Video Production Is Changing

 

Trends

              The three major trends in video are a rapid growth of video for the web, a growth in high definition production and an increase in very low budget production equipment being used by many smaller companies and individuals.  Video for the web or distributed via the internet has replaced most of our traditional hard media distribution even video DVDs.  The majority of our marketing productions and all of our theatre advertising were either viewed or distributed via the internet.  High definition video has been replacing standard definition production for higher end television programs and is being used for trade shows and other high-end display environments.  Regarding lower budget production, we are seeing lower cost consumer and prosumer video showing up where higher quality video, such as Betacam SP had been traditionally used, such as in simple product videos for the web.  If the image you need to convey does not require the more polished look, the low budget path properly executed can be effective.

 

Video Formats

              Over the past decade a variety of new video acquisition formats from non-tape based consumer formats to high definition theatrical quality acquisition on hard drives were developed, though a few tape formats are still used for some high end video productions.  Video size varies from large theatrical quality and high definition images down to small web videos.  Most production choices should be based upon intended use and not acquisition format.  As long as the quality is right for its targeted use, any acquisition medium will work.  Essentially that means that the selected format and production methods should not distract from the message and ideally enhance it.

 

Acquisition

              Today many video productions are being displayed on wide screen displays (16x9 versus 4x3).  This has resulted in some programming being stretched from a 4x3 original to 16x9 making many people look unflatteringly wide.  It is always best to produce in the highest quality format that will ultimately be used and convert that for all other uses.  A conscientious producer will understand how the material will be used and will offer a production format ensuring the production will endure into the future allowing looking its best no matter how it is displayed.

 

High Definition

              An area that will help a production’s longevity is production in high definition.  That does not mean that properly produced standard definition video especially if it is a 16x9 high quality production will not have legs; it simply means that high definition is more likely to be accepted in the future as good quality.  There are many ‘flavors’ of high definition from consumer HDV to high bandwidth HD SR from Sony or even theatrical quality production.  Somewhere in between is likely where most productions should be.  Content and intended use should dictate the appropriate choice for best value for the money.  For example, if the intended use is on a high resolution monitor at a trade show viewed at a close distance HDV will have noticeable artifacts, where more mildly compressed video such as Sony’s HDCam or Panasonic’s DVCPro-HD originated material will have a much cleaner look.

 

Conclusion

              There are many quality and cost related choices when making video production decisions.  Those choices should be based upon how the video will be used to obtain the desired result for the money spent.  Never neglect the fact that content is king.  Though a technically well produced production will enhance and not distract from your message, content creatively presented is the most important factor in a successful production.

 

 

Bill Williams

Producer and, since 1988, owner of

A Cut Above Video Productions, Inc.