Do you ever look at the advertisements on your television and while browsing the internet and wonder who makes them and who takes responsibility for the production of these ad films? The answer to that is a media production house. These are basically production companies that are responsible for making an idea of an advertisement to come to life. In India, Mumbai is known as the Bollywood capital and for good reasons. One major reason among those is the fact that most of the media production houses that create the advertising films are based in Mumbai itself. Moreover, the easy availability of set pieces, actors, props, all of it make Mumbai the ideal stop for different kind of production houses. You name any one company and chances are that one of their main offices is present in Mumbai itself, most of the time it being the headquarters.
The main criteria of these advertising films are to portray the brand in a way that all the necessary pieces of information are relayed to the user and the person viewing should be interested in knowing about the product or the agenda more. Making the film, per se, is the job of the director and the actors and other workers on the set. However, the agency that coordinates each and every move and ensures that the ad film is exactly what the client wants or wanted is a media production house.
Tasks of a media production house
The first thing that any production house does is fix a budget for the whole advertisement and plan out a way by which it can be followed. The arrangement of funds can be done in two ways. Either the company organizes fundraising opportunities or they may be dependant on a private investor, a partner or a parent company to sponsor it. In Mumbai, most of the companies act as media mini-conglomerates who function as several units or divisions in multiple industries. In other words, a single company maintains its hold over unrelated companies that come under different heads of entertainment like movies, advertisement, TV shows etc. Thus, all the revenue are channeled through various sources into a common parent company.
Once that is taken care of, the next task is the scripting of the ad which is done by a copywriter. Most media production employs their own copywriters who can give a proper structure to the vision of the client. Arranging for staff to work on the project, along with the actors and actresses, other extra resources etc also comes under the responsibility of the media production house. However, the work does not end there. The media production also has the responsibility to take care of post-production analysis, look over the distribution of the ads and what marketing strategies to adapt to spread the word.
Since the media production house performs so many functions, companies rely entirely on them for coming into the radar of potential customers. Thus, it is common for big corporate companies and brands to resort to advertising films and the media production houses are their definite go-to.