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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : CBNAT NOV-DEC 2013
T V C + C O N T E N T P R O D U C T I O N THE STATEOF T The industry certainly is in a state - of fear or excitement - depending on who you talk to. While 2013 was a tough year for most, the future looks bright going into 2014. CB talks to some of the main players on both sides of the Tasman about a myriad of issues affecting the industry over the past year and into the future. Peter Grasse - Curious: “On one side, are production companies marketing themselves as digital agencies whilst others fragment to capture a ‘content’ market both boring and broad. On the other, are agencies touting themselves as one-stop-shops able to direct and produce, albeit less for less and further cheapening client expectations.” What are the issues facing the production industry in 2013 and going into 2014? WILF SWEETLAND - THE SWEET SHOP: Looking back on this year we have seen strong growth in production of commercials, in all forms. There is increased importance being placed on minutes rather than seconds, however traditional commercials are still the strongest and most popular form of mass advertising communication in this region - be they watched at or away from home. There are issues however. Two of the toughest are firstly decreasing allocation of budgets for TV projects as advertisers spread their 16 C A M P A I G N B R I E F overall budgets across a growing list of avenues, while maintaining more expensive expectations; and second are the rising costs of production. There is currently a mismatch in increasing labour rates compared with client budgets that is having an affect on the number of crew remaining in the industry, which I think will eventually have long lasting effects on the local industry. JONATHAN SAMWAY - PRODIGY FILMS: We had two main problems. Firstly, in the space of 12 months we had the Australian dollar trading above the US dollar then slumping. Secondly, we had for most of the year a Federal Government that could not instil any confidence into the business community. This led to agencies looking O/S for talent and locations. With the shift of 15% of production away from Australia it had a dramatic effect on companies and post companies. The next 12 months will hopefully be more stable with a majority government in place and a weaker dollar making Australia / New Zealand more attractive to everyone. ALEX HAY - JUNGLEBOYS: Production budgets that are sometimes out of whack with the scope of the production. We do often get scripts that are properly funded. However more and more, as production partners we are working with agencies and clients to solve problems by rethinking scripts and restructuring the production to bring it in line with the budget. This is largely down to the rise of digital media and clients disbursing their marketing budgets across a range of media as opposed to focussing on a smaller number of mediums. N O V E M B E R / D E C E M B E R 2 0 1 3
CBNAT SEPTEMBER 2013
CBNAT FEBRUARY 2014