MUMBAI: Facebook vice president EMEA Joanna Shields will deliver the first keynote address at MIPCOM.

The 26th MIPCOM entertainment content market will take place in Cannes from 4-8 October, 2010.

Shields will share her thoughts on how social media interacts with the entertainment business, while illustrating the business models for content on Facebook and revealing the plans for driving a deeper engagement in the context of intersection of TV and social entertainment.

The keynote will be a key focal point of the MIPCOM 2010 conference programme entitled “Redefining the Entertainment Experience” featuring a programme of forward-thinking and business-inspiring conferences and matchmaking events.

Reed MIDEM television division director Laurine Garaude said, “Today social media influences how content is both created and distributed and we are delighted to welcome an industry pioneer such as Joanna Shields to share her vision insights into the future of social entertainment.”

“Facebook is partnering with leading broadcasters and top show brands to integrate the social graph with live programming to create relevant and personally engaging experiences: the TV industry needs to take advantage of our platform for both reaching mass audiences and hyper-targeted viewers. It’s an unprecedented opportunity to change the way brands interact with the public. With real-time conversations, direct responses and customer engagement, we are already seeing a glimpse of future things to come,” said Shields.

Prior to Facebook, Shields was CEO of Bebo where she built the company from a start up into one of Europe’s leading social networks and spearheaded its successful acquisition by AOL, Time Warner for $850M in March 2008.