Why use video?
How much does it cost to do a video?
Why deliver video on the web?
How long should a video be?
Can I play my video in Europe?
What is the best compression format?
Isn't DV almost as good as Beta?
Shouldn't my program be in HD?
Where is the Flash intro?
Isn't VHS the cheapest delivery format?


Why use video? Because study after study has shown that video is the most efficient form of communication that you have. People retain information better when it is presented visually. But if the video is too long, too broad or too generic, the only thing they remember is you wasted their time.
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How much does it cost to do a video? There is no easy formula. There are too many variables, such as is it shot on DigiBeta or DV, how complicated are the graphics, and is there a narrator. But since you asked, here are some ballpark figures: a simple video can cost from $2000 to $5000, a customer testimonial typically is $5000 to $15,000: a tradeshow with presenter and multimedia $10,000 to $30,000; to re-edit existing materials $1000-$6000; a special event video can be anywhere from $15,000 to $120,000. There are many ancillary expenses that need to be accounted for, such as distribution. See the SAMPLE LEDGER for an example of what costs can be for a typical customer testimonial.
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Why deliver video on the web? Because you can. With the proliferation of broadband in businesses, you can reach almost any customer in the world at anytime— no replication, no shipping, no warehousing,. And your video is only valuable if someone actually sees it, and many more people will see your program if they just have to click a mouse button instead of having to find a VCR or open your expensive mailer to get out a disc. What you're really interested in is the push/pull marketing opportunity that only web delivery offers. You will know how many people watch your program, how long they stay at your site, what topics they are interested in, you can poll them for more information, let them ask questions and you can have a call to action that is immediate and has quantifiable results..
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Can I play my video in Europe? No, your videotape is in the NTSC format and is mainly for North America and Japan. Most other countries require either the PAL format or Secam. You can play your NTSC DVD in 95% of the world's DVD players. Computers don’t care what country they are from, only what software is loaded. CDs can be made universal, DVDs in computers are universal if the computer has a DVD drive and a player, and web delivery is dependant only on connection speed and media player software.
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How long should my video be? It should be just long enough to get to the point. This is by far the single biggest problem with corporate videos. They are treated like a big pot and every marketing message and every topic imaginable gets tossed in. In the quest to have something for everyone, they become something that bores everyone. Most videos are typically twice as long as they should be and are not strongly focused. Many good production companies produce such bad videos because they try to please their immediate client (the person paying for the video) instead of helping them produce a video that interests the actual client (the intended audience).
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What is the best compression format? The best format is the one that is already on your client’s computer. You don’t want the leading edge codecs; very few people are on the leading edge. CDs should be mpeg1, the web should be Windows Media Player 7 or 9 (with QuickTime, Real and the very nice Windows Media Player 10 as viable alternatives). Right now DVDs should always be mpeg2.
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Isn't DV almost as good as Beta? DV can look "almost" as good as Beta if the lighting is done well, and the contrast ratios are kept within DV's more limited range. Bottom line, you still need a skilled cameraman or it doesn't matter what camera they use. Today, formats are constantly changing, and the difference between the smaller format cameras and the big boys is blurring.
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Shouldn't my program be in HD? Absolutely. You should always shoot in the highest quality format that your budget can afford and that your end use dictates. If your going to have a web-only delivery than HD is overkill. If you do go with HD your material can be delivered in any of the Standard Definition formats commonly in use, and it can be delivered in HD at tradeshows, seminars, or any other venue that you have control over. It will also be ready to go to HD DVD as they become widely available. HD, compared to a BetaSP production, can be equal in cost to two or three times as expensive.
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Where is the Flash intro? Flash intros an expensive way of alienating your customers. You don't need to promote your site to someone who is already there. A customer types in your web address because they want to buy your product or get information; a Flash intro is a barrier between them and either activity.
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Isn't VHS the cheapest delivery format? Yes it is cheap. For small quantities it is a low-cost, low-quality, low-tech solution that makes sense if your clients do not have either computers or DVD players. VHS is still the dominant format in the heartland, but most business collaterals need to be on a more business-oriented format. VHS tapes are less expensive than CDs until you reach the 500-unit mark, even sooner if shipping is a factor. DVD's are less expensive at the 1000 unit mark. Bottom line; deliver the highest quality and most convenient format for your customer. Your image is worth it.
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