Quite a few professionals in the video industry are convinced that the days of industrial and broadcast video are numbered. And while VHS has disappeared and Optical Discs may be not far behind, I am not convinced this spells an end to corporate and broadcast video.

I believe that video as a communications tool has not begun to hit it’s peak. E-Marketing and E-Learning have brought the power of video to viewers through the technology of the Internet.

Though the distribution medium has changed, the basic principles of good video and audio production still remain the same. The ability to tell the story of our clients’ product or company is still more important than any special effects or “gee whiz” stuff.

It is our job as professional marketers to make sure that the content we produce reflects the unique story of our clients. Many companies producing video for viewing over the Internet assume that low production values are acceptable. Using the same production values for a corporate image video and for a grade school soccer game is a grave mistake. A true professional knows the difference and chooses the elements of his craft wisely. Don’t let “you tube” and other low quality video delivery systems convince you that the Internet cannot be a valuable place to broadcast you message. High band Internet video delivery is available, and at a reasonable cost.

Is video still the greatest communication medium? Are traditional video production values still relevant? I look forward to your comments.

Posted under Editorials