At PhilanthroMedia, we’ve been obsessing on the intersection between cost, quality, and cutting-edge approaches for the past 18 months. In fact, we started this company recognizing that while non-profits and foundations need access to high-quality new media content and tools, few would have the same resources available to for-profit companies. We have charted a goal toward cost-effective techniques that don’t sacrifice quality. On our journey toward that ultimate end-goal , we’ve gained a few insights that we’d like to share with you:
Professional Equipment – It isn’t just a “nice to have.” Web video doesn’t require $50,000 HD cameras used for broadcast TV, but the standard camera starts at $3,000 and the editing, sound and lighting requirements add up from there. With a lot of time-intensive, resource-heavy maneuvering, hand-held cams, internal mics and iMovie might add up to an acceptable product, but producing such a product without great equipment requires the guide of a talented hand (who likely already has access to the professional equipment that can bring your product from acceptable to astonishing).
Tapping New Talent – Day rates are pricey for cameras, sound equipment, editing machines, and graphic artists. Managing emerging talent requires an investment of time and energy, and it helps to be in a market rife with such creativity like NYC or LA. If, however, you produce a large quantity of content like we do, talent “eager to prove” can keep costs down. (But it also requires that you get into the nitty gritty, understanding every step of the process to effectively manage the product).
Crew of One –- Video production, in particular, is a field in which specialization has been the norm. Traditional film crews are made up of the best sound recordists, lighting designers, shooters, directors, etcetera, you can get. So it was pretty heretical (but oh so cost effective) to send PhilanthroMedia’s Susan Herr to ten cities in ten days to film, interview, edit and schlep her equipment as a film crew of one. Especially with travel costs rising, video crews of one or two “jacks of all trades” will definitely emerge as an alternative, cost-effective trend.
Video Conferencing – We are also exploring even more cost-effective approaches to high-quality media through the use of video conferencing software. In one scenario, the crew of one is less expensive because he or she doesn’t also have to conduct the interview. The client, who knows the issues best, conducts the interview over iChat while the professional camera person captures it in high-quality. Enter MayorTV. This fall, we will begin producing “diavlogs” that capture audio from two folks talking to one another via iChat technology, and spliced together in one interview.
If you have other ideas for achieving the sweet spot between quality, cost-effectiveness and innovation, we welcome your comments.
