The candidate provides evidence of audience research and planning for a music video production. Comparable media products were analyzed and generic conventions considered to help inform production choices. Feedback was gathered from audiences and used to refine elements of the three related products created - the music video, website, and digipak. The candidate demonstrates knowledge of production technologies and digital skills. Overall planning and use of audience input was thorough, though could have been more detailed in discussing the combined finished products and audience reception.

1. Name Research & Planning /
20
Use, Develop of
Challenge Conventions
Learned Audience
Feedback
Use Of NMT’s How Products Combine Total
Hamza M The candidate blog contains
some evidence of audience
research prior to the stage
of planning albeit there is
limited or no attempt to
make links between
findings gathered and
specific production plans.
Textual analysis of similar
short film is performed to a
basic standard and void of
any detailed analyses of
production choices and
generic conventions. The
candidate blog contains no
evidence of prior scripting
of ideas, storyboarding or
drafting of magazine
review. Planning of main
task is limited to noting of
initial ideas and basis prop
preparation. The
undertaking of textual
analysis of similar film
reviews contains suitable
depth of analyses and
consideration of audiences
position and engagement
but is limited to just the
one magazine. There is
basic use of ICT and no
undertaking of film
magazine audience
Although void of any visual
supporting evidence the
candidate has done well to
explain varying aspects of
production choices in line
with found codes and
conventions of similar
magazine review articles.
Having lead on all stages of
production, suitable care
and attention is paid to the
placement, habits and
engagement of audiences.
No similar undertaking is
taken for either the main
production or the group’s
film poster.
2.5/3
None Completed Fairly good insight has
provided into the benefits
of varying technologies at
various points over the
course of construction. A
real pity that the advantage
of survey monkey not
discussed. The candidate's
discussion of how they used
Photoshop to produce
magazine, lacks any specific
details. Limited discussion
of the benefit of using a HD
camera and equally as
limited is the candidate's
discussion of how varying
digital technologies were
used at the stage of
evaluation. The candidate
2.5
The candidate’s work
provides a reasonably solid
understanding of how all
three products combine and
to what effect. Insight is
provided as to the group’s
motivations in using similar
font styles, slogans,
elements of mise en scene
and use of imagery. Possible
audience reception and
engagement with all 3 texts
are suitably noted albeit in
the absences of any
proposed
limitations/revisions.
3.5
Reasonably proficient use of
technology
R&P 9
Eval 9
17.5/40 = E

2. research. Based on teacher
observations, the candidate
made a sound contribution
to all stages of planning. L2
9/20
Morgan The candidate blog contains
limited evidence of
audience research prior to
the stage of planning albeit
there is limited or no
attempt to make links
between findings gathered
and specific production
plans. The candidate’s blog
contains no evidence of the
undertaking of textual
analysis of similar short film
or the other 2 ancillary
texts.
The candidate blog contains
no evidence of prior
scripting of ideas,
storyboarding or drafting of
magazine review. There is
basic use of ICT. Based on
teacher observations, the
candidate made a sound
contribution to all stages of
planning albeit mainly in
regards to the scheduling of
the production film. L2
7/20
None Completed Some good questioning of
audiences thoughts
however the presentation
of results is limited to
screen grab of survey
monkey results 1/5
A rather brief and generic
response provided
regarding found benefits.
There are moments when
the candidate goes on to
give physical examples of
how the use of individual
technologies directly
impacted production
outcomes. Unfortunate
inclusion of tripods As
many technologies left out
as those included. 2/5
None Completed
Trushal The candidate blog contains
limited evidence of the
drafting of audience
research prior to the stage
Similar

