Are You Producing Your Video for Eight Screens Or More and Multiple Possible Uses?

One of the main reasons companies need a content strategy is to ensure that careful consideration be given to all the ways content might be expected to serve your organization now and in the immediate future. Video is a classic example. Most video projects are a considerable investment, and in the recent past, these projects were often developed with television screens in mind as the primary playback display. Today, that is no longer a given, and much video content is destined for viewing in a non-television context.

The video projects created for your firm might need to play on a huge mega-screen at a conference, trade show or other major event. Or, the video could end up being used on a large electronic billboard or for digital signage. In addition, your video project might need to work on a moderate-sized projection screen if you are giving a presentation to a group of a dozen or more. For these bigger uses, what format does it need to be: 16x9, 4x3, 5x4, or 2.35x1? Is there audio? How will that be handled?

That same video content may need to be re-tasked for use in a television commercial or for other purposes on HDTV. You may even want to consider 3-D production because of this technology’s increasing adoption by consumers.

The videos might need to play on a high-quality, wide-aspect computer monitor of 23” or more. There are resolution questions, and questions regarding color formats. There are questions about compression algorithms.

In addition to the uses noted above, your video production may be viewed via a laptop, a netbook, a big tablet device, or mid-sized tablet device. And lastly, this video might need to be streamed to a smartphone and work with a whole variety of mobile bandwidth or technological capabilities. Will it work with Google’s Android, Apple’s iOS, Blackberry’s 6 OS, Symbian OS and other systems? How will it integrate with Flash or HTML5?

It is naive to assume that the exact same video can work for all the purposes illustrated above, but some of it can be reused – in whole or in part. However, if there is no content strategy foundation to drive video content creation, it will more than likely be developed in separate “silos” within your organization and the result will often be higher costs, less versatility, less brand congruency and a poor use of precious resources for content creation. While we used video in this example, the same case can be made for other forms of content: text, audio, graphics, photos, etc. Content of all types needs to be thought of in a multimodal environment. The only sane way to begin this process is to commit first to a content strategy before committing to the individual pieces of content. There is much to be considered, and a substantial number of questions that need to be answered before production begins.


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