New Report Shows Australian Content Producers Under Pressure
- One in three say getting funding is significantly more difficult.
- 52 percent say client budgets are decreasing.
- Traditional content commissioners are increasing in-house content production.
These are just some of the findings from Preferred Media’s newly published Moving Images Moving Landscape Report.
Preferred Media surveyed people in all areas of media, from advertisers and agencies to TV, film producers and broadcasters.
Clients expect TV quality for an online budget.
Professional content creators were seen to be hurting the most. Their biggest challenge was “proving value when the production of cheap online videos is on the rise”.
One bright spot for content producers is the growth of streaming services as a new opportunity. 36 percent of respondents had produced content for these new distribution channels.
- Marketers and advertisers are embracing new channels for video content.
- The most effective channel for moving image content is social media.
- Out-of-home is challenging TV as a marketing channel.
At least half of respondents had issues with reformatting or rights management, but the problem most people had was simply finding the content they wanted in the first place.
“There’s more content than ever before,’ says Preferred Media Marketing Manager Bridget Holland, ‘which means organising and filing is vital. Yet a third of respondents have no processes to manage their content. Responsibility is unclear too. 39 percent said everyone’s responsible – but then who actually does the work?”
The cost of poor content management is shockingly high. The survey found that a stunning 12.3 percent of respondents have lost content completely.
But Holland says that’s only the tip of the iceberg. “Even if you don’t lose any files, looking after media content is a huge time-suck. We asked people how much time they spent filing and looking for content – the average came out as 25 days a year! Imagine if you could free that time up to complete another project or two.”
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