"Happy Cow" bill aims to keep public commercials in state

Call it the Happy Cow bill.

The California Legislature is chewing over a measure that would require commercials promoting state products, and that are financed with public funds, to be produced in California.

The California Assembly voted to approve the bill last month and this week it will be taken up by a Senate committee, with a vote by the full Senate expected in August.Assemblyman Ted W. Lieu (D- Torrance) introduced the bill in response to the outcry over a decision by the California Milk Advisory board last year to shoot part of its new series of 10 California "Happy Cows" TV commercials in Auckland, New Zealand, to take advantage of that country's low production costs.

"That we were using public funds to promote a California product and have that filmed in New Zealand just seemed to be wrong on so many levels," said Lieu, adding that the legislation would "help retain and keep jobs in California."

The board, which promotes the state's dairy farmers and is overseen by the California Department of Food and Agriculture, has been running TV ads promoting California's "Happy Cows" for nearly a decade. The latest series featured New Zealand cows representing bovines from around the world auditioning to be the next California "Happy Cow."

Milk board officials at the time defended the action, saying they were able to save money by filming in New Zealand and that the shoot only represented a "minor portion of the production." They also said that any cows identified as California-bred in the ad would be actual California cows.

But the New Zealand shoot, first reported in the Los Angeles Times, touched off a firestorm in the production community, which has been reeling from the migration of films and TV shows to other states and countries. The state approved a film tax credit last year to stem the exodus of production. However, the credit does not apply to commercials.

Among the bill's backers is the Teamsters union, whose Hollywood crew members have been hard hit by so-called runaway production.

"We're reeling from incentives offered elsewhere," said Ed Duffy, business agent for Teamsters Local 399, which represents location managers, studio drivers and casting directors. "It seems to be a no-brainer that if something is promoting California products, and it's using state money, it should be filmed in California."

The bill, however, faces some tough opposition from the farm lobby. Among its opponents are the Dairy Institute of California, Milk Producers Council and the Alliance of Western Milk Producers. A spokesman for the California Milk Advisory Board did not respond to calls for comment.

A spokesman for the Assn. of Independent Commercial Producers said his group had no position on the bill, but downplayed its potential effect.

"While we understand the point of the legislation, it is unlikely to significantly change current industry practice,'' said David Phelps, director of external relations for the association. "The overwhelming majority of members who produce projects on behalf of the state already film the entirety of their productions in California."

-Richard Verrier

Comments

[JD]

We wouldn't want to film foreign cows in foreign countries, would we? Naw, let's pass a law limiting the creative side of a creative industry. Come to think of it, let's pass a law requiring that all commercials everywhere must be shot in California. In fact, don't bother to shoot the spots, just send Sacramento the money.

That oughta do it.

[socalcomment]

JD

Unfortunately you weren't able to grasp the concept of the article. Interesting to see that it didn't keep you from commenting. Try reading more than the headline and then come up with something intelligent to say. I would imagine that would be too much for you.

[JamesP]

What? Imposter cows?? New Zealand cows lack the "foot massages" (earthquakes, according to the ads), among other benefits, that our cows have... they're just not the same! :-)

On the other hand, it's insane that it should cost less to film halfway around the world than it costs here in California. Instead of patchwork fixes like tax breaks, the stupid legislature should fix the problem at the core and make this state more business and film friendly.

[Lisa Jones]

I am an actress living in Los Angeles. So much work has left this city due to tax advantages offered in other places. Let's keep the jobs here. That means jobs for producers, casting people, actors (and others), not to mention tax money for the country and the State of California. Keep production here please!!!

[CeeWye]

The best way to keep film jobs from going overseas or even across state lines is to create incentives, i.e. make it cheap enough to film in California. That means lowering taxes or giving tax breaks to companies who want to shoot in our fair state, and for the SAG, Teamsters, and the other unions to start making concessions. Carrots, not sticks, will benefit California. The above is a short-sighted proposition that targets a miniscule section of the film industry and does not address the bigger picture.

[Mike]

Adding it to the incentive bill would make more sense. That way the expense is out in the open for taxpayers to see. By requiring in-state production, the taxpayers still have to pay, but it's not as obvious because the extra money is hidden in the higher production expenses that the state has to pay.

Another option would be to pass a bill to give free money to the Teamsters members.