Production houses plot new body

Doubts about the long-term future of the Advertising Film and Videotape Producers’ Association were growing this week, with reports of the emergence of a possible rival organisation.

Doubts about the long-term future of the Advertising Film and

Videotape Producers’ Association were growing this week, with reports of

the emergence of a possible rival organisation.



Following the AFVPA’s expulsion from the ad industry’s negotiating team

in the Equity dispute (see below), employer negotiators have indicated

they may turn to a number of ’forward thinking’ production companies for

help. If successful, the companies could form an alternative

organisation.



Speculation has been fuelled by the belief the that AFVPA’s

relationships with the Institute of Practitioners in Advertising and the

Incorporated Society of British Advertisers may be damaged beyond

repair. An IPA insider said: ’The AFVPA has lost credibility and will

not be called back into the fold.’



’I don’t see how we can recognise the AFVPA as an authority,’ a senior

agency executive added. ’It’s run by people who live in the past.’



Employers’ sources claim that some production companies have already

offered to take the AFVPA’s place. ’They don’t necessarily support our

position but they understand the need not to pay crazy voiceover fees,’

an insider said.



But the AFVPA - founded in the mid-70s with 136 members claiming to

represent 95 per cent of the UK production industry - was dismissive of

a potential rival. Cecilia Garnett, its chairman, said: ’I don’t know

where it would find its members. Our members are unanimous in support of

our action. I can’t take such an idea seriously.’



However, while most production company executives support the call for

fresh talks with Equity, many question the need for AFVPA membership in

a changing market. None was prepared to voice their disquiet publicly,

but one production company head said: ’The AFVPA is bordering on the

pointless.’



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