| An important differentiator in this proposal is that our initial campaign will offer information through opinion leaders and believable news personalities in primarily a News Feature format – a 20/20 or Dateline newsmagazine style – rather than through traditional HARD SELL advertising used in commercials, infomercials, and print / radio ads. Presenting information in an editorial news format has frequently proven to be several times more effective than traditional commercials or advertising.
TVA is a pioneer of the “documercial” and TV newsmagazine format, having produced such programs since 1986 - starring Mark Spitz, Tom Skerritt, James Earl Jones, Cliff Robertson, E. G. Marshall, Ringo Starr, Mariette Hartley, Michelle Kwan, and other notable celebrities.
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| Our news feature style combines the appearance of a documentary movie with the objectives of a commercial (referred to by some as a “documercial”). The result is a documentary-like show that sells a product, service or lifestyle, but in an informative, classy and soft sell way. There's no hard sell "slicing" or "dicing" here (unlike the ubiquitous infomercial format).
TVA has found that to effectively move an audience to action, long form commercials must possess a strong storyline, top level talent and production quality. This is why our productions have a smoother, more polished, movie-like finish. By their very nature, they are designed to methodically overcome an increasingly cynical and wary audience.
Unlike most TV spots and infomercials which are usually hard sell and low brow, our programs use an intelligent, informative, softer-sell approach that appeals strongly to today's consumers (who are becoming much more sophisticated and cynical/suspicious of the standard formulaic, testimonial-driven, talking-head approach).
The success of our news approach has allowed TVA to carve a niche in the broadcast market. A big part of our success is that we're able to bring the best of show business to your business for approx. 10 to 15 percent of the cost of traditional advertising.
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