TAS Builds Business on Nothing  

Television and Advertising Services (TAS) Marketing Director Paul Metcalfe says when the production company re-branded last July, they deliberately decided not to aim directly for the same work as everyone else.

"The significant difference is that there are specialists that do what we do but just work with ad agencies. There are specialists that just work with production companies etc. All of those relationships are fairly well established and getting into that group is fairly difficult.

"But below that there is a whole marketplace that requires production services that can be delivered in a really cost-effective way," Paul says.

That marketplace includes audio and post production on pilot TV series, features or tele-movies, corporate and training videos for advertising agency clients and credentials reels for agencies themselves.

                                                         "...we don't ask for any guarantee."

"It seems to be the standard now for agencies when they're pitching, is to have a video about who they are and what they are, so we'll create that. We'll heavily discount that as our way of investing in their process. It's low risk for them but they're in here to see how we work. They get a high degree of comfort at a lower cost, and as the TV commercial work comes up, we don't ask for any guarantee, but we'd like to be on the list to get considered.

The way TAS gets their foot in the door at prospective clients is to offer work for nothing or at a reduced rate and then pitch for more lucrative jobs after building a relationship.

"It's really about finding inventive ways when essentially what you're marketing is a bunch of boxes. When you cut it down, it's half a dozen rooms. How do you make that different to others that are out there? And if your point of difference is one of value, then you've got to find a way to present that to people."

                                                     "...you can market yourself differently."

TAS officially launched on July first last year with three staff and one small editing machine and now has eight full-time post production staff plus freelancers.

"It just proved to us that you can market yourself differently and still have expansion plans for a small business," Paul says.

Hence the free space for independent producers and directors in the new building.

"So if they're doing a production for a TV station, they come to us, hopefully use our back-end facilities for post-production, set themselves up with a laptop, plug it into the network, do all the day-to-day things and then when the production is over, close the laptops and off they go."

CRA boss Joan Warner told the Australian Broadcasting summit that all 10 commercial radio broadcasters as well as the ABC and SBS will take part in the consumer focussed digital radio trials which are now due to begin in Sydney in July. 

"Commercial Radio's own commitment is highlighted by the fact that the industry body has underwritten the first phase of the Sydney trials.  This has not been an inexpensive exercise," Joan told the delegates. 

She said several snags have arisen during planning for the trials.  For example analogue television broadcasts in VHF Band III in Australia, instead of UHF as it does in Europe, so many of the standard international implementation and network planning scenarios don't apply. CRA has had to develop Australia-specific implementation to avoid co-channel interference. 

Government at local and federal levels are also slowing progress.  The trials have been delayed because Willoughby Council has not yet given development consent to mount the antennas. Also the Federal Government has refused to make any temporary allocations of Band III spectrum for trials in metropolitan and regional markets outside of Sydney.

On a more positive note, Joan said there were several encouraging signs of commitment from advertisers and corporate partners.

"The trials will help us and our valued advertiser clients determine what works and what doesn't."

She said as well as offering clearer audio, Digital Broadcasting technology will add scrolling text, animated graphics, still pictures, weather and traffic maps and latest reports on demand.  It also offers multi-layered programming so the listener can access more information about an album, artist's concert dates or an advertisers special offer.

                                        ...radio networks keen to access Telstra handsets...

"Digital technology puts far greater control in the hands of consumers - and it also gets radio into more hands as it becomes integrated into mobile phones, laptops, MP3 players and so on," Joan stressed.

"All of this means the advertising paradigm may have to shift to make best use of new technology," Joan said.

She said CRA is also forging strategic partnerships with Telstra and Ford. 

Telstra has 80-thousand handsets with FM radios and CRA wants to use these to test digital broadcasting.

"We have networks like Austereo and Nova keen to participate in some preliminary trials ahead of the arrival of the more impressive, and expensive DAB/3G handsets being trialled in Europe. If Telstra continues to stall, we will look for a new telecommunications partner.  

                                                   ...a new coming of age for the wireless...

"We are also working with the Ford Motor Company here in Australia.  Ford dealerships across the UK are now carrying a demonstration unit DAB receiver and are planning to install DAB receivers in new models from next year." 

Joan told the Conference that the radio industry is ready for the first phase of its digital future : the money has been spent, the antenna is built, transmission equipment is ready, staff have been contracted and receivers are in stock.

"Radio is the only medium that still has the opportunity to surprise, amaze and truly value-add its product," she said. "The original wireless will further come into its own in a wireless age."

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