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# MIPCOM pivots from pure TV sales to creators, brands and AI
- URL: https://www.medianexis.com/mipcom-pivots-from-pure-tv-sales-to-creators-brands-and-ai/
- Published: 2026-09-23T23:57:44.000Z
- Updated: 2026-09-23T23:57:44.000Z
- Description: Deadline’s Stewart Clarke reports that MIPCOM boss Lucy Smith is repositioning the Cannes TV market beyond distribution deals, pushing into vertical drama, branded entertainment and AI.
- Author: The Signals Desk
- Tags: Creators, Stewart Clarke, MIPCOM pivots from pure TV sales to creators, brands and AI

*Signal from* [*deadline.com*](https://deadline.com/?ref=medianexis.com) *·* [*Stewart Clarke*](https://www.medianexis.com/tag/by-stewart-clarke/) *·* [*read the original*](https://deadline.com/2026/09/mipcom-cannes-creators-brands-ai-distribution-lucy-smith-1237109940/?ref=medianexis.com)*.*