Video Basics 4 Production Process TC3279/7/04

Purposes for Using Media  Make people feel something  Help people learn or understand something  Help people to do something

When watching media… You must understand: Who created the message… for what audience… for what purpose…

Defined Process Message (Desired Effect)  Jump directly from the basic idea to the desired effect.  Basic Idea > Desired Effect

Medium Requirements (Cause)  Medium Requirements -----> Desired Effect  Content Elements  Production Elements  People

Actual Process Message  The Message is developed through the phases of the production and is delivered to the target audience  Preproduction  Production Actual process Message  Postproduction  Cause > Effect Effect

Decide on An Objective  This can be restated as you Process message  Define a Target Audience  What you want the viewer to  Learn  Do  Feel

What is Your Angle?  Your unique approach to the story  Hook

Know Your Target Audience  Research to determine  Demographic Information  Life style  Psychographic Data

Target Audience for  Over the Air or Cable  Corporate or Instructional

Define Content and Angle  Information Gathering phase should provide a way (angle) for presenting the material  Will this be possible given:  Money available  Time available Creativity must be tempered by available time and money

Determine Technology and People Required  Equipment and Facilities  On location  In a Studio People Producer, writer, Director… ?

What Matters in the End?  How close is your actual message, as perceived by your target audience, to the defined process message?  How will you know this?

You must Evaluate  Formative: Continually check in each phase to see if the previous step is adequate to allow you to proceed or back up to improve  Summative Evaluation: A final evaluation of the finished product and the actual effect on the target audience

Difficulty of Determining Success  The larger and more dispersed (via mass media) the audience the more expensive and difficult it is to determine a true Summative Evaluation  What does a rating service report?  More possible with a smaller more specific audience

Getting Started by Generating Ideas  Brainstorming  A group process or individual  Suspend judgements  Be positive Clustering Visualizing connections Can be used in a group or individually

Brainstorming Exercise  1. Parking on Campus  2. Walmart in Community yes/no  3. File sharing and copyright pro/con  4. Commercial product or service