Pro­duc­tion agree­ment may soon ben­e­fit in­dus­try

The Star Malaysia - Star2 - - SHOWBIZ - Ken­neth Chaw

A NEW pro­duc­tion agree­ment for TV com­mer­cials will not only ben­e­fit the ad­ver­tis­ing in­dus­try but soon the film in­dus­try too.

Ef­fec­tive March 1, the var­i­ous par­ties in­volved in the ad­ver­tis­ing film pro­duc­tion in­dus­try, namely, pro­duc­tion houses, ad­ver­tis­ers and ad­ver­tis­ing agen­cies, must sign a con­tract each time a TV com­mer­cial is made to reg­u­late the qual­ity and ef­fi­ciency of pro­duc­tion ser­vices pro­vided.

The con­tract will state the re­spon­si­bil­i­ties of each party in­volved in the pro­duc­tion of a com­mer­cial be­sides mat­ters in­volv­ing pay­ments, work hours and in­sur­ance re­spon­si­bil­i­ties.

This pro­duc­tion con­tract is a fol- low- up ac­tion on a pro­vi­sion made by the Na­tional Film De­vel­op­ment Cor­po­ra­tion Malaysia ( Fi­nas) in Feb 2015 that re­quires pro­duc­tion houses in­volved in pro­duc­ing a TV com­mer­cial to be a mem­ber of the Malaysian As­so­ci­a­tion of Ad­ver­tis­ing Film­mak­ers ( PPFIM) in or­der to ap­ply for a Made in Malaysia ( MIM) cer­tifi­cate from Fi­nas.

“This is a great help to the mem­bers be­cause they will un­der­stand their obli­ga­tions and do not have to spend time ne­go­ti­at­ing terms for each pro­duc­tion. It means they can de­vote that time to mak­ing the com­mer­cial as bril­liant as pos­si­ble,” PPFIM pres­i­dent Khoo Kay Lye de­scribes the move in a press state­ment.

Mean­while, Fi­nas di­rec­tor- gen­eral Datuk Kamil Oth­man hopes the pro­duc­tion agree­ment will not only be a boon to those in the ad­ver­tis­ing field, as he is look­ing into ex­tend­ing a sim­i­lar pro­duc­tion agree­ment in the film in­dus­try.

“Now we have a tem­plate and we can ask the other as­so­ci­a­tions to look at it. PFM ( Malaysia Film Pro­duc­ers As­so­ci­a­tion) will be the next one,” he shared in an in­ter­view with Star2. “Hope­fully by the fourth quar­ter of this year, I think the rest should be able to adopt this as well,” he says adding it is also sub­ject to how ready the as­so­ci­a­tions are. –

( From left) Malaysian Ad­ver­tis­ers As­so­ci­a­tion ( MAA) pres­i­dent Mar­garet Au Yong, Malaysian As­so­ci­a­tion of Ad­ver­tis­ing Film­mak­ers ( PPFIM) pres­i­dent Khoo, Fi­nas di­rec­tor gen­eral Kamil and As­so­ci­a­tion of Ac­cred­ited Ad­ver­tis­ing Agents ( 4As) pres­i­dent Datuk Johnny Mun launch the pro­duc­tion agree­ment. — MUHAMAD SHAHRIL ROSLI/ The Star

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