Chap1 Production Process

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Chapter 1 : The Production Process

In this chapter we will discuss:

Overview of the production process

The effect-to-cause production modelModel that gives guideline for completing a video project

The video production Team Types of videoTV commercial, video corporate, documentaries, and training video


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Overview of the production process

Creating an outstanding video may require a lot of effort along the

production process.

The person who normally involved in all production processes is

the producer. Video producers are responsible to ensure every activity in the

production process run smoothly.

The variety type of activities that the producer involved during the

production process can be divided into three category: Preproduction - activities before production

Production - actual activities during production

Postproduction - activities after production


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THE EFFECT-TO-CAUSEPRODUCTION MODEL


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The Effect-to-Cause Production Model Like any other applications and software development project, a

video project also required a conceptual model as a guideline to

pursue the targeted mission.

For the purpose of this chapter, The Effect-to-Cause Production

Model proposed by Zettle (2007)was selected as the model to be

followed.

This model is based on the realization that the only message

that actually counts is the one that perceived by the viewer;

not the one that start.

Producers must works towards what his viewers want and generate

his idea accordingly.


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The Effect-to-Cause Production Model Stages that involved in the model in order to create a complete

video project are:

Basic idea

Defined the desired effect

Determined the medium requirement to generate the desired

effect

Create Script

Conduct the actual process towards the production

EvaluationNext slide present the graphical view of the model **

Cont.


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Chapter 1 : The Production ProcessCont.

Basic idea

Cause

Desired effect

Medium requirement Content element Production element People

Desired effect

Preproduction Production

Post ProductionCause

Real effect

Degree of Success ??

Defined what theviewer needs

Actual processDuring production

Move directly from the basic ideato determine the desired effect

Determine what medium requirement

are necessary to generate the desired effect

Take the actual process message

through the production phase

Evaluation


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The Effect-to-Cause Production Model

BASIC IDEA


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In this stage, each team members must think creatively about

relevant idea for the project.

Shooting video in certain location before deciding what is needed

could be wasteful.

Idea generating technique such as brainstorming could be helpful

during this stage.

The initial production idea is usually vague and rarely concise to

serve the production process; however this way of thinking is

perfectly normal.

Team members can review back the listed idea and determine

which one should be selected.

Cont.

BASIC IDEA


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DEFINED THE DESIRED EFFECT


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Producer must ensure that the idea he want to imply in the project

has an impact to viewers.

He should define the desired effect precisely so that viewers can

learn, feel or influence after watching the video.

At most of learning tasks, specific objectives are usually more

effective rather than general one, and small steps are more easily to

manage by learner than larger one.

Next slide presents example of general and specific desired

effect.**

Cont.



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General desired effect

to persuade car drivers to obey the road traffic sign.Why??

This effect is too broad and it might require several program series about

road traffic sign (which is a lot) rather than a single one in order to alert thw

car drivers obeying the traffic sign.

Specific desired effect

to persuade car drivers to obey the one way street sign.Why??This effect is more precise i.e. concentration only to the traffic rules when

using one way street. A single program might seem enough to discipline the

car drivers for that matter.

Cont.



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DETERMINED THE MEDIUMREQUIREMENT TO GENERATE THE

DESIRED EFFECT


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Determined The Medium Requirement To Generate The Desired Effect

Once the idea is finalize, the production to turn it up into reality is

proceeded.

This translation step will involve various medium requirement such

as content elements (defined effect, audience analysis, script),equipments (camera, lighting, sound equipment, etc.), and people.

Selecting these various medium requirement requires a detail

knowledge to accomplish the production process.


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Producers must know exactly who are his target audiences so that

it will be much easier to decide on what to show and how to show it

in order to fulfill the desired effect.

Research and survey can be done in order to gather specific

information about the target audience.

Information such as demographic profile, audience lifestyle, when

the target audience will see the program, etc. are extremelyimportant when designing a program during the production process.

