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Will these agreements solve the crisis in advertising film production?

Production agreements protect all level of talents in advertising film industry

The Malaysian talents in the advertising film production fraternity have long struggled for recognition for more than four decades with the influx of foreign companies and directors. Huge amounts of fees flowed out of the country.

In 1990, 28, local companies established PPFIM to consolidate their position. It was the advertising film producers who gave the foundation for local film producers to emerge, independent of dominance by foreign directors and production companies.

When the advertising film production companies introduced production agreements, these contracts were a follow up action after having obtained in February 2015, a provision from FINAS (National Film Development Corporation Malaysia – Perbadanan Kemajuan Filem Nasional Malaysia) which stipulated that any film production house involved in the production of television commercials must be a member of PPFIM in order to apply for a Made In Malaysia (MIM) certificate from FINAS.

The production agreement which went into effect on 1 November 2015, ensured that all parties involved in the advertising film production industry are clear on who is responsible for what in the production of the commercial, and complex areas such as payments, work hours and insurance. Responsibilities are set out in detail, based on industry-wide experience.

Khoo Kay Lye, President of the Persatuan Penerbit Filem Iklan Malaysia (PPFIM) commented then, that introduction of a production agreement for TV commercials as a start to creating the best possible business environment for its members. The primary objective of the agreement is to regulate the quality and efficiency of production services provided.

“This is a great help to the members because they will understand their obligations and do not have to spend time negotiating terms for each production. It means that they can devote that time to making the commercial as brilliant as possible,” said Khoo.

“No more cheap talk. We need to walk our talk and unite together for the improvement and survival of our industry,” Khoo added.

Advertising Producers Association (APA) has also come up with a standard agreement to ensure that all parties are clear on who is responsible for what in the production of the commercial, and complex areas such as insurance responsibilities are set out in details, based on industry wide experience. This enforcement is a great help to members because they understand their obligation and do not have to spend time negotiating terms for each production; meaning they can devote that time to making the commercial as brilliant as possible.

In order to monitor and ensure that members do not breach the production contract implementation, a council comprising of representatives from FINAS, PPFIM, 4As, and one FINAS representative with an administrator can monitor the process. Khoo said, “The Council’s main responsibility is to ensure that all PPFIM members adhere to the given guidelines. In the event of a breach, the council will conduct a proper investigation on the errant member and action to be taken. Depending on the seriousness of the offence, errant members may face expulsion from the association. This would mean they will no longer be eligible to apply for their MIM certificates and as a result, any TV commercials produced by them they would not
be able to go to air.

 

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