Consumer Group didn’t know they needed an Interactive DVD

Q: We’re a consumer protection group and we need a corporate video to promote who we are and what we achieve for our members. We want to have a video to put on our website but also have copies on DVD to give away at conferences and events.

How many days you anticipate it will take to produce the video assuming it involves five interviews and filming in five different locations across Great Britain.

Head of Communications
Consumer Protection Group

A: Very quickly it becomes obvious that an Interactive DVD is the solution you require, rather a single video.

An interactive DVD production is by far the best option to cover the breadth of content you need, and get the most out of the many interviews and locations you specify.

Here’s the reasons behind this thinking.

Mile Wide – Inch Deep

Your brief covers a lot of ground. It is broad in scope.

To cover all of this in a single video of reasonable viewing length for a web viewer would mean that each topic or subject area would be relatively short.

Lots of wonderful material would have to be left out.

This would result in an unsatisfying viewing experience, as in: Mile wide – inch deep.

On the other hand, an interactive DVD with a variety of modules that users can select and play on demand would allow you to go into depth where it was appropriate and right to do so, rather than continually being restricted by short overall runtime.

YouTube It!

Your interactive DVD will easily translate into a series of video modules that can be played YouTube style on your website.

Viewers will love this. The idea almost speaks for itself. Lots of choices to click on to access precisely the level of information required.

Consider also that the YouTube experience demonstrates that short modules are what people like to view, not relatively long videos.

Interactive DVD Structure

Effective iDVDs are usually headed by a Teaser module which gives an overview and entices the viewer to dig deep into the other modules.

Typically, a Teasers is around 2 mins.

The remainder of the iDVD production can be structured as, say:

> What the consumer group does

> Recent achievements

> CEO address

> Where we’re going

> How you can help

While all the above could be covered in a single video, it will always be “a bit too long”.

The iDVD structure allows flexibility to explore the issues that matter, while offering greater viewer choice.

Costs

Obviously, iDVD costs more than a single video.

Experience has shown that an interactive DVD production works out at double the runtime of a single video covering the same topic. This is good as it allows proper coverage of the subject matter, while dishing it out in satisfying bite-sized dollops.

The good news is that while the runtime is double, the cost is only about one and a half times.

This represents great value.

Yes – you pay more overall. But you get what works, and what viewers want – for pro-rata less cost.

More detailed info can be found here www.rossiterandco.com/InteractiveDVDProduction.htm

Background

A recent iDVD production was for Oxford County Council, which was broadly similar to your requirement (ie, to inform public on a broad range of related topics)

The iDVD solution was liked by the client, as they felt it generated a lot of “people involvement” feeling, creating an ongoing dialogue throughout the whole iDVD.

Because we weren’t hugely constrained by runtime (which a single video would have implied), we were able to examine issues in a more meaningful detailed way, transcending the “mere spin” that many corporate videos often regress to.

Summary

I haven’t answered the original question about the costs and number of days filming required, as I believe the solution needs a rethink first.

Interactive DVD presents an option that not many marketers and communication professionals are sufficiently aware of to specify on a more frequent basis, as they generally consider interactive dvd productions as best suited to “training applications”. Yet nothing could be farther from the truth. iDVD is ideal for meaningful communication that viewers enjoy using. And it works equally well for DVD and web.

© Studio Rossiter 2007

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