Media production

Media production covers a wide range of related fields which come together to create communicative, informative or entertaining media across many different mediums. This includes creating film, audio, Read more

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Ash PanDirector and Film Editor at PanOgraphic Productions

Media production

Media production covers a wide range of related fields which come together to create communicative, informative or entertaining media across many different mediums. This includes creating film, audio, print media, animations, web material and and more. Media production professionals work together to create everything from the concept to the finished product.

What does a media production company actually do?

A media production company will consist of a management team who organises and schedules projects for the creative department. The management team usually consists of the directors who run the company and account directors or managers who liaise with clients and write briefs for creative. The creative team actually produces the work, which incorporates a broad range of mediums and therefore needs a varied set of skills. A media production company’s creative department might consist of writers, designers, filmmakers, editors, sound engineers, foley artists, animators and developers.

The account managers or account directors work with the clients to understand the goals of the media to be produced. Their role is to create a brief that the client agrees with and which guides the style, content and purpose of the content that is being created. This brief is executed by the creative team, which is typically put together as needed by the account managers. Some media types will only require the input of one creative team member, but others will require many.

Media production companies can also organise staff, production, distribution, and sometimes marketing. As a media production company’s services become wider, the line between a media production company and an advertising agency becomes blurred.

What is the purpose of media production?

The goal of media production is to meaningfully connect with the audience and communicate the message. Often these messages have a commercial purpose, like advertising a product, but they can also be simply for entertainment or support of a cause. In any case, each piece of media has an intended purpose and a good media production company works to achieve that purpose effectively.

Successful media production companies use precise planning and management of the media production process. The field is very competitive, so companies that excel at minimising costs and staying on budget tend to survive longest, though creating content that is professional and meets the needs of the client is essential.

What sort of content might require a media production company?

  • Online video content
  • A television ad
  • A podcast
  • Print advertising
  • Radio advertising
  • Online advertising
  • Infographics
  • A cartoon or animation

How does a media production company differ from an advertising agency?

Media producers do not usually involve themselves in market research, media booking, campaign management or ongoing marketing analysis. There is also often a difference in the purpose of the media being created. Advertising agencies specialise in commercial media products that are designed to raise sales and attract customers. Media production companies may create advertising material, but their services are not confined to that medium and they may make content which is instead for entertainment, for education or to advance a particular cause or message.