Video Production Is Changing

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 except for video DVD. 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 beginning to be used for trade shows and other high-end display environments. Regarding lower budget production, we are seeing lower cost of DV quality video (DV, DVCPro, DVCam) showing up where higher quality video, such as Betacam SP was more commonly used. If the image you need to convey does not require the more polished look, the low budget path can be effective.

Over the past decade there has been a variety of new video acquisition formats from non-tape based consumer formats to high definition theatrical quality acquisition on hard drives as well as new tape formats. Most production choices should be based upon intended use and not acquisition format. As long as the quality is right and the selected format is appropriate for the production work flow, any acquisition medium will work.

Today many productions are being displayed on wide screen displays (16x9 vs. 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 that will ensure the production will endure into the future and give it the best chance to look its best no matter how it is displayed.

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. 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 spent. 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 Panasonics DVCPro-HD originated material will have a much cleaner look.

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.