HOW TO MAKE MONEY PRODUCING CABLE TV

HOW TO MAKE MONEY PRODUCING CABLE TV

ADVERTISING

If you have cable, you've no doubt seen local advertising on

most of the channels. There are three ways a local business

could produce a commercial. One, they could do it themselves

(and we all know what that looks like); two, they could have the

local cable business do it for them (which can also look quite

amateurish); or they can have an outside individual do the

production. This is where you come in.

If your video skills are top-notch, you can produce excellent

commercials for local businesses at agreeable prices. If you

have marketing skills, so much the better, but it's not an

absolute requirement. As long as you can clearly answer the "4

W" questions (who, what, where and why), your commercial will be

good.

The only drawback to this business is that you should use 3/4

inch broadcast format video, which is incompatible with a home

video camera. A camera for this type of videotape usually costs

around $3000, less if it's used. There is a way around this

expense, though.

Most cable stations have what is called a "public access"

channel. This channel is designed so that individuals and

groups from the community can produce their own shows, to be

aired on the channel. Contact your local cable company and find

out if they have such a channel. You should be able to rent

time on their equipment. This is a real boon when it comes to

editing a tape, as they will have the equipment necessary to

make your tape look professional. They usually offer short

courses on using the equipment, too.

Market your services directly to the small businesses in your

area. Good prospects are auto dealerships, restaurants,

retailers such as video, book, and computer dealers, and, in

election years, local political candidates (hope they get

elected - you can expect a return customer!). Your quality

production, coupled with a reasonable price, should entice

prospects to become customers.

Most commercials will be either thirty-seconds or one minute,

and will be shot on location at the customer's facilities. If

they provide the copy for the commercial, you only have to

direct the commercial. Run through the script with whomever

will be reading it, to make sure that it will fit the time

without sounding rushed. You want to aim for a relaxed, natural

sound (unless, of course, you're working with your local crazy

car dealer, in which case they may want an auctioneer sound!).

Above all, make sure the script tells WHO the advertiser is,

WHAT they do, WHERE they are, and WHY people should give

them their business. This is what the customer needs to hear.

Also, make sure your customer is happy with the result. After

shooting the video, edit it (you should be able to ask someone

at the cable company to help you), then review it with your

customer. As long as you've presented the advertiser in a good

light, you'll be in good shape.

The first few times you produce a commercial, you may feel like

you're flying by the seat of your pants. Just relax, use good

common sense, and always remember that the job of the

commercial is to convince the skeptical customer to spend his or

her hard earned money with your client.

You should expect to spend a few hours during the shoot, to get

enough takes for editing. Get four or five good takes. That

way, any bad parts that you find when reviewing your taping can

be replaced with a good take.

A thirty- to sixty-second commercial should be able to be shot

and edited in one day. The first one or two may take a bit

longer, but that's okay. It's better to take your time when

learning the ropes, rather than rush through and end up with

substandard results. Because your overhead will be low (if

renting equipment, instead of purchasing), you should be able to

undercut your competition. In a decent size city, you can

expect to charge between $500 and $1,000. Longer commercials

are more negotiable, depending upon whether or not you will be

asked to write the script. The half-hour long "infomercials"

have become a bonanza for many advertisers, and they are a goal

you can work up to, as your skills grow.

Watch commercials and listen to them. Keep mental notes about

how the advertiser is presented, what message the commercial

gives, and if you feel the commercial is successful.

Incorporate the best elements of the commercials you see into

your own shoots!