The more producer know about the target audience, the easier it

will be to translate the desired effect.

TARGET AUDIENCE


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In order to produce a good result based on the desired effect,

producer must have clear contents about what he want to do.

For example, if he want to show good and bad driving habits, heneed to be out on the street in traffic.

Shooting drivers disobeying road traffic and those who obey the

rule properly can provide him better content about what he want to

do in the program.

Having such kind of content can lead him to write the program

script easier.

CONTENT


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Suitable equipment for shooting the video is important so that the

translation process can be conducted without problem.

They are special equipment to shoot video in in a studio, whileshooting video outdoor might require more attention.

EQUIPMENT AND FACILITIES


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People perhaps become the most important requirement that any

production should has.

This requirement could range from producers (the most importantperson), director, narrator down to production crew.

Those who involved in production process will be explained more

on the next subtopic of this chapter.

PEOPLE


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SCRIPT

C t


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SCRIPT Script is an important document that interprets the show idea into

what the viewers should see and hear when watching the video.

The script is similar to a recipe that list the major ingredients of

the video production and how the requirement elements must bemixed to get the desired result.

Information gathered during audience and content analysis can be

helpful in writing a good script.

When writing the script, consideration must be focus on two major

factor; money and time.

C t


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Money and time are critical to most of the job in the world, not

only to script process.

Hence, when writing script for a video project, we must ensure the

script can be translated into a result that within the budget andallocated time.

The script writing process, format, and guideline will be explained

more in Chapter 4.

SCRIPT


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CONDUCT THE ACTUAL PROCESS

TOWARDS THE PRODUCTION

C t


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During this stage, everything that already planned are totally

converted into the end product.

The product will be delivered to the audience after they have gone

through 3 major production processes (preproduction, production,and postproduction).

At this stage, the closer the actual (or real) effect as compared to

the defined desire effect, the more successful the production is.

CONDUCT THE ACTUAL PROCESS TOWARDS THE PRODUCTION


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EVALUATION

Cont


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Evaluation in production process is a phase that normally

producers used to assess their outcome.

There are two type of evaluation techniques that can be used to

evaluate the result: Formative evaluation

Summative evaluation

These kind of evaluation can permits producers to have more

precise result of what they have already produced.

EVALUATION

Cont


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Formative evaluation is the evaluation of each production phase

while the production is inprogress.

Producers normally will check every major phase during the

production and see whether he can proceed to the next step or needto back up to improve the previous one.

Producers must has close contact to his production team to ensure

every phase in the production process successful.

FORMATIVE EVALUATION

Cont


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Summative evaluation is the final evaluation of the finished

production and its actual effect on the audience.

This kind of evaluation required the producer to look at the finished

production as objectively as possible and evaluate it in the context ofthe dined desired effect that already stated before.

The close the actual and defined effect match, the more successful

the production is.

SUMMATIVE EVALUATION


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THE VIDEOPRODUCTION TEAM

Cont


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Creating a professional video production required the involvement

of groups of people before the end product could be completed.

Usually, the team will be divided into three groups; preproduction,

production and postproduction team.

Some production people are involved in only one of the phases;

others may be involved in all of the them.

Each assigned team should clearly knew what exactly their

responsibility hence their job will be much easier.

Next slide will elaborate more the job of each teams.

The Video Production Team


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PREPRODUCTION TEAM

Cont


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This team includes people primarily involved with the planning of

the production process.

Their main responsible are to develop the idea for the video

and plan its production so that the translation process of ideato pictures and sound is as efficient as possible.

The people normally involved in this initial idea-generating phase

are producer, writer, director, scene designer or art director, and

sometimes the technical supervisor or technical director.

Often specific show ideas are the product of several people

brainstorming together .

Preproduction Team

Cont


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Producers are the one who will states the specific purpose of the

show and prepared a budget for the entire production once the

general idea is born.

Once the necessary funding is prepared, he will decide on how tocoordinate production personnel, equipments, and production

activities.

