“Today, the spotlight of the production world is on Israel. Israel has replaced Holland in that respect,” said Ben Hall, managing director of The Shine Group, one of the UK’s leading production companies, at the MAD (Marketing, Advertising, Media and Music) conference held by “Globes” and Orange in Tel Aviv today.
Hall was speaking at a session entitled “The Big Pitch”, chaired by Li-or Averbach, editor of “Globes” marketing and advertising supplement “Firma Magazine”. The session addressed such questions as “What makes a format commercial?”, “What is the right way to present a new format?”, “Is it possible to predict a format’s success?”. Besides Hall, the panelists at the session were Keshet VP of programming Ran Telem, and Armoza International Media CEO Avi Armoza.
“I don’t think anything special happened this year, it’s a matter of a process that has been going on for a long time,” said Telem about the worldwide success of Israeli formats such as “Homeland” and “Still Standing”. “Israel has a superb television industry. It’s not a trend, but a product of hard work,” Telem said.
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