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TV Advertising: From Concept to Production

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Creating a new TV campaign is a daunting prospect and finding the right TV agencies will make a substantial difference in taking away the unknown of media production. The process begins with selecting a media agency who will then strategically choose the best time slots for the demographic being targeted.

The next step is the creative; this is the purpose of the production. A tender process will be completed and a Production Company will be chosen to complete the creative. This is important as the Production Company must understand the specific requirements and make the concept come alive. Once chosen, meetings will then be held with the Production Company to discuss all considered concepts in greater detail. This is where the expertise of the Production Company can be utilised to identify specifics to focus on the visual for concepts.

Once a creative has been decided on the Production Company will then aid creating a storyboard (a group of images or media segments that describe the key elements of a media ad, campaign or program). This can be solely with the Production Company or more commonly a joint solution to create the perfect outcome for both parties.

The great advantage of working with a Production Company in this situation is the ability to see exactly how the advert will play out in being able to offer more than just one facet i.e. not just humour or not just a serious advert all while maintaining the Unique Selling Points (USPs) for the advert.

For preproduction the Production Company will have to perform several tasks before the cameras start rolling. This carries on from scriptwriting to location scouting, prop collection, hiring actors, renting of equipment and creating ‘shot-lists’. The pre-production stage is where the TV commercial’s scheduling is setup. Commercials must be planned down to the minute because time is literally money. If a shoot overruns the excess hiring actors, renting equipment and reserving locations will dramatically expand the budget.

After pre-production is finalised the process moves to production and editing (post production). This is essentially recording of the commercial; the director coordinates the process using a script and ‘shot list’. Actors then go through several takes for dialogue and actions in the script. Production for TV commercials can take a day or multiple days of shooting, dependant on length and complexity of the scripts. Once all of the shots are filmed, the director sends the film, tape or video files to the editor.

Once the tapes are received the post-production process starts whereby all video editing, special effects, sound manipulation and exporting of the TV ad happen. The footage is reviewed and manipulated with several ‘cuts’ being left out, with the final best selection constructed by the editor. Once finalised, the commercial is exported to videotape or hard drive, depending on the needs of the TV studio, and delivered.

The end result is a finished television ready advert once clear cast approval has been achieved.

Oak Furniture Land case study: The true power of TV advertising

Oak Furniture Land recently worked with media agency partner MNC and production company partner Wordley Production Partners ltd. to fulfil the company’s long awaited objective to trial TV adverts.

Since entering the TV market, TV adverts have now become a major part of the company’s marketing mix and a major contributor to the increase in website traffic and footfall to their retail stores.

The new advert ‘Don’t do this to nan‘ represents a further evolution of the original Oak Furniture Land story that started off in the showroom now with four new characters Nan, Granddad and the Grandchildren being introduced ready for even more stories in 2013.

*Since mid-2011 both MNC and Wordley Production have been retained by OFL.

Robocop Launches Nets at Intruders

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This week news broke of a Japanese technology company that has launched a prototype robot for the home, designed to immobilise intruders by entangling them in a Robocop style net.

The security robot can be commanded from a user’s mobile phone to capture unwanted intruders. The prototype robot can be controlled using images that are streamed in real time to the user’s mobile phone.

The prototype T-34 that was revealed this week can move at up to 6 MPH, and is equipped with sensors that can detect the movement of intruders. When activated the robot then calls the users mobile to alert them of the intrusion.

“Security sensors often set off false alarms but examining the location with the robot will lead to more efficient operations,” – Tmsuk Co and security firm Alacom Co.

Seems a rather nifty way of detecting intruders in your home when you are not there that is for sure, I do however feel that any able bodied intruder would be able to outrun the robot at a mere 6MPH.

Perhaps another 30 BHP and we will be there.

Satellite Imagery: Low Cost Commercial Mapping

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I a return to regular posting on The Shelf we are re visiting the topic that we have become synonymous with reporting on. New Technologies.

A UK based company has today announced that through a unique satellite design, it can dramatically lower the cost of high resolution space imagery.

The satellite would be able to map the surface of the Earth a resolution that has only previously been found in virtual globe programs, at 60cm/pixel.

Similar systems have previously been built at huge expense, with the cost of putting up a conventional satellite nearing the $500 million mark. With a unique design the company has estimated this system could be launched for as little as $70 million.

The company that launches this system, SSTL, has recently been bought by EADS Astrium, Europe’s largest space firm.

“This is an exciting development for us; we’ve been studying the idea for over a year now,” – Philip Davies, business development manager with SSTL

He went on to say that. . .

“You could produce extremely good maps with the data from this spacecraft. In terms of the satellite, we are looking at about one-tenth of the cost of a normal satellite.”.

Commercial mapping is a fast growing industry with the emergence of Google Earth, Microsoft Virtual Earth, TomTom sat nav systems and Nokia maps to name but a few.

To date the image data that has fed these systems is partially funded by the US government. The development of the system from SSTL changes the face of this, where relatively small businesses could launch their own systems, holding exclusive image rights.

As well as loosening of control of image rights, there is also a commercial savings that can be made, with imagery costing as little as $0.15 per sq km as opposed to $20.

Blackberry Bold: The iPhone Killer

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In the battle for the next Smartphone The Shelf takes a look at how the iPhone 3G has pushed the RIM Blackberry, as each tries to become the default handset for salesmen and business people around the world.

With the launch of the 3G iPhone it became clear that the RIM Blackberry needed something new to pervail in this highly lucrative sector. Now, dubbed the ‘iPhone killer’, the Blackberry Bold aims to target more that just a business user, it has been designed for ordinary people, and is Research In Motion’s most ambitious attempt yet.

This new device has all the trademarks of Blackberry devices that have preceded it, but as well as that RIM has gone a step further making the Blackberry Bold the best entertainment device they have ever made.

As with the iPhone the handset comes with a camera and GPS, email, good look and usability, and web browsing and multimedia capabilities.

“The Bold has been designed with this almost entirely in mind: loading music for instance, has been made really easy – it will pull songs straight from your existing iTunes library; surfing the web is more satisfying than on other BlackBerrys, because the Bold uses the 3G mobile phone network as well as Wi-Fi to get online; and the interface has been given a makeover.”

The BlackBerry Bold does look a lot better than any of its predecessors, and it does more than the iPhone, but the design of it is still suited to the business user and not the consumer.

The iPhone 3G is however better for the consumer thanks to superb multimedia capabilities, but if future firmware updates give Apple’s iPhone the ability to edit documents on the go, it could become the business choice as well.

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