Producer also will come up with a production schedule that

indicates who is supposed to do what and the times when theassigned tasks are to be completed.

If the production project involved more than one producer, they

(the producers) must works together to prevent overlap instructions.

Preproduction Team- Producer

Cont


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Once the producer agreed to proceed with the project, it the task

of a writer to write the script.

The writer will interpret the defined desired effect into a video

production and writes down what he wants the target audience to seeand listen.

The script will determine the production format (documentaries,

corporate video, etc.) and the style and quality of the production.

Scripts are almost rewritten several times so that they can serve

the best guidelines for all production activities.

Preproduction Team- Writer

Cont


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The director translates the script into specific video and selects

necessary production crew and equipment.

The sooner the director is brought into the preproduction process,

the better; since he can works closely with the writer to make thescript more efficient.

Director can use his personal experience and knowledge to help

curving the script to make things more alive.

Sometimes, directors also help the art director with idea about

specific environment in which the event took place, or even a specific

style of graphic to be used.

Preproduction Team- Director

Cont


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The art director use the script and the directors comments for the

set design or the specific location for a show.

He is also in charge of decorating the set and designing the various

graphics, such as titles and charts.

Art directors must create an environment that fits the overall style

of the show and facilitates the production procedures.

He will also prepares the floor plan; which is a diagram of

scenery, stage properties (table, chairs, etc.), and set dressing (wall

hangings, lamps, plant) drawn on a grid.

With the floor plan, director can visualize the major shot and place

the camera accordingly.

Preproduction Team- Art Director

Cont


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The lighting directoruse the floor plan to determine the basic

lighting setup before performer entering the studio.

The floor plan also enables the floor managerto put up and

decorate the production set.

Preproduction Team- Lighting and Floor Manager

Cont


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Technical directors are the one who will involve in solving technical

aspect especially if the production is complex.

He will ensure the all equipments function smoothly according to

the specification.

Technical directors have to think ahead of time about the technical

facilities. For instance, he may want to check on the available electric

power, or lights needed to lighten the studio.

Technical director might be engineers or any other related field

person that know exactly about the technical aspect.

Preproduction Team- Technical Director


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PRODUCTION TEAM


Cont


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The actual production team consist of a variety of people; but they

can be divided into two category nontechnicaland technical.

The nontechnical members include producers, associate producers,

actors, performers, choreographers, makeup artists etc.

Meanwhile, technical members include video operators, sound

engineer, maintenance engineer etc.

The director is totally involved in the actual production phase

All production team members must work closely during the

production phase to generate an outstanding outcome.

Production Team


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POSTPRODUCTION TEAM


Cont.


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The postproduction team is relatively small and normally consists

of a video editor, sound designer, and the director.

The video editor will try to arrange various segments of video clips

(or video tape) and put them into order indicated by the script.

Director will guide the editor in the selection and sequencing of

shots.

Meanwhile, the sound designer is responsible to synchronize the

sound with the video sequence.

This task will involve sound mixing, adding, or replacing small or

large portion of the original sound track.

Postproduction Team


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TYPES OF VIDEO

Cont.


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With the rapid change of video production technology recently,

many types of video has been introduced to attract audiences.

Inexpensive portable equipment such as handycam is enough

when one want to start a video production.

For commercial and high budget video production, professional and

sophisticated video technology might be hired and used to produce a

quality video.

Before proceeding to further production phase, let us overview few

of the video types that available nowadays. .

Introduction


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TV COMMERCIALS

(Source From Wikipedia.Org)

Types of Video


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Cont.


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There are various types of TV commercial, some of them are:

Political TV advertising

Infomercials

Product placement

Network or local station promotional advertising (also known as

promo)

Television commercial donut

Sponsorship

Many TV commercials feature catchy songs or melodies that

generate sustained appeal, which may remain in the minds of

television viewers long after the span of the advertising campaign.

TYPES TV COMMERCIALS

Chap1 Production Process

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