3. of planning however there
is limited or no attempt to
make links between
findings gathered and
specific production plans.
There is no evidence of
textual analyses of similar
media products having
been carried out.
The candidate blog contains
no evidence of prior
scripting of ideas,
storyboarding or drafting of
magazine review. There is
basic use of ICT. Based on
teacher observations, the
candidate made a sound
contribution to all stages of
planning albeit mainly in
regards to the scheduling of
the production film. L1
5/20
Jack G The candidate’s blog
contains clear evidence of
practicing of ideas
however; little scope is
given to what lessons have
been learnt and if what
changes need to be made.
There are also a series of
missed opportunities to
compare/ evaluate
production ideas within the
context of similar media
products. There is a clear
lack of evidence of
The completion of this task,
suggest limited undertaking
of organized and concise
research prior to
construction of all 3
comparable products. The
candidate’s responses make
some tangible links
between his own group’s
decision-making and
moments for similar films.
Overall at the exclusion of
the group’s poster and
The candidate provides
insightful insight into an
example of how varying
elements of the
production poster and
film was revised to take
onboard audience
critique. It is a pity
however, that such
analysis is short lived and
it appears that no final
audience evaluation of all
3 products was
undertaken. 1.5
YouTube video set to
private 0/5
Discussion of how all three
products combine is
insightful and supported
with appropriate recourse
to use of font style, filming
style and use of music.
Implications of what is
means for audiences is
suitably addressed
however, similar to the
candidate’s overall response
it reads brief and/or
incomplete. 2
R&P 9
Eval 5/20
14/40 U

4. systematic research having
been undertaken into
similar media products. It is
also unfortunate that the
candidate chose not to
discuss the outcomes of the
productions audience
research.
No drafting of ideas is
provided.
Based on teacher’s
observations despite the
lack of physical evidence,
the candidate played a very
active role at all stages of
planning.
L2 9/20
radio trailer, the
candidate’s response is
limited to a few references
to generic conventions of
short films. 1.5?
Barnie The candidate’s blog
contains clear evidence of
practicing of ideas
however; little scope is
given to what lessons have
been learnt and if what
changes need to be made.
There are also a series of
missed opportunities to
compare/ evaluate
production ideas within the
context of similar media
products. There is a clear
lack of evidence of
systematic research having
been undertaken into
similar media products. It is
also unfortunate that the

5. candidate chose not to
discuss the outcomes of the
productions audience
research.
Drafting of ideas for radio
trailer and film poster are
present albeit
unconvincing. Drafting of
storyboard is minus
technical directions.
Based on teacher’s
observations despite the
lack of physical evidence,
the candidate played a very
active role at all stages of
planning.
L2 10
Name Research & Planning /
20
Use, Develop of
Challenge Conventions
Learned Audience
Feedback
Use Of NMT’s How Products Combine Total
Sola There are clear moments of
the candidate undertaking
audience research prior to
the stage of planning. The
candidate is fairly
successful in their attempts
to make links between
audience’s outcomes and
specific planning ideas. The
candidate’s blog contains
careful consideration of
audience feedback and how
outcomes might impact
specific music video
production decisions. There
is clear attempt to log
ongoing revamping of
The candidate provides an
extensive response and is
successful in making
suitable comparisons to
real media products a
means of providing
supporting evidence. The
candidate’s video response
although entitled music
video, actually spends more
time talking about the
website than the music
video itself. Parts of the
presentation are labored,
however a genuine effort is
made to link the use of
generic conventions and
The candidate is
reasonably successful in
contextualizing results
gleamed from audience
feedback. All 3 products
are suitably addressed
however; the scope and
depth of feedback
secured and commented
upon, falls short of being
detailed. 3/5
A largely summative but
somewhat credible account
of media technologies was
used. An array of online and
software technologies
covered although benefits
and issues of use are largely
generic in fashion and not
organised by stages of
production. Unnecessary
coverage of Word and
PowerPoint. 2.5
Unable to play video
Evaluation
9/20

