Do you know what it takes to register a commercial video before running or creating a campaign?

To know what are the steps and actions required to regularize your company's video advertising production in Brazil, follow this article.

Article written by Stevão Pacheco - Journalist, specialized in Corporate Marketing with a post-graduate degree in Multiplatform Audiovisual Production, creator of the Action Creative Studio Agency, with a 19-year career.

After finalizing the video production and making all the necessary adjustments, a professional production company needs to perform some bureaucratic procedures before the video is aired, so that the client is protected and does not suffer any kind of fine or judicial penalty.

We took the case of the Institutional Campaign - Vivo (December 2021): "We Are Together in These Challenging Times" of 30", aired during the COVID-19 Pandemic.

The objective of this stage is to carry out the bureaucratic procedures for the registration and the correct broadcasting of a 30" Live-action video, in support of all those who lost loved ones to Covid-19, which will be aired on the Internet and on broadcast TV.

The first step of the process is to register the production company with ANCINE - the National Cinema Agency, in accordance with ANCINE's Normative Instruction 91 (art. 22 of MP 2228-1/2001).

"Similarly, all audiovisual works produced in the country, both advertising and non-advertising, need to register with ANCINE, with the issuance of the Brazilian Product Certificate (CPB) (Art.28)" (IKEDA, 2012, p. 6)

The registration is made through the SAD portal - Ancine Digital System, using the following data from the Producer: Company Name: Terra em Transe Produções LTDA. Segment: Medium-sized (annual gross revenues above R$ 1.2 million and equal to or less than R$ 12 million). CNPJ: xx.xxx.xxx/0001-26. CNAE 5912-0/99 - Film post-production activities. Address: Centro, São José dos Campos - SP. ZIP CODE. 12.228.000.

After this step of the process, with the video in hand, the next step is to obtain the Certificate of Registration of Title (CRT), mandatory certification for all Brazilian advertising works, to be broadcasted throughout the national territory. Collect the appropriate fee. (Normative Instruction No. 105, of July 10, 2012 - ANCINE).

The next step is to obtain the CONDECINE Title - Contribution to the Development of the National Film Industry, a Brazilian tax of the Contribution of Intervention in the Economic Domain type.

It is mandatory for every production that falls under the commercial exploitation of audiovisual works or video advertising, with renewal and new fee collection every 12 months (Provisional Measure 2.228-1, on September 6, 2001).

For this step, some details of the audiovisual production are necessary, so that the fees are collected properly, without impacting the budget. This is the required information:

Title: We are together in these challenging times.

Description: Message of support to all those who have lost loved ones to Covid-19.

Time:30".

Advertising Work: Yes.

Category: Live Action - Animated Production (Adobe After Effects).

Serialized: No.

Advertising: Internet (YouTube Ads - Youtubers Influencers of national level

Criteria: more than one million followers)

Open TV: Globo Network - National - Brazil (intermission of Jornal Nacional).

Contracting Company: Telefonica Brasil S/A / CNPJ. 02.558.157/0001-62.

Budget: R$2,250,000,000 (two million two hundred and fifty thousand).

Investment for Media: R$2000,000.00 (two million).

Investment in Production: R$250,000.00 (two hundred and fifty thousand).

Origin: Direct sponsorship.

With all taxes collected and certifications acquired, the video is ready to be aired, respecting all the laws, so that there are no eventual problems or lawsuits that prevent the progress of the campaign.

The next step is to obtain the data and monitor the audience, to provide the client with the return on investment (ROI) and measure the reach obtained. It is possible to obtain this data through the Observatório Brasileiro do Cinema e do Audiovisual (OCA), to analyze the impact data on audience acceptance, through the "Brazilian Audiovisual Market" section. (OCA, 2019).

Another means of obtaining the indispensable audience information is through hiring the services of IBOPE - Brazilian Institute of Public Opinion and Statistics, one of the largest market research companies in Latin America.

References:

HOME. Ancine, [c2021]. Available at: https://www.ancine.gov.br/. Accessed on: 16 Oct. 2019.

HOME. OCA - Observatório Brasileiro do Cinema e do Audiovisual, [c2021]. Available from: https://oca.ancine.gov.br/. Accessed on: 16 Oct. 2019.