Those of us of a certain age may remember shows like No Boundaries, Turn of the Tide, Calabash Alley on our television sets. At a time of foreign currency and import restrictions, this country achieved something of a golden age of local TV, where local producers were regularly putting out homegrown television series. Fast forward to 2015. With the existence of social media, little trade and financial restrictions, state financing and more television stations than any other time in the country's history, there is relatively little local content on the air.
The Apartment's $17 million price tag
Part of this is due to the cost of local productions. The Apartment, one of the latest ventures into local television series production, is estimated to cost just over $17 million for its three seasons.
So far, the principal photography on its pilot episode is complete, but the production house behind it, PWTN Productions, still needs $212,800 to complete its post-production phase.
"There is a misconception of local content, that it does not sell. That there is no audience for it. That it is sub par and the quality is not up to that of international productions. To that I say, if we don't allow ourselves to grow, we will never move from that. There is a lot of room for growth, but that growth requires certain resources. One of the main resources is financial."
This from Pauline Mark, 33, director at PWTM Production Ltd.
Mark incorporated the production company in August 2014, along with her sister, in an effort to create greater opportunities within the television and film production industry for herself and other skilled workers.
Mark herself has been in the industry since 2003. She left her job as a Cultural Officer 1 at the Ministry of Arts and Multiculturalism to pursue an acting career. She has trained at Performing Arts Theatre Workshop and the prestigious Art of Acting Studio in Los Angeles and has appeared in Home Again, A Story about Wendy part 1 and the just completed Scandalous starring Machel Montano.
In 2008, she started working behind the camera to build her production and script- writing capabilities. In fact, she wrote the script for The Apartment, which revolves around the lives of three roommates in an upscale apartment.
Speaking about what makes The Apartment so different from other local productions, Janine Charles-Farray, marketing strategist for the venture said if it is successful, the series may set the bench mark for distribution and investment strategies for local television in the future.
"I think with this series, we are going to hit upon the formula that works and we may very well become the case study for successful commercialisation of a TV product," said Charles-Farray.
Firstly, the completed pilot will be used to source the remaining financing for the rest of the series.
Charles-Farray also said one television station has expressed an interest in airing the first season. Meanwhile, companies such as Massy Stores, Berger Paints, NLCB as well as the ministries of Arts and Multiculturalism and Gender, Youth and Child Development have also provided sponsorship for the venture.
Mark and Charles-Farray explained the arrangements they have set up for those who also wish to invest in the series. Massy Stores and Berger Paints for example, benefit heavily from product placements within the pilot episode. But PWTM also plans to target equity investors.
"Right now we can say that there is a three-year investment on the table and the percentage rate of return is being worked out right now. Of course, we can work out arrangements with individual sponsors who are also interested, for example the investor who would like their money back within the year. It is a very customised exercise for equity investors," said Charles-Farray.
Charles Farray said currently the project has no equity investors and developed the plan at the suggestion of InvesTT. However, PWTM Productions Limited fully intends to register with the SEC before it begins to accept funds from equity investors.
Domestic, regional and international revenue projections have also been prepared and will be shared with potential investors.
Mark and Charles-Farray said sponsors may baulk at the $17 million price tag of the series but explained that good television does not come cheap.
Charles-Farray said the million dollar budget includes pre-production, production and post-production work, as well as fair salaries for the staff connected with the venture. The two noted it was important to set a standard here as well since the local television and film industry has become somewhat notorious for low pay. The figure also includes the cost of marketing and distributing the series.
Charles-Farray said the potential exists for investors to earn money off of merchandised material from the series as well as syndication of the series to Caribbean diasporas in the US, Europe, Africa and Asia, DVD commercialisation of the series and video on demand opportunities.
Mark said so far, she and her family have put $50,000 of their own money towards production costs.
About The Apartment
The Apartment is intended to target males (37 per cent) and females (67 per cent) aged 16-45, mainly in the East West Corridor with niche markets in Central, South and Deep South Trinidad. The target audience is socially aware and has a keen interest in local content and content that speaks to their needs and provides solutions.
The main characters are Ayanna and Michelle who move into their new upscale apartment. Janelle, Ayanna's cousin asks to crash with the girls until she gets back on her feet. The new roommates decide to have a party to celebrate their new-found freedom, which leads to trouble for all. Janelle unknowingly sleeps with Ayanna's boyfriend (Derrick) who is immediately smitten. Ayanna cheats on Derrick with her ex-boyfriend Akeel and Michelle gets wasted with Eric.
The series stars among others, Rhoma Spence, Cecelia Salazar and Pauline Mark.