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lateral would all be more accessible and more effective if presented as streaming video with synchronized rich media. The costs of printing and distributing hard copy would be mitigated. The sales force could be trained directly by engineers in the lab, without the need to travel. For certain categories of product, sales people often encounter questions that they must refer back to engineering when trying to make a sale. The ability to ask the question while still at the customer site and have an authoritative answer instantly could be a positive factor in making the sale. The sales staff may even send back video footage of the environment in which a piece of equipment will need to be installed to prepare the installation engineers and get an assessment of whether or not the environment needs modification, prior to making the sale. For product launches, streaming media also provides many attractive advantages. Consumers can watch as the product is unveiled and footage of the product launch itself repurposed in other marketing communications packages thereafter. The best product demonstrator or salesman that a company has can do his or her pitch on streaming media and this can be indefinitely accessed directly by consumers, or else as part of a sales presentation. Companies are under closer consumer scrutiny today. If a company has factories in Thailand, for example, it may be subject to accusations of using child labor or of otherwise mistreating employees. With streaming media, such companies could stream pictures from their factories live, for the entire world to see. This would provide proof of their ethics and standards and reduce consumer skepticism. To take this a level further, what would be more reassuring than seeing a video of your built-to-order car or PC at every stage of its manufacture Streaming media can make applications like that possible, because it is digital and because it drastically changes the economics of making and delivering such a video. The video technology for corporate communications has existed for a long time, yet isn t used as much as it could be, for three reasons. First, distribution of video was costly and cumbersome in the past. With streaming media technology, those costs fall dramatically. Compared to renting satellite time or duplicating VHS tapes, as was once the norm, the cost of deploying a video stream is much lower. The second reason has to do with the costs of producing video material in the first place. Digital video cameras and PC-based nonlinear editing software now cost a mere fraction of what a professional quality camera and tape-based editing system once cost. Since the equipment is digital, there is less need to worry about video quality loss throughout the distribution chain, as was once the case with analog video. This also
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means that the source material need not be as high in quality as was once necessary, since less is lost. What this means is that the video that the end-user sees looks better, but costs less to originate. Finally, video has not been as widely used as it could be, not just because of lack of production facilities, but, more importantly because of a lack of in-house production skills. What companies require are freelance production companies that can script and storyboard the presentation to be made, arrive on the premises, shoot the video unobtrusively, and then post-produce the package with high production values. What they do not want is production staff that acts precious, wastes time, throws tantrums, or does the job inefficiently. Unfortunately, video production, as an industry, has historically had a tendency to attract people of that nature. What companies who wish to produce video for their corporate communications need are production companies that have a meat and potatoes attitude to what they are doing, who do not consider their output to be high art, but believe in doing their job with integrity and to a high standard. Fortunately, those companies are becoming more prevalent, as more and more people opt for media careers and media studies training.
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