Last summer's US SAG strike combined with Canada's relatively picayune currency drove US production north; estimates vary how much. The loonie (valued at 64 cents US at press time), combined with an ever-burgeoning production infrastructure are likely to keep US and international work coming into the country. But, for anyone besides service companies that's not the whole picture. Most producers express concerns about the present and future volumes of work coming out of local agencies, added to a general malaise over the predicted economic slack. To meet these realities, production companies have been busy fine-tuning directorial rosters, looking at new partnerships, new genres of production and new ways to add value to a financially constricted process.

Toronto's Avion Films is one company examining new commercial models, building on its existing partnerships and expertise. Avion has developed several long-form programming initiatives for clients, designed to work within the agency framework. "It's client-specific programming we are developing with our agency clients," says Schwartz, who is developing these projects with Toronto writer Mark Smyka. "Partnering with them to develop these ideas that they can take beyond the scope of just the show and develop the other media components." Avion has been approached by a New York agency to pursue this initiative, with a project that includes a TV show as well as DVD, on-site and other facets. Says Schwartz, it's a natural extension of the shop's expertise, which goes beyond just production. "From our standpoint we're unlike a typical show producer who would approach a client to put money in our show. We're coming to them understanding what their problems are and what client and agency needs are," says Schwartz. The shows are designed as entertainment programming with an informational angle, not outside of the financial possibility realm. "We're talking about shows that are more cable-driven, where the cost per show is achievable -- in some cases you could produce a show for the same money as a commercial campaign. Also, the feeling is that this is a chance for the agency to repatriate the money that clients have been devoting to different sources, like the Internet." Schwartz says agency feedback has been positive, in terms of client potential as well as a way to invigorate creative teams.

Meanwhile, Avion subsidiary Generator is developing and producing a number of more client-direct sponsored programs. Generator developed the 13-episode, half-hour cooking series Marty & Avrum, The Moveable Feast with two main sponsors, an appliance retailer and national appliance maker Maytag/Jenn-Air, as well as a number of other food-related sponsors. The show has been renewed for its second season and Generator has several other shows lined up with client tie-ins, says Michael Cooper, Generator president and former BBDO producer. "Sponsors are very receptive," says Cooper. "It's six and a half hours of programming versus a 30-second commercial -- and we can do it for the same money. And in that time, the demographic is weaved into the idea -- it's not offensive to viewers, it's not a 22-minute commercial."