There are four distinct stages to producing a professional video:

• Pre-Production
• The Shoot
• Post Production
• Delivery and Service

This procedure is followed (to varying degrees) for most types of programmes.

Pre-Production

The more time spent planning the programme, the easier the rest of the process will be and the more coherent the end result. The content of the programme will have 'authority' and 'substance' if the right people are involved from the start and the topic is researched properly.

Initial Contact

At the first contact with the client find answers to the following:

• What are the business objectives of the video?
• Who is the target Audience?
• What is the budget?
• What is the deadline?
• Who should be involved?

Initial Production Meeting

• List of topics
• Key points / basic structure of the programme
• Producer
• Client contact point
• Quality (Internet, VCD, DVD or Broadcast)
• Style (widescreen or standard / presenter / voice over / interviews / drama / lots of animation / library music / copyright music etc.)
• Delivery format (CD-Rom, VCD, VHS, DVD, Web based format)
• Packaging (printed sleeve, plain sleeve, crystal case, DVD case, sleeve design)
• Agree production schedule

Research

The producer, or appointed researcher, will work closely with the core team to obtain all the relevant information needed for the programme. The duration of this phase will depend on the complexity of the subject and the availability of the information.

In the case of documentaries the research will probably include filming of interviews. A transcription of any interviews should be made for use when producing the script.

Script Briefing

This meeting is to work out the words to be used in the programme. Very little time should be spent on the visual side of the programme because the script carries the main message and the visuals will be selected to reinforce the main message.

This meeting is a "gathering of the best intelligence" for the programme and the more people that can be involved, the more information that can be considered for inclusion in the final script.

The length of the programme will be affected by the number of words used and it is important to tell the story clearly and make every word count. Although the average presenter can speak at 3 words per second (or 180 word per minute) most videos would be very intense if filled with 180 words per minute so, as a rough guide, 100 words will fill a minute.

The script writer then goes away and produces the first draft of the script. This is then submitted to the client for approval. The client should make any corrections or amendments.

It is important that the script is reviewed with the target audience in mind. There is no point in having a wonderfully produced programme if the target audience cannot understand the message.

The project will not progress until the script has been 100% approved.

Storyboard Meeting

This meeting is to work out the visual side of the programme. The whole team should be involved and interruptions should be avoided. It is a creative process and all ideas should be encouraged. Some ideas will ultimately be discarded because of the cost of production but at this stage all ideas should be encouraged.

At this point the cast, and voice-over or presenter will be chosen.

The graphics, title sequence and music content should also be considered at this meeting.

Storyboard Production

The storyboard is a very detailed document that describes all aspects of the production, especially the correlation of the visuals and the script, including:

• Titles
• Captions
• Images
• All shots required including close-ups
• Animations
• Where any music is required

It is basically the final blue print for the production.

As with the script, the storyboard is submitted for approval by the client. The client again makes any corrections or amendments and the Shoot will not commence until 100% approval has been given.

The Shoot

The shoot is very labour intensive and, depending on the quality chosen, may include hiring of equipment. The better planned the shoot is, the less it will cost and the less frustrated all those involved will become.

Shoot Planning Meeting

The team meets to divide and allocate the following activities:

• Briefing others involved in the shoot
• Arranging location and times for the shoot
• Produce shoot schedule
• Planning a route march for the crew
• Arranging props, equipment, PPE, power requirements etc.
• Arrange parking, refreshments for crew and cast
• Obtain any permissions necessary (such as: filming, appearance and copyright)
• Consider wet weather contingencies if appropriate

The Shoot Schedule will be organised for the most efficient shooting and will not necessarily be in the order of the story board.

For more complex shoots a location manager may be appointed to arrange for the efficient flow of activities; ensuring that the next location of the shoot is ready for the crew and cast.

Pre-Shoot Check

About 2 days before the shoot a final check is made to ensure that all of the activities agreed at the Shoot Planning Meeting have been completed and everything is ready for the shoot.

The Shoot

With all the preparations in place the shoot should go according to plan. The time it takes will depend on content and complexity. The crew must be given time to shoot additional "general views" (GV's). This is very important additional material used in the editing process.

Ideally, a portable monitor should be available so that the client can see, and influence, the scenes shot.

Post Production

The post production stage is when the final programme is made. The process is divided into the following steps:

Grading Footage

The footage is transferred to the editing station ready for the editor. During this operation the footage should be quality checked and the client should be invited to attend especially if interviews are involved.

Storyboard Review (Optional Stage for Documentaries)

There are occasions, especially whilst making documentaries, when useful and relevant material is gathered during the shoot. The Storyboard Review is modified to take this additional material into account.

Editing will not commence until the revised Storyboard is 100% agreed.

Editing

The voice over will be recorded in a sound studio and the client can be present if they feel that they will have an opinion on how they would like the script read.

The editor, working with the director or producer, will edit the material gathered in the Shoot into the final programme by interpreting the storyboard.

Rough Cut Viewing

The core team views the programme checking for content and continuity. If the pre-production activities have been thorough enough, the programme should be pretty much complete but there will, invariably, be minor tweaks required.

All amendments will be documented and agreed.

Fine Cut

The agreed amendments are implemented. The programme is now complete. Occasionally, further amendments may be requested but, if this procedure is followed, this is less likely.

Final Viewing

This should be a mere formality.

If the right people have been involved and this procedure has been followed throughout a professional, compelling programme should result that:

• Meets the business objectives
• Is well received by the target audience
• Produced on time
• Produced on budget

Delivery and Service

We have a programme that all agree meets the needs and it will be a production to be proud of. We still have to get the programme to the audience.

The following issues need to be considered:

Delivery Media

• DVD is very versatile and playable on domestic equipment but it is the most expensive to produce.
• CD-ROM (or VCD) offers many of the advantages of the DVD (including quality) but has a lower capacity and is not guaranteed to play on all domestic equipment but will play on most modern computers and therefore well suited to businesses.
• Video's can also be compressed into an Internet format, such as QuickTime, Flash, Real Media or Windows Media files and distributed via the Internet.

Packaging

• Plain cardboard sleeve
• Printed cardboard sleeve
• Printed label stuck to top of CD or DVD
• Printed directly to top of CD or DVD
• Jewel case with printed insert
• DVD case with printed insert

There are pro's and con's with each and it's a decision based on quantities and costs.

It is worth remembering that your customer will form an opinion of a video based on the appearance of the case and, depending on the target audience, this may be important. For example, a training video could be delivered in an unmarked case and it would make little difference as to how it was received. However, a marketing video needs to be noticeable and provide a good impression.

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