JAMAICAN PROGRAMMES will be finding another road into the American cable market later this year. Lennie Little-White, of Palm Productions, announced his firm, in association with CVO Television, intend to be content providers in Miami and New York in the United States soon.
Little-White made the announcement as a part of his presentation at the Global Media Marketing 2004 seminar at the Jamaica Promotions (JAMPRO) offices in New Kingston last weekend. The two-day seminar targeted independent producers and other members of the film and television industry to discuss the ways to break into the Caribbean and international markets.
Little-White explained that negotiations with the relevant companies in New York and Miami are still in progress. Concurrently, research to determine the best time of the day, related to the cost of the time, is being conducted. Even so, they intend to be on-air by the middle of the year. Little-White explained that though it has not yet been decided the time to be bought, they are likely to begin with two hours of air-time.
CONSERVATIVE START IS KEY
Arguing that it is better to build from a small number rather than being unable to sustain the hours they negotiate for, Little-White explained that the conservative start is key. He noted that Jamaica has earned the reputation as 'samplers', meaning that they will not sustain what they start.
There is also the intention to move further into the tri-state area (New York, Connecticut and New Jersey) as the project proceeds.
CVM Television will be responsible for providing the sports and news content while Palm Productions will be providing the other elements. Shows such as Royal Palm Estate, Palm Productions flag-ship programme, Traxx, Buzz and varying music shows are likely to make their way to the programming list.
Little-White explained that CVM and Palm Productions are also willing to act as brokers for independent producers who would also like to purchase air time for their projects.
The cable deal is just another feather in Palm Productions' cap however as the company seems to be grinning into a very bright future. Little-White also announced that following on contacts made at the MIPCOM television market last October, the programme Visions may be making its way on to Scandanavian television.
Little-White explained that the programme, which visits interesting areas across the island, is ideal for translation because it mainly features real people talking as opposed to narrators or talking heads.
In light of this, Palm Productions is utilizing this format for their newest production Colours which is currently in production.
BENEFITS
Palm Productions has also reaped the benefits of the Barbadian government's ruling mandating an increase in regional content in that country. As a result, Royal Palm Estate, Buzz, It's Showtime and Jammin have made their way to Barbadian television.
During his presentation, Little-White explained that producers need to pay closer attention to what the marketplace is looking for, rather than simply creating works that sate their 'artistic juices'.
"We have to define for ourselves the target market for our products," he said.
