A Pledge to Qual­ity

ArabAd - - COVER STORY -

The For­mats

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.

The Chal­lenge

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.

Rafic Tamba,

The Con­stant

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.

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