Television
Commercial Production at ITEM... Television advertising rates are lower now than ever before! Recent changes in the television broadcast industry (cable de-regulation, wireless competition, new satellite, telephone and Internet video delivery systems) are responsible for huge declines in airtime cost. Markets are bigger than ever, and prices are lower than ever before. ITEM... Television production rates are better now than ever before! The same revolution that effected desktop publishing and printing ten years ago is now re-writing the rules on television production. The lines between FILM and VIDEO quality are getting as blurry as the distinctions between off-line and on-line nonlinear post (you don't even have to know what that means to appreciate that computerized desktop gadgets are impacting big video studios the same way they impacted four-color printshops in the '80's). So there is no better time to advertise on TV than right now! And whether or not you have an Ad Agency or Creative Director to produce your ad, you can help! All it takes is a little TV Production Savvy. PRODUCTION?
...As if it were a 30-second marketing message on your answering machine, or a radio ad. Remember, every TV commercial starts off as an audio product, which in turn started off as a written message. (Okay, not every TV commercial has talking on it, but for now let's stick to basic commercial ad production 101). Your copy (the voice-over) should have good stand-alone value... One clear message that provides info your customers need to know about your product, service or special promotion, and how they can get it. STORYBOARD
A warm and fuzzy, slow-moving ad might use about 5 or 6 scenes, a faster ad; maybe 10 or 15. But the last 5 seconds should always be reserved for "tag" info; address, phone number, cross streets and so forth. SCHEDULE THE PRODUCTION CREW Give us a call to set up the "shoot" at a time that is suitable for videotaping... For instance, a busy lunch crowd scene is never shot during a busy lunch... It is "staged" during a slow period or after hours. On the day of the shoot, PREPARE YOUR SETS ... and your "talent," if any. Actors and models may be hired through local agencies, or you may use your own pre-arranged talent; friends, family, whatever. (We will gladly assist in Talent agency, Media placement and Creative Consultant Agency referrals). LET'S EDIT! We'll schedule a convenient time for the final slicing, dicing, blending and mixing of the various video and audio elements into your finished television commercial. Then, just notify your ad account exec or agency that your commercial is approved and ready, and... WE'LL SEE YOU ON TV! Thank You... Tom Peru Home / Commercials / Music Videos / Duplications / How to Plan a Video Production Rates / Edit by Mail / Copyright Information / Demo
Updated 8/12/2005 |
Production is the nuts-and-bolts
operations associated with building your commercial: conceiving, scripting, shooting and
editing your spot doesn't have to be difficult, but it does have to have a plan: Use the
marketing you've already worked on... Your Yellow Pages, your business cards, your
storefront or signage... Does your company, product or service have a slogan? (If not, TV
is the perfect opportunity to develop one). Have you produced radio ads, coupons, or
flyers? Use all these efforts to... 
OH, NO! No, no, you don't have to draw pictures... But DO try to
visualize your commercial and how the copy will work in your store, place of business,
office, or in the other sets you may be considering, and make notes. Be creative with your
shot concepts, but be realistic. This storyboard will help us create a shotsheet, which is
just what it sounds like... 