The world's biggest television marketplace is shedding its spreadsheet image. MIPCOM, the legendary October gathering in Cannes, is evolving beyond simple buying and selling—now spotlighting creators, brands, and the creative potential of AI to reshape entertainment.

MIPCOM boss Lucy Smith is on a mission to change perceptions about what the event represents. Rather than just transactions, the focus is shifting toward the creative vision and innovation driving the industry forward. As AI becomes an increasingly important tool for storytellers and producers, this year's gathering promises fresh perspectives on how technology and human creativity can collaborate to create tomorrow's content.

Today's takeaway: The entertainment industry is officially recognizing that the future of TV belongs to those who blend creativity, technology, and bold ideas.