Commericials Producer

Commercials producer makes adverts, jingles and station promos. In order to do this, you must have radio production skills as well as creativity. They can either be self-employed or be hired by a radio station.

Commericials producer’s work with their clients so they know what they want, like the music, voiceovers and what they are trying to sell in their advert. They can also be employed to promote events.  As part of their job, aswell as creating the advert, they have to get all the copyright clearances for music and voices used. They also need to understand and comply with media law, regulations and industry codes of practice.

They also need a high level of production skills including, how to operate a radio studio, audio production and editing using a variety of software packages

A degree may not always be essential, but candidates without a degree may need to start at more junior levels - usually  in Radio or in an advertising agency - and work their way up to the Commercials Producer role in Radio. Some of the larger broadcasters offer limited places on direct entry schemes, which may include the opportunity to work in commercials production. 

Whatever an individual's qualifications, employers expect to see evidence of interest in, and hands-on experience of, radio broadcasting, particularly skills acquired in community radio, student or hospital radio.

Essential Knowledge & Skills

Radio Commercials Producers need the following:

·         the ability to generate original ideas, and to think creatively about how to communicate them

·         excellent writing and story-telling skills which they can adapt for different audiences and platforms

·         knowledge of the Radio market, different station and programme styles, and audience demographics

·         a strong interest in advertising, and a good understanding of how radio and other relevant platforms can be used to promote and sell goods and services

·         confidence to interpret a brief, and to pitch ideas to clients

·         ability to work independently, but also as part of a team

·         self-motivation and adaptability

·         ability to work effectively under pressure, react quickly and meet tight deadlines

·         determination, diplomacy and excellent interpersonal skills

·         empathy and patience, the ability to build rapport and draw information from people

·         a thorough knowledge of the law, ethics and industry regulations as they affect radio production and advertising

·         knowledge of when it is necessary, and how to acquire the relevant clearances and licenses, including copyright and music clearances

·         knowledge of the requirements of the relevant Health and Safety legislation and procedures

·         a high level of IT skills - particularly good word-processing and data handling skills

·         the ability to learn how to use a variety of recording equipment, and to operate different radio studios

·         the ability to conduct effective internet research, use relevant computer software for audio editing, and, when necessary, to manipulate visual images or edit video, and upload all such material for use on websites

 

For people with a degree that is related to the media industry don’t need to work their way up as an entry level.