1. Explain the use of converging technologies within an identified sector.
Media convergence – The combination of different communication forms such
as print, film, audio as well as the flow of content across media platforms.
Preproduction Materials:
Task 2: Discuss technology
2. Gantt Chart
Many media tools are used within the process of preproduction which form
together allowing convergence across the tools. One of these tools is a Gantt
chart. A Gantt chart is created to help the planning of the project because is
shows a rough time scale with what needs to be done and when it should be
done by. This is extremely important in helping organise a project as all the
workers on the project will know what they each need to be doing in order
to complete the overall task. This tool allows for media convergence as you
are setting out a plan which in turns should help the project be more
successful in the preproduction process. Especially if it’s a big company have
a Gantt chart that the companies all agree on it means that it reduces the
likelihood of a confusion. Most advertising campaigns will start by creating a
tool that’s sets out what needs to be done and this allows for little confusion
and is a good platform to start an advertising campaign. Monday.com is an
example of a website where schedules such as Gantt charts can be created
and shared with others, using black box devices
3. Script
All TV or broadcasted advertising campaigns have a script which the actors
will follow. By creating this tool, the actors know what must be said and it
creates no confusion on set about who should be speaking and when. This
tool allows for convergence to be created because it is used to create the
advert which is then promoted across many different media platforms such
as social media and YouTube. This allows for the most effective mass
distribution of the advert created.
The industry-standard script writing tool is Final Draft. This allows the user to
write screenplays using pre-set tabs, so that action, scene header, dialogue
and character names are all set to the correct margins. The software can also
be used to create index cards and storyboards, and to catalogue scenes by
scene header
4. Budget
Media companies will set out a budget that must be stuck to. They will
note down all the purchases made to make sure they do not go over
the assigned budget. With a budget it allows a business to create a plan
for how much they will be able to spend over the period of the media
project and function that into their other planning resources such as
the Gantt chart. The budget for the project is used to buy resources,
pay salaries and hire equipment. The budget creates convergence as it
splits into different amounts for each different sector. Microsoft Office
– especially Excel – can be used for budgeting, as the software allows
the user to create columns and do arithmetic.
5. Storyboard
A storyboard is used to set out a scene set up so that everything goes
more smoothly when filming. This is created using drawings so that the
creative team can plan what they wish for the scene to look like before
it is filmed. This is extremely important when making adverts as getting
an advert perfect can be hard so creating a story board allows visuals in
adverts to be created roughly being filming. As well as this it allows the
media company to share their ideas with others on the campaign, such
as the producer and the creative department in order to
receive opinions on the product as well as maybe collaborate with
other media companies if they wish to. This tool saves a lot of time
which is useful when wanting to finish by a certain deadline.
6. Production
Media production is the process of developing, filming and editing the
media project being created. This is when all the tools that have been
created will come together to be used in the production of media.
7. Drone
A drone is one piece of equipment used during the recording of the
film. A drone offers many different shots when filming and can be
cheap. It is a very useful piece of equipment as it is a cheaper way to
record scenes from bird’s eye view or heights a human cannot reach
without using bigger more expensive e.g. a crane. A drone allows to a
scene to be filmed while the position of the drone is controlled by a
remote. A drone can also offer many different types of filming
depending on the style of the advert.
8. 4K Camera
A 4K camera records visuals quadruple the resolution of standard HD
cameras. This allows for much better picture quality allowing for a
better final product. Editing time can saved in certain areas, meaning
the 4K camera allows for better convergence, as well because as long as
the camera is being used properly you are going to get a better final
picture meaning that less time trying to increase resolution is needed
in the editing stage. Depending on the type of advert you produce
using a 4K camera can draw the audience’s eye to the advert more,
especially if you are using bright colours or scenic views.
9. Smartphone
Smartphones are a very useful tool due to the many various features
and functions that the device has such as internet, communication and
a camera. A smartphone is good for advertising as so many people own
one and use it constantly. The feature on the smartphone mean that
the adverts created can be shared and viewed on the smart phones
and promoted through social media meaning that the company has an
extra digital platform they wouldn’t have previously had. It allows mass
exposure of the campaign or advert is a relatively simple manner,
where the number of interactions can be tracked simply and are
accurate.
10. Compact Mirrorless Camera
This camera allows light to travel through the lens to the sensor which
allows for a much higher performance and clearly picture even in the
lowest of lights. This camera is kitted out allowing for more control to
the user of the camera. This camera offers a higher resolution than
most cameras. This camera has the added feature that allows it to also
be controlled via a smartphone which makes it easier for the user.
11. Post-production
Post-production is when work done on a project after the project has
been recorded in its full. This involves editing and development of the
video. To do this, company’s use many different forms of editing
software.
12. Final cut pro
Final Cut Pro is a series of non-linear video editing software programs.
This software has many features to add within the video such as
transitions allowing the editor to create the way they want to. This is a
form of technological convergence as it allows videos to be edited into
what the director wishes the final product will look like instead of
having to reshoot scenes until they are perfect. This saves time and is
much more efficient for any project. This allows the final product to
end up at a higher standard due to being able to add effects which have
different effects on the viewers.
13. Adobe premiere pro
Adobe premiere pro is a software also used to edit videos, and is part of the
Adobe Creative Suite, which also features Illustrator, Photoshop and After
Effects, amongst others. These allow users to create professional edits for
films on a single device – Mac Workbooks are commonly used for this. The
PremierePro software includes many features such as effects, labels,
transitions and type tool. This is very useful for film makers as it allows for
them to edit footage making it more appealing to their target audience
leading to a more successful final product. This is a form of technological
convergence as it is a very advanced software that allows for videos to be
structured together making a full product ready to be advertised on social
media and YouTube. The software is also hassle-free compared to previous
editing software’s which have never been very simple. The product is also
supported on various platforms making it more convenient for users.
14. iMovie
iMovie is a free application which is also compatible on apple macs,
used to edit videos and create film. iMovie has many useful features
such as photo and media imports, video effects and transitions and HD
and 4K video support. This is a form of technological convergence as it
is an editing software that can be used on different media products
making it very compatible for every-day editing. The software is also
available in many different languages making it useable for many
people. The software is very useful for production as it even consists of
its own sound effects and audio clips which can be used as part of the
videos that are created, saving time as the media company may not
need to create their own sound effects.
15. Conclusion
Advertisements can be made using black box devices through each of the
production stages – it is now possible to create a moving image using one
device (a smartphone, for example).
Advertisements can also be distributed and exhibited via black box devices
as well. These devices are able to adapt to the advertisement – so, for
example, a phone, laptop or tablet can be used to display an advertisement,
which will adapt to fit the size of the screen.
This is an excellent example of how technological convergence has
revolutionised the advertising industry.
