Compare 1992 -.avi format 160 x 120 - slow, small, “not TV” - < 15 fps AKA “Rockin’ Chloro-Phil”
Barriers Audience expectations too high TV – but it wasn’t TV, 2 sq in of video High cost to produce a few seconds of video Large production teams Multiple skill sets Undisciplined, “creative” teams
Compare 2006 -.mov format 640 x 480 -web TV quality -30 fps
Why multimedia? Suits the audience - universal Suits the budget – cost effective Suits the company - trendy Suits the product - informative Suits the subject matter - effective Suits the mission - powerful Make sure you know WHY you are using it.
Multimedia Multisensory Creates multiple pathways to memory More engaging “Edutainment” More rapid acquisition (Bruning, et. al.) Better retention (Caine and Caine)
Print or Multimedia? Visual Movement Rapid Acquisition Crosses language barriers Memorable Replayable Accurate Must be read Static Dense info Native language Decode Reread Interpret
Print or Multimedia? Linear More labor Greater cost Needs to be sold Digital delivery Not as portable Limited flexibility Non-linear Easier to produce Reasonable cost Accepted Print or digital Portable Flexible
Advantages Leading edge, new trend Appeals to digital natives Technology supports it well Multi-purpose Cross-functional, cross-platform Ease of delivery Adds to Word of Mouth marketing
Trends in Customer Loyalty Used to be in the brand Becoming based in RAPPORT
Trends in Customer Loyalty Used to be in the brand Becoming based in RAPPORT
No barriers Reality TV Vlogging, Podcasting Low cost equipment Speed and bandwidth Web delivery with quality People want it
Photocopier Cost: $2,500.00 Time: 1 day Cost: $ zero Time: 10 minutes
Selecting the Tools Choosing the best technology to accomplish your objectives
Tools - 1 To Capture, Edit, Distribute, Play Camera Microphone IEEE 1394 Firewire or iLink port Editing software Website, iPod,.MP3 Player
Tools - 2 Kodak EasyShare * Sony DV Cams Canon XL-1 and GL-1 Any good digital video camera Any good digital camera that captures video (Not a cell phone!)
Camtasia Studio Motion captures – screen + video +++ SnagIt [Cam Studio – limited feature set, free] http://video.techsmith.com/camtasia/lat est/demo/summary/enu/cs_summary.ht mlhttp://video.techsmith.com/camtasia/lat est/demo/summary/enu/cs_summary.ht ml
Tools 3 – Editing Video Sony Movie Studio $100.00 Sony Vegas Studio $450.00 http://www.sonymediasoftware.com/product s/vegasfamily.asp Windows Movie Maker Pinnacle Studio Adobe Premiere muvee
Tools 4 – Editing Sound Sony Audio Studio $90.00 Sony Sound Forge $300.00 –http://www.sonymediasoftware.com/products/sou ndforgefamily.asphttp://www.sonymediasoftware.com/products/sou ndforgefamily.asp Sony Home Studio Software –http://www.sonymediasoftware.com/products/stu diofamily.asphttp://www.sonymediasoftware.com/products/stu diofamily.asp Audacity – Open Source (Sourceforge.net)
Creating the Product Making good multimedia for a reasonable cost
Quality Keep the “cheese factor” low It’s okay to suck at the beginning Your skills and techniques will improve Use the best you can afford Upgrade when your skills warrant Keep learning and trying things Experiment!
Quality Better is the enemy of good enough Don’t be afraid to: –Shoot junk –Edit poorly –Have bad initial results It’s all a learning experience TEST! Do a Pilot Project for proof of concept.
Quality Be real, don’t have to be a spokesmodel “Pleasing appearance” – expectation Comfortable, confident, articulate Don’t make it painful to watch
Rhetorical Techniques Same as documentation and presentations: –tell ‘em what you’re gonna tell ‘em, –tell ‘em, –tell ‘em what you told ‘em. Chunking Organization Clarity, conciseness, correctness, etc.
Rhetorical Techniques Advance organizers Logical flow of information Story arc Emotional impact (visual, auditory)
Show AND Tell Keep the ideas manageable. Not too much information in one session. Orchestrate the information using good rhetorical principles Make the audio match the video Use either when more appropriate Generally, keep video segments short ; let user decide which ones to watch.
Multiple modalities Visual –Motion –Stills –Special FX Sound –Narration / voiceovers –Music –Sound FX Supers – text superimposed on screen
Scripts Co-ordinates audio and video Includes dialog, narration and voiceovers Low cost, easy to create Prior to storyboards Edit, review and revise before shooting Text record of project; archive
Storyboards Block out the video before you shoot Edit, review and revise before you shoot Visualize See the big picture, overview of project Easier to share the vision with others Shooting List
Capturing Sound Quality microphone –On camera – ambient sound –Remote: at or on subject –Lavaliere microphone Recording booth – controlled location Be aware of background noise Be aware of equipment noise
Audio Quality considerations –CD quality (44 kHz, 16-bit, stereo) 172 KB/sec. –Stereo (22 kHz, 16-bit, stereo) 86 KB/sec. –Mono (22 kHz, 8-bit, mono) 22 KB/sec. Stereo quality is good for most purposes
Audio File sizes for various file formats.wav – largest, least compression.mp3 – average compression.aiff - MAC.rm – very small, streaming
Editing sound Clip to necessary sound, cut blank spots Clean up where possible Add music clips for intro, extro, background Add sound effects, sparingly Prevent rather than fix Watch pops, sibilants, whistles – S, P, B Wind sock, screen for microphone
Drawbacks of Audio Only People multitask They browse They forget what they’re doing Keep the eye busy with something, e.g., a slide show or a graphic.