6. planning decisions albeit
not always in any great
detail. There is some
evidence of scripting of
ideas and storyboarding.
The candidate took the
initial lead in completing
the group’s digipak,
however, no evidence of
drafting of ideas or
development is provided.
11/20
the perceived
reception/engagement of
audiences. The candidate
has also done well to link t
the use of conventions to
comparable live existing
media products and the fact
that promotion of a new
artist. While there are
moments when the
candidate’s presentation at
times becomes labored,
there is a confident
command of digital
technologies. 3.5/
Hubert In regards to evidence of
planning, the candidate’s
blog contains evidence of
the production having been
carefully organized,
including the undertaking
of storyboarding,
organization of costume
and location. There is clear
evidence of the evaluation
of planning tasks and the
candidate has done well to
make comparable
references to similar media
products as well as consider
issues of practicalities.
Solid and informed
consideration of
institutional distribution.
Goodwin theory of music
videos is suitably applied
Overall the candidate is
consistent in their attempt
to provide a detailed
account of production
choices including to what
extent elements of the
production process was
informed by the adoption
or challenging of found
generic conventions and
the influence of prior
audience research. The
use of generic
conventions to ancillary
products is suitably
discussed although there
is a lack of references to
possible audience
reception. Suitable
references are made to
similar media text and
Goodwin theory of music
The candidate’s blog
contains evidence of
extensive audience
feedback having been
obtained. There is at
attempt on behalf of the
candidate to critically
reflect and comment on
elements of feedback
secured. 4
A solid response that does
well to identify specific
benefits. A good range of
technologies discussed,
each with suitable
examples. Not all stages of
production are discussed to
the same degree of
completion and there is an
absence of references to the
use of social media. There
are further telling
referencing to the use of
specific technologies on the
candidate’s construction
page.
3.5
The candidate provides a
proficient examination of
how all three products were
successfully combined i.e.
use of colour, font style,
colour and logos etc. The
candidate does well to
support claims with
supporting examples taken
from their own production
and that of others. Key
attention to possible
audiences reception and the
marketing of their artist.
4/5
R&P 15
Eval 15/20

7. however only one music
video has been analyzed.
The candidate’s
construction blog also
contains ongoing evidence
of planning and revision of
ideas. The candidate was
responsible for leading on
the group’s website
however, it is a pity that no
uploaded evidence of the
group’s website having
been drafted prior to the
construction process.
Based on observation the
candidate made a full and
active contribution to all
stages of production 16
videos is skillfully applied.
3.5
Hamza R Has done well to make
clear links between song
choices and video possible
video production
implications. The candidate
is equally as successful in
making insightful
connections between
audience feedback
collected prior to
production and the
planning decision making
process. Institutional
research is both well
informed and appropriately
reflective. Some successful
drafting of ideas prior to
The candidate is successful
in producing a series of
highly creative
presentation, which
demonstrate extensive
knowledge, and
understanding of varying
conventions and key
marketing considerations.
The candidate provides
clear examples and makes
timely references to similar
media products. Critical
attention is paid to
audience reception and
why specific production
decisions are likely to strike
Excellent evidence of
having secured quality
audience feedback. The
candidate is highly
successful in his
attempts to reflect and
elaborate on audience’s
perceived production
strengths and
limitations. Again all 3
products have been
duly referred to.
Suitable attention is
given to marketing and
audience
considerations.
4/5
A highly accomplished
albeit stopping slightly
short of being a fully
illustrative account of how
the group used NMT’s at
varying stages of
production. Multiple
benefits are realized and
carefully explained.
Meaningful comparisons
are made with traditional
media technologies
and/or absences of
NMT’s.
4
Explicit and appropriate
references made to prior
research findings and
similar media products. A
comprehensive account of
how all-3 products combine
is discussed to a high
standard. Evidence of high
order critical thinking and
skillful employment of ICT
and digital technologies.
5/5
R&P
Eval 18

