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RTV 322 TV Spot Production

Learn about TV spot production techniques, from production types to content development basics. Understand creative concept development, scriptwriting, and shooting/editing processes. Dive into production terms, shooting methods, and creating compelling content for different businesses. Master the art of directing and delivering effective TV commercials.

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RTV 322 TV Spot Production

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  1. RTV 322TV Spot Production Continue reading about and discussing technical issues, while planning for content creation

  2. Basics • Production types • VO, studio, chromakey, field (single camera) • Lower third graphics • Music creation / Motion graphics • Issues: cost, crew, complexity, time • Lighting and sound -- studio vs. field • 2-column script • Video left / audio right • UPPER CASE ; Upper / Lower case (No real standard)

  3. Content development • Writing class • Client, objective, target audience, sales theme, (bonus items), positioning, approach • Creative concept development (next) • Initial script / brainstorming • Final script with final production • Brainstorming -- how can you be creative?

  4. Creative • The key to good content • Target Audience and Appeals • Foundations of story development • ‘Directing’ –interpreting the script

  5. Creative spots for ... • Sweeties Donuts • Commerce Funeral Home • McDonald’s • Brookshire’s • Latson’s Printing • SGA at TAMU-Commerce

  6. Sample spots • Testimonial style (objective point of view) • Chromakey On Cam and VO (presentational pov)

  7. TV spots • :30 or :60 (:29 or :59) – ours :90 • Fade in / fade out spots -- not cut in / out • Average pace -- each shot :04 - :07 • Average pace :60 ... 15 - 18 shots • PSA, Promo, Commercial / term ‘spot’ • Local vs. national quality • Dated vs. ‘evergreen’ • Promotional Video project work -- must be evergreen

  8. Production terms • Fade -- to black or from black • Cut -- instant change, picture to picture • Dissolve -- overlap picture to picture • Wipe -- pushing picture with new picture • DVE -- digital video effects • Swish pan / whip pan, snap zoom • “Invisible edit”

  9. Production terms • WS / MS / CU, 2-shot, O/S (OTS), chest shot, waist shot, knee shot, full shot • Framing shots • rule of thirds, eye line, cut off line, head room, look space, lead room • Symmetrical / asymmetrical • Eye level / high angle / low angle / canted

  10. Production terms • Pan -- L / R lens moves, base does not • Tilt -- U / D lens moves, base does not • Truck -- L / R cam & base moves • Dolly -- I / O cam & base moves • Zoom -- zoom lens move, cam does not • Arc -- semi-circular (dolly & truck & pan) • Boom / pedestal -- up /down angle change

  11. Production terms • Pan, tilt, truck, dolly, zoom, arc, boom • Crane (dolly grip & cam operator) • Tracking (dolly grip & cam operator) • Jib -- camera moves / operator not on • Robotic / copter / cable / follow me • Steadicam • DVE movements

  12. Production terms -- audio • VO • On Cam • Establish • Hold Under • Fade • Delivery directions

  13. Script • Indicate frame by frame what will be seen • Match audio with video • Have a script ready for ‘talent’ • Do not give sound bite guests a script to read -- ask questions and get answers • Close mike all speakers • Frame shot presentational for spokesperson and ‘objective’ for SB guests

  14. Shooting • Lighting • Well lit subject and background, no backlight • Audio • Close miking / mixing • Background noise • Spots normally have no ‘nat sound’ • Framing • Background content along with previous notes • No blank walls • On cam times vs. VO times

  15. Editing • Varied transitions • NO jump cuts / no pop cuts • Mostly CU, MCU, MS • A few WS / establishing shots • Edit picture to sound as appropriate • Make music bed (training) • Use Motion (training)

  16. Shoot & Edit • Non commercial promotional • Creative idea – develop the script – brainstrorm, think about appeals • Write a shooting script • Visual storytelling • shoot – edit • Finalize the script and production

  17. Testimonials • Set up one-shot of each interview guest • Mic them, light them • ‘say and spell your name’‘what is your title’ • Create and use an interview script • Ask several questions • ‘last question’

  18. Spokesperson on camera • Full narration script • Memorize and recite a few on camera sentences • Read and narrate all VO narration • A spokesperson needs to provide approval of cotenrt – collect facts, write script, review and edit, use final version

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