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Dvcam Camcorder
The History of Corporate Video Production – Part 2
By the 90s we saw the emergence of the first non-linear digital editing suites, edited on a PC, be it Mac or Windows. In practice these edit suites were limited by the speed of the PCs of the time, and all the clips in a video now had to be rendered, i.e., processed by the PC, which made production times in the studio much slower. Real-time became much rarer, and many video producers took a while to adopt these systems. In practice we saw the rise of the hybrid edit suite - a mix of reel to reel tape machines with a PC in the middle to do the effects, dissolves and transitions, and manage and edit the timeline of the video, complete with high quality audio. While this is still a long way from today's totally digital environment, it did see the price of corporate videos plummet much more to today's acceptable levels. Editing a video as a timeline onscreen was a major leap. Now clips could be cut and pasted to wherever they were required. And clips could be quickly trimmed to a precise size, which improved the timing and dynamics of the resulting video production. Hand in hand with this, Sony brought out lower spec reel to reel videotape machines. So instead of spending £30,000 plus for an edit machine, it was now more like £5,000. These lower spec machines ran Betacam SP, the television standard, but were actually a notch below true broadcast in quality. This small quality drop made no difference to the corporate clients. They started to order video in droves.
Right through the nineties, video hardware products came down in price, and software flourished with more and more effects, graphics and tech functions being added to the ever-faster PC, which now become the heart of the video studio. And we started to use DVDs.
By 2000, corporate video production had become a worldwide phenomenon, not just restricted to Europe and the US. Everything corporate could be shot on a reasonably priced camera using DVCAM, and edited wholly on a PC. Since then, we've had more and better of the same, until now we have film producers like Richard Rodriguez producing commercial movies in his garage in Texas, which turnover £25M plus, well known movies like "Once upon a time in Mexico".
Prices and costs have leveled out for the corporate commissioners too. What has now emerged as the key point is the added value a studio can offer over and above the basic shoot and edit of a video, things like creativity and style. And unlike say, PC manufacture, video has not yet become a commoditised off the shelf product. This is because we've seen that many corporate videos are actually quite bad, in that their story is poorly or naively told, or that too many videos look the same, so audiences are growing tired of them. This has meant that a studio's script and storyboard capability has come to the fore, along with special creativity they provide, the creativity that will keep tired audiences riveted to their seats, and remembering every word. As for technology - apart from DVD, we see HD as the new standard, with quality so glossy that the finest of textures like smoke or rippling water look iridescent. And pictures are so detailed that you could almost fall into them. Non-HD looks flat and dull by comparison. Long live HD. But you can be sure there'll be something better before long. Perhaps streaming HD that works on the web with the simplicity of multimedia? Corporate video producion never stands still!
The overwhelming feature that will dominate corporate video production for 2011, 2012, 2013 and beyond is web video. Consider that YouTube receives millions of visitors every day, many of these being business video viewers. Soon business buyers will expect to see a video online. The delivery mechanism for corporate video had changed too. DVD and Blu-Ray and fixed silver media will vanish. They will be replaced by a multiplicity of streaming video formats, including h264-based mp4 and QuickTime videos, and html5-based videos such as Google's WebM. Corporate video production will not just be one delivery format such as the VHS days of the 1990s, multi-delivery will become the norm.
Other video viewing platforms are also emerging. The physical delivery mechanism for corporate video is altering before our eyes, with PCs and DVD players now being supplanted by laptops, netbooks, iPads and smart phones, in both Mac, Windows and Android formats. Cameras are changing too with the move towards 35mm - equivalent video camcorders, such as the pioneer Canon EOS. These cameras produce stunning stills and video quality, recordable currently on rewriteable 32gb SD cards. Not only that but the corporate video production process has radically changed with Skype video calls beginning to replace face-to-face meetings. It's no longer necessary to buy from a local video production company, when every video producer is only a webcam call away. But some things never change, scripts and storyboards are just as important as ever to the video production process. While great editing and effects are even more vital, as videos are produced forever-wider web audiences. And of course, the old international standards like PAL, NTSC and SECAM are starting to become less relevant as many viewers no longer use televisions for watching a corporate video. The next decade is certainly an exciting time for corporate video production.
About the Author
Written by Mark A. Wilson the Managing Director of London based video production company Phink TV. With over 10 years experience in Digital Media and the Creative Industry working for the likes of Sky TV, The Times, and The Arcadia Group. I now feel it's time to give back some of the valuable information and insight I have attained. Amongst my many loves include, video production, digital media, design and marketing trends, hoping I can be a useful contributor to this site on these subjects. Phink TV
DVCAM tapes in London?
Hi,
Anybody know a store I can walk into and buy DVCAM tapes for my camcorder in London?
Cheers,
Zoe.
I did a search using
dvcam tape london
and came up with
Protape Ltd, 15 Percy Street, London, W1T 1EE | Tel: 020 7291 0890
There's more - I hope this is near you.
DVCAM Camcorders
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