Rostelecom, ivi.ru take 500 hours of programs

CANNES -- BBC Worldwide has sold 500 hours of content to Russian VOD platforms. The deals are emblematic for two reasons. They illustrate the growing importance of digital services to distributors, especially those that own big libraries (BBC Worldwide's catalog contains 50,000 hours of fare), and how advertising rich non-Western media outfits are becoming important buyers in international TV markets. Worldwide sold a package of 200 hours to Russian national operator Rostelecom and a further 300 hours to ivi.ru for 300 hours that will help drive a new subscription service due to bow in January. The deals involve a wide range of genres encompassing factual, fiction and entertainment. BBC Worldwide's managing director, global TV sales, Steve Macallister, said: "We've reached a tipping point in digital. VOD is taking off. "Ten per cent of our revenues -- around $40 million -- will come from deals involving digital in the current financial year. "Platforms like Hulu and Netflix are rolling out aggressively around the world. "Twenty three of the top 50 broadband markets are at 50% penetration." Earlier this year Worldwide sold youth-friendly Brit drama "Misfits" to Hulu, where it is performing strongly, according to Macallister. " 'Misfits' hits the sweet spot for VOD audiences, which tend to be under-35s in the main," he added. At next February's U.K. Showcase market Worldwide is planning a day devoted entirely to digital in what is a departure for the event. Other distributors at the Mipcom sales market are also witnessing a notable uptick in demand for fare to help drive VOD platforms. Miramax head of global sales Joe Patrick said: "This is a great moment for people like us because there are a lot of new digital platforms that need high-quality content." Among the titles in the Rostelecom package are blue-chip natural history series "Life" and "Planet Earth." The ivi.ru programs include the first run of cult laffer "The Mighty Boosh" and the first series of "Sherlock." Contact the Variety newsroom at news@variety.com

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