What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
Cameras keep rolling during Cup
"There was some concern amongst agencies and their clients that it would not be possible to shoot for the duration of the World Cup,” states Commercial Producers Association (CPA) executive officer, Bobby Amm. “However following research into the matter by the CPA we can now confirm that it's business as usual for the commercial production sector and we certainly hope to continue to make commercials during June and July 2010.”
Uncertainty first arose due to confusion around the implementation of city by-laws, which some predicted might restrict filming activity in the major centres of Johannesburg and Cape Town. Both cities have implemented by-laws, which refer specifically to the event, but fortunately, they have recognised that businesses not directly connected to the World Cup do need to continue to operate.
Although there are no legal restrictions, which prohibit filming, questions were raised regarding logistical and insurance matters, which could impede production.
Location issues
“The main concern was around the accessibility of locations, particularly those close to stadiums and also the availability of city personnel i.e. traffic officers who are sometimes required in the production process,” he says.
Although these are issues, which must be borne in mind, the CPA is advocating a "common sense approach.” This means an acknowledgement that locations that are in close proximity to stadiums, fan parks and major transport arterials should be avoided in favour of those that are not impacted by the World Cup. These include private residential and corporate properties, suburbs, townships, rural and remote areas and city locations that are not in close proximity to World Cup venues and activities.
Road closures need planning
According to the CPA's research, closing roads for filming may be challenging during the World Cup but road closures are possible as long as they do not coincide with matches. Prudent scheduling on the part of production companies can accommodate this. "Obviously there needs to be more vigilance and planning than usual but we have supplied our members with a comprehensive schedule of matches and activities to assist them to plan well in advance. We will continue to update them with information as the World Cup draws closer."
Insurance issues
From an insurance perspective, the industry's leading insurers have confirmed that all the insurance usually taken out by agencies and production companies in the production process will be available for the duration of the World Cup. They too advocate that all parties use common sense when deciding on locations to ensure that filming does not affect World Cup activities and visa versa.
“The CPA is satisfied that the World Cup will not hinder the production of commercials and we encourage any agency or client who has concerns to discuss these with the production company concerned or with the CPA. We sincerely hope that there will not be a drop off in production because agencies and clients have been misinformed.It's business as usual albeit under rather unusual circumstances,” concludes Amm.
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