“Ciak” is going on show in Budapest, Hungary. The occasion is the Natpe Fair, where the best of Italian audio-visual production will be on display: TV programmes, cartoons, films, and winning formats. All these will be available to buyers from businesses in Central and Eastern Europe, who will congregate at the Sofitel Chain Bridge Hotel from June 26^th to 28^th, with the chance to view the content, meet the company representatives and do some good business deals.

This is an extremely dynamic and attractive market, comprising 1000 national TV networks, 3000 regional, local or theme channels produced or dubbed in local languages, 200 pay-TV platforms (satellite, cable, Telco), 150 home video distributors, and 50 format producers. The Italian companies will aim to stand out from the rest by placing an emphasis on quality. The fiction films, cartoons and documentaries made in Italy are carefully crafted products: from the point of view of the filming, which makes use of the very latest equipment, the camera-work and the editing techniques. The adoption of digital technology has led to great improvements in definition and therefore in clarity. Italy enjoys a great tradition in this field, making significant investments in training specialist engineers.

In the world of audio-visual production and principally (but not only) in the sub-sector of animation, there are other important factors involved such as the screenplay (conceiving an original story and knowing how to tell it) and the designs. The strength of the Italian brand lies principally in its designers, and this important tradition, going back many years, acts as a guarantee of quality. The Italian companies will certainly be relying on this when they take part in the Natpe event in Budapest. There is an interesting point related to its name: this is actually the first year it has been called “Natpe”, previously it was known as “Discop East”. The reason is quickly explained. The event has in fact been taken over by NATPE (the National Association of TV Program Executives) the body which already manages the principal market of audio-visual content in the USA, and which organizes a fair every January in Miami, Florida.

The Budapest event is therefore increasingly linked to its American equivalent, thus assuming increasing importance for the companies involved: both for those which are taking part and for those who attend as visitors hoping to set up important new business links. Last year, the 1,200 participants represented 700 companies from 40 countries, and clearly this year the aim is to do even better. Those who visit the Italian stands will discover images, quality and simplicity: the aim is to do business and the participants will certainly not be hiding the fact that this is their primary objective.

The main requirements seem to be for quality TV programmes, original cartoons with significant educational content, and interesting, entertaining fiction films. This is the kind of magic mix that the Italian “Ciak” can always manage to provide.