roof, attempt to remake their lives.
Talk shows will continue to chatter us to death. Sharon Osbourne will be featured in her own "bleeping" talk show, which will focus on relationship and self-help issues and will incorporate "in-depth" celebrity interviews.
Ellen DeGeneres, returns to television in a new talk/ variety hour program. The Ellen DeGeneres Show will feature interviews with celebrities, newsmakers, and music performers. Ellen appeared in New Orleans giving brief and mildly humorous remarks about how she was learning the new television lingo of ratings points, repositioning and refocusing content, etc. She is a great verbal counter-puncher and that talent should work well for her on the small screen.
"Date" shows continue. The one that caught my eye is called Ex-Treme Dating, a Fox show that sends two people out on a date, their "exes" tag along in an attempt to break-up the new couple.
Learning Point 4: Business contacts - your new best friends.
It is harder these days than ever to pitch your product. For a producer who is focused, charged with energy, has true grit and determination, deploying a modest amount of effort can secure him the NATPE registration list and exhibitor list several weeks in advance. He can make phone and email appointments prior to the event. Executives are for the most part willing to listen to you - at least for a few moments - because everybody in our business recognizes the power of a great idea.
A great idea continues to be the currency of the TV business. It is what makes it possible for the small production company to compete in the land of giants, as bureaucracy does not encumber it allowing it to be nimble, swift, and decisive. However, the changing landscape of co-production and co-financing has increased the challenges and pressures faced by small production companies making it increasingly more challenging to turn your great idea into a deal.
It is essential for independent producers to forge business relationships with major studio executives and key cable executives if they are able to move forward in today's mad, mad world of television production. NATPE is an opportunity to dislodge your production training wheels and see if you can ride away with the big boys. It is still a great meeting zone to test your big idea.
Learning Point 5: The essential how to's - and there's the pitch.
Again, from a producer's point of view, pitching and promotion is the name of the game. If you even just skimmed the above, you know that you cannot do it alone. You will need a stronger partner in order to move your product forward. To enlist this stronger partner, you must master the ability to self-promote, self-publicize and pitch 95 MPH fastballs. Here's how you do it:
Pick up the promotional literature that is used by syndicaters and network executives to sell their product. Develop your product idea to fit the promotional format - as displayed in folders, brochures, one sheets - that the big boys use to sell their product. Carl Boyenton, a prominent ICM agent and packager, stated, "Ideas must work for buyers. As a producer you must think of meeting their needs at all times. There is always demand for the latest, greatest, newest, and hipest."
Now that you have your promotion piece, you must be able to express your programming concept in one minute or less. The questions that you want to address are: What is the program about? Who is the target audience? Why is it a compelling new idea? Have there been similar successes in the marketplace?
What is different about your product? Have you demonstrated the success of the program with a pilot?
And please, always remember to bring closure to your pitch. Don't leave your idea hanging in the air. Always ask the one you pitch to do something. And agree on the way to follow up. If they don't volunteer an opinion on the programming concept, ask him or her for their gut reaction.
Just when you think it is tough enough, with brutal competition, fewer buyers, diminishing budgets due to tighter advertising dollars having a trickle-down effect on promotion budgets, the language of the business has changed. It is no longer originals and repeats. It is now originals, repeats and repurposing (reformatting, moving product from network to cable). Fewer and fewer program developers have the power leverage in negotiating. Buyers are able to acquire more and more rights for less and less dollars.
But always remember to be optimistic. Just like in baseball, you are going to strike out more than you are going to get a hit. But remember this, like finding someone special in your life, it only takes one person to say yes, and that person could change your life.