Guest Commentary

Benjamin Schnabel, Distribution Representative for Global Partnerships at DW

MIP Digital Fronts will be the first international digital content marketplace for the production, distribution and acquisition of high-quality original content produced exclusively for online audiences.

Even as television and the Internet merge closer together, online video is still in the early stages of its development as a conventional medium. But in the next few years, it will really take off as audiences become more comfortable with using hybrid television and streaming video. Online networks and channels are beginning to feature programming created specifically for the web that has mass appeal. The fact that MIP is exploring digital fronts indicates it could be where the market is heading in the future.

Traditional news outlets can redefine their place in the digital landscape by producing or distributing innovative and interactive web documentaries. DW has been exploring the world with interactive documentaries for years now. And this definitely shows another direction that interaction, digital content and smart TV could have – a type of “choose your own adventure” documentary.  These productions unlock the multimedia potential of the digital world by combining insightful and interesting journalism with captivating visual settings and video. DW’s WebDocs for example take you deep into the rainforests of Papua New Guinea or the shantytowns of Rio de Janeiro. And unlike traditional documentary formats, the user interacts with the environment and can choose actions, questions and decide where the story goes. All of these elements combine to place the user in the journalist’s shoes.

There is a demand on the emerging digital content market for productions that meet journalistic and intellectual standards. While Digital Fronts seems to focus nearly exclusively on entertainment, fiction and series, the large-scale success of documentaries in the recent past like “An Inconvenient Truth” or “Super Size Me” suggest that real stories can also have a place in the digital world. Interactive Webdocs could play that role on digital channels. Take for example NPR’s “Planet Money Makes A T-Shirt” or “Journey To The End Of Coal” produced by the private French studio honkeytonk films and first released on the website of the leading French daily, Le Monde.

There is still a lot of junk floating around in online channels. There is a need to develop content that tries to reach a higher standard and is aimed at digital natives who will use online video portals as their primary source of entertainment. They are seeking high-quality online content that combines news, entertainment and audience participation. By developing and promoting novel video and documentary formats, broadcasters can take the lead in adding quality to digital channels.

If you are interested in working with DW on co-productions or integrating our content into your lineup, just contact our sales team. We will also be in Cannes at MIP from April 7-10.

DW Transtel is looking for new partners at this year’s MIPCOM and highlighting its diverse range of programming with detailed looks at several facets of modern life. Life’s a Beach lets viewers experience classic seaside towns, first-hand. Tricks of the Trade gives viewers an in-depth look at why and what we buy. It provides customers with information about how goods are produced and marketed – from harmful additives and waste to misleading marketing strategies.

Additional highlights include the wildlife series Let’s Go Wild, 50 Years of the Bundesliga, Europe 28, which offers a unique look at the capitals of the European Union and Euromaxx Clipmania with the best, funniest, most gripping and breathtaking clips from the world of online videos.

Visit Booth 19.14. at MIPCOM 2013 to meet up with Petra Schneider and the rest of DW’s Distribution team from October 7-10.

This month has seen two DW documentaries winning prestigious European awards. “Machine Music – Four Decades of German Electronic and Dance Music” took home a Golden Dolphin at the Cannes Corporate Media & TV Awards. Another documentary with a musical focus, “Schumann at Pier2,” won the Czech Television Prize.

“Machine Music” is all about the evolution of electronic pop music in Germany. The two-part film, by Reiner Schild and Anja Freyhoff-King, starts with German pioneer Kraftwerk in the 1970s and goes on to show the influence of German groups on international acts like Depeche Mode and Pet Shop Boys.

The Golden Dolphin is the fourth award for “Machine Music,” which was released in 2010 as part of the Deutsche Beats project.

“Schumman at Pier2” is shaping up to follow in the footsteps of “Machine Music.” “Schumann” director Christian Berger and producer Bernhard Fleischer accepted the Czech Television Prize in Prague last week.

“Schumann at Pier2” is a modern take on the four symphonies made by legendary composer Robert Schumann. The narrative follows Estonian-American conductor Paavo Järvi and members of the Deutsche Kammerphilharmonie Bremen as they play at a converted shipyard.

This Friday (October 26) sees the official release event for “Schumann at Pier2” at Kino International in Berlin. Audiences will be able to watch the documentary on DW as well as the European cultural channel Arte starting in November. Berlin-based C Major Entertainment plans to sell a DVD box set including recordings by the Deutsche Kammerphilharmonie Bremen.

DW Transtel will be covering a vibrant spectrum at this year’s MIPCOM with new shows like The Allure of Nature, Art Beats and Beyond Progress, as well as a range of new episodes from favorites like Ecopia and Struggle for Survival.

“Our strength has always been in the areas of documentaries, infotainment and European culture – and we continue to find different ways to inspire and capture the imagination of our audiences worldwide,” said Petra Schneider, DW’s Director of Distribution. “Our viewers may have different backgrounds, lifestyles and interests, but what they have in common is a need for interesting, new insights and viewpoints not available from other sources.”

New programming titles

• The Allure of Nature casts a spotlight on the breathtaking images of nature from the most unusual perspectives. The color and texture of the natural world is captured from unexpected angles to reveal not only its beauty but also the power it wields.
• Beyond Progress casts a critical light on the scientific and techno-logical achievements of our time and discusses their ecological, eco-nomic and ethical impact and questions the value and price of those achievements.
• Art Beats celebrates the unsung heroes of culture; street musicians and graffiti artists, samba and tango virtuosos, masters of caricature and satire and their power to unite nations and peoples.

For more information, visit us at Booth 19.14. at MIPCOM 2012 from October 8-11.

Deutsche Welle (DW) is in Cannes, France, this week for MIPTV. Our distribution executives will be speaking to partners and buyers about the new range of programming options that we have to offer as well as the recent changes that have taken place. We will also be showcasing the first conference stand that has integrated the new corporate identity.

If you are at MIPTV, stop by! We are at Booth 19.14 until April 4.