By Emil Brandafi

Often times, people ask me what I do for a living and when I tell them; "Video Production", most often than not, they reply by saying; "Oh, you do weddings?" I've been in this business long enough to find this to be a fairly typical response. Most people believe that the only affordable video services available are for weddings and special events. Please don't misunderstand me, the wedding/special event market can be a lucrative one and I know a number of craftsmen who produce marvelous work. However, there are other applications as well as levels of video production services available.

My company, Valiant Video Productions focuses on the commercial and industrial applications of video. The common misconception here is that video production services are far out of reach of most businesses. Dependent upon the content and complexity, this may not be the case at all. The least expensive and most often used video to produce is a commercial. The approximate starting cost of having a commercial produced is $1,000. This is less than the average price of a wedding video. However, this does not include the cost of "air-time" on a station.

The variables involved in purchasing air-time would best be handled by representatives of local cable systems. These representatives would be able to help you sell your product or service. They would be able to specifically match markets to what you're selling.

Other applications for video include; seminars, presentations, promotions, education, training, construction, performance review, sales and marketing as well as orientation and corporate philosophy. That's a wide range of uses. This is because video makes for an ideal means of communicating to a targeted audience.

As the technology keeps improving, customers are getting some amazing results at competitive prices. The key thing is to do your homework, know what you want, find video companies that perform that type of work and comparison shop for the production package best for you. But above all, don't be afraid to ask questions. The industry is full of buzzwords and jargon that can be confusing. After all, you don't want to buy into something you don't know anything about, right?

Most video production companies offer free initial consultations. If they do, take advantage of it. This works out in the best interest of both sides. They will be able to better understand your requirements and help educate you on the options available to you. This will help guide you in the decision making process.

Unfortunately, you don't get to do the "Chicken Dance".

Unless, of course, you really want to.

*Appeared in North Jersey International Television Association Newsletter and Middlesex County Regional Chamber of Commerce's "The Business Journal", Fall 1999