Aperture Studios – Backstage

The fourth and final phase (generally) is distribution or how to get your message to your intended audience. The production company you choose should be able to deliver as many DVD’s or Blu-ray Discs you require AND provide you with a high quality, properly encoded file for use on your web site.  Ditto if you need it for a Power Point or other presentation. Maybe you even need to have your finished piece broadcast on television.

It used to be VHS tape (remember those?) was your only choice for distribution to a general audience but currently DVD is king. They’re relatively cheap to manufacture in quantity – even with full-color packaging.

Your project may not warrant special packaging for your DVD. A simple case with label may suffice. However, if you need a cover designed for your DVD, your production company should either be able to perform this service for you or refer you to someone who can. A quick note: If you are going to have a jacket designed, you may need still photographs taken during the shoot. Make sure your production company can handle this for you.

High definition Blu-Ray is here but doesn’t have the user base of DVD yet.  You may still want to have a Blu-Ray version for internal use but, for general distribution, you’ll probably want to wait awhile.

Web versions of your video are almost a “must” today. You can post them internally on your intranet as a way to communicate with employees or the internet to reach a broad audience.  Properly encoding the video for such use is the key to success and your video production company should be able to deliver this to you.

Last time we talked about how to choose a video production company and the importance of preparation and arming yourself with knowledge of the process. Here, we’ll continue with the next two phases: Production and Post-Production.  

Phase 2 – Production

Shooting: On the surface this is often viewed as the glamorous part of video production or filmmaking – what with cameras and “talent” and publicity and all. It is indeed fun but also usually the most intense phase. The production company you choose should assign a qualified crew to record all required materials outlined in the visual and audio portions of the script. Make sure the crew working on your project has a history of working together and finishing jobs on time. Wasted time means wasted money and you want your dollars up on the screen where it counts.

Phase 3 – Post-Production

Editing: With today’s non-linear editing systems (computer based editing) most production companies are able to combine what was once two separate processes: Off-line editing and On-line editing. Off-line editing involved creating a rough cut of your finished project. The purpose of this first cut was to make decisions on timing, scene sequence and shot selection. The rough cut might not contain music, audio sweetening, or fancy effects. In the past this was done using simpler pieces of equipment or less sophisticated technology.  Once the off-line edit was complete you’d move into the more expensive on-line edit suite with all its bells and whistles. The On-line edit, or the final video, would contain all of these things and any other visual specifications that were outlined in the script. In some cases these steps are still employed but for the most part, with today’s computer based editing, production companies can skip the off-line process and create something much closer to a final version (if not the final version) while retaining the flexibility of easily making changes. This saves time and loads of money.

Next….. Comes Phase 4 – Distribution. Just how do you want or need to get your finished production out there? Stay tuned.

Video Production is a very competitive business. Technology is moving at a dizzying pace. It allows video professionals to do a lot more than they used to be able to do in a lot less time… and for a lot less money. It allows video producers to own equipment that a few years ago they could only dream about working with.

The downside of this technology trend is that the barriers of entry into the video production business have been lowered. As a result, more and more people are buying equipment, printing business cards and calling themselves production companies. Unfortunately, many of these companies are not qualified to serve people like you. So how do you choose a video production company?

Preparation and knowledge are everything in video production.

There are three main phases of video production and several parts of each phase. You may not need all of the services I’ve outlined within a given phase or you may need some not listed here. But, if you are creating a video from scratch, these are the general steps you should be ready to take – starting with:

Phase 1 – Pre-Production

Consultations: In a series of meetings between a qualified Producer from the production company and key representatives of your organization a creative approach for your video should be defined and agreed upon. Then, costs should be quoted by the production company and deadlines set.

Scripting: The most important part of the pre-production process is the script. Script writing for TV is different than writing print copy and serves as a plan for the actual production work. Your writer should have experience writing the type of video you are making. Your writer should write and rewrite drafts of the script, complete with detailed audio and video notes, until you are satisfied with the script’s content and understand how your video will look and sound when it is completed.

Locations: Your production company should offer several location options for shooting. You may want to consider a studio space designed specifically for video production. If you have already picked a location, your production company should have a solid understanding of how to evaluate a location. There are several things that need to be considered. These are just a few: Accessibility, power supply, noise, acoustics, existing lighting, windows, light-ability, ventilation, etc. Many companies do not take the time to find a good location for taping. This can lead to uncomfortable working conditions for both you, your talent, and the crew; poor audio or video quality; extended work days due to spatial inefficiency; increased time in post production or any one of several other location related problems.

Casting: If you are using on-camera talent for your video or if you are going to use a narrator, your production company should have access to a wide variety of actors and voice specialists for you to choose from. If you need to see or hear demo tapes, they should be provided to you by the production company.

Rehearsals: Your actors and voice people should have copies of your script well ahead of their performance dates. Talent should be well rehearsed before they are asked to perform. Rehearsals can cut production time by as much as 50%. This can mean huge cost savings for you.

Next….. Comes Phase II – Production, where all your preparation starts to pay off. Stay tuned.

We’ll be sharing ideas and success stories about folks like you who wish to leverage the power of video and other motion media to their advantage in the business world.