DESIGN FOR PRODUCTION

SANGEETA JAIN

LECTURE 7 ELECTRONIC AND WEB PRODUCTION

•  Electronic Production is the process of converting a radio script or storyboard to a finished commercial for use on radio, TV, or to any other electronic media.

•  The first step to production is to have a radio script or a storyboard with target audience, demographics and creative style in mind. The next step is to decide on the radio stations/TV channel(s) to broadcast it and the appropriate time slot(s). The start date, the number of commercials per week and the length of the campaign also needs to be given due consideration. Then comes the task of deciding on the studio, director, talent, location etc. before starting the actual work of production.

•  The typical steps in electronic production are: –  Pre Production –  Production –  Post Production

ELECTRONIC PRODUCTION

•  Radio Production involves the following: –  Production roles: creative producer, recording engineer, copywriter, voice

actors, celebrities, vocalists etc. –  Sourcing elements: music, dialogue (single or multiple), sound effects. –  Music: live; library or production music; style and arrangement; music type

etc. Music plays a vital role in radio advertisements to create a mood or appeal to emotions. But one cannot play music that is copyright material. Royalties is where a specific fee must be paid in order to get permission to use that music.

–  Production facilities: studio facilities (voice booth, editing workstation, software), music libraries, pre-recorded sound effects etc.

–  Post production: editing, master tapes, distribution formats, delivery etc. –  Financial considerations: production budget, music royalty payments;

voiceover artists’ fees; trafficking costs (scheduling, billing) etc.

RADIO PRODUCTION

•  A recording studio is a facility for sound recording and mixing. It usually includes: –  Mixing console –  Multi track recorder –  Microphones –  Reference monitors –  Keyboard –  Acoustic drum kit –  Digital audio workstation –  Music workstation

PRODUCTION FACILITIES

Mixing console https://en.wikipedia.org/wiki/Recording_studio#Design_and_equipment

Digital Audio Workstation https://en.wikipedia.org/wiki/Digital_audio_workstation

•  TV Production which is often called the “Shoot” or “Filming” involves the following: –  Selection of location and actors/models/celebrities –  Selection of the crew like director, cinematographer etc. –  Deciding on the staff like makeup artists, stylist, assistants etc. –  Preparing the costumes, indoor or outdoor locations –  Gathering equipment like camera, lights and other accessories –  Setting the time and schedule –  Transporting people and equipment to the location –  The actual “shoot” –  Editing and post production process which involves editing, animation,

effects, titles etc. –  Sound recording and/or mixing in the studio –  Converting to the format required by TV channels

TV PRODUCTION

•  Some of the people involved in TV Production are: –  Creative Director: manages the creative process

•  art director •  copy writers •  script writers

–  Producer: supervises and coordinates all production activities –  Director: brings the storyboard to life

•  Actors, Costume Designers, Make-up Artists, Stylists –  For Post Production

•  editors •  animators •  audio technicians •  voice-over talents •  musicians

TV PRODUCTION

•  A TV commercial shoot can take anywhere from a day to a year, depending on the nature of the script and revision or reshoots that need to be made. It is usually left to the experts behind the camera and the actors. The client need not be present there. It is the job of the advertising and production team to stick to the story board and the budget.

•  After the shoot is completed, the production team takes it to the post-production process which is editing, dubbing, and musical scoring. All of these aspects of the project should be approved by the client before production.

•  By the time the client and/or the audience first look at the TV commercial, it would be edited to the required length with both the audio and visual elements, the script come to life!

•  The Commercial Television Code of Practice requires that all TV commercials shown on Australian television must be classified before being broadcast, with such things being checked for as unsubstantiated claims or offensive material. Once CAD approval has been granted and a CAD number issued, the ad is ready to be aired on TV.

TV PRODUCTION

The process by which the web design is converted to webpages which are build and

uploaded to a server and made “live” is called web production. Once the site is live it

can reach the audience all over the world through the medium of the internet.

WEB PRODUCTION

•  The process typically has the following stages: –  Planning

•  user analysis and requirement analysis •  information architecture •  content management

–  Designing •  visual design

–  Developing •  coding and scripting

–  Testing •  usability testing •  quality assurance

–  Uploading •  going live •  maintenance

WEB PRODUCTION

•  The process like all the other mediums starts with the planning of the website. The user analysis is a process to gather information about the user whereas requirement analysis is a plan that is aimed to fulfil these goals.

•  This is followed by information architecture in which the structure of the website is planned. It includes the number of pages, the links, labels, navigation systems, interactions etc.

•  This plan is laid out first in the form of a sitemap which is then used to sketch a rough design of the webpage called wireframes. These wireframes are then converted to visual designs. Visual design for the web is also known as interface design or front-end design.

WEB PRODUCTION

•  The webpages are designed in Photoshop but the browsers do not understand the Photoshop files. These designs have to be developed or in other words build as web pages using the scripting languages such as HTML5, CSS, PHP etc.

•  It is called coding and this could be a simple or a complex process depending on the nature of the webpages. A static website may not require very specialised skills but a dynamic or highly interactive website does need a highly skilled team of developers to build it. Once the website is build it is first tested on a local computer and later uploaded to the server for the world to see!

•  In order to build these files the designer needs to know the the basic web requirements such as screen resolution, image resolution and use of RGB colours for the web.

WEB PRODUCTION