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Getting_Your_Video_Successfully_Produced_Why_quality_is_Key_and_how_to_get_it
| Getting Your Video Successfully Produced: Why quality is Key and how to get it!
You are ready to have your video produced, and you are about to
choose a video production company to do it. Did you know that
choosing the right production company will make or break your
show? No matter how great the subject or script, the overall
quality they give you will determine where your video falls on a
scale between powerful and effective or weak and useless. Yet
how do you know what to look for when choosing a production
company? Video quality is determined by far more than just the
types of equipment used or the price being charged. I’d like to
show you why the quality of your video is so important, how to
identify what makes great quality, and how to choose a company
that will give it to you!
Why choose great quality?
Show viewers a video with below average quality or even the
average level of quality many production companies give, they
will have trouble focusing on the message. Without all of the
elements of quality in your video, it will not achieve the
results you are looking for. On the flip side, when you do have
good quality, viewers really don’t notice it. What they notice
is the content of the show. They become absorbed in your
message. When you watch TV or movies, do you think about the
production quality? Most people don’t notice the elements of the
show such as shooting, pace, camera work, lighting, sound,
editing, music, etc. They experience the show and get the
message. Also keep in mind that your video quality will reflect
on the quality of your company, yourself and your message. It’s
similar to the principle of dressing for success! Your video can
impact your image. Here are some examples of where quality can
make a difference:
- A nicely done employee orientation tape or corporate
communications tape “sets a tone” that can influence the
employee’s perception of the company, inspire pride and can even
motivate them.
- In a sales or marketing video image is everything. For
example, who would you hire to manage your money? An investment
counselor who drives a Kia or a Lexus? Good video quality
identifies you as a credible success who can be trusted, and
with something valuable to offer. Poor quality teaches the
viewer not to trust you.
- A training tape with good quality says you are knowledgeable
and serious about your subject. It will influence viewers to
“buy in” to what’s being shown. It also says that you value them
enough to give them something valuable. - A demo tape with good
quality says you are a successful in demand consultant.
- A public relations video must have good quality for stations
to use it on air, and to draw the viewers’ attention. While
paying a high price for your video is not a guarantee of
quality, often the opposite is true. Usually the bargain that’s
hard to pass up is what you should pass up. There is always
someone out there who will charge you less.
Here’s a little story I heard that says it all. Driving along
the road to work, a man passed the little 2-man barber shop that
had been there for ages. The lot was filled to the brim and
there were cars lining the street... There were LOTS of folks
going in. As he passed the throng, he saw the sign out front:
"We fix 7-dollar haircuts".
I’ve had many clients come to me to fix programs done by other
companies that were poorly produced. It may seem like you are
getting a deal at the time, but in essence you may be throwing
away your money.
It is true that in today’s economy, production companies have
had to drop their overall prices somewhat. Generally those
charging below industry averages are either without experience
and/or talent, without the right type of equipment and
resources, or those whose businesses are in the process of going
under.
Although you may be able to find the rare true bargain, I have
seen over and over in the world of video that the old adage is
true when it comes to extreme low prices: You get what you pay
for. What makes great quality?
Let’s look at several areas that you need to be aware of when
determining the level of quality a production company will give
you:
Equipment: Believe it or not, a high priced company using the
best equipment does not automatically translate to quality. You
can put me in a gourmet kitchen, but would you serve my food at
a dinner party attended by your boss and co-workers? No way!
It is the same with video. Having the best tools can help, but
without the right knowledge, experience and skills you can end
up with an ineffective video that you would not want to be
associated with. So beware of the production company that
primarily stresses their state-of-the-art equipment.
It’s become easier and more affordable to buy video equipment.
So these days, many people are becoming “video professionals”.
In fact, it seems like almost everyone these days has two
careers – whatever they do for a living, and video production.
Yet every aspect of video production really is an art form. It
takes talent, years of experience and a wide range of training
to make a quality video. When choosing a company it is essential
to look beyond equipment, and to the total package you will be
getting.
That being said, the main requirement concerning equipment is
that it be broadcast quality. As long as it falls into that
category, you have the potential to receive good quality.
Anything below this will have that amateur,unprofessional look.
Experience: In my opinion this is probably the most important
issue. It will dramatically impact the way the video is planned,
shot and edited. Think about when you flip through the TV
channels looking for something to watch. Do you stop and view
the local cable access station? Most people flip right by that,
deciding in a split second that this not worth their interest.
They may not be able to tell you all of the reasons why, but
these days if a show is not done with quality, most folks
perceive it and will tune it out instantly. Almost everyone can
make a video with today’s available technology. My nieces used
to produce their own music videos in elementary school. However
there is a huge gulf between amateur video and a professionally
produced show that holds the viewers attention and accomplishes
your goals. There is a huge difference between the quality you
get with various professional video production companies.
Experience and talent have everything to do with that.
There are many production companies out there who have the
appearance of being able to handle the work, but hire them and
you won’t get the impact from your video investment you are
hoping for. Find people with natural talent along with
education, experience and developed instincts, and you’re more
likely to have success! Ask questions such as the following:
- How much experience do they have creating videos? Are they
fresh out of school, or have they had any professional
education? Is this a second career stemming from a hobby? The
experience level of almost every crew member will impact every
aspect of your video, so ask about them also. - Will the more
experienced people actually be working on your video from start
to finish, or will they delegate to less experienced people?
