5 Lessons Television Broadcasting Can Offer Corporate Video 23 October 2015
5 Lessons Television Broadcasting Can Offer Corporate Video
Blog by Simon Gannon, Head of Marketing at A-Frame
(view original blog)
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Although the television industry is still only worth $25B annually, it's been through a roller coaster ride of change in its first 90+ years.
Television was invented in the 1920s and became adopted in the 30s, before War broke out and held back innovation. From the 1950s it was full steam ahead as the industry fought to keep up in an era of rapid technological change. Colour television broadcasts started in 1953, the video recorder was developed in the 1940s (which was part funded by a frustrated Bing Crosby who wanted to play golf rather than rehearse for a weekly live show), satellite TV in 1976, High Definition and digital TV in the mid 90s, before 3D TV in the home was mooted in the early 2000s, an idea now largely abandoned.
Now the industry is chasing the 4K dream, which still remains to be seen as a realistic possibility either in the home or for broadcasters.
So what are the lessons corporate video departments can learn from their counterparts in TV-land?
1. Latest Isn't Always Greatest
Most industries dominated by technology are subject to a seemingly endless stream of new kit thatjust must be purchased right now. TV is no different and each year at the industry's main tradeshow,NAB, TV executives can be seen lustily hoovering up mountains of new product literature.
For all the glitz and razzamatazz, TV producers and broadcasters will tell you that they take all this hype with a large pinch of salt. Instead the savvy TV buyer relies on a careful mix of peer-to-peer endorsements and very detailed buying procedures.
2. But Keep One Eye On The Future
In the last decade or so, television has gone through some monumental shifts that were largely invisible to the average viewer. Around five years ago, TV producers and broadcasters were forced into abandoning their much loved tape based processes in favour of a file-based system for managing, moving and storing video content. That has been quickly followed by a move to online and cloud-based environments, mainly since November 2011
So while there's always a new shiny thing, keep your ear to the ground for the next big thing in the world of corporate video.
3. Metadata Really Does Matter
Metadata is the glue that keeps the often-crazy world of video together. Put simply, video metadata is the data that helps search, find and archive video content. Automatically added metadata can be added at source, like camera type, date of filming or file format. Metadata can also be added manually, which can be helpful to highlight timecode-specific moments or even summarizing a clip.
Get into the habit early on with your video to add and insist contributors add metadata accurate to the timecode if possible it will save you so much time in the long run.
4. Rent, Don't Buy
The 21st Century has seen a massive transformation in purchasing habits both in consumer and business spend. No longer do we feel the need to own the music we listen to, the television shows we watch or even the software we use. We subscribe to these services so that we're not tied down, we don't have to use up budget on big-ticket items and can therefore consume immediately.
The same has become true in TV. High-end camera rental has been around for years and TV companies are now starting to lease on-premise equipment and subscribe to the software services they need. This covers them for maintenance and upgrades, as well as offering the flexibility to switch to a better product if it becomes available. It also massively helps when trying to justify the ROI of a video project.
5. Commissioning Isn't Always A Good Thing
When NetFlix decided to reboot the UK classic drama House of Cards, they avoided the usual root to getting a TV show aired by not commissioning it.
Commissioning in the UK and pitching in the US, is the method TV execs generally decide whether a show should get made or not. It involves presenting an idea to a person in charge of a channel or a TV genre, describing how the show would look, who would be in it and why it's great. The decision is based on a) How well the pitch goes, and b) what the TV station is looking for that day. Critics argue that it doesn't allow for innovation and that if it's based on data models, viewers will just keep seeing the same kind of TV shows.
For NetFlix's Chief Content Officer Ted Sarandos, taste-based algorithms, track records and hunchescount more the traditional commissioning model. Easy to say after seeing 2013's House of Cards get nominated for nine Prime Time Emmys, but Sarandos publicly said this a full 6 months before the show was aired!
So whether you're making video to communicate more effectively with your audience or just want to make the next House of Cards, take note of the hard lessons the world's television show makers have learned.
About Simon Gannon
Simon has been responsible for Aframe s marketing since the company's public launch in late 2010. His wide strategic remit covers all aspects of marketing and communications, integrating with Sales and establishing a strong client management relationship. Simon also plays a key operational role in developing Aframe s core processes and the strategic direction of the company. He has a rich 15-year career in marketing within various B2B sectors. Before Aframe, Simon worked at the Chartered Institute of Environmental Health, where he rose from Marketing Executive to Head of Marketing in three years, leading the strategic marketing direction of the organisation.
Visit Aframe website
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5 Lessons Television Broadcasting Can Offer Corporate Video 23 October 2015
