If broadcast design budgets had increased in step with the number of new digital networks or broadcast outlets launched, we'd be living in a golden era right now. But while there's certainly an avalanche of work, the profits of yesteryear have been submerged.

Today's budgets now tend to be split between a broadcaster's platforms (despite spawning digi-nets, the kitty for on-air looks has not grown). A typical network design package is now worth around $500,000 US - down from between $1 million and $2 million two years ago. Deadlines have tightened from an average of a couple of weeks to, in some cases, a few days - with the same number of deliverables.

Access to cheaper technology has partially saved the day for cash-strapped broadcasters. The specialized, million-dollar machines that used to be required to crank out graphics have been replaced by a $6,000 Mac setup. This, however, restricts design parameters.

Cheaper machines mean more one-dimensional graphics and fewer live-action shoots - and many broadcasters are keeping work in-house, only farming out large projects. Not to mention that in the US, ad agencies are increasingly getting into the game as middlemen, while branding consultancies are the norm in the UK, so it remains to be seen how much smaller the pieces of pie will become.

Budgets and business aside, design firms are managing to build innovative reels. Boards checked in with some of those firms, checked out their work, and got their take on the market.

Aardman Animation
Home Base: Bristol, UK

Staff: About 100, up to 200 more via freelance

Work breakdown: About 25 spots per year plus short films and features

Project: The Blobs for BBC3. The blobby characters happened to be included on a reel that London brand consultancy Lambie-Nairn showed to the Beeb. According to Aardman's SP John Woolley, BBC3 thought the colorful critters fit the brand perfectly. The Blobs spout lines skimmed from BBC archives, so voice talent wasn't a cost issue. Aardman produced 20 versions of the idents, each taking about five days to put together.

Views on the industry: "The pie is the same size, but the actual slices are smaller."

Where they see budgets: Most packages come in below $500,000

Beehive
Home Base: New York

Staff: Eight, plus freelancers as required

Work breakdown: About two major brand packages, 15 openers, 20 promo spots per year

Project: Beehive recently worked on four cross-network spots for Disney Playhouse and a show opener for HBO's OJ: A Portrait in Black and White. While both were well-prepared clients, notes CD Ada Whitney, Disney came to the table with research, a mission statement and a mandate to build awareness of its educational TV. HBO wanted a visceral feel that saw Beehive working with the show's director to build a story out of existing footage. Work for the house of mouse took nearly three months, while HBO was wrapped in two weeks.