Video Sequence Specification

Client needs
I will be working for Work for Fizzy-Drink Inc. and they want me to Produce
new advert for an energy drink which is 30 to 60 seconds long. In the
planning stage they want me to make a Mind map and choose a name for
drink from said mind map. They also want me to Research the competitors
to see what is essential and what needs to go on the can logo. They also
want me to come up with a secret ingredient e.g. Lightening, gorilla
spinal fluid etc. Also a logo is required so they have asked me to design it
and a can label alongside. They want me to film and edit the video
footage using adobe premiere and adobe after works. They finally want
me to convert it to a suitable file format for a website and or television so
they can reach their target audience.
Audience
As most of the energy drink related hospital visits are by the ages 18-25
that is the audience I will be targeting as it seems that they drink the most
energy drinks. All research points to this age group is the biggest
consumer of energy drinks. I will try to target males specifically as it
states that they are most likely to drink an energy drink. This is because of
the male design that are on the energy drinks themselves. in the filming
stage I will try to use a similar situation to what the target audience is in
every day.
See below for the most popular/unpopular energy drinks

Script
The script is what the actors will follow when filming to create a
professional standard film these are given in the form of lines each
person has a line or 2 to speak in turns, at the beginning of each is the
name of the character in bold, then a stage direction is given these are
either Italic or in brackets or even both e.g. (reaches for the TV remote).
Then there is the final part which is the actual words that the actor Says
as he or she is performing the stage directions unless stated otherwise
e.g. we have run out of milk. Pieced together it looks like this:
Andrew: (reaches for
the TV remote) we have ran out of milk.

My script idea is to have the actor walking and say Blimey I feel tired.
Then it will zoom in onto the energy drink can as he opens it, then he will
drink it. The actor will then look up and scream to a similar stile to the
nooo-scream this will make the actor seem enraged and in editing I will
overlay a metal scream to make it seem like pure rage and anger.

Storyboards
I have created 2 storyboards for the client, these show the logo design
and the design of the can label these are to ensure that the energy drink
looks good enough before we go into production of the advertisement. I
will create a Dope sheet which shows the ideas and story progression from
scene to scene in the filming stage, it also gives an estimate of the
outcome of the advert once it is complete. Though I have not been asked
to make a Gantt chart or anything of the sort I am keeping track of my
progression through an ILP this is to ensure that I am keeping to the set
time frame.
Technical considerations
File format
As I will be showing this on the internet and TV, it will need
to be in 2 different formats the first is MPEG as that is what
format TV is broadcasted in. The second format is MP4 as
this is what YouTube is currently using and it the newest
format that allows excellent quality. The advert will appear
at the beginning of YouTube videos and will be skippable. I want to use
MP4 as it has a relatively low file size compared to the older types that are
just as good quality.
File size

Though on YouTube there is a file limitation of 2GB or 15 minutes on a

standard account, I dont have to worry about that because I am a
YouTube partner so I can upload a file that is any length and size. Though I
can only have a small file size for TV as time and size is money. The file
type that TV accepts is MPEG and this is because it takes up small amount
of space compared to MP4 but it is lower quality, so my advert wont be
shown on HDTV channels
Compression
Due to the high quality of videos on YouTube and TVs today, I need to use
some form of lossless compression to keep the good file quality. I dont
want my advertisement to be low quality no matter what sort of media it
is viewed on; this is because bad quality adverts put the potential
customers off. MP4 uses lossless compression with lossy elements to
reduce the file size. This is because it uses a smaller colour palette yet it
still displays at the intended resolution
Streaming method
My video will be streamed through TV and on ad breaks on YouTube. It will
be used on the respective TV channels on demand service as well. When
the advert is streamed on the online services such as iPlayer and YouTube
the user will be able to click on the advert to get directed to the website
to find out more about the drink. Streaming services such as Twitch.tv
allow for adverts to be streamed at certain intervals of their livestream, I
plan for the Tonic Rage advert to be part of that
Media player
Though nobody will want to download an advert it will be playable on
most offline media players such as windows media player, iMovie and
QuickTime. This is key because if someone wanted to embed it into their
site, they can use QuickTime or the YouTube Embed software. This allows
for almost instant sharing of the advert via social media through
embedded download links. This is also helpful for the people with slow
internet or older computers that does not allow them to stream from the
internet.

Legal and ethical

In 1988 the copyright designs and patents act was created. It was created
to ensure that people who had worked hard on a project could claim the
rewards without the idea being stolen from somebody who claims its their
own. Before the act was introduces there was nothing to stop people from
stealing someone elses work. This act was specifically drawn up to
protect work made on ICT systems especially that which has been
published to the internet, as it can be stolen easily. The act deems it

illegal to copy software, music etc. that somebody has created without
written permission from the creator. This act covers the ownership of:

Text - is covered for 70 years from the end of the calendar year of
the death of the last remaining author.
Pictures and graphics same as text
Logos same as text Buttons same as text.
Icons same as text
Images same as text
Music and songs same as text
Plays and screen plays- are covered for 70 years from the end of the
calendar year in which the last principal director, author or
composer dies
Sound recordings - is covered for 50 years from the end of the
calendar year of the death of the last remaining author.

