Reverse scouting

It is an understated feature of book trade fairs that film and television producers regularly attend such events in the hope of finding inspiration from trends and upcoming titles. Having recently attended the MIPTV television market – and with the Cannes Film Festival now in full swing – I found the lack of book-trade delegates at these events noteworthy.

The benefits that media professionals gain from attending, say, the London Book Fair, could be reaped in reverse by publishing personnel going to film and television rights fairs. Here are some compelling reasons for considering going to such events.

Content acquisition and adaptation potential. Media marketplaces offer a treasure trove of potential source material for adaptation into books. These events are not just showcases for finished products; they are also fertile grounds for discovering stories. Books that align with trending genres in film and TV can be identified and acquired for adaptation. For example, I connected with an Italian company close to completing a 12-part docudrama about the history and origins of Tarot.

Relationship building. At MIPTV and Cannes, book trade professionals can forge connections with producers, directors, screenwriters, and other key players in the film and TV sectors. These relationships can open doors to future collaborations, rights deals, and co-production opportunities that might not arise within the traditional confines of book fairs. I made friends with a Dubai-based company with an original documentary on its production slate about hip-hop culture and fashion. 

Staying ahead of trends. Keeping a finger on the pulse of emerging trends is crucial for staying relevant. Media markets can give book trade professionals valuable insights into the types of stories and genres that are capturing the attention of global audiences. This knowledge can inform acquisition strategies, helping publishers and literary agents to curate titles that resonate with contemporary tastes. I learned that YouTube icon MrBeast is tiring of the constraints of short-form video. He is exploring opportunities to create television documentaries and gameshow formats, which may also be of interest to publishers.

Book trade professionals can scout for new authors and creators whose works have yet to hit the mainstream radar

Rights negotiations and sales. Film and television producers often attend media markets to seek funding for their projects. I met many companies at MIPTV who were unaware that negotiating book rights deals would provide seed funds for their IP assets that would increase the likelihood of securing further investment to make the productions happen, rescuing promising projects from “development hell”. I met a production company with a compelling, authoritative inside look at the Italian mafia from the perspective of gang members, victims and the police. An illustrated non-fiction title documenting this true crime history could be a winner.

Panels, seminars and industry insights. Both MIPTV and Cannes host a variety of talks that are highly relevant to book trade professionals. Topics often include adaptation processes, market trends, and legal considerations relevant to rights acquisitions. For example, Gordon Ramsay’s long-running “Idiot Sandwich” meme is currently enjoying a viral moment on YouTube. The celebrity chef’s publishers might be leaving money on the table if they are not working on a cookbook based on the “Idiot Sandwich” premise.

Discovering new talent. Beyond established names, these marketplaces are hotbeds for emerging talent. Book trade professionals can scout for new authors and creators whose works have yet to hit the mainstream radar. This proactive approach can lead to the discovery of fresh, original content that might otherwise be overlooked. One example I came across at MIPTV was Inoxtag, a popular 22-year-old French YouTuber, who sets himself seemingly impossible challenges, the latest being to climb Mount Everest after one year of training from scratch.

Broadening international horizons. MIPTV and Cannes draw participants from around the globe, providing book trade professionals with a unique opportunity to expand their international reach. This can include forging co-publishing ventures and exploring new markets. The global perspective gained from these events can inform and enhance domestic strategies. At MIPTV, I met a producer from Los Angeles who worked on the trailblazing horror movie "The Blair Witch Project" in 1999. Now, 25 years later, he is making a follow-up documentary that charts the legacy of the film. This project would seem ripe for book-related tie-ins.

Leveraging marketing and promotion. Effective marketing and promotion are vital for the success of any book. By attending media markets, book trade professionals can learn innovative marketing strategies used in film and television, which can be adapted to the publishing industry. I came across an innovative example at MIPTV: an online "Big Brother" challenge was set up by German streamer Knossi Knossalla. Over 57 hours, a compressed, interactive season of the show aired exclusively on Twitch, featuring 10 contestants with streaming backgrounds. Using Twitch in creative ways might work brilliantly for the right books.

Embracing technological advancements. Emerging technologies such as virtual reality (VR) and augmented reality (AR) are transforming storytelling. MIPTV is at the forefront of these innovations, offering book trade professionals a glimpse into the future of content consumption. Understanding these advancements can inspire new ways to engage readers and enhance the reading experience. I attended MIPTV as the head of business development for a production company that uses AR, VR, XR, gaming and graphic novels as ways to build fanbase audiences for documentaries and features.

Due to seismic changes in the television sector post-pandemic, next year the MIPTV television market is moving to a new location. In February 2025, MIPTV will be held in London, based at the Savoy Hotel and IET London in Savoy Place, to run concurrently with the nearby London Screenings and BBC Studios Showcase events. While next year’s MIPTV may not exude the same Gallic glamour as Cannes, it will be much more accessible for book trade professionals wishing to explore the potential benefits of attending the market.