8. the stage of construction. a chord with each
productions intended
audiences. 5/5
Emma The candidate’s contains
evidence of extensive
undertaking of research
into similar media
products. Responsible for
taking a lead in the
construction and post-
production of the groups
music video, the
candidate has done well
to contextualize his
findings including the
need to engage
audiences, adhere to
generic conventions
including the marketing of
the artist. Goodwin’s
theory of music videos is
both accurately and
confidently applied and
supported by clear
evidence. Based on
teacher observations the
candidate made a
significant contribution to
all stages of the planning
of ideas for all 3
products. Equally, the
blog contains clear and
extensive evidence of
planning and there is
some evidence of the
candidate having made
clear links between the
outcome of the group’s
Overall the candidate is
consistent in their attempt
to provide a proficient
account of production
choices including to what
extent elements of the
production process was
informed by the adoption
or challenging of found
generic conventions and
the influence of prior
audience research and
the fact that they are
marketing an unknown
artist. The use of
generic conventions for
all three products has
been suitably discussed
and referenced. 4/5
There is excellent skill
in choice of form in
which to present
evaluation. The
candidate’s blog
contains clear evidence
of the group having
secured qualitative and
quantitative audience
feedback fro all 3
products. The candidate
is highly successful in
her attempts to critically
reflect on audience’s
perceived production
strengths and
limitations. Suitable
attention is given to
production, marketing
and audience
considerations. Al
cogent and concise
links are made between
feedback and
production objectives
and key concepts. 5/5
A well organised and
highly personalized
response that provides
clear examples of
technologies and digital
platform used and their
associated benefits and
perceived/experienced
limitations. All stages of
productions are suitably
addressed and the
candidate does well to
raise issues related to
using a specific new
technology. 5/5
The candidate provides a
thorough examination of
to what extent she
believes all three
products to successful
combine. Clear and well-
supported examples are
provided through out
including references to
the use of specific
representations and
varying elements of mise
en scene including colour,
costume and use of
props. The variation in
use of font style is duly
explained and suitable
and useful comparisons
are made with live media
products. Minimal
evidence of any
perceived production
limitations/proposed
revisions. 4/5
R&P 18/20
Eval 18/20
Excellent
use of a
range of
media
technologies

9. research and planning
decisions.
Much effort is made to
plot and explain
production choices within
the context of the chosen
genre and the outcome of
audience research.
All 3 products have been
suitably researched
albeit, and the
candidate’s blog contains
an excellent array of
planning activities. Clear
undertaking of audiences
research however, a
summary of that gleamed
from the group’s
questionnaire would have
been useful. 18/20
Loretta At the time of marking the
candidate’s research and
planning blog remains
incomplete. The blog
contains evidence of
appropriate undertaking of
similar media products
however; there are
moments when the
candidate’s analyses rarely
operates beyond the
descriptive and tokenistic.
A There is a series of
missed opportunity to
make concise and cogent
links back to the planning of
the group’s own production
A series of points are made
against a backdrop of listed
conventions albeit in the
absences of any clear
references to comparable
live media products. The
application of Godwin’s
theory remains incomplete
1.5/2?
The candidate’s
evaluation presentation
provides limited scope to
the sharing of audience
feedback and what was
gleamed. In combination
with construction post
entries, there is some
evidence of audience
feedback being used to
inform production
revisions during the stage
of construction. Overall,
the candidate’s response
is limited to a series of
short summative
accounts. 2.5 /5
The use of a small range
of varying technologies
are identified are
discussed albeit some are
discussed in more
suitable depth than
others. While more insight
is confined to the
candidate’s construction
page, overall, the
candidate’s presentation
of the use of NMT’s and
perceived limitations is
very short. 2.5
The candidate provides
minimal insight / supporting
evidence of how the main
product and ancillary texts
combine. Individual points
are made however, rarely is
the same area of focus
maintained across all 3
products. 1/1.5
R&P 8/9
Eval 8
16/17? -E

10. ideas. Basic presentation
and elaboration upon
audience feedback.
The candidate was
responsible for taking the
lead in the planning and
construction of the group’s
website and digipak
however, minimal drafting
of ideas are provided.
8/9/20
Hattie
Michaela The candidate’s blog
contains evidence of
proficient research into
similar media products
(music videos and web
sites), and a potential
audience. Goodwin theory
is accurately and suitably
applied although the
candidate stops short over
offering an overall account
of that learnt. There is
clear evidence of the up
taking of drafting of ideas
and revisions including
scripts and varying
elements of mise en scene.
It is unfortunate that there
is no provision of a
storyboard or prior drafting
of the group’s website or
digipak. Based on teacher
observations, the candidate
contributed to all stages of
None provided None provided None provided None provided

11. planning.
14/20