The New Faces of Corporate Video
By Chuck Czech, President, QuarterTon Productions, Inc.

Like any communication medium, corporate video has undergone significant changes in the face of the digital revolution. Over the past few years, the tools have become smaller, less expensive and more robust; the workflow has been streamlined; and distribution methods diversified. But some of the most dramatic changes in the video industry seem to be unfolding right now, the promise of which will benefit businesses of every size in the years to come.

First, video is becoming more pliable. The “traditional” means of video delivery—videotape, DVD, CD-ROM, large screen projection—are less than a generation old and are being outmoded by smaller, handier devices. Portable media players, iPods and cell phones with LCD screens are giving business communicators more tools to get their messages in front of audiences. And video is finding its way into more places—flat screen displays are commonly found in airports, malls, health care centers, even public restrooms.

Also, since today’s computers are faster and more stable than ever before, they’re better able to process the notoriously taxing flood of pixels that make up a video signal. Video production is now relatively efficient, with less time spent on technical breakdowns and computer processing and more time invested on the actual act of message creation and delivery. For the business communicator, this means project timelines are more predictable and can accommodate shorter lead times and faster turnarounds.

Computer power also allows video producers to work in a variety of digital formats, including high definition television. Our boardrooms and training centers will see videos that are sharper, brighter and richer than those of the past, but the real key here is universality—broadcasters are working toward more common global standards, breaking down the current format barriers between continents.

And the look of video is also changing. For years, many producers wanted to infuse their finished products with what’s called “the film look”, probably best described as the soft, photographic look of cinema. It added a patina of richness to a corporate video piece, lending the subject matter a degree of artfulness, importance or prestige. That expensive look can now be achieved without the complicated motion picture film process; easy to use video cameras and software packages can produce similar results.

Perhaps the greatest potential for corporate video is on the internet. Compression technology has made video files ever smaller at the same time that broadband portals have made connections faster. Seeing video from the web has become a relatively painless experience—just witness the success of Google Video and YouTube. While it has a long way to go with quality and accessibility, streaming video is currently a useful tool to reach audiences regardless of geography and time frame.

The digital revolution has given us many high concept promises—media convergence, paperless offices, smart TVs—many of which have yet to materialize.  But look at the changes video has undergone in the way it is produced, delivered and consumed, and it’s easy to believe that even greater developments and opportunities are on the way.

Chuck Czeck serves many roles with QuarterTon Productions, a video production company.  He is a writer, producer, director and editor.  Chuck’s career spans immense projects—including broadcasts for Major League Baseball, NHL, ESPN and Billy Graham—and reasonably small projects, such as fundraisers for local schools and charities. He’s performed work across North America (and other continents) and completed a stint as a college instructor at St. Cloud State University.  Contact Chuck and QuarterTon Productions, Inc. at 320-654-2785 or visit their website at www.quartertonproductions.com.

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