A few weeks back I took on a job for MTV to create a new promo for the up coming MTV Dance Tour. I have done many promos like this before but they were mainly used for the web. This however was not just going to be put out on TV, it was going to be placed in Commercial Airtime. This means it would slot in the 2-5 minute break in a TV show for example. This sort of airtime is not free and does cost the company money which means it had to be the best it could be.
When doing the edit, It had to be sent back and fort throughout the company to go through a series of checks before then being sent off to Clearcast. Clearcast is an NGO which pre-approves most British television advertising. It came into being on 1 January 2008 and took over the responsibilities of the Broadcast Advertising Clearance Centre. Clearcast is now owned by six UK commercial broadcasters: ITV, ITV BreakfastLtd., Channel 4, Channel Five (UK), British Sky Broadcasting and Turner.
Clearcast approval is applied both to scripts and to the final commercials. Clearcast has to check that commercials comply with the BCAP code (rules) that applies to television advertising. These include both good taste and decency criteria, and also a variety of technical and even medical constraints (advertisements may not, for example, contain flashing which would set off attacks of photosensitive epilepsy) This is something I have to really be careful about as most of the time, the clubs are using strobes. So I have to be very selective with the footage I use.
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