Sithengi is the only occasion on the international film and television calendar where Africa's producers, directors
and programme sellers have the opportunity to network with fellow professionals not only from around the continent, but from around the world.
Last year, Sithengi attracted over 1700 delegates from 54 countries. But how do you get the most from Sithengi? Although Sithengi offers numerous formal opportunities for meeting potential business partners, Sithengi also
encourages informal networking.
Realign your Expectations
Earlier editions of Sithengi have generated a lot of excitement but have been accused of delivering tangible benefits to only a few independent producers. Often, that's because expectations of what an event like Sithengi can actually deliver, have been raised to giddying heights.
It's important to note that very few deals are actually signed and sealed at any market. Markets are primarily a networking opportunity, allowing you to develop face-to-face relationships with future business partners. This is
important because, the buying and selling of audio-visual products -especially in the realm of co-productions - relies on building a relationship of mutual trust. A buyer will need to trust you before he or she will commit to
purchasing from you. This process of trust-building can take years - we have heard of some deals, which have only just been reached which were initiated at the first edition of Sithengi in 1996.
Therefore, what Sithengi actually offers is an unmissable opportunity for networking, for becoming a familiar and trusted name. Don't expect to get rich quick; Sithengi is an investment in yourself and your future as a film and
broadcast professional.
Working the Various Market Components
The Co-production Market
The Co-production Market consists of the Documentary Co-production Forum (DCF), the Feature Film Co-production Forum (FFCF) and the Writers' Forum (WF). These forums are structured to ensure that projects receive the necessary elements for project completion.
In the Co-production Market section of this guide you will see who the international guests at this year's Market are. We also suggest you attend the open forums as these forums will give you a better understanding of the
pitching techniques and will also allow you to better understand the needs/requirements and expectations of the commissioning editors and broadcasters. If you are not an active participant in these forums, we encourage you to set up independent meetings with the invited guests, outside of the forum, who can assist you in furthering your projects or ideas. Please note however, that meetings of this nature must take place during the participant's lunch breaks or after their Market sessions. Please DO NOT request meetings within the participant's Market program as they will be obliged to refuse your request. By viewing the Delegate's guide, you will have access to the guest and photographs, which will allow for easy introductions as there are numerous networking opportunities at the Market. Alternatively you may "bump" into them during the lunch breaks at the Sithengi Food Court.
The Product Market
The Product Market consists of the Product Library and the Market Screening facilities. The Product Market was set up to ensure that Buyers are given accurate, informed and valuable information on the programs from Africa. Please refer to the Product Market section of this guide for a full product catalogue. If you have submitted a product to the Product Market, we invite you to distribute other marketing materials from the Product Library to ensure your program remains in the public eye.
The Talent Campus
The Talent Campus is a learning centre. While a percentage of the applications are restricted to previously selected talents/candidates, Sithengi has ensured Market delegates access to these classes. This access is however based on a first-come-first-served basis. We therefore suggest that you review the Talent Campus program in the Market Guide and decide which of these classes will best meet your requirements or objectives. Then ensure that you are there on time in order to gain access.
Conferences
Details of the conferences are contained within the Conference section of this Market Guide. Please review the sessions that you would like to attend and diarise them.
International and national speakers have been sourced based on their vast industry experience and these conferences allow you the opportunity to better understand the arena that you are interested in. It is useful to note that these conferences also allow you to raise your questions/concerns or ideas and to receive input or clarity.
Tips on setting up your meetings
The key to a successful market is preparation. You need to think very carefully about the products you have to offer, and plan how best to utilise the services and facilities offered by Sithengi to present those products to the right people.
If you are a delegate with a completed programme to sell, you will obviously wish to target Programme Buyers - either broadcasters or distributors. However, you need to apply some very basic logic to your thought processes;
there's no point trying to sell an action drama to the Discovery Channel, for instance, or a nature programme to MTV Networks. And however fascinated you are by the subject, a programme on origami with vegetable peel is unlikely to generate mass excitement over the airwaves. Be conscious too, that most of the Exhibitors at Sithengi are Programme Sales Executives who are your direct competition. DON'T try to sell programmes to them. You'll be
wasting their time, and yours. (What you can do however, is plug them for information about the buyers from their own companies back home. Use this as an opportunity to get up-to-date information on those companies and on the kind of programming they do broadcast or distribute. Also check out their marketing materials and promo giveaways as a clue to how TV programmes are packaged and promoted internationally).
The best source of information on delegates and their company details can be found in the DELEGATES GUIDE contained at the back of the Market Guide and could be found in your delegates' bags.
GET YOUR PROGRAMME SEEN
If you are selling a product, you are obviously going to want to get as many buyers as possible to see it. There are a couple of options for you within the market itself to help you achieve this:
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Post Boxes
Firstly there are physical post boxes; each delegate is given a post box on arrival at Sithengi and you can use this to leave messages, programmes, product information etc. etc.
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Email
Sithengi will be providing up to ten complimentary internet connections during the event. You can use these e-points to send messages to the buyers you hope to meet. The I-cafe will be located in the Chandelier Foyer.
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Fliers
Although it's not something we particularly like, you could always run off a number of fliers at the Sithengi business centre and hand them out to delegates or even put them under windscreen wipers in the car park. Make your presence felt.
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Posters
A number of poster-boards will be erected around the venue for you to display your posters.
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Hotel Drops
If you are really having no luck and you are determined to contact a particular buyer, use the Sithengi Market Guide for details of the hotels where the buyers are staying. Leave messages and packages at the hotel for the buyer's attention. It might sound like you've just turned into a stalker, but as a small independent producer, you are really going to have to work trebly hard to get yourself noticed.
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Business Cards
One final tip, get your business cards printed now. This simple and under-rated item is the stock-in-trade of markets world-wide. Without a simple business card, you are lost at sea. That might seem melodramatic, but without a card you'll look inept and unprofessional.
Good luck and have a great Sithengi 2006!
