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Professional Web Video: Plan, Produce, Distribute, Promote, and Monetize Quality Video Paperback – Nov 23 2010
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From the Back Cover
Want to create professional quality web video that stands out in a crowded playing field? Gain a complete understanding of the opportunity, limitations, production, and distribution process with this book. Step up from the flip-cam experience with this solid introduction to professional planning and production techniques, ensuring that your video meets the same standards you set for every other element in your communication program. Follow the RHED Pixel team as they detail every step of the way with engaging illustrations that demonstrate the process from concept to distribution including: *Preproduction planning of concept, scope, budget, and casting *Web-specific techniques for audio, lighting, and videography *Detailed overview of editing and encoding of web video *Effective branding and storytelling aids including b-roll, images and motion graphics *Distribution alternatives including HTML5, Flash, podcasting, RSS, and website hosting *Effective techniques to promote and monetize your video The companion website-www.HyperSyndicate.com-includes planning and production templates, advanced tutorials, and news updates to help you put it all to work for you.
About the Author
A digital video expert and a trained business professional, Rich understands both the creative and management sides of the visual communications industry. He's held such diverse jobs as directing newscasts and publishing music magazines, to managing a production department and consulting non-profit agencies. Rich graduated from Drake University School of Journalism with dual degrees in Broadcast News and Radio-Television Production. He also holds a master's degree in Project Management from Keller Graduate School of Management.
Mark merges creative talents with bottom-line realism. With extensive experience as both a videographer and producer, Mark knows how to maximize budgets, locations, and production opportunities. Mark holds a B.A. from the College of William and Mary and a Masters in Communications with a concentration in Film and Video from the American University.
Most Helpful Customer Reviews on Amazon.com (beta)
When I use Amazon's "Click to Look Inside this book" feature, I always check the Table of Contents, but seldom check the Introduction. I doubt that I'm alone in that, Since this book's Intro gives a good summary of it's chapters, I trust that the authors won't mind if I put it here. Please note, though, that these brief summaries don't do justice to the breadth and depth of information actually presented in the chapters. That said, here it is:
The Evolution of Web Video
Chapter 1: Making Great Web Video -- Learn how to determine your genre and technical approach. You'll also get a sense on the size of the web audience and business opportunities.
The Production of Web Videos
Chapter 2: Essential Preproduction -- This chapter covers important decisions about determining your production needs as well as budgeting your show. Learn practical advice for mapping your production and working with talent.
Chapter 3: Audio is Half Your Program -- Learn how to record great sound for your web video. We also explore options for using music in web productions.
Chapter 4: Great Video Needs Great Lighting -- Learn how to achieve professional lighting with an emphasis on value and portability. We also provide setups for different styles of video programs.
Chapter 5: Videography for the Web -- Learn the key features you'll need in a video camera. We pay close attention to the evolution of tapeless acquisition and HD video. We also offer a specific packing list to help you bring the most important gear to your web video shoot.
The Postproduction of Web Video
Chapter 6: Telling Your Story With Visuals -- This chapter points out useful ways to add visuals to your story. Learn how to work with photos and stock footage as well as practical tips for motion graphics.
Chapter 7: Editing Considerations -- Putting all of your pieces together takes skill and experience. We share several lessons learned from having produced thousands of web videos.
Chapter 8: Encoding Video for the Web -- Learn how to create compatible digital files that will work for a podcast, in a web browser, or on a portable media player. Achieve smaller file sizes and better image clarity with our practical advice on video compression.
The Delivery of Web Video
Chapter 9: Understanding Flash Video -- We take an in-depth look at one of the most popular methods for delivering video. Learn about your options when working with the Flash platform.
Chapter 10: Podcasting and RSS Essentials -- Learn how to deliver a podcast with an RSS feed to list its contents. Search engines and podcast directories require this information in order to list your show. Learn what goes into the podcast feed and easy ways to create a compatible podcast.
Chapter 11: Hosting Web Video -- This chapter explores several options for hosting your web video files. Learn your options for delivering your files and ways to minimize expensive hosting changes.
The Business of Web Video
Chapter 12: Promoting Your Video -- We visit with numerous web video producers and share their secrets for successfully attracting (and keeping) and audience.
Chapter 13: Monetizing Your Video -- Creating professional web video requires time and effort. In this chapter we explore options for recouping your investment.
This is a great book for those whose passion is video and also for those whose interest in using web video to promote their business, hobby, or other interests. Highly recommended.
