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SAE Magazine 12-2

Concept means more than just developing the outline and the storyline. However, transparency is still lacking amongst the offers. Infotainweb’s study criticised the fact that 23 of the 32 providers refer to information in the media kit, but this is often not detailed enough to provide an overview of quotes or prices. The remaining nine mediums either didn’t offer a con- crete insight into options including prices, or on- ly through a second supplier or a parent company. The search for a suitable provider independent of a sector portal was also very difficult. Often, services are not explained clearly. The op- tions range from marketing agencies who offer concepts, through small and medium-sized film and video producers to all-round service providers who also offer releases on various portals and IT solutions for integration into websites. Inconsist- ent product descriptions also cause further confu- sion. Many smaller providers can only offer production and filming regionally and are more expensive, due to their individual approaches, than international companies, who rely on mass production and low prices. Those wanting to join the Internet video business need comprehensive knowledge. Even if you can’t offer the full package, you should have genuine expertise in at least one of the following areas. Concept means more than just developing the out- line and the storyline. For an online video, this re- quires marketing knowledge. Goals must be clearly defined and the client will need advice on choosing the platform and format. Production and post-production should be carried out with professional equipment and tools which will help to achieve the project’s objectives, knowl- edge which the SAE’s Digital Filmmaking courses are perfectly suited to provide. In order to be able to advise clients with online publishing and dis- tribution, knowledge of web design and IT is also useful alongside basic marketing. The final area is of particular importance as an on- line video is of little use if its benefits are not eval- uated through impact analyses. It is recommended that this is outsourced to a specialised agency, as an analysis of views of an online video, as opposed to a standard analysis of film or TV advertising, is an ongoing process rather than a one-off activity carried out at a certain time after release. But the key point for clients deciding to buy is without doubt the price.To keep the price low, there are various options for mass production, meaning that the product or the format must be suitable for serial production. This is most likely to succeed with formats that do not require filming on loca- tion, such as animated series of photographs or clips cut from archive material, in the best case, created with templates. But even with individually filmed formats, mass production is possible. ➤ References: BVDW e.V. (publ.), Bewegtbild im Web Kompass 2010/2011, [Moving Images on the Web Policy 2010/2011] 1st Edition, Düsseldorf 1st Edition, Düsseldorf • http://www.infotainweb.com • http://www.bvdw.org • http://www.waz-mediengruppe.de/ Online.5.0.html?&L=?ziel=_self&L= &link=Online.5.0.html%3F%26L%3D • http://www.onlinemarketing-heringer.de/ video-werkzeug-geschaeft.php • Video interview with Dr Andreas Albath: http://www.youtube.com/ watch?v=skoaT7OGn3c • Video interview with Charles Schmidt: http://www.youtube.com/watch? v=xcmRdonAbrQ • http://www.turnhere.com/press/release/ turn-here-celebrates-its-20000th-video- with-fall-in-love-with-video-sweepsta/ ➤ Infobox 79 Production & Know How // Film // Pictures learn to run online Index

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