In a market dedicated to flogging programmes, it was a non-sale that was attracting a lot of the attention.
Disney/Buena Vista's hit US series Commander in Chief might be wooing audiences in America, where ABC has just confirmed nine more episodes, but UK buyers were less interested.
The series, staring Geena Davis, is averaging 16.5 million viewers in the US but its gung ho subject - female president juggles kids and the rigours of the job - wasn't really UK buyers' cup of tea.
"It's just too American," said one leading buyer. "It just doesn't have the international appeal of something like The West Wing."
That didn't stop other English-speaking countries like South Africa from picking it up though, but it symbolised what one buyer called a "flat" market.
Some said it was the weather. The rain washed down through most of Wednesday, forcing companies like Granada MTV and Hallmark to hastily relocate their waterlogged stands, others pointed to the increasingly year-round nature of TV buying, suggesting deals negotiated here could well be struck elsewhere.
Among the deals announced at the show, Granada International sold a selection of Carry On classics to Polish state broadcaster TV Polaska, in a package that included nearly a dozen US movies and classic films including The Count of Monte Cristo.
The BBC meanwhile bought 19 Entertainment/Create Media Ventures comedy cartoon Hipster and Jack for CBBC, while BBC America picked up Channel 4 royal drama The Queen's Sister - which follows the life of Princess Margaret.
The corporation's US offshoot also picked up Channel Five drama Murder Prevention and BBC3 series Conviction.
On the other side of the planet, BBC Worldwide Australasia signed a deal with Network Ten to produce an Aussie version of child obesity series Honey We're Killing the Kids.
All3Media International, the global arm of the UK independent, landed its first US deal with Discovery Kids, selling its Serious factual strand to the US broadcaster.
Lion, one of All3Media's myriad independents, meanwhile, said it was extending its co-production partnership with China's Phoenix Television, the first fruits of which - a documentary on China's first emperor - will air in Channel 4 next year.
Inspector Gadget, the buffoonish TV character, found favour with BSkyB. The digital satellite channel picked up the UK rights to IDT Entertainment's 70-minute animated special Inspector Gadgets Biggest Caper Ever.
Aside from announcing its first live Big Brother Baby and the return of Noel Edmonds, Endemol added to its seemingly never ending list of international format sales, selling a second series of Big Brother to Thailand and its Fear Factor format to India, Malyasia and Indonesia.
FremantleMedia, the company behind Pop Idol, was also busy on the international front, announced a joint venture deal between its international distribution arm and Sony BMG, covering music programming such as One Night With Rod Stewart.
RDF, meanwhile, picked up international rights to US reality series So You Think You Can Dance just before Mipcom.
Though more deals will no doubt be announced over the next 48 hours before the TV festival ends officially tomorrow - it was the prospect of the new TV opportunities like broadband and mobile that seemed to occupy centre stage.
Disney might still be looking for a UK buyer for Commander in Chief, but its most popular international export Desperate Housewives picked up the prize for best innovation in mobile content at last night's inaugural mobile TV awards.
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