This witness statement describes a student pitching ideas for two print-based media products to fulfill assessment criteria for two units. The witness, a teacher, observed the student pitch proposals for two music magazines, including target audiences, budgets, production plans, and sample front covers and spreads. The teacher provided feedback on the student's strengths such as detailed pre-production plans and budgets, as well as areas for improvement like relying too heavily on a script and completing final visuals. The statement verifies the student met assessment standards for pitching print media ideas to others.

1. Witness Statement St. Andrew’s Catholic School - 64135
This form is to be used to testify or corroborate what has actually been observed.
Witnesses are people who can comment on work/performance/activities and can be:
• A tutor/assessor
A witness statement is used to support assessment. It should not be used to evidence achievement
of a whole unit.
Qualification
title:
OCR Level 3 – Cambridge Technical Introductory Diploma in Media - 05389
Unit title: Unit 13: Planning & Pitching a Print Based Media Product – LO 4
Unit 30: UK Media Publishing – LO 4
Assessment criteria
covered by the
activity:
Unit 13 and 30 – LO4 – Be able to pitch their ideas on proposed print-based
products to an editor, client or focus group.
Client = Publisher
Candidate name: Serena Keogh Candidate number: 1156
Date, time and
venue of the activity
being carried out:
Tuesday 19th
January 2016 – MS 1 – 12:00pm
Full description of
the activities being
carried out by the
candidate:
• The candidate is to pitch their idea for a new UK Based Music
Magazine.
• They will provide a Proposal, a Budget Breakdown, Production Plan,
Budget Breakdown, Outline WHO the target audience are and HOW
they are going to market the product across different platforms and
provide an overview of the 1st
Issue Front Cover and DPS for BOTH
ideas
• The students will also pitch their planning & research that they
undertook as well.
• Time limit: 10 minutes
Date: Tuesday 19th
January 2016
Witness name:
Teacher
Mr. Nicholas Crafts Witness signature:
Teacher
Job title: Head of Media, Film &
ICT
Relationship to the
candidate
Teacher
Contact details:
Email/School number
ncrafts@st-andrews.surrey.sch.uk

2. Checklist – Unit 13
Tasks Done
✓
Tasks Done
✓
Has the student discussed the Proposal
- ✓ for the magazine including Genre -
✓, Competitor(s) - ✓, Content - ✓ of
the Magazine and HOW the magazine
will be marketed? – Website, social
media ✓
Verbal Introduction?
✓
✓
Has the student discussed the Proposal
- ✓ for the magazine including Genre -
✓, Title - ✓, Format - ✓,, Competitor(s)
- ✓Content of the Magazine and HOW
the magazine will be marketed? - ✓
Verbal Introduction?
✓
✓
Production Plans – Are these covered
in detail?
✓ Target Audience – Spending Power -
MISSING
✓
Budget Summary – Job roles and
salaries’ - ✓ - Advert to promote the
magazine was well chosen! Start up
costs, Marketing costs – HOW much
will it cost to advertise the magazine
and WHERE?, Distribution costs - ✓,
Sources of income (Advertising - ✓,
Subscription sales - ✓)
1/2 Pre-Production Materials – Drafts - ✓,
Flat Plans - ✓, Font Styles - ✓, Plan for
images - MISSING, House style/colour
scheme - ✓
1/2
Target Audience – Detailed overview of
how theories apply – Psychographics,
socio-economics needs covered
verbally BUT NOT within the Pitch
Presentation itself. Maslow? Katz?
1/2 Front Cover
Improvements will need to be made to
the final version
✓
Pre-Production Materials – Drafts - ✓,
Flat Plans - ✓, Font Styles - ✓, Plan for
images - MISSING, House style/colour
scheme - ✓ – Mood Board - ✓ – Test
Photography - ✓
1/2 DPS
Improvements will need to be made to
the final version
✓

3. Plan for the magazine – sales figures,
Profit/Loss breakdown - ✓ Figures are
realistic, Future editions, Subscription
Offer- ✓
1/2 Opportunity for feedback ✓
Front Cover ✓
DPS ✓
Opportunity for feedback
Feedback – Mr Crafts
WWW
• Good outline of the meanings and decisions behind the masthead
• Detailed overview of the meanings behind the colour choices for BOTH magazines
• Clear and feasible plans for HOW the magazine will be published
• Impressive pre-production plans – in particular the Flat Plan and meanings behind the
Mood Board choices
• Good level of research into the Distribution costs and how much income will be generated
by the circulation of the magazine.
• Budget Summary – Office equipment and Advertising revenue – are covered in depth.
EBI
• Too much reliance on the script and you need to ensure you’ve rehearsed the content of
the pitch in advance.
• Social Media examples of HOW the magazine will be marketed – Good but needs to be
neatly presented
• Front Cover – Neater, Final versions need to be completed – You need to address your LO 3
feedback for the DPS as well OR see “the publisher” for further support.

4. • Profit – Figures in red
• Production Plan – Launch Date needs to be included
• Address areas in RED

5. Additional information:
The witness must be an individual, not related to the learner, who is in a position to make valid
comment about their performance.
It is not acceptable for candidates to produce written witness statements for witnesses to sign.
Witness statements:
• must describe what they witnessed the candidate doing
• can be written or oral accounts of a candidate’s performance
• do not have to be written by the witness, they may be recorded by the assessor after
discussion with the witness and confirmed as accurate by the witness
• should not contain just a list of the skills
• should not be used to evidence the achievement of a whole unit
The assessor will then judge whether the evidence presented meets the standards required by the
assessment criteria for the unit. Often it will be necessary for assessors to make contact with
witnesses to ensure:
a) the witness statement is authentic
b) the assessor’s interpretation of the witness statement is accurate

6. Additional information:
The witness must be an individual, not related to the learner, who is in a position to make valid
comment about their performance.
It is not acceptable for candidates to produce written witness statements for witnesses to sign.
Witness statements:
• must describe what they witnessed the candidate doing
• can be written or oral accounts of a candidate’s performance
• do not have to be written by the witness, they may be recorded by the assessor after
discussion with the witness and confirmed as accurate by the witness
• should not contain just a list of the skills
• should not be used to evidence the achievement of a whole unit
The assessor will then judge whether the evidence presented meets the standards required by the
assessment criteria for the unit. Often it will be necessary for assessors to make contact with
witnesses to ensure:
a) the witness statement is authentic
b) the assessor’s interpretation of the witness statement is accurate