Client Guide to Video Production

By Don Byrne
The Post House

As technology changes, so too do the methods of communicating with your customers. Our PCs and telephones already have the ability to transmit clear video and audio, and many of today's business professionals have easier access to multimedia PCs than they do to conference rooms with VCRs. What this means to you is that there are now more mediums than ever to distribute your message. But what is the most effective communication medium? For over 50 years the best medium for reaching -- and influencing -- your prospects has been television, or as we call it today, video. And as technology keeps pushing us further and further into the information age, more and more distribution media will become available to allow us to distribute your video program.

This report will explain the basics of the video production process that you should know before producing your video project.

The Three Phases of Video Production

There are three main phases in the video production process: Pre-production, production and post-production. We are going to briefly describe a few of the various parts of each phase, even though your project may not need all of these services. We simply want you to have a good working knowledge of the basics in order for you to make an informed decision.

Phase One: Pre-production

Consultations: The first step in creating a video program is to determine the feasibility of the project. In a series of meetings between a qualified producer and key representatives from your organization, a treatment or concept is determined and agreed upon. Only then can an accurate estimate and realistic deadline be set.

Scripting: After the objectives have been set, the most important part of the process can begin -- scriptwriting. The script is the "blueprint" from which all creative decisions are made, and should be done by a professional with experience in the type of program you want. Your writer should be able to write and rewrite drafts of the script, complete with audio and video notes until you are satisfied with the content and understand how the video will look.

Location scouting: Even while the script is being written, the production company can be working on location scouting to find the best possible location for the actual video or film production. There are many things to consider when scouting a location and your production company should have a thorough understanding of what to look for when evaluating a location. A few of these include accessibility, lighting and electrical considerations, as well as unwanted audio noise, acoustics and ventilation. Make sure the company you choose can offer this service since it can lead to increased time "on-location" for you and the crew, as well as poor video and audio quality -- and a subsequent increase in post-production to fix the problems.

Casting: One of the biggest expenses in video production is often the talent. Your production company should have access to a wide variety of talent for every budget. They should also be able to get demos from any talent that they find for you.

Phase Two: Production

Shooting: Once the stage has been set, so to speak, production can begin. Shooting, or videotaping, should begin only after the script is finalized--unless there is a compelling reason to begin beforehand. Three examples that come to mind for shooting first and writing second might be if you are producing a documentary, when you need to capture footage because of a timeline or event that would be missed if you had to wait for the script, or to capture some seasonal beauty scenes.

Make sure your production company understands the needs of your business and how the script needs to be interpreted to communicate your message. They should then assign a qualified crew to record the scenes you need at the quality level you expect.

Audio, graphics and animation: During this same time period, audio and graphics production should also begin.
Whether it’s a simple voice over or a more complex narration, audio plays a very important part in the overall quality of a program. Whether you select music from a stock library, or create custom jingles, make sure your production company has the right combination of tools, talent and experience to create the right sound for your production. Likewise, graphics and animation can be one of the most informative and compelling parts of a program. While many production companies can create simple graphics for your program, make sure they can "take it to the next level" by asking to see some samples of their work.

Phase Three: Post-Production

Logging/Digitizing: The first step in the editing process is logging your footage to prepare for the edit. Logging is the task of writing down the time-code numbers of all the scenes you want to use in your program. "Digitizing" occurs when the editor "records" the scenes onto a hard drive of the non-linear edit system and is usually done by the editor or editors assistant. In newer edit systems, digitizing can be speeded up significantly if the logging was done in advance. Taking good notes during the videotaping process to create a list of the "best takes" is an efficient way to save money during the digitizing process.

Off-line editing: The next step in the editing process is the "off-line edit" where a "rough cut" of your program is put together. Traditionally the off-line edit was done on a "cuts-only" system or on paper. Recent advances in "post-production" systems, however, allow the better facilities to produce a rough cut in low resolution on new digital non-linear equipment. The purpose of the "rough cut" is to provide you with a good idea of the programs content, without going through the time and expense of tweaking the program to perfection. Take the time to review the rough cut and show it to other people who are involved with the project. The rough cut usually does not contain final music selections, sound effects or fancy video transitions, but should be reviewed for content before the final "finishing" or "on-line" editing begins.

On-line editing: The on-line edit is where all the final elements come together. If the "off-line" is done on a quality non-linear system, the on-line edit should be a walk in the park. With a competent editor, the program can easily be re-digitized at high resolution and tweaked to produce the final program. This typically includes "sweetening" the final program’s audio (including any music or sound effects) to create the best possible sound quality, as well as adding final graphics, animations, and first generation video. When choosing a video production company, ask for a demo of the type of program you are trying to produce and pay attention to the quality of the image, as well as the timing and continuity of the program.

Closed captioning: For the hearing impaired, closed captioning is a much-appreciated option. Make sure the production company you choose can provide this inexpensive process.

Duplication: Your production company should be able to offer you competitive pricing on multiple copies of your program. Whether it’s a few, a few hundred, or a few thousand, find out how much the copies will cost before you sign on the dotted line.

Jacket design: Depending on the project -- and your audience -- you may want to get a professionally designed jacket for your program. Make sure your production company can provide this service, and make sure they can capture the still images that are most often necessary to create a professional looking design.

Here is a partial list of what we can help you with:

• How to decide if you need a producer for your project or if you should produce it yourself.
• Whether you should write a script yourself or have a professional do it for you.
• How to decide the types of services you need to complete your project.
• What equipment your video should be produced on.
• What a sensible timeline of your project should be.
• How to come up with a unique creative approach to your video if you don't already have one in mind.
• What a sensible cost for your project should be.
• How to get multiple copies of your program made a reasonable price.
• How to shave hundreds or even thousands of dollars off the editing process without sacrificing any quality to your video.
• How to use inexpensive sound design tricks to increase the effectiveness of your video.
• How to find exciting and inexpensive music for your video that is legal to use.
• How to find the right actors for on-camera work at prices that won’t break your budget.
• How to find voice talent that will add life to your video.
• What kind of camera and lighting equipment you need to get the look that you want.
• What you need to do before you start your project to ensure that it comes out the way want it to at the price you can afford.