- What type of clients have they worked with in the past? For
example, I would not want a wedding video company to videotape
my corporate video.
- Does the video crew have good corporate manners? Can they work
well with the people who will be involved with your shoot? Video
crews are notorious for vulgarities and inappropriate dress and
manners.
- Can you get references from their other clients? Are they
credible?
- Do they have an in depth understanding of the type of video
you are creating? For example, if it is a marketing video, do
they understand marketing concepts? If it is a training video,
do they understand training concepts? Having the appropriate
knowledge helps the director plan, shoot and edit the video for
maximum effectiveness. - Do they seem to know how to create mood
and atmosphere? Can they tell a story effectively? Are they able
to create appropriate emotions? Look at their demos and see how
you feel as you watch them. Do you feel “sold”, motivated,
inspired, etc?
- Will someone who understands all phases of production work on
your show from start to finish? As a producer/director/editor, I
understand each phase and that impacts how I plan and create the
entire show. Many production companies pass the project along
like an assembly line. The show can become disjointed and
ineffective. The right producer/director will know what
questions to ask you, and then they will know what to do with
the answers! Shooting: As I mentioned before, if the camera work
is good, the viewer usually won’t even notice it. They will
simply experience the message. Take a look at their demo and
observe the following: - The framing of shots. This means heads
will not be cut off, and usually the camera will have the focal
point centered on the screen. If there is more than one focal
point, they will be equidistant to the sides of the screen.
These rules can be broken if there is a creative effect being
achieved, but you will sense whether or not it works.
- The focus. You would think this goes without saying, but an
inexperienced camera operator may go out of focus and may not be
able to get the image back into focus quickly. - Camera
movements. They should flow smoothly, capture all the important
action and information, and add variety to the screen, making
the show more visually interesting. Steady camera moves make the
camera work unnoticeable to the viewer. An amateur may be shaky,
zoom in too quickly or not quickly enough, and may have rough
camera moves. They may not move enough to keep the show
interesting, or they may move too often. These things will
become distracting. Again, these rules can be broken for effect,
but watch for those who overuse these effects or do them poorly.
Lighting: A poorly lit shot can make you look 10 years older! If
you have a one-inch long wrinkle, poor lighting can extend it to
be at least two inches. Great lighting gives your picture
dimension and poor lighting makes your image flat and
one-dimensional. Visible shadows should be kept to a minimum,
and there should be no bright spots.
Sound: Great sound is essential. Today’s audience is savvy when
it comes to good sound. If it is less than perfect, you will
increase the likelihood that you will lose them. Poor sound is
like going to a fantastic movie but the people behind you won’t
stop talking! Professional sound is crisp, clear, not too loud,
not too soft, and you hear only what you are supposed to hear.
Add music to a less than perfect audio track and the music will
sound like an increase in noise. Add the right music to a well
done sound track and it can transform the listener. Check the
following on their demo:
- Sound volume. Is it consistent and audible? Does the viewer
have to strain to make out words?
- Clarity of sound. It may be loud enough, but without clarity
it still can be a strain to make out all the words. Think about
sound on cable access stations. You can often hear a kind of
echo, like they are talking into a tin can. - Background sounds.
For example, air conditioning, airplanes, lawn mowing,
footsteps… Sometimes it is impossible to avoid, but whenever
possible, these sounds should be avoided as they will be very
distracting. - Music. Is it right for the video? Is it playing
at the right volume? Music should never overpower or distract.
Yet the right piece can set the tone. It can create excitement,
calmness, etc. A long piece can actually seem shorter and more
interesting with energetic music.
Video effects: Page turns, tumbling boxes with video in them,
funky wipes - recognize those from your wedding video? Effects
do have their place, but usually your video is not that place!
The very occasional effect is fine in most videos. An abundance
of them can make a video look very amateurish. Editing: This is
an art form in itself. A talented editor will know how to choose
the right shots, cut them together smoothly to tell the story,
create a mood, teach a concept, and sell your product. Things to
watch out for are cuts from the same angle over and over, hard
cuts that don’t make sense to the brain, etc… It really takes
years of training to be able to identify the elements of a well
edited video. However, once again I would say that when watching
a demo, you should not even notice the editing. The video should
draw you in and flow smoothly. A well made video can be a
powerful tool. When you are investing your time and money, it’s
important to educate yourself so that you can get the most gain
possible. A savvy buyer can invest the same time and money, yet
get much more payback. For outstanding quality at competitive
prices call us Ball Media Innovations today! We would be happy
to discuss how we can help you create your high quality video at
our competitive prices.
Copyright 2004 Ball Media Innovations, Inc. All rights reserved.
About the author:
Greg Ball , Award Winning President of Ball Media Innovations,
Inc. has been producing videos for corporate and broadcast
clients for over 23 years. BMI provides national service.
clients include Burger King Corporation, Club Med, Citicorp
Latin America, Ryder Trucks, Burson-Marsteller Public Relations,
Audi Corporation, Icelandair, World Communications Link. Contact
him at (954) 432-1274 email granball@msn.com
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