Top staff key to success

Press, 6 December 1989, Page 32

Top staff key to success

The majority of television viewers in this city are unaware that many of the most visually compelling advertisements they view each evening are locally produced. The company that films the advertisements for such “blue-chip” accounts as Electricorp, Ernest Adams, State Insurance and Trustbank is Orly Productions. This long-established independent production house is best described in the interest of clarity by its head, Ross Beck, as “a

television studio that does ’ everything but broadf cast.” The company has just ' finished installing a ) superb new video studio that is currently rated as ; one of the most advanced for an “independent” in ; Australia, and New Zealand. The “soul” of this new system is a “state-of-the-art” Ado 100 unit which has the most advanced 3D technology of its type available. The debut of the Ado has meant that all the

special effects that formerly had to be done by North Island production houses can now be done in the new video studio. Acquiring the new studio has caused the normally low-profile com- . pany to embark on a media campaign to mark what they rightfully view as the coming of age of independent video production in the South Island. However, in arriving at the point where such a major capital outlay could

be justified long term, Ross Beck has first focused on the staffing side of the business. “With advertising agencies you have to be excellent first time around, you do not get second chances at the top end of the market,” he says. “There is no point in having the latest, most up-to-date gear in the world if you have not got the quality of staff to operate it. “Without them, the best technology is wasted, but with the efforts of a tal-

ented, committed team, there is the scope to produce commercials and videos of a truly international standard.” Orly is one of the few production companies in the South Island to employ a complete, full time staff. The “jack-of-all-trades” entrepreneurial approach of some companies does not impress Ross Beck at all. Orly employs an onstaff production co-ordi-nator, director, cameraman and editor. The end result is thaj the company can offer a complete start-to-finish service from initial concept through to the final “print” of tapes. Ross Beck is keen to dispel the somewhat intimidating “high-tech” mystique that surrounds Orly in the minds of some sectors of the market. “People often believe they have to have some knowledge of film and video production before they talk to us, but really they don’t need to know one side of the camera from another,” Ross Beck says. “Essentially we can arrange everything for all the different stages by using the right, seasoned staff to do the job. If we do not have the necessary skills we know who to call on for the extra expertise that may be required."