Rome MIA Chief Lucia Milazzotto on Europe’s First Physical Market Since Berlin (EXCLUSIVE)

about the challenges posed by the pandemic to organizing this year’s edition. Excerpts from the conversationWe watched the evolution of the pandemic situation in various countries and tried to adapt accordingly. We knew there was high expectation for the Cannes Marché, which then took place digitally in June.

MIA has always been totally different from MIPCOM and AFM. What’s the concept behind it and its raison d’être? On top of that we are a boutique market; we don’t have ambitions to become huge. We want to be very efficient in terms of the goal that we set ourselves as our mission, which is to be a market born to sustain the internationalization of Italy’s media industry. Italy’s big asset is medium- to high-quality product. So we are focusing on high-quality product with a strong European connotation.Yes. This is an approach to which industry operators have reacted well.

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