Creative iMedia R093 Paper B: Creative iMedia in the Media Industry

A magazine is printed. A podcast is audio, and games and websites are digital and interactive.

The video editor assembles the footage after filming. Scriptwriters and storyboard artists work in pre-production, and camera operators in production.

Primary research is collected by you, for this project. The others were collected by someone else.

Demographics are measurable facts such as age. Interests, values and attitudes are psychographics.

A storyboard.

PNG is lossless and supports transparency. JPG is lossy, BMP is usually uncompressed, and MP3 is audio.

PEGI rates games. The BBFC rates films, Ofcom regulates broadcasting and the ASA regulates advertising.

The frame rate is the number of frames shown each second; more frames give smoother movement.

Camera angles, shot sizes, movement, lighting and editing are technical codes.

Creative Commons.

The products must show that the activities are exciting but safe, and they must use the centre's existing logo and its green and orange colours.

The video should use fast paced editing with close ups of children on the zip line and kayaks, set to upbeat music. Children of 8 to 14 lose interest quickly, so short, energetic shots keep them watching and make them ask their parents to go.

A questionnaire could be emailed to families who have visited, using closed questions, such as rating each activity, so the answers can be counted and compared. A focus group could bring together a few parents and children to discuss in depth what made the visit exciting and what made them feel safe, which explains the reasons behind the numbers.

Secondary research, such as published tourism statistics, has already been collected by someone else, so it is quick and cheap to find. That matters on a project with a six week deadline and a £4,000 budget.

Where people live and how old they are are demographic facts. What they enjoy and value are psychographic.

The tasks to be completed, the time each will take, and milestones such as the client approving the storyboard.

Contingency is spare time built into the plan for things that go wrong. Filming outdoors in the Lake District could easily be stopped by rain, so without contingency a delay could make the company miss the six week deadline.

The colours, given as exact values matching the centre's green and orange, so the printer reproduces them correctly. The layout, showing where the logo, the photograph of the zip line and the text will go, with annotations explaining each choice.

Each storyboard frame shows the shot type, the camera angle and movement, its duration, the sound or dialogue and the transition to the next shot.

A mood board collects images, colours, fonts and textures to show the intended look and feel. The client can agree the style, or ask for changes, before any time or money is spent designing the real products.

The song is protected by copyright, owned by the songwriter and the record label. The company must contact the rights holders for permission and a licence to use it in an advert, which usually means paying a fee. If that costs too much for a £4,000 budget, it should use royalty free music instead.

Everyone who can be identified must sign a release form giving permission for the footage to be used. The children are under 18, so their parents or guardians must sign for them. The footage is personal data, so under the Data Protection Act it must be stored securely and only used for the purpose agreed.

A recce is a visit to the centre before the shoot. The crew can check the light at the zip line and lake, where cameras can safely be placed, whether there is power and how noisy it is. It also identifies hazards, such as the water and the heights, for the risk assessment, so the shoot is safe and runs to plan.

MP4 plays on almost every device and platform. WAV is audio, and PSD and TIFF are image files.

Compression reduces the file size, so the video starts quickly and streams without buffering, even on a phone with a slow connection, and it uses less storage on the web server.

TIFF keeps full quality for print, JPG keeps photographs small for the web, SVG is a vector that scales, and WAV is an uncompressed recording to edit.

Its resolution must be about 300 dpi so it does not look pixelated, and its dimensions must match the printed size, such as A3, in CMYK colour with a bleed so nothing is cut off.

Social media is where many parents of 8 to 14 year olds already spend time, and a short, exciting video of children on the zip line is the kind of content families share, which spreads it for free. Paid posts can be targeted at families living within reach of the Lake District, and the analytics show how many people watched. However, the video has to compete with everything else in the feed, so it must grab attention in the first few seconds and make sense with the sound off, using captions. Each platform also needs its own aspect ratio, so square and vertical versions would be needed as well as the 16:9 original. The centre's own website is free to use and reaches people who are already interested, such as parents comparing activity centres, and it can sit next to the booking button, which makes it very effective at turning interest into bookings. Its weakness is that it only reaches people who already know about the centre. Local television would reach a large audience across the region, including grandparents and families who do not use social media, and it carries credibility. But airtime is expensive, far beyond a £4,000 budget, and it cannot be targeted at families as closely. Overall social media is the most suitable, because it reaches and targets the audience cheaply, with the website as the place where interested families watch the full video and book. Television is not realistic for this budget.

The company should start with a script for the voiceover and a storyboard showing every shot, from the wide opening of the lake to close ups of children on the zip line, and get the client to approve both. From these it can write a shot list and a filming schedule, fitted into a work plan whose milestones meet the six week deadline. A location recce should be carried out first, to check the light at each activity, where cameras can be safely placed, access for equipment and whether there is power. The recce feeds a risk assessment covering the hazards of filming near deep water and at height, such as crew wearing buoyancy aids and harnesses and staying behind the centre's safety barriers. Legally, the centre must give written permission for filming on its site, and everyone who can be identified must sign a release form, with parents signing for children under 18. Any music must be licensed or royalty free. Finally the crew and equipment, such as a stabiliser, waterproof housing and microphones, must be booked within the £4,000 budget, and the schedule should include a contingency day in case rain stops the outdoor filming.