VIDEO PRODUCTION: A GUIDE
We live in a multimedia world, and video is finding its way into every
walk of life. Video screens are found on buses; we carry tiny video
players and can record video on mobile phones and computers; and
video is increasingly used on web sites.
Though most of us are accustomed to the barrage of media with
which we are faced, the impact of video can still be immense.
Although video recording and editing hardware and software is
constantly developing and dropping in cost, professionally produced
video is invaluable – even if it is intended to have a home-made or
amateur look.
Whether you need video for use online, on broadcast television or
some other purpose, this guide will give you an overview of the
world of video, including its uses and the production process.
The power of video
Though we are inundated with video from a variety of sources,
motion pictures still maintain a power to captivate. Video has the
ability to entertain, educate and enthral, as well as make people
howl with laughter or scream in horror. Using video for your business
allows you to tell engaging, involving stories that can sway a
consumer‟s choice and change their perceptions, affecting both
reason and emotions. At its best, video has a very real impact on the
way potential consumers view the world. It creates an impression,
influences a mood, and displays things in a way that helps your
target audience to gain a fresh understanding about a specific topic,
and more importantly your product.
Making the right impression
Any video associated with your company, be it a TV advertisement
or a promotional video for potential investors, intrinsically represents
your organisation. Any video production can exhibit a level of quality
in terms of how professionally it has been shot and edited as well as
continuity, sound production and effects – its production values. In
addition, the overall package of a video will leave the viewer with
some kind of a feeling. This is a less tangible quality as it is
somewhat subjective, but most people understand what it‟s like to
see a horror movie and feel tense and jumpy afterward, or feel
upbeat and amused or inspired by comedies or epics. This emotion
is the key to a successful video production as it will be associated in
the viewer‟s mind with your company. For this reason, finding a
professional video production company which understands your
business and how to capture a viewer‟s imagination is vital.
Check in tomorrow for part 2 : Types and Uses of video.
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