A Pledge to Quality
Talking about the current state of the industry is always challenging. This convergence, within the market, which is based on clients’ demand for increased online presence to gain more visibility for their brands via social media, is something the industry within the region is slowly but surely gaining awareness of. It is a whole new ball game, with new rules and regulations that are challenging us in maintaining production value.
Understanding these new platforms is a continuous learning curve because the techniques, to successfully deliver on innovative platforms, are currently only being used to justify smaller budgets rather than employed to their full potential. Maximising the benefits of this new wave is what we are aiming to educate ourselves on.
Though the media platform has changed, the quality of the content should be on par or even higher so as to retain the viewers’ attention while reflecting the quality and the image of the products they are trying to sell. This is difficult considering the jungle of images and information bombarding the audience every second of every day on every screen console.
A saturation of digital information is always ready to be exposed to the audience, so it is still important to maintain production value in order to deliver end results that challenge competition within the industry and give the brand high image value.
Everything needs to be faster, in terms of delivery of film and message within the work, thereby making content the most crucial element. What needs to be said has to be said quickly because the audience’s attention span is much shorter. Even watching television is a zapping sort of experience so the content needs to be intelligent enough to create viewer experience as well as deliver a message. The technology available to the audience easily allows them to skip ads, and open other portals of online activation simultaneously. This leaves little time to demand the audience’s attention while offering them something relevant in return.
However, this will increase the media budget once more but will negatively affect the production budget. We see image draining, lower quality, roughly executed pieces of work. As a result, the brand will take a hit even though the number of viewers is increasing.
While the platform today is indeed different, the principals remain the same when it comes to production quality, which is similar to that of work produced for TV. These are the expectations, but when budgets are smaller, the client experience from the production side cannot maintain the same level. Every element costs money and when there is a smaller budget, costs are allocated to the elements within the commercial rather than the experience of the client during
Today, we can tell stories in different formats and we can choose the length that fits the story instead of doing it the other way around.