For any TV script, according to Mike Hall, director of television production for JWT Europe, the system allows for almost instantaneous cost comparisons of production scenarios in any country and is accurate within 10% of the final production cost. By answering at least 20 questions, the system can estimate what the cost would be for a British director, an Australian location, Italian talent, and post-production work in Germany. If this is too expensive, the system can create a more affordable production outline.
According to Hall, GLOBAL was developed "because we discovered a huge problem whereby scripts were being approved by clients without a clear indication of how much they would cost. When finally costed out, they went way over budget which meant everyone had to go into panic mode to rewrite it." Hall explained that the program virtually eliminates this problem. He says the system will also mean that agencies won't require production companies to make estimates on "scripts which may never be made."
GLOBAL is currently being installed in Spain, the Netherlands and France and gradually will be introduced to other offices.
Copyright Adweek L.P. (1993)