As a guest at MIA – Mercato Internazionale Audiovisivo, in the Fireside session, Marco Bassetti, CEO of Banijay Entertainment, reflected on the transformations reshaping the audiovisual market and the challenges facing European producers in an increasingly competitive global landscape.
The talk was led by Marco Chimenz, co-founder of Cattleya and Strategic Consultant to MIA 2026, who moderated the discussion on business models, growth strategies and the future of the audiovisual industry.
According to Bassetti, competition cannot be based solely on market share, but must focus on the ability to develop original and distinctive content. He emphasised the importance of creativity and intellectual property as key elements in the creation of audiovisual content.
In this context, retaining production rights and expanding content catalogues are strategic tools for generating long-term value and supporting further investment.
The CEO of Banijay also highlighted changing audience habits, particularly among younger generations, who are increasingly watching platforms such as YouTube, including on television screens. Live content is also gaining importance, while catalogue monetisation remains a key challenge for the industry.
Finally, Bassetti addressed the role of artificial intelligence, viewing it as an opportunity to optimise processes and reduce production support costs.
In a market where growth is becoming increasingly challenging, the ability to invest, maximise the value of rights and turn creativity into a sustainable business will be crucial to strengthening Europe’s position on the international stage.
