TASK FOUR - A DIRECTOR'S COMMENTARY ON HOW I USED NEW MEDIA TECHNOLOGIES IN THE CONSTRUCTION AND RESEARCH, PLANNING AND EVALUATION STAGES

In the media industry in the modern world, virtually everything technological is underpinned by New Media technologies. In the past, everything was analogue, which was slow, low quality and expensive. In the recent years, everything has changed to digital, which is much faster and of higher quality. It uses binary code which is a formation of numbers 0 and 1, which is then compressed and used as film. New media technology is digital technology. This is where the technology is based on digital storage and communication of data, using 0 and 1 code to compress the data into tiny packets, which give greater speed, quality and huge amounts more of storage space for data. This is far better than the analogue system of communication and data storage that proceeded digital. Digital technology underpins computers, mobile phones, modern video and still cameras, editing, the internet, MP3 and I phones, modern radios, modern movie projectors and most technological equipment ranging from hospitals to schools and transport. Digital technology means that media productions are of higher quality, with proliferation, interactivity and convergence as advantages for the viewer. For the producer of media products the advantages are speed, lower costs, higher quality and ease of production.

In the process of production of our Pop video, we used new media technologies extensively at all stages of the production from: research and development; planning and construction, which is the shoot day; post production; distribution and evaluation. By using new media technologies in all these stages, it meant that the process was far quicker and easier compared with using analogue. It also gave us more material to be more creative with.

In our research and development stage, we used the internet in order to look for the style of song, band and genre we would like to do a pop video on. By doing this, we decided we liked the idea of doing a song in a foreign language, and picked Ta Douleur by Camille. We then searched on Youtube the original video, and other pop videos by Camille, this meant we were able to get inspiration for the sort of video we would like to produce. Also, on Youtube we researched the competition to our song, therefore other bands which had a similar style and genre. We looked at pop videos and examined how they looked and what was involved, therefore concentrating on the artist performance, the narrative of the piece, and the props. It was obvious that these elements were vital in producing a successful pop video. By looking at all these videos a clear pattern began to form of how a pop video was produced, and we decided we wanted to imitate some conventions, whilst subverting others; these conventions were that of Negus.

In our pre production stage we looked into locations where we could film. We were able to do this through Google maps, and looking at the locations websites and therefore seeing the image of the area. However, after seeing this is became apparent that filming in a studio would be best for the concept we were trying to put across. Aswell as looking at locations, we looked at the image of band in relation to what our band was going to look like. We researched alternative clothes and foreign fashion in order to decide the wardrobe and props that were appropriate for our video.

Once the concept had been decided, we began planning in depth to prepare for the shoot day. We did our call sheet on a computer, which meant that we were able to look over what we had, and change it if needs be without wasting time and paper by redoing it. Once the call sheet was finished, we then thought about it visually and put it into a storyboard. Originally, we had done a storyboard by hand, which we then filmed and put into the computer system. We filmed using a digital film camera and uploaded it into Final Cut Pro. Here, we edited the storyboard in relation to the song, and therefore were able to see roughly what the finished product would look like. The new media technology enabled us to look at what we had, and change it before we had even started to film. This was useful because it meant the final product had a better chance of being successful because every angle was being examined so it looked the best it could.

The shoot day also involved new media technology. We filmed on a digital camera, the Sony 21 and DSR570, which meant that we were able to rewind and look at what we had previously filmed to see if it was good enough. We were also able to control white balance and the picture quality all from the camera. Using digital meant that the quality of the film was better, and it was much quicker and easier. Another aspect of new media technology is the play back that we used. We played our song through an Ipod, which meant that the artists were able to perform better because they could hear what they were dancing and singing along with. The set design, props and costume were all helped by new media technologies, as we were able to research what we wanted, and order it over the internet. There was also a higher ratio of shots filmed to shots used; therefore in post production we were able to choose from lots of shots to decide what looked best. Due to new media technologies we were able to use a green screen which was vital for our concept, then in post production layer it appropriately. Ratio is when the amount of shots filmed are much higher than the amount of shots used. This was made easier by new media technology as the filming was much quicker, which meant we were able to film more shots than were actually needed. In our editing process, we were then able to decide from a lot of material. For example, in the final shot where the artist is unpacking the suitcase, we were able to get wide shots, mid shots and close ups from different angles, therefore we could use these range of shot in our final product.

New Media Technology enabled some shots to be possible which would not have been on analogue. For example, our whole concept was about the artist watching herself in a cinema, and for this to work we needed a green screen in order to layer of the shots. Due to new media technology, were we able to film each layer separate, with a green screen for the shot where the cinema seats were there, looking towards the green screen. In our editing process, the advanced technology meant we could key out the colour of green, and replace it with the first layer of the artist and the trapeze artist singing and performing.

In Post-Production new media technology enabled us to edit quicker and easier on non-linear software. Final Cut Pro meant that we could do a rough cut, and then go back to a section that we wanted to improve. Also, after-effects could be used, like the cuts; we could use dissolve, fades etc, which made the pop video look much neater and better. As we needed to layer on the green screen, the editing programme which is digital meant we could do that, and colour grading meant we could select the colour green and replace it with the main picture we filmed in the day. Colour grading also make the entire picture quality improve due to the colour looking better and more vibrant.

In the distribution and evaluation stage, due to new media technology we were able to upload our Pop Video onto Youtube for viewers to see and comment on. Anyone with internet could sign into the Hurtwood account and see our pop video. We used these comments as feedback and could see if it was successful or not due to the amount of views. Our pop video will also be put onto a DVD, which means that anyone with a computer and DVD player could watch it, and new media technology enabled us to do this.