Two dates worth marking in the calendar for anyone working across the rights and production chain: on September 4 and 5, during the Venice Film Festival, ITTV International brings together producers, publishers, lawyers and streaming platforms at the Lido around a topic reshaping the industry’s business models — artificial intelligence applied to intellectual property — and around an industry case study, Prime Video’s tenth anniversary in Italy. Both sessions will take place at the Veneto Region / Veneto Film Commission Space, Hotel Excelsior, starting at 4pm.
The first panel, on Friday, September 4 — “The Future of Intellectual Property: Creators, Community and Artificial Intelligence” — will dig into the operational questions rights holders face today: how generative AI is changing production models, what legal safeguards are needed to protect a work’s economic value, and how the value chain between author, producer and platform is being redefined. The panel brings together cross-disciplinary expertise: Steve Bell and Giovanni Pedde (co-founder and hybrid IP producer, respectively, at Synthetic Frame, a company active in human-AI hybrid production), IP lawyer Leonardo Paulillo, Secretary General of Audiovisivo Italiae, and Valentina Martelli, who alongside leading ITTV International also serves as CEO of Synthetic Frame — bringing a dual perspective, editorial and production-side, on IP protection. The session is moderated by Cristina Scognamillo.
The second panel, on Saturday, September 5 — “From Page to Screen: The Prime Video Model” — turns instead to the commercial side of literary adaptations, with the stated goal of examining case studies on the relationship between publishing and audiovisual production: a market segment in which platforms and publishers are increasingly investing to secure IP already validated with audiences. The Prime Video case offers concrete reference points: the platform’s Italian content strategy, led by Nicole Morganti (Head of Local Originals, Southern Europe, at Amazon MGM Studios) alongside Viktoria Wasilewski (General Manager, Content Portfolio, Prime Video Italy), has already produced series adaptations of bestselling novels — after “Non è un paese per single” (“Not a Country for Singles”), based on the book by Felicia Kingsley (Newton Compton Editori), the same author returns to the screen with the series “Due cuori in affitto” (“Two Hearts for Rent”).
The panel falls in the year Prime Video marks ten years of activity in Italy, a milestone Amazon reiterated last July during Prime Video Presents Italia 2026: a decade in which the platform, according to official communications, has built one of Europe’s richest catalogues of Italian original productions through strategic partnerships with the country’s leading creative players — a reference model for anyone currently weighing co-production or licensing deals with streamers.
The thread connecting the two sessions, according to Martelli, is strategic rather than technological: the real question is not choosing between AI and human creativity, but building contractual and production ecosystems in which artificial intelligence amplifies talent without eroding rights and the economic value of creative works — an issue likely to be central to the industry’s next negotiating cycles around IP contract governance.
The initiative builds on an established track record: the ITTV International Forum, a platform founded by Martelli and Scognamillo through Good Girls Planet, has become a recurring fixture at the Lido for dialogue between executives, legal counsel and production companies on the transformations reshaping the global audiovisual market. The initiative’s growing international standing was also confirmed in August by a recognition from the City of Los Angeles — a Certificate of Recognition presented to Martelli by City Councilmember Tim McOsker — for its work promoting intercultural dialogue through film and television, as part of an event held in partnership with Disney+.
PhotoCredits: Foto di Sincerely Media su Unsplash