Playing Sound WinAmp Windows Media Player Quicktime Real Player Core Media Player iTunes / iPod;.MP3 Players
Delivering Sound User’s environment User’s equipment Bandwidth not such a consideration Delivery media –Web – view, stream, or download –CD/DVD –Integrated with application Don’t depend solely on narration
Capturing Video - 1 Quality microphone –On camera – ambient sound –Remote, at or on subject –Lavaliere microphone Recording booth – controlled location
Capturing Video - 2 Retake in situ If you make a mistake immediately correct and retake Keeps position and voice tone/pitch the same Sometimes you only have one chance to get the shot, e.g., at a conference.
No Talking Heads Use expressive presenters Show rather than tell Gesture appropriately Let the visuals speak for themselves
Narration Audio is slower to comprehend than visual. Precise, natural, simple, personal, conversational, friendly. Avoid stilted grammar, syntax, or sentence structure. Keep thoughts organized and separate.
Editing Video Cut unnecessary frames Fit to timeline Create transitions, crossfades, etc. Add/Edit sound Output in correct format
Special Effects Use sparingly Chroma Key Transitions –Crossfades –Fade out/fade in/fade to black Other effects
Playing Video Flash *** WinAmp Windows Media Player Quicktime Real Player Core Media Player iTunes / iPod w/video
Delivering Video Output format:.mov,.flv,.wmv,.avi,.mp4,.mpeg Bandwidth not such a consideration Delivery media –Web – view, stream, or download –CD/DVD –Integrated with application
Distribution Digital delivery –Web, Intranet, Extranet –CD/DVD Manageable file sizes Flexible file formats Range of output media Distribution determines format and cost
Getting Started Peter Ring, Denmark Recorded SME performing a complicated procedure. Was able to document from that video. http://www.prc.dk/user-friendly- manuals/ufm/tip-0201.htm#Camcordershttp://www.prc.dk/user-friendly- manuals/ufm/tip-0201.htm#Camcorders Use this as justification to start taking video, then do other things with the video.
Easy to Produce Plan first Shoot it Transfer it Edit it Preview it Distribute it Enjoy it!
Additional notes 1.Show time for all web video, e.g., 2.7 minutes. 2.You are now more informed about what’s possible and how much it really costs. 3.If you decide to outsource, as pMachine did with Koru Productions, you can more intelligently evaluate their work and negotiate a fair price.
Selling the Vision Getting others to support your projects
Making the Business Case Selling the idea depends on who you’re talking to: –Over 35s want to hear “cost savings, easy, few resources, best practice, customer loyalty”. –Under 35s “innovative, street smart, flexible, branded, state of the art”. Persuasive, intimacy of audio/video Competitive, multi-purpose
Leveraging Company –Greater intimacy with customers –More credibility with customers –More loyalty from customers You –Higher profile within company –Greater skill base for future work –Greater awareness of trends & tools
Paying for it Marketing budget Sales budget Investor Relations budget Customer Support budget Development budget Techcomm budget
What training should you take? First, try it to see where you want to learn more and where you need skills. Scour the web for info, tutorials and examples. Take a night school class at your local college. Inexpensive and very hands on. Teleseminars and Webcasts Learn by doing, join a group or create one. Find a mentor
Questions? You may send me questions via e-mail at any time: firstname.lastname@example.org
References 1.Rosenthal, Alan Writing, Directing and Producing Documentary Films, Southern Illinois University Press, Carbondale, Illinois, 2002. 2.Hacker, Diana Research and Documentation in the Electronic Age, Bedford St. Martin’s, Boston, Massachusetts, 2002. 3.Oden, Nerissa The Future of Web Video, 2006.
Resources Digital Video for Dummies, Martin Doucette, IDG Books, 1999. Videoblogging for Dummies, S.C. Bryant, IDG Books, 2006. DV Info Net http://www.dvinfo.net/pages/intro.php Adam Wilt’s homepage for DV and cameras http://www.adamwilt.com/index.html Producing Great Sound for Digital Video, Jay Rose, Miller Freeman Books, 1999.
Resources cont. Publishing Digital Video, Jan Ozer, AP Professional, Academic Press, 1997. Digital Video (DV) Magazine http://www.dv.com Computer Videomaker Magazine http://www.videomaker.com http://www.videomaker.com http://en.wikipedia.org/wiki/Podcasting http://www.engadget.com/2004/10/05/engad get-podcast-001-10-05-2004-how-to- podcasting-get/http://www.engadget.com/2004/10/05/engad get-podcast-001-10-05-2004-how-to- podcasting-get/