Corporate Video Production in 2011

Q: We plan to produce a corporate video next year, and would like to know where corporate video production is headed. What changes can we expect to see? What should we plan for?

Managing Director
Energy Management Company
Manchester

A: Corporate video production has been evolving in many different directions in the last few years.

In 2009 we saw video streaming emerge as the norm. In 2008 there were big changes in video production technology, giving us broadcast desktop edit suites.

This year, 2010, there has been a dash for getting web video, unparalleled in previous years.

Let’s take a constructive look at how corporate video might unfold in 2011.

Video Pre-production

Because of the massive growth in home and semi-pro video production, we see millions of videos on YouTube. Indeed a third of all Google searches are now effectively about video.

But we haven’t seen a corresponding improvement in scripts.

An amateur script and storyboard (or lack of) still seems to be the norm. The average writer doesn’t communicate their message that well to a video audience.

For 2011 I forecast more companies will focus on improving their scripting as their early attempts at webcam and CEO-to-camera web videos are woefully short.

Professional corporate video producers and scriptwriters will be in more demand, not less, in spite of the increase in amateur videos as more business people make their own.

Filming

We now have True HD in a £2,000 video camera (see Canon EOS), delivering production quality that is better than a £12,000 camera of a few years ago.

These camera still have their working limitations, but increasingly, as camera manufacturers like Sony, Canon, and Panasonic improve their technologies, we’ll see corporate video directors and crew specifying them more.

Similarly, filming equipment such as jibs and dolly tracking devices have come down in price, and are more portable.

So corporate video production will become more filmic, more like a movie and less like a “poor video”.

We’ll see more green and white screen too, as more and more web talking videos appear, and small Apple ipads are used as teleprompts,with subjects keyed over a corporate graphic image.

And did I mention how tapes will be replaced by multi-gigabyte memory cards. It’s happened already. Bye bye tape.

Post Production

The integration of graphics, effects and live action video will become increasingly seamless.

By this I mean that expensive video effects such as colourising footage, then animating and keying, and captioning will be within the scope of every studio.

For many studios this is already true. But the results are often still rough-looking to watch as editors and post production specialists learn the skills required for these new corporate video production tools. More team training needed here.

The big leap is the availability of these high end video production suites on a desktop. These systems offer a lot.

Delivery

Big changes will be seen in the delivery department.

Quicker-to-produce web videos will become the norm with, interestingly, more focus on better punchier more persuasive scripts to compensate for lack of production skills.

mp4 (based on H264) is already taking over from flash video flv, although flash will still be around for quite some time.

I think we’ll see the demise of DVD and (dare I say it) Blu Ray. They’ll be replaced by digital files that sales staff, marketing managers or training personnel can store on their laptops.

After all, why use a DVD player and television set when a laptop and projector can do the job, with the whole file kept on a USB memory stick.

As for Blu Ray video?

Well it’s never caught on with corporates, probably because they never invested in the player and tv infrastructure. It delivers very little to the corporate bottom line.

The point is that we all like Blu Ray quality, but would prefer to use it as an mp4file compressed to a high resolution True HD 1920×1080 instead of a big shiny disk in big box.

At the other end of the spectrum, iPhones, ipads and other internet devices play mp4 videos at lower resolution.

Same for Google Android platform phones. So expect to have to produce a corporate video in a wide range of sizes and formats for all the different delivery media options.

Here are corporate video production samples for you to check the output quality

The Future

Corporate video production is changing.

More companies want to produce video for themselves. But they need to sharpen their production skills considerably.

Frankly, I don’t think we’ll see the emergence of corporate video production departments, just the efforts of video enthusiasts in some firms trying to cut corners and costs.

Video shoots will have smaller lighter, cheaper filming equipment, yet delivering great quality, especially at low light.

Desktop professional video editing facilities will attract many, but the time investment required to produce a top corporate video is always underestimated.

The biggest changes will be in the corporate video delivery department, with files (all types of video files) replacing outmoded fragile disks and tapes.

Corporate video production in 2011 will be exciting and continually growing.

© Studio Rossiter 2010

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