Delivery · June 13, 2026
Why Broadcast Delivery Starts in Prep
A commercial is not finished when one master looks good. It is finished when every required version passes the channel it was built for.
The delivery list changes the shot list.
Broadcast, digital, vertical, captioned and city-specific versions do not all use the frame in the same way. Safe areas, graphics, eyelines, action, negative space and performance duration should be considered while coverage can still be changed.
When versioning is postponed until post, the editor is often asked to manufacture flexibility that was never photographed.
Technical review is part of production quality.
Frame rate, raster, codec, audio loudness, caption files, slates, clocks and naming requirements may feel separate from the creative, but they determine whether a broadcaster accepts the asset.
The ball hockey campaign required KFS to move beyond finishing a good-looking spot and deliver a family of market and audience versions through broadcaster review.
One system is better than fifty isolated exports.
A version matrix should identify the master creative, audience, duration, aspect ratio, market end tag, caption requirement and delivery destination.
That structure reduces duplicate decisions, protects approved elements and makes final quality control far more reliable than treating every output as a new edit.
Apply it to the production