Special Report: Post-Production

It has been a patchy start to the year for the post-production industry.

At the British Television Advertising Awards, post-house bosses found solace in the news they were not the only ones with few jobs to keep them busy. Only now, with a raft of World Cup work in need of polishing, are things starting to pick up.

But could such workflow pauses be a nudge in the ribs for the post-production industry to think about other sources of revenue? That elephant in the room that is digital media, for instance?

A sector that grew by more than 70 per cent last year is hard to ignore.

And as stories of the decline of TV start to play on the mind, so more post-houses are beginning to think seriously about ways to tap into things like online and mobile.

Interesting conversations between post- houses and digital agencies - worlds apart until recently - are starting to bear fruit. It is little known that Profero's acclaimed child protection on the internet rich-media campaign for the Home Office was posted by Golden Square. All that was needed was for a sinister yellow face to be tracked on to the body of a would-be paedophile - hardly a complex job that a traditional agency might pay £700 an hour for. But at least it is a start of a relationship.

The closure of the Lab, a specialist digital advertising division set up by The Mill in 2001, will have put many off dealing with the interactive sector. It simply didn't make enough money. But pockets of the industry, The Mill included, are coming up with ideas for digital projects that will make budgets work, no matter how small. True, they are only small, for now. But it's likely that the bright young things opposite this column will - in one year, maybe two - be producing moving images for the internet and mobiles as well as the box in the corner of your room.