The All-Digital Life Cycle of a TV Commercial

Bob Howard

The promise of digital technology is to make business processes 'better, faster, cheaper'. The author considers whether this is so in the life of a TV commercial - especially the production, distribution and archival stages.

The All-Digital Life Cycle of a TV Commercial

Better, faster and cheaper, with cutting-edge technology

Bob HowardDG Systems

The promise of digital technology is to make any given business process 'better, faster, cheaper.' It's now possible to fulfill that promise for the processes that define the life cycle of a TV commercial.

In broad categories, each TV commercial has a similar life cycle, which consists of several steps: Collaborative Development, Approval (Creative, Client, Network), Review, Distribution and Archival. The common element in each step is the need for fast, reliable, auditable movement of the content. In some steps, the...

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