Although broadcast television has long been the most "visible" part of the television business, in terms of personnel, equipment and facilities, non-broadcast production is actually the largest segment of the TV field.
Included in the category is institutional video, which includes corporate, educational, religious, medical, and governmental applications, and avocational television, which is associated with serious personal/professional applications.
Video production designed for specific audiences, has proven itself in many areas. These include --
Institutional television has been particularly effective in seven areas:
1. where graphic feedback is necessary Seeing something firsthand is generally more effective than someone talking about it. This is particularly true when it comes to feedback on artistic work or athletic performance.
2. where close-ups are required to convey information The TV camera can make details and information obvious. It's possible to get cameras into hazardous and hard-to-reach places to reveal information. This is especially true in medical television.
3. where subject matter can best be seen and understood by altering its speed Often, things cannot be clearly seen or understood without the use of slow motion or time-lapse (speeded up) photography.
4. where visual effects such as animation can best convey information Animated drawings, flowcharts, and even animated characters can often make concepts clear.
5. when it's necessary to interrelate a variety of diverse elements Television can pull together and interrelate events and objects so the total effect can be understood. As we noted in the section on editing, the selection and sequence of visual elements can provide meaning and understanding.
6. where it's difficult to transport specific personnel to needed locations Through television, experts are readily accessible to viewers in diverse locations.
7. when the same basic information must be repeated to numerous audiences over time It's more cost effective to use personnel to explain information once to TV cameras and then play the videotape to numerous groups thereafter.
Let's say a company spends $15,000 producing a simple, 60-minute production designed to indoctrinate new employees to the company, its policies, and the various health and retirement plan options.
If 3,000 people view the video over a period of 3 years, the cost would be $5.00 per person. This can represent a major savings in cost and manpower, compared to having personnel repeatedly present the information to individuals or small groups over this time period.
There are four basic presentation formats.
Holding Audience Attention
One of the findings that consistently emerges from studies on effective television programming is the need for variation in sound, visual information, and presentation style.
In commercial television the commercials, themselves, provide change and give viewers regular "intermissions" from program content.
Since non-broadcast productions don't have commercials to break things up, change and variation must be introduced in other ways.
Most viewers can't absorb more than about eight minutes of straight information at a time. Unless there's a change in pace, content, or presentation style, attention tends to drift.
With professional-quality camcorders and editing equipment now within the reach of most people, we are seeing a host of vocational and ▲avocational applications.
Here are a few examples: (We'll use the term, "videotape" throughout these, even though other recording and playback media will probably be used.)
Here are examples on a more personal level.
Many of the points in this module suggest careers in this field, and this is the topic of the next module.
The final Matching Quiz will be after module 70.
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