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

Basics Production types –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 We’ve discussed Target Audience and Appeals Chapter 1 gave us foundations of story development ‘Directing’ – we talked about 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)Testimonial style Chromakey On Cam and VO (presentational pov)

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

First Shoot & Edit :30 promotional video that tells the story without audio 409 student shows On campus events, programs, entities Non commercial Creative idea – develop the script – shoot -- edit