by Michael Konin
If you're a video novice, hiring a production
company may seem overwhelming. These practical guidelines
and six "golden rules" will help you select a company
that's suited to your needs. To avoid making costly mistakes
by selecting the wrong production company, here is a list
of questions and concerns, plus strategies, tactics and insights
to prepare you for your first video project. The list will
help you increase your chances of putting together an affordable,
high quality video.
Once you get one, verify its accuracy by calling
one or two names on the list. Ask previous clients: Did the
production company make the deadline? Were its employees quick
to suggest solutions to problems, or did you have to solve
them all? Were there any surprise charges after the bid? How
well organized was the crew? Did the company look for ways
to save you money? How did its managers handle themselves
and their crew? How did they respond to changes you made during
the production? Were you satisfied? What type and brand of
equipment do you use? Will the production company shoot on
1-inch, Betacam SP, 3/4-inch, film (16mm or 35mm)...? On what
equipment and tape will editing be done?
The quality of the finished product and the
copies made from your master tape depend on the quality of
the recording equipment. Because it is not unusual for original
video footage to be transferred several times before being
incorporated into a final edit master, the quality of the
original is important. For most corporate projects today,
and even some commercials and television programs, Betacam
SP is the smartest choice for shooting and editing. The master
tape is then copied onto VHS or Beta for screening at your
company.
A reputable company will give you an estimate
for using equipment or services not included in the original
bid.
Many companies send their marketing and sales
people to seek new business. Most likely, they will not be
responsible for producing your video. Chances are they will
serve as liaison or Executive Producer for the production
company. Except for key personnel, most production companies
hire free-lance crews. This is the nature of the production
industry. These free-lancers are experienced and capable of
handling all production related matters. Trust your production
company to hire the
best available crew.
The caliber of experience of your video's producer
is directly related to the quality of the finished product.
Ask to see a finished project of his or her work. Is it of
the caliber you are seeking? Don't let a novice producer learn
on your time, and don't settle for an equipment-oriented technician
when you really need a creative producer.
An experience company should know how to save
you money by cutting corners without cutting quality. Shortening
the length of the finished program, using fewer professional
actors, and limiting the number of locations are a few ways
to cut costs. You and the producer must decide if any of these
options will ultimately compromise the final product. A simple
pre-production meeting in which you and the producer coordinate
the shooting schedule can easily save you hundreds if not
thousands of dollars. Let the production company point out
the elements that make your price higher or lower. Remember
that with video, the highest quality seldom comes with lowest
bid.
The location can have a direct impact on the
aesthetics and bottom-line costs of the video. In-studio shooting
is sometimes less expensive, but on-location shooting is more
interesting and provides background setting in and around
you facilities. On-location shots give a more realistic look
to a production.
Communication is Key. Many companies working with production
companies for the first time often suffer through a disappointing
rookie experience. The sole reason for this is lack of communication.
It is imperative that you know exactly what you want in a
final project and that this information is translated to the
production company. What you as client may see in your minds-eye
as the final product may be vastly different from the view
the producer or director has in mind. Make sure everyone is
on the same page from pre-production through final editing.
"What sort of help will you need from
me?" may be one of the most important questions you can
ask. Does the total cost of the video include script writing?
If not, you may be expected to produce a script, whether in-house
or through an outside consultant. The production company may
also need your help on coordinating other elements of the
shoot, such as finding locations or briefing interviewees.
Remember, you may not be an expert on video, but you are an
expert on your company. Your insight into corporate culture
and mission, internal issues and management philosophy are
critical to the success of the video. On the other hand, you
are hiring a production company for its expertise. Take full
advantage of it by listening to the crew's advice and by enabling
the crew to make the bulk of the production decisions, even
when you don't understand or agree with them.
These "golden rules" may help:
- Do your homework. Good planning is key to
the success of your video. Outline your objectives and garner
support from your boss before you embark on you search for
a production company.
- Use care and foresight when selecting employees
to appear in the video. Watch out for jealously and hard
feelings from those not selected. Try to get a fair mix
of male and female employees from various age groups and
cultural backgrounds. Don't overlook the potential for future
personnel changes.
- Have all employees who appear in the video
sign release forms. A successful video project can turn
sour if a former employee who appears in the video decides
to sue. Ask all employees to sign forms relinquishing their
rights to distribution and usage. Your production company
should have a standard from that you can use or adapt.
- Schedule the video production at a time that
is convenient for your company. Timing is everything. If
your company is changing its logo or corporate colors, or
is remodeling the building, any aesthetics that may appear
in the video, postpone production until after the changes
are made. Nothing makes your video more obsolete that yesterday's
image.
- Be accessible to the production company during
the production process. It is important that you, or a designated
person, be on-site during shoots. As a first-timer to video
production, you may not understand the editing process.
Ask the production company to include you at the crucial
times. Generally, minor changes can be made early in the
production process for little or no extra charge. By attending
the final edit, when you can select or approve colors shades
and specific effects, you can avoid charges for changes
requested later.
- At the beginning, establish decision-making
responsibilities and a formal means to "sign off"
on production elements. Don't make the production company
answer to two or three bosses. Approvals will be required
throughout the scriptwriting or at the very least, on the
final draft of the script. Decision-making responsibilities
that are unclear early on can result in problems and finger-pointing
sessions later. Establish who's signing off on what and
a process for doing it, so that signatures and dates create
a map of progress.
You are now armed with the tools you need to
select the production company that will be right for you.
A final bit of advice: when all the bids come in and they're
within dollars of one another, or when one company's abilities
are indiscernible from another's, trust your "gut feeling".
Chances are that others will agree with your instincts.
Good technique is critical to good video. After more that
three decades of widespread television viewing, today's viewers
are sophisticated; they expect broadcast quality video productions.
Poorly produced pieces stand out plainly to those accustomed
to seeing high quality network television programs. Doing
your homework before committing financial resources can help
you reap big rewards in terms of receiving the best quality
video at the best price. When your video succeeds in communicating
to its audience effectively, reward yourself on a decision
well made with another video project!
Credit:
http://www.parksidestudios.com/articles/art96.html
|
