Rita ShamiaHead of Redhouse Lane Productions
How did you start working in the industry?
I answered an ad in The Guardian 20 years ago to work at a television production company. Knowing nothing about television, but thinking it would be an interesting area to work in. Right place. Right time.
Rita Shamia is the Head of Redhouse Lane Productions. Her broadcast credits include documentaries, community films, health productions, drama, adverts and even Big Brother. In the corporate world, Rita has worked on CSR, commercials and staff engagement films among others. A CD-ROM she produced for Samaritans won three e-learning and interactive communications awards from the International Visual Communications Association, of which she is now a judge.
What do you like about your job?
Pretty much everything. But primarily it's finding creative ways to turn a client's vision into a compelling film. One that communicates their values, engages their audience and delivers a ROI. The world of media is moving so fast that it's brought its own challenges in how we communicate through film and keeps us on our toes.
Everyone owns a camera now, what do you think about people producing their own films?
I think it's great that people are taking the camera into their own hands, as it offers a way for organisations to capture material they probably wouldn't have in the past. But having a camera doesn't mean the picture will be in focus, the sound coherent or the story well told. So if you are thinking of producing your own content, it's worth investing in some training to make sure your film is watchable!
Will that put you out of business?
I do believe there will always be a place for high quality, creative films made by professionals, but then I would say that! There's a difference between simply filming something and producing a well researched, targeted and stylish film that has impact.
What are the main criteria for producing film content for corporate clients?
Having a story to tell and telling it well - whether as a drama, animation stand up routine or documentary.
What opportunities does film offer in the digital landscape?
This is undoubtedly the best time for corporate communications as digital technology allows us to promote film in a variety of ways and reach many more people. Websites and intranets are brought to life with film, training sessions delivered in a fraction of the time and cost, and real conversations between employees or with customers make your business genuinely accessible. For the government and the voluntary sector, using film alongside social media to reach the public means real engagement and a far broader reach.
Tell us something about yourself that we don't know…
I'm allergic to broad beans.
Have you ever worked with anyone famous?
Hugh Fearnley-Whittingstall. But I came close to interviewing Desmond Tutu, and had I been successful it would have been a much better answer to this question!
