Nice Work Productions sprang from the realization that broadcast marketing can no longer happen thirty seconds at a time. While audience fragmentation and advertising clutter have slowly eroded the effectiveness of TV commercials for years, technological advancements – notably TiVo and other DVRs with commercial-skipping capabilities – represent a tipping point in television advertising: What’s a commercial worth when nobody watches it? (Well, almost nobody. Forrester Research says that when people can skip commercials, 92% do.)

That’s why Nice Work has developed a model that puts high-quality television series and shows at the center of multi-faceted marketing campaigns. On-air value is derived from a menu of appropriate marketing assets: program entitlement, on-camera introductions from company or organizational CEOs, and original, program-specific advertising and product placements that blur the line between the program proper and the traditional commercial break. Off-air we use the programs to power program-related websites, drive community events and get customers into stores. (For a breakdown of our branded entertainment model, click here.)

Nice Work Productions brings together more than 40 years of award-winning television production experience through its partners, Jay Nelson and Jimmy Rhoades. In an ironic twist, their backgrounds in the commercial-free world of public TV have given them vast experience in creating value for marketers beyond commercials – and an eye for quality and an ear for tone that will be critical in creating sponsored, branded programs that don’t sound like infomercials.

At Nice Work, having the right approach to the process of production is just as important as the end product – and is what leads to high-quality results. We believe the best projects grow out of truly collaborative alliances in which every participant comes out ahead.

What makes us truly unique is our extensive experience in project design, fundraising, distribution and marketing. Our business models extend beyond network commissions to include direct sponsor participation, the web and alternative distribution designs. We’ll even spin community events off programming to heighten the profile of a show and use our production assets to beef up sponsors’ websites. And our extensive relationships in the arts, non-profit and foundation communities has honed our expertise in attracting grant monies and other alternative funding sources to meaningful productions.

The song says loving what you do is nice work if you can get it. We’ve got it. Let us tell you how.