"Deadlines are crucial for streamlined and efficient workflow systems, so adhering to commercial timelines allows to ensuring a successful broadcast," Lucasta Stephen, DStv Media Sales deputy GM for channel sales said last week, speaking at a stakeholders' workshop held in Randburg, Johannesburg.
Submit seven days before broadcast
Stephen urged clients to submit the material seven days prior to the broadcast, adding that logs open six weeks prior to broadcast.
According to Stephen, any new material delivered has to go through the following stages:
The following must also be included, among others:
The advertiser is in control of material formats and must adhere to timelines, she stressed.
It is understood that SABC and e.tv do compromise on the adherence of timelines - apparently they may accept material the very same day of flighting as the seven-day deadline causes problems for some advertisers.
Avoid unforeseen problems
But, DStv Media Sales CEO Chris Hitchings said while his company understands the issue, it will not bend the seven-day rule at any cost to avoid unforeseen problems.
Randburg-based DStv, which broadcasts more than 50 000 hours of TV every month, has been operating since 1994 in South Africa. It has over four million subscribers in Africa and just under two-million locally. DStv Media Sales claims to be in charge of handling over 60 000 commercial ads every month.
Audio, aspect ratio and high definition (HD) were also discussed at the workshop.
Loudness, not peak metering
Stephen urged clients to opt for material that contains loudness as opposed to peak metering. As some materials were found to contain volumes discrepancies, which duly compromise the quality of the ads, she said a correct metering will reduce volume differences on-air.
As for the aspect ratio, the company said those who want their ads to be viewed optimally should supply their material in the required format. There are two aspect ratios for TV: 4.3 and 16.9 (standard and HD). While 4.3 (full screen) applies across all channels, 16.9 only applies only to Channel 101.
"4.3 must be considered at all times; full migration to 16.9 will take years, both aspect ratios need to co-exist, and any material not supplied in the aspect required will go through conversion," she warned.
Produce in HD
Finally, clients were told to start producing material in HD, as their ads will look fantastic, more engaging and more precise.
"Whatever you produce is the one we will flight because we don't want to manipulate anything," she said, calling for joint efforts to triumph in the present fast-changing world.
