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

2. 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)

3. 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?

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

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

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

7. 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 : shots
PSA, Promo, Commercial / term ‘spot’
Local vs. national quality
Dated vs. ‘evergreen’
Promotional Video project work -- must be evergreen

9. 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”

10. 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

11. 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

12. 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

13. Production terms -- audioVO
On Cam
Establish
Hold Under
Fade
Delivery directions

14. 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

15. 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

16. 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)

17. 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

18. 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’

19. 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

20. Other approaches
See Presentation Formats