The Screen Advertising Production Industry: SIC Codes and Screen Industries Mapping

Abstract

The screen advertising production sector as a distinctive sector of film and television production supplying content to the advertising industry. Due to different employment practices, legal and production processes, it has a distinctively different set of issues to theatrical and high end drama. An analysis of a number of case studies of this sector using company accounts and SIC codes, however, shows that it has been rendered invisible in Government commissioned reports. That could be corrected through partnership work between the sector’s trade association the Advertising Producers’ Association. Recognition of the sector’s integration within the UK independent film and television production sector would increase knowledge and understanding of the sector as a whole. This article recommends a theoretical model of horizontal integration of vertical value chains to progress new research in the area and identifies some of the consequences for existing scholarship.