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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : November December 2008
TVCINDUSTRY Towell: “TVC companies and directors are driving budgets down just to secure the work, making it tougher to compete. And clients now expect those budgets to remain as they are or a lot less. The older directors are doing what they never thought they would and have gone freelance as it is the only way they can survive.” additional photography in the actu- al film - it’s totally integrated.” Fragmentation is the biggest chal- lenge the industry is facing, accord- ing to Ritc hie : “We have a f rag- mented marke t and I b elieve the audience’s minds within that mar - ket are equa lly fragmented . T he att ention s pan is short er , not longer . Sh ort f orm w ork is mo re than relevant, it just needs to be as entert aining as the program ming that surrounds it.” His se ntiments are ec hoed by Jason Burrows, executive producer of Ju ngle Boys , a company whose output is a combination of TV Cs, bran ded ent erta inment an d T V work: “Content on demand v ia your digital TV or the web will cut TVC deman d inevitably bu t the N OVE MB ER/DEC EMB ER 2 008 indus try should be e xci ted about the f act that we’re all g oing to be making more and mor e int eresting work,” says Burrows. That sa id, production companies need to recognise that long f ormat requires different w ays of wo rking as you often have to mak e a f ive- minute piece for the same amou nt as a low budget thirty-second com- mercial. Commercials account f or abo ut half of Jungle Boys’ ou tput o f TV production and branded ente rtain- ment, an import ant part of th e business. Burrows says it has helped the company grow 50 pe r cent per year for the last four years. “It is important not only financial- ly but also creatively as we generally have a lot more freedom/opportuni- Prince: “No one really knows what the model is from a financial point-of-view, which has resulted in a more for less mentality. Rather than being seen as a bigger investment, it’s more about there’s this essential message that we had before and now we have to distribute it in a new way, but there’s no extra budget.” ty to contribute. E veryone in t he office, not only the directors, loves diversity in their work s o it’s also a gr eat mot ivat or. Jun gle B oys’ branded entert ainment work has been for TV and for online, varying in length from between o ne and thirty minutes,” says Burrows. Recent projects includes te n f ive minute episodes of an ABC comedy series called ‘The Ur ban Mo nkey’ which will air in early 2009, a mock documentary for Hubba Bu bba via DDB Sydney for Nick elodeon and the mock promotional s pots tha t ran within The Gruen Transfer via 3 D runk Monk eys. Ju ngleboys comedy direct or a nd co- owner Trent O’Donnel l, a lso wrote a nd directed the comedy series, Review With Myles Barlow. The downsizing of the industry is an on going i ssue, s ays T oby Towell, producer at äht(, with the scripts versus directors ratio making it a buyers’ market. He says: “Production companies and directors are driving budgets down just to secure the work, mak- ing it t ougher to c ompete. And clients now expect those budgets to remai n as they ar e or in s ome instances , a lot less. More of the older and very experienced direc- tors ar e doing wha t the y neve r thought they would and have gone freelance as it is the only way they can survive.” As well as supplying content for traditional media, recent projects for new media out of äht( includes a vi ral series for Toyota written CAMP AIGN B RIE F ? 33
Awards Dec 2008
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