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Future of TV Briefing: Digital video and commercial productions are approaching normalcy

Digiday 09 Jun 2021 04:01
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tv production
June 9, 2021 by Tim Peterson

The Future of TV Briefing this week looks at how far digital video and commercial productions have come from the days of fully remote shoots.

  • The return to production’s latest phase
  • The accelerated upfront
  • The ad-supported streaming battlefield
  • Rising production costs, Disney’s and Comcast’s custody battle over Hulu and more

The return to production’s latest phase

Fifteen months after in-person shoots took a hiatus in the face of the coronavirus crisis, digital video and commercial productions still don’t look entirely normal, but they’re getting pretty close.

“We have a couple upcoming shoots that are going to be in-person, and the shoots themselves are going to feel relatively normal,” said Jack Foster, art director and film director at creative studio Stink Studios.

To be clear, “relatively” is doing a lot of work in that sentence. A producer time-traveling from 2019 would still not see today’s commercial and digital video shoots as normal. Mask mandates, testing requirements and distancing measures remain in place, and they will likely continue to be a part of production at least through the end of 2021, said Dani Hiravy, head of production at creative agency Mustache. Compared to the projects being shot entirely remotely in spring of 2020, though, productions are approaching normalcy.

Digital video and commercial productions began their return to normal last summer. When companies initially resumed in-person shoots, they typically limited themselves to shooting outside and with less than a dozen — at times, less than a handful — people working on location. Since then, as coronavirus case numbers have dropped and vaccination rates have risen, they have eased toward shooting inside and expanding their crew sizes. 

What we’ve covered

Read more about Instagram here.

Read more about streaming watch time here.

Read more about L’Oreal here.

Read more about Crooked Media here.

Read more about video ad buying here.

Read more about TikTok here.

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Valiant PicturesTastemadeFirutaHiravyNBCUniversal
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