Production Process

There are five stages of producing digital video media: Development, Pre-production, Production, Post-production, Distribution.

Development

Communication can be achieved in many ways. Asking some questions in the beginning of a project will clarify several issues early in the process. Who is the audience? What is the content? How is it to be distributed? What is the time frame? How will the project be financed? This information will bring the process into focus. Digital video is a powerful communication tool whether the goal is to entertain, instruct, promote, persuade, or document. It can compliment a face-to-face presentation or have tremendous impact with a distant audience either live or in a time shift. The originator of the project begins assembling a creative team led by a producer at this point.

An extremely valuable tool at this preliminary stage is a treatment. A treatment describes a vision of the final product. Typically it will state a purpose, suggest a working title, define an audience, set objectives, propose a conceptual approach, and offer specifics about how the content will look and sound. The piece might be a straightforward narrative meant to inform a targeted group or a light comedy meant to entertain a general audience. It might feature professional actors or take advantage of amateur talent. It could be shot in a controllable studio or on identifiable locations. Agreement on a treatment helps ensure everyone is envisioning the end product similarly. Once the treatment has been agreed upon, next begins ...

Pre-production

This is the stage where the producer begins assembling the pieces needed to create a video. The budget is formulated so the producer knows what resources will be available and to keep track of costs. Click Here for RATE CARD. A script, storyboard, or outline is generated so the director will have a blueprint when production is begun. Locations are scouted and permissions requested. Creative and production staff , equipment, and facilities are identified and committed. Click Here for CREW DESCRIPTIONS. Talent is auditioned and selected. For live events and telecasts, graphics and other pre-recorded content are commissioned. Then everyone and everything is scheduled. Though they can be altered later, this is the time to make creative decisions regarding the final product. Are we creating a conventional package that will have opening titles, body, and closing credits that runs a particular time? Is this an interactive DVD that will include a hierarchal menu that allows the viewer to jump to particular segments? Will the piece be viewed online in a small window on a computer screen? Different end results dictate different approaches to production.

This is also the point at which several technical decisions need to be made. The first is “what format to shot in.” Less and less video is produced in standard definition (SD) format since all monitors will be required to receive high definition (HD) signals in the next few years. SD is still a viable option for lower budget content, content that has a short shelf life, and content that will be distributed to an audience without access to HD receivers. However, HD should be seriously considered for any content with an extended shelf life or content destined for commercial distribution. Click Here for HD TV INFORMATION. HD content can be easily converted to SD. The reverse is not as acceptable. Online distribution requires consideration of appropriate processing for those formats. Acquisition formats now include disk and hard drive in addition to tape, but that decision is less critical than the SD/HD choice.

Production

Sometimes known as “principle photography” from its film origins, production is when the camera(s) are turned on and the director orchestrates what the audience will see and hear. The production crew may be one person or a dozen or more. In any case the critical roles are people who operate the camera and capture the sound. When the budget allows for higher production values, the crew may include lighting directors, hair and make-up specialists, grips and production assistants, and even caterers. Production may occur in a television studio with a control room set up for the technology involved, or on a soundstage or on location where equipment is brought in piecemeal or as part of a production truck package.

The producer oversees the whole operation while the director supervises the technical aspects of the shoot. Multiple cameras may be used to capture the action from several angles simultaneously or a well rehearsed presentation can be recorded film-style with a single camera with the talent repeating the action several times so the camera can be moved to give the editor additional angles to create interest in post.

Live telecasts require connection to the transmission system (over-air broadcast, cable, internet) with hardwire connect to the transmitter or a stationary or truck mounted satellite. Live online content has to be encoded for streaming which adds another decision about the distribution format to be used. For recorded content the next step is…

Post-Production

The important thing to remember is that post–production is NOT the time to start making creative decisions about the look and sound of the final product. This is the stage where recorded footage is logged, preferably this occurs at the time of acquisition, and prepared for editing. Graphics, animation, compositing, and ancillary footage are assembled into a finished video based on the script. The process is the same for SD or HD content.

Music is licensed or composed and narration is recorded and both are incorporated into the video. DVDs will have the menu created An editor will use a non-linear editing workstation to generate a rough-cut of the video with a preliminary audio mix and submit it to the producer and/or client who may request changes. Then the editor creates a finished draft with all the parts refined. This draft is reviewed for any final adjustments or corrections and a final version is created. Now the project is put on a master tape or disk and the video is ready for…

Distribution

This is the point that the finished video is delivered to the audience via transmission, on-line, or on tape or disk. For broadcast, cable, or satellite transmission, the master is delivered to the TV station, cable head-end, network, or satellite uplink in an appropriate format for a telecast. For online streaming or downloading, the video has to be encoded to the chosen format. MPEG-4, Quicktime, Real Media, and Windows Media are the dominant choices. Once encoded, the files(s) are then stored on a media server awaiting the viewer who clicks on a button in their Internet browser to watch the video. The process is basically the same for distribution to hand-held devices.

Tapes and disks are duplicated and sent to audience. While it has been an accepted consumer tape format for many years, VHS tape and players are going the way of the 8-track. Video DVDs offer a better picture and are as common today as VHS has been. DVDs can be played on players connected to TV or on computers. They can be designed to be more viewer-interactive and can even be designed to include printable files that eliminate the need for hard copy user guides.