Entertainment content to get marketplace soon

?MyContent, a new market place for co-producing, selling, buying and distributing entertainment content, will be launched in November 2010, announced Index Conferences and Exhibition, organiser of Dubai International Character and Licensing Fair.

The initiative will target professionals involved in TV, film, animation, comics, music and media content seeking to put their products in commerce. It will be held in conjunction with the third Dubai Character and Licensing Fair next year.

Meanwhile, the second edition of the Character and Licensing Fair and the Dubai World Game Expo will be held from October 27 to 29, according to the organisers.

The announcement was made at a press conference by Abdul Salam Al Madani, President of Index Holding and Chairman of the Arab Asian Entertainment Content and Licensing Alliance, yesterday.

Al Madani said preparations are in progress for the launch of MyContent marketplace in 2010. "We are promoting this initiative at various international conventions in the United Kingdom, Germany, Japan and France."

He said: "The initiative aims at cartoon and similar entertainment content and will not compete with similar initiatives launched earlier by the Dubai Film Festival and the Media and Marketing Show."

"Cartoon productions are very expensive, with a one-minute cost ranging between $2,000 (Dh7,344) and $4,000. Our goal is to create a link among creative youth from the region and international funders."

He said the global financial crisis has spun the attention of international companies towards the Middle East. "This is an opportunity for creative filmmakers to learn how to brand, license and sell their work."

According to the organisers, MyContent will showcase TV and film productions, animation, comics, digital media, children's productions, computer graphics, digital art, performances, mobile and internet content as well as documentary.

The second Dubai Character and Licensing Fair and the Dubai World Game Expo will be held under the patronage of Sheikh Majid bin Mohammed bin Rashid Al Maktoum, Chairman of Dubai Culture and Arts Authority, at the Dubai World Trade Centre in October.

The twin event is expected to bring leading international and local players in the industries of licensing and gaming to the UAE.

Character Dubai is a member of the International Licensing Industry Merchandisers Association (Lima).

The event will provide an opportunity to brand owners, retailers, consumers, product manufacturers, licensors of character and animation agencies and media companies to network with decisionmakers, licensing agents and marketing professionals from overseas.

It is expected to initiate and finalise licensing deals, secure potential leads and create general awareness about licensing procedures to global buyers.

"This year the show is expected to bring more international and local players in both games and licensing, which will attract thousands of trade and public visitors." said Al Madani.

He said the second edition of the exhibition would see a 25 per cent increase compared to the first year. The first Dubai Character and Licensing Fair attracted 4,677 professionals and traders and generated deals worth $100 million (Dh367m).

Laila Suhail, CEO of Dubai Shopping Festival Office, attended the press conference. Modhesh, the official mascot of DSF and DSS, will renew its participation for the show.

She said: "The first edition of the show provided an ideal platform for interaction with licensing business and brands usage rights executives and international marketing companies especially in characters industry. It gave us the opportunity to communicate with decisionmakers in this global industry that has become an important income source in some of the advanced countries."

The business volume of Modhesh mascot, including merchandise and licensing, touched Dh100m in 2008, with 600 products launched including food, clothes, stationery, school requirements, furniture, toys, games and educational electronic games that aim to develop children skills.

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