The Comcast Dilemma

At New Direction Productions we work with clients with all different kinds of video production experiences. Some are video "virgins". These clients see and want the benefits of video, but are unfamiliar with the process and often overwhelmed by the "intimidating" nature of video. We also work with well versed production veterans. These clients have used video for themselves or their business before. They know what to expect and have a clear idea of what they want. Some have existing videos that need updating or will have had a commercial and will be ready for a full fledged commercial campaign. A third group are those that have had limited experience that might have been less than positive. They might have hired someone because they were cheap and at the end of the day their video reflected the price they paid. Tiny budget - low quality work. Some clients have turned to the television station or cable company that was to air their commercial to produce it - an attractive option because the commercial itself is free with the purchase of airtime. The final product they were left with however might be a cookie cutter production cranked out in a pattern for efficiency lacking the client's vision or branding, and lacking the refinement of proper lighting, color correction, or overall quality. This is what is deemed the "Comcast Dilemma". At New Direction Productions we are very often asked to fix the mistakes that were made by others to restore faith in the video process for these clients.

Okay, lets be honest. Airtime is way too expensive to use an inferior quality product. I mean seriously. You as a business owner have finally decided to bite the advertising bullet (a great decision) and reach clients/customers via the single largest form of media and you are going to air a bad commercial! It just doesn't make sense. The purpose of a commercial is to convey your company branding to the public. To lend familiarity with you, your services, and your business to potential clients. A commercial is meant to be the public face of your company. Do you really want the impression viewers are walking away with being poor quality?

The bottom line is I would suggest this. If you are investing (yes all forms of video production are an investment) in video make sure you are getting quality production services the first time. Promotional videos, demonstration videos, broadcast commercials all directly reflect on you and your business, so make each dollar and second work positively for you. Take some time to look at what is out there. Compare the poor, mediocre, and high quality productions. Decide which would best reflect your company. Then contact us at New Direction Productions. Avoid the Comcast Dilemma. We will be happy to provide you with superior quality production services.

--Kevin Hayes, Executive Producer