Video is HUGE now and will continue to be huge in the future on the Internet. Far too much of the video that is currently being produced by amateur and even more seasoned producers, is not of the best quality the medium is capable of delivering. It does take a lot of knowledge to enable you to produce high-quality web video that still has reasonable file size and engaging content. This book takes the big-view and covers all the essentials in a surprisingly complete way. All the basics are covered including planning, obtaining talent, lighting, audio, graphic insertion, editing, encoding and more.
I had a general lack of proper knowledge about the various encoding options available to me. Although I've heard of MPEG-4, H.264, QuickTime, Flash, HTML5, etc, I never really understood the differences in them and why I would want to choose one over the other. After reading the chapter on Encoding Video for the Web (Chapter 8) I now have a much greater understanding of the encoding formats and how to choose the best format for the appropriate delivery method. As an example, you would not probably not want to use the same format to encode a video destined for an iPod as you would for a video destined for a DVD. Flash video gets its own entire chapter and I learned quite a bit from that as well.
After you've learned about how to produce a great video, there are chapters on how to promote, monetize and distribute your video. I do not know of a better book on the subject of producing great web video than this book. It is simply one of the best introductions to the subject that I have seen. Yes, you will probably want to follow-up with some more advanced books on topics that you need to expand upon but for a single volume, this book does a great job of presenting the essential information necessary to get you going.
Of course, the subtitle to this book said it would cover the content included in chapters 11 through 13. As far as I'm concerned something was off in this book. Either the focus in the early chapters was proper and the tail end of the book should have been omitted, or the focus in the early chapters was improper and the tail end of the book was OK to include.
Were chapters 9 and 10 proper to include? I'm not sure. I would probably have included them as appendix material. Certainly a knowledgeable videographer should understand flash video, podcasting, and RSS when PLANNING their work as videographers for the Web, but was such material necessary to present the workflow of creating a video: plan, preproduction, production, editing, and encoding? Probably not.
The heart of the book for me was chapters 3 through 6 that probably can be considered the covereage of the video production phase of the workflow. Loved the content in these four chapters. Unfortunately there seemed to be something missing. I think whatever was missing can be found in the book I cite herein above that I read recently. There is certainly more to video production than audio, lighting, basic videography concepts, and strategically placed visuals.
There is a ton of great content included in this book. If you are interested in creating high quality videos to be uploaded onto the Internet then I highly recommend you get a copy of this book. Its content is loaded with things you should know if you want to be successful. My only gripe with the book was that it was not streamlined so a single message could be easily identified. 4 stars!
Apart from covering the obvious topics like equipment, software and shooting techniques, the authors provide detail about necessary pre-production site surveys ("Where's the electrical breaker?") relaxing your talent, lighting techniques, capturing sound professionally, handling legal issues (release forms) and editing. It's the down-in-the-dirt tips that separate this book from other photography books. What are the risks of shooting video by yourself? Should you pay for excess luggage for equipment or buy a second ticket? Where are you going to park? What will be the position of the sun throughout the day? What's a realistic time in the morning to start filming? How will you handle dead batteries? The list goes on and on, and almost every page highlights something that you will not have considered unless you work in the business.
Just when you thought you now know everything about video, the book delves into web formats, video encoding and Flash. And then once you have a polished final product, they even cover promotional tips and hosting. Honestly, if you're even thinking about picking up a camera, you need to get a copy of this - it will save you time and money, and give you the very best chance to create a polished end result.
There's a real need for a concise, accessible, comprehensive guide to professional web video. A book that moves from conception to execution, presenting options and opportunities, identifying predictable pitfalls. A book that does all this in a clear, easy-to-follow way that adds value for beginners and experts and those somewhere in between.
'Professional Web Video' is as straightforward as its name. So, too, its subtitle: 'Plan, Produce, Distribute, Promote, and Monetize Quality Video.'
I've been pressing on the edges of developing a serviceable video capacity for my business. I've turned to several books. Each was fine, though I can say this is by far the best I've encountered.
In addition to its breadth and depth of coverage, it's well-designed. It has useful explanatory text boxes and photographs interlaced throughout. You can easily determine which sections to dive into, and which to skim or bypass. It's also well-indexed, which is a godsend for quick reference or repeat use.
I recommend this book most highly. You may find that certain elements covered--e.g., lighting or editing--can be usefully supplemented with additional web or book research. You may also find value and ideas in books on related topics, such as the fine work of David Meerman Scott on the new social media.
In the meantime, get started with this volume. I am--and that's the strongest endorsement anyone can make for a practical book such as this.
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