Lucy Smith, MIPCOM ’s Director called the 2025 edition “the biggest shift in a generation.” Amid the noise, here’s the real deal on MIPCOM from a Deadline team who have jointly attended more editions of the international TV fest than we care to mention.

Creators create noise

The real news is that MIPCOM is more than a creator party. Props to the market organizers RX for leaning heavily into the creator economy, brand-funded content, AI and all things next-gen. Their inclusion made this version of Cannes relevant and of-the-moment, and that is important for an event that turned 42 this week.

A steady stream of stories about deals between creators and the established media companies duly followed ­– we broke a lot of the news ­– even one about Banijay partnering with European creators t

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