Twice a year the TV industry flocks to Cannes to buy and sell shows. At least that was what used to happen at MIPTV in April and MIPCOM in October, considered the world's biggest entertainment market and trade event.
Now the challenges of the digital world and the shifting style of television itself have made for much bigger and broader events.
So you get key industries figures such as Jon Feltheimer, head of Lionsgate, Harry Sloan of MGM fame, and Tony Cohen, CEO of FremantMedia (which produces American Idol), mingling with online leaders such as Joanna Shields, head of Facebook in Europe and the Middle East
This time at MIPCOM the stars included Robert Redford, supporting the Sundance Channel in Europe, Jon Hamm and Elisabeth Moss from Mad Men, Oliver Stone and Gene Simmons of KISS, with his partner Shannon Tweed.
Valerie Bertinelli, Jane Leeves and Wendie Malick followed suit and used the Cannes sunshine to push a new comedy, Hot in Cleveland.
Then Emily Rose, Lucas Bryant and Eric Balfour promenaded on the Croissette for their new series, Haven, a supernatural thriller.
But some stuck to special meetings. Sarah Jessica Parker arrived but an eager press found her hard to track down. Similarly Oliver Stone was interviewed by Sir David Frost on his new 10-part TV series, The Untold History of the United States, but only a select few got to see that meeting of minds.
Canadian comedian Ken Finkleman, perhaps best known for The Newsroom, promoted his new show, Good Dog, which co-stars Lauren Lee Smith as his younger partner.
Finkleman's dry humour was very evident at his press conference. He looked at his character on the screen behind him and spotted he was again wearing that outfit. "Same clothes — I've got to do some shopping," he said to much laughter.
He claims the show is not really about humour. "It is inspired by [the fact that] the world is generally a depressing place for me.
"I don't see it as comedy. It's an attempt to discover the truth about something."
The Mad Men crew, including Moss and Hamm, arrived for the world premiere of the show ahead of the opening night red carpet and party.
The Middle East made its presence felt with an extended breakfast session to outline the development of television in the region and the potentials of the market.
Dubai-based MBC Group unveiled plans for its biggest historical drama co-production.
The drama looks at the life of the second Muslim caliph Umar Ibn Al Khattab or Farooq the Great. The first screening date is set for Ramadan next year.
MBC's group director of services, Fadi Esmail, said they were investing $1 million (Dh3.67 million) an episode in the 30-hour series.
He said it was "unprecedented in the Middle East in terms of scope, ambition, production values and budget".
