Monte Carlo: a market date not to miss.

Why is the Monte Carlo TV Market important and will it endure? These are two questions that keep popping up lately. To answer the first one, the Monte Carlo get-together is important for three reasons: First, all the American studios go there. Second, it's mid-season replacement time and, third,

But, will it endure? Because of the Principality's strategic importance, the market will definitely endure. The organizers, however, are not taking it for granted and are retouching the event giving concessions to smaller distributors. This year, for example, the hiatus between NATPE and Monte Carlo is longer compared to last year. Plus, market costs have been lowered an average of 15 per cent.

For a small distributor it is also valuable because of the fact that clients can spend more time with them than at any other TV market. The source of the

aforementioned questions tends to remain vague. Last year, before the market started, there were rumblings from smaller distributors that the market was "expected to be slow," even though all the majors like Paramount and the mini-majors like Worldvision, always looked forward to brisk business. However, at the end of the market even early critics such as Isme Bennie, conceded that the Monte Carlo Market for Paragon was much better than anticipated.

To clear up this ghostly image problem, the Monte Carlo organizers have called on sort of "ghost-busters," in the form of the Vitales: Bill and Lillian who, with their experience in marketing trade shows and television program distribution, will focus on making the selling process more profitable for smaller distributors. Similarly, the organizers have called upon the American studio heavyweights to set the record straight.

Commented Bruce Gordon, president of International Television for Paramount Pictures: "I have always been convinced that, of the three markets in the South of France, the Monte Carlo Market probably has the best timing for the buyers to visit. In February, enough time has passed since the new season product launch in October, and by then we distributors have a good feeling as to what product will survive the ratings race and the midseason replacements.

"Monte Carlo is a very economical market for our company to attend rather than having the expense of building huge stands, we have two hotel rooms, (where we have our London staff in attendance) which only costs the company hotel accommodations and air fares.

"Over the past few years, Paramount has had increasing sales success at this market and I am sure that, in the future with the Paramount/Viacom libraries being distributed by our company, we will see further growth in our sales figures," Gordon concluded.

Finally, the organizers not only are inviting more program buyers, but are extending greetings to industry leaders at worldwide levels. Last year, MPAA president Jack Valenti did the honors. This coming market, Bell Atlantic's chairman Raymond Smith has accepted the invitation to make a presentation on February 14.