Paige Bowater: Media blog: 2015

Evaluating the key stages in the radio commercial production process and meeting the clients brief

By Paige Bowater

During the production of my adverts, I played many different roles. Whilst simultaneously playing voice acting roles in my peers pieces, I also wrote four scripts, recorded them, edited and produced them in accordance to the client brief. Script writing had both difficult and simple elements. Deriving four creative ideas from the information provided was not difficult for me, hence why I produced such a diverse range, however trying to incorporate all of the necessary information was a challenge. I listened to a variety of different radio adverts for colleges, in order to develop an idea of which information was the most vital to include. This lead to all of my adverts containing a; call to action, basic course and campus information and many of them including persuasive statistics. I also tried to include different techniques in them, such as direct vocabulary, 'you', and emotive language, 'treasure'. Overall I basically played the role of a radio commercials producer. The next job was to record them. Choosing an appropriate voice over for each was difficult and in one case resulted in the advert (Pirate themed) not having the full impact which I had intended. I had hoped to replicate the scene from Pirates of the Caribbean, where Diadawn gives Jack Sparrow a jar of dirt, therefore this advert would have been better if I had used a Jamaican female as voice one.I experimented with a variety of voices for the Frozen themed advert and decided that a high pitched voice was most appropriate, as it was the most similar to the original. However, if I was to re-record this I would use a better singer, as it would make the piece appear more professional. I also had to edit the volume levels and sped up the terms and conditions of application. To do this I used adobe audition, which is software that over the course of this project I have become very familiar with.

The equipment that I use throughout this has been very advanced. As part of the recording element I had to set up and operate the recording studio by myself. It was quite simple once I got the concept of the indicators and pgm. The other key thing that I had to utilize was adobe audition. I was already familiar with this as I had used it prior to this project, however I still developed. This can be noticed through the contrast between the quality of my original demos, which after hearing them through speakers, showed that the volume levels needed some altering, and my final pieces, which in my opinion, which feedback confirms, are professional quality, and have been developed with precise detail.

For my Frozen themed advert includes music that isn't copyright free, so this means that a fee will have to be paid. However the music with all my other adverts was located on Youtube as being royalty free. I also do not have to pay towards the sound effects used in the climbing style advert as they are from the BBC sound library which is royalty free. Most local radio stations have a license which acts as almost a 'discount' from PRS fees. (please see the following image) Although this doesn't cover the whole price, it does mean that in my case, it only took £50 off the budget. My peers did pick up on this 'Music, was not royalty free' however did also praise it due to the track being 'popular'.

The client brief was at the heart of each of my pieces. I ensured that my adverts were upbeat, which my peers reviews confirmed, and that I included all the relevant information. Upon presenting, my client did however, suggest that I should have included more detail in my frozen themed advert, but said that it was still effective as it was. They also questioned the scheduling. I dedicated a large proportion of my budget to the scheduling fees, in order to obtain a strong time slot, where it would reach the optimum amount of listeners.

My peers did comment on the fact that it was quite 'informal' however did not use this as a negative point as, they also claimed that 'it works' this way and is still 'professional'. I do agree with these comments, as I believe that the four adverts that I did, all work really well, and are of broadcast standard.

My budget in the presentation was a challenge. I had to research into how much each element would cost; radio equipment hire, voice actors, and so on. I created all of my pieces within the budget of £2000 in accordance to the client brief. As a self criticism, I think that I should have highlighted the detail in this element more when I presented in front of my client. This brings me to the evaluation of my presenting skills.
I believe that my stance and movement throughout the pitch was professional and fluent. I think that I kept eye contact throughout, with a large proportion of my audience. However I do believe, after watching it back, that I do appear nervous initially, although this does fade. If I was to redo this I would try and maintain the professional and powerful approach that I gained half way through.

In conclusion I am overall quite satisfied with my submitted piece, and development throughout the project, and finally believe that my advert is professional and fitting with the client brief.