Homeland Homeland "Homeland," starring Emmy-winner Claire Danes, is one of the most successful adaptations of an Israeli show. (Photo: David Bloomer / Showtime)

Where are HBO and Sony going for their next big idea?

When TV studios are looking for out-of-the-box ideas, this is where they go.

Why will the head of HBO, the president of MTV and the creator of "Downton Abbey" be hanging out at a YMCA in Jerusalem next week?

They'll all be there to discuss the future of television, where they will be joined by documentary filmmaker Morgan Spurlock ("Supersize Me") and Andrea Wong, the president of international production at Sony Pictures Television. They, along with a bevy of other creators of some of the best television has to offer, are part of the all-star lineup headed to Israel to discuss the latest trends at the Innovative TV Conference.

The conference, now its third year, is hosted by Keshet Media Group, the company behind popular TV shows like "Homeland" and " Dig" (which will have its local premiere at the conference).

Dig Isaacs and HecheJason Isaacs and Anne Heche star in the new USA Network limited series "Dig." (Photo: Ronen Akerman/USA Network)

This is par for the course for TV producer  Ben Silverman, the man behind such hit shows as "The Office" and "Jane the Virgin," who travels to Israel often in search of new ideas. "You have to create everything with your brain and your hands and your heart,” he told From The Grapevine recently. “The Israelis have demonstrated that for generations.”

Jennifer Salke, the president of NBC Entertainment, agrees. "No one will watch unless it’s great," she said. "So we look outside for inspiration, and Israel is shining in that area.” Popular bloggers will also be on hand to discuss the world's best and worst TV shows.

"The TV industry is trying to keep up with changes in the ways TV is being viewed both in terms of technology and in terms of viewing habits," Professor Jonathan Cohen, who teaches the psychology of entertainment at the University of Haifa, told From The Grapevine. "More content is needed, and it has to draw attention by being new and innovative. This conference is meant to foster the innovation in creating formats that has become a core business for Keshet and other Israeli TV producers."

With a rapidly changing TV environment – including more options for how and where to watch it – a conference devoted to innovation in the industry is already getting people excited, as evidenced by the video below:

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