Until eight years ago, my wife Anuja and I were working with different Media Companies (Production Houses, TV Channels) in Mumbai. Then, merely months into being married, we were both Pink Slipped when the recession hit. The Media Industry was particularly bad, with mass retrenchment and companies either winding off, or laying off almost entire work-forces! That is when the two of us, because we had a fair bit of experience in Writing, decided to become stand-alone, freelance, professional Writers & Content Developers.
To our minds, we had hit upon a brilliant survival-idea. We had a pre-existing network into the Media Industry, and we had both been Writing within our various roles over the years as Directors, Producers and Assistants. This would need NO investment. We’d work from home. And we wouldn’t inform our parents (back home in Delhi or Jaipur)!! 🙂
Then came our first reality check. We were asked by a large corporation (said organization shall remain unnamed) to develop their Website. Now typically we would quote a certain figure for the project with a break-up of Writing/Ideation/Supervisory Fee as one block & Designing Fee as another block. We were shocked to learn that the client, upon seeing our cost break-up, rather nonchalantly said that he’d be willing to spend the money on designing, but would cut the Writing Fee by a 5th!!! Why? Because “kaun toh padhta hai”. Agreed. But where would the ENTIRE ‘idea’ for the website come from? Us of course, which is why it formed an integral part of our ‘writing fee’. Bad luck for that though. It was just fine that any design-software-savvy person (not to take away from the genuinely talented designers that are out there) would be able to create a me-too site by seeing ‘references’ provided by the client! And for that ‘copying’ work, the client was willing to pay, let’s say 1 lac, but not our 30,000 rupee Writing Fee!
This was only the beginning of our brutal initiation into the world of ‘freelance writing’. What we dismissed as a first, one off bad client, turned out, to our horror, to be the norm. We’d write scripts upon scripts for huge television networks for paltry sums of money, and those payments would be made to us, after ‘daily’ follow ups (read phone/email begging and countless physical visits to their accounts departments) 6 months to a year later! So while the on-air talent would be paid, lets say 50,000 per episode, IMMEDIATELY, we’d be waiting for a 50,000 cheuqe for 5 scripts, for a year!
I don’t mean for this to sound like a rant, or ramblings of a frustrated writer. The truth though is, it is tough. We even had to ‘invent’ a Brand and Brand ourselves, just in order to be taken a little more seriously. Even that didn’t work.
I just want to leave you with this thought… If Customer is King (which most clients admit), then shouldn’t the Content, which ought to engage them, appeal to them, appeal them, and ultimately lure them (and that will ONLY happen if it is based on careful study of the target audience and developed on the basis of some real human insights of that target), also be KING? Agreed, hardly anyone reads nowadays. But isn’t an IDEA, or a SCRIPT on which VIDEO content is based, worth something?
I sign off with a video interview that UTV had done with us shortly after our Pink Slips in Mumbai… And urge you, do not WRONG WRITERS. We have VALUE!