Commercial producers have an work in all phases of media production. As a commercial producer, you are responsible for a media project from concept through completion, including budget, timelines and production values. You may work on projects for several clients simultaneously. The field is growing as new venues emerge for commercials through developing media such as flash video commercials embedded in web pages. Commercial sales are the primary revenue sources for media outlets.
- Enroll in a degree program in broadcast media, television production, communications or advertising. Most production companies and television stations will require a Bachelor’s degree in addition to work samples when hiring. You will also have the opportunity, as a student in one of these programs, to create projects for your portfolio.
- Learn the basics of each position in media production. Commercial producers will hire and supervise directors, videographers, graphic artists, audio technicians, lighting professionals and talent. Having knowledge of all of these positions will help you when, as a producer, you must draw on all of their talents.
- Get an internship at a television station, cable system or production house. Try to observe one or more commercials through the entire production process: client meetings, budgeting, concept and scripting, location scouting, talent selection, field or studio production and editing and post-production, as well as the client review and approval. All are significant aspects of commercial production.
- Include some marketing courses in your studies. Commercials sell products by appealing to certain demographics. Understanding consumer behavior and trends is an important component of commercial production.
- Build your network within the industry by participating in such groups as your local Ad Club or American Marketing Association chapter. They will sponsor networking events as well as seminars offering volunteer production opportunities. These groups will usually hold their own awards programs for the best commercials produced in the market.
- Attend some events in major markets, where production is done on a different scale than in smaller markets. The Association of Independent Commercial Producers (AICP), for example, holds in-depth commercial production seminars in New York and Los Angeles. You will gain exposure to standards and techniques that may not be available at your local level. You will also have an opportunity to meet and network with successful commercial producers.
- Produce commercials or public service announcements as a volunteer for a local non-profit organization. You will benefit the community while building your professional portfolio.
- Develop your knowledge of multimedia trends and technologies. An increasing number of commercials are created for media beyond television. A broad knowledge of these outlets will help you leverage them to your client’s advantage.
- Find work in any capacity at a production house or television station and network with commercial production staff there. You will assist with commercial productions as a production assistant or other entry-level staff member and have an opportunity to move up to positions of increasing responsibility.