This witness statement provides evidence for Sophie Angus' assessment in OCR Level 3 – Cambridge Technical Introductory Diploma in Media for Units 13 and 30. The witness, Mr. Nicholas Crafts, observed Sophie pitch her ideas for two print-based media products to a publisher on January 12, 2016. Sophie's pitches included proposals, budgets, production plans, target audiences, and samples of front covers and spreads. Mr. Crafts provided positive feedback on Sophie's target audience analysis, marketing plans, pre-production materials, and presentation skills while giving recommendations to improve the pitches. Witness statements provide supplementary evidence of a candidate's performance but cannot be used to prove competency in an

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: Sophie Angus Candidate number: 1006
Date, time and
venue of the activity
being carried out:
Tuesday 12th
January 2016 – MS 1 – 09:45am
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 12th
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 - ✓, ✓
Budget Summary – Job roles and
salaries’ - ✓, start up costs, Marketing
costs, Distribution costs - ✓, Sources of
income (Advertising - ✓, Subscription
sales)
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
✓ Front Cover ✓
Pre-Production Materials – Drafts - ✓,
Flat Plans - ✓, Font Styles - ✓, Plan for
images - MISSING, House style/colour
scheme - ✓ – Mood Board - ✓
1/2 DPS ✓
Plan for the magazine – sales figures,
Profit/Loss breakdown - ✓ Figures are
realistic , Future editions
Opportunity for feedback ✓
Front Cover ✓
DPS ✓
Opportunity for feedback

3. Feedback – Mr Crafts
WWW
• Target Audience breakdown for both magazines – REALLY detailed
• HOW to target female audience members by including female artists into the Content of
the magazine.
• Very detailed overview of pre-production resources and how they informed the creative
decision making process
• Good outline of the connotations of the Title for BOTH magazines.
• Really good eye contact with the audience you were pitching to and very little reliance on
the script produced.
• Twitter – “Strapline of the magazine has been tweeted” – REALLY effective way of
encouraging viral marketing.
• Detailed overview of article content
• Conclusion – What magazine and why? Really well chosen.
EBI
• Use language like Mood Board instead “Picture collection”
• DPS – You need to include conventions like a sign off encouraging the reader to watch the
full interview online
• Front Cover – The masthead needs to be behind the main image
• Photography Plan and Test Photography needs to be referred to and added
• Language – “Conversions” – Conventions
• Plan for magazine slide – Confusing…. – Is it necessary?
• Profit OR a Loss – One or the other – Income OR Outgoings would be better choice of
terminology
• Production Plan – Launch Date needs to be included, however this was verbally covered.

4. 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