RTV 322 TV Spot Production Continue reading about and discussing technical issues, while planning for content creation

Basics Production types 2-column script VO, studio, chromakey, field (single camera) Lower third graphics Music creation / Motion graphics Issues: cost, crew, complexity, time Lighting and sound -- studio vs. field 2-column script Video left / audio right UPPER CASE ; Upper / Lower case (No real standard)

Content development Writing class Client, objective, target audience, sales theme, (bonus items), positioning, approach Creative concept development (next) Initial script / brainstorming Final script with final production Brainstorming -- how can you be creative?

Creative The key to good content Target Audience and Appeals Foundations of story development ‘Directing’ –interpreting the script

Creative spots for ... Sweeties Donuts Commerce Funeral Home McDonald’s Brookshire’s Latson’s Printing SGA at TAMU-Commerce

Sample spots Testimonial style (objective point of view) Chromakey On Cam and VO (presentational pov)

TV spots :30 or :60 (:29 or :59) – ours :90 Fade in / fade out spots -- not cut in / out Average pace -- each shot :04 - :07 Average pace :60 ... 15 - 18 shots PSA, Promo, Commercial / term ‘spot’ Local vs. national quality Dated vs. ‘evergreen’ Promotional Video project work -- must be evergreen

Production terms Fade -- to black or from black Cut -- instant change, picture to picture Dissolve -- overlap picture to picture Wipe -- pushing picture with new picture DVE -- digital video effects Swish pan / whip pan, snap zoom “Invisible edit”

Production terms WS / MS / CU, 2-shot, O/S (OTS), chest shot, waist shot, knee shot, full shot Framing shots rule of thirds, eye line, cut off line, head room, look space, lead room Symmetrical / asymmetrical Eye level / high angle / low angle / canted

Production terms Pan -- L / R lens moves, base does not Tilt -- U / D lens moves, base does not Truck -- L / R cam & base moves Dolly -- I / O cam & base moves Zoom -- zoom lens move, cam does not Arc -- semi-circular (dolly & truck & pan) Boom / pedestal -- up /down angle change

Production terms Pan, tilt, truck, dolly, zoom, arc, boom Crane (dolly grip & cam operator) Tracking (dolly grip & cam operator) Jib -- camera moves / operator not on Robotic / copter / cable / follow me Steadicam DVE movements

Production terms -- audio VO On Cam Establish Hold Under Fade Delivery directions

Script Indicate frame by frame what will be seen Match audio with video Have a script ready for ‘talent’ Do not give sound bite guests a script to read -- ask questions and get answers Close mike all speakers Frame shot presentational for spokesperson and ‘objective’ for SB guests

Shooting Lighting Audio Framing On cam times vs. VO times Well lit subject and background, no backlight Audio Close miking / mixing Background noise Spots normally have no ‘nat sound’ Framing Background content along with previous notes No blank walls On cam times vs. VO times

Editing Varied transitions NO jump cuts / no pop cuts Mostly CU, MCU, MS A few WS / establishing shots Edit picture to sound as appropriate Make music bed (training) Use Motion (training)

Shoot & Edit Non commercial promotional Creative idea – develop the script – brainstrorm, think about appeals Write a shooting script Visual storytelling shoot – edit Finalize the script and production

Testimonials Set up one-shot of each interview guest Mic them, light them MUST BE RECORDED ON SHOT ‘say and spell your name’ ‘what is your title’ Create and use an interview script Ask several questions ‘last question’

Spokesperson on camera Full narration script Memorize and recite a few on camera sentences Read and narrate all VO narration A spokesperson needs to provide approval of cotent – collect facts, write script, review and edit, use final version

Other approaches See Presentation Formats