A 28:30 infomercial that uses production/creative techniques derived from the traditional documentary form. These may include: on-camera spokesperson, live or taped interviews, multiple location shooting; voiceover narrator, real people features — all interwoven into a seamless half hour. This format, like “60 Minutes” or “20/20,” is based on actuality, i.e. no fictional elements are presented unless denoted as “dramatizations.”
An important differentiator in this proposal is that our initial campaign will offer information through opinion leaders and accredited news personalities in primarily a News Feature format – a 20/20 or Dateline newsmagazine style – rather than through traditional HARD SELL advertising used in commercials, infomercials, and print / radio ads. Presenting information in an editorial news format has frequently proven to be several times more effective than traditional commercials or advertising.
TVA is a pioneer of the “documercial” and sponsored TV newsmagazine format, having produced such programs since 1986 – starring Mark Spitz, Tom Skerritt, James Earl Jones, Cliff Robertson, E. G. Marshall, Ringo Starr, Mariette Hartley, Michelle Kwan, and other notable celebrities.
Our news feature style combines the appearance of a documentary with the objectives of a commercial (which we coined “documercial” clear back in 1987). (Google this word and you’ll see TVA ranked as #1 in organic listings. We’re also always in the #1 or #2 Google spot for “infomercial production”, media blitz, infomercial production company, and several other keywords). The result is a documentary-like show that sells a product, service or lifestyle, but in an informative, classy and soft sell way. There’s no hard sell “slicing” or “dicing” here (unlike the ubiquitous infomercial format).
TVA has found that to effectively move an audience to action, long form commercials must possess a strong storyline, top level talent and production quality. This is why our productions have a smoother, more polished, movie-like finish. By their very nature, they are designed to methodically overcome an increasingly cynical and wary audience.
Unlike most TV spots and infomercials which are usually hard–sell and lowbrow, our programs use an intelligent, informative, softer-sell approach that appeals strongly to today’s consumers (who are becoming much more sophisticated and cynical/suspicious of the standard formulaic, testimonial-driven, talking-head approach).
The success of our news approach has allowed TVA to carve a niche in the broadcast market. A big part of our success is that we’re able to bring the best of show business to your business for approx. 7% of the costs of traditional advertising.
For instance, as quoted in Film and Video Magazine,
“The average production costs in Los Angeles for a 30-second TV spot is approximately $154,000.”
TVA has produced dozens of 30-minute documercials for far less than this amount while still maintaining the same level of national broadcast program quality.
A quote from Western Media, the world’s largest media buying service, pretty well sums it up regarding our documercial quality :
“It is the highest quality and most moving direct response, long form commercial we’ve ever seen on the air.”
This level of work also explains why, when TVA entered five samples of our work in the National Telly Awards, we walked away with five major awards.
By creating electronic media that combines sight, sound, motion and emotion — we turn our client’s vision into visuals and image into income. Having the world’s largest production studio in our backyard with 34 soundstages and 33 backlot filming locations has also helped give our clients a competitive edge.