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The moves, which come a day after TBI broke the news that BBC Studios (BBCS) would not be attending the Cannes-based event, will see ITVS launching a three-week virtual event titled Fall Festival, building on its recently rolled-out online events, Spring Drama and Formats Festivals.

ITVS said its Fall Festival would include virtual content and production sessions for buyers, with the event slated to start on 14 September. Its unveiling today came at the same time as ITVS confirmed that it would not be exhibiting in Cannes.

Fremantle has also confirmed that it will not have a “physical presence” at MIPCOM this year, but said in a statement that the company is “looking forward to showcasing our incredible slate through an enhanced digital experience.” Details have not yet been revealed.

“We understand and respect ITV Studios’ approach in the face of Covid-19 and we look forward to welcoming them back to Cannes next year,” said MIPCOM organisers Reed Midem. “We are in conversation with Fremantle about their presence on MIPCOM ONLINE+.”

The decisions come three weeks after Reed Midem outlined their plans for what is normally the biggest TV event on the circuit, but which is facing major disruption as a result of Covid-19 restrictions.

The event is still set to take place 12-15 October in Cannes, but an extensive virtual element is also being planned, based on the ONLINE+ service that was implemented at MIPTV earlier this year after that event was cancelled as the pandemic spread.