Images can only be used freely if the copyright holder has decided that
they can be freely used by the public. This is the case with google images.
Some copyright holders may only allow use of their content in a certain
country or at a certain time. On rare occasions copyright holders sell the
rights to use their assets, however it doesnt mean that you are a
copyright holder, it just means that youre allowed to use them.
If you purchase software then you dont get the rights to redistribute the
software, but only a licence this allows you to use the software on the
stated number of computers. If you were to download it on more than the
stated number of computers it would be considered as illegal and a
breach to the act. To get around this, some companies offer a multi user
licence, this allows a certain number of people to use the software at once
but it can be on all of the networked computers.
When finding images online the best place to search is google images, if
you use a site you will sometimes have to ask the copyright holder for
written permission to use the image. Some people will allow the purchase
of their image if you want to use it. Google and MS clipart are free to use
as they do not have any copyright owners.
Big sites such as YouTube do not allow the downloading and use of their
videos unless the owner has provided written permission or there is a
disclaimer saying so in the description of the video.

To ensure that I do not breach the copyright designs and patents act I will
make sure that all assets used are either created by me or I have written
permission by the copyright holder to use them. The content I use will not
be offensive, vulgar or unethical in any way.
Ethics

When creating a multimedia product restriction will apply on what I can

say and do in relation to the course, this is to ensure that the work is
ethically and morally correct in the eyes of the examiner. This is to protect
myself from possible law suits and to avoid offending anybody. This is also
an important feature to follow as it stops anybody from being offended by
the products I create.
It is also illegal to reveal any confidential information in any product as
every single one is bound by the privacy act. This includes financial,
personal and medical information. Sites such as Facebook come under
scrutiny on this as people can post anything for anyone to see, though it
will be taken down people could have seen potentially damaging
information.
I will conform to the Obscene Publications Act. This act stops anything that
is deemed obscene or unethical to be used on a product for example you
cant say Mr X is stupid for Y reason it also made it illegal to publish
anything that is likely to deprive corrupt (weather intended or not) this
can include images of extreme sexual activity such as bestiality,
necrophilia, rape or torture.
As there is a big issue with race, gender, religion and sexuality I have to
be careful how I describe items in my products as I have to give a nonbiased impartial opinion on certain aspects of the media world. This
means that I cannot suggest that any race, gender, religion, or sexuality is
lesser than any other. The race relations act is a big part of media. The
race relations act is an older act and all of the points covered in this act
are also covered in the equality act (2010). This act stops the
discrimination of anybody, anywhere; this includes any age, race,
sexuality and religious discrimination.

Ofcom
Ofcom or the office of communications is the government selected
authority when it comes to television, Radio, Telecoms and postal sectors.
Its duty is to represent the interests of every UK consumer by promoting
friendly competition and protecting the public from material that is
considered harmful or offensive, though the things that Ofcom have the
most power over are: licencing, research competition, complaints,
protecting the radio spectrum from abuse and codes and policies. Ofcom
received full authority over the matters stated above in 2003 when the
communications act 2003 was passed.

Advertising standards
authority
The advertising standards
agency (ASA) is the regulator
of advertising in the UK
covering all of the media.
When advertising you have to
stick to the rules of the agency.
They act on complaints and
they check the media to take
action against misleading,
offensive or harmful
advertisements.

BIMA
The British interactive media
association is a company that
rewards people for their hard
work in interactive media it is like
a union, as it follows similar
principles to most unions: protect
their members from harm.

Television
Accuracy is a fundamental issue in the media when you consider the huge number of people
who you are communicating to. It is probably the most important issue. Whilst you cannot be
taken to court for 'getting it wrong' it can be damaging to your reputation and it can lead to
litigation, e.g. in the case of libel.
The BBC's guidelines state:
"Research for all programmes must be thorough. We must be prepared to check, crosscheck and seek advice, to ensure this. Wherever possible we should gather information firsthand by being there ourselves or, where that is not possible, by talking to those who were."
Impartiality & Bias
The BBC's Editorial Guidelines state:

4.2.1 We must do all we can to ensure that 'controversial subjects' are

treated with due impartiality in all our output.
4.2.2 News in whatever form must be treated with due impartiality, giving
due weight to events, opinion and main strands of argument.
4.2.3 We seek to provide a broad range of subject matter and perspectives
over an appropriate timeframe across our output as a whole.
4.2.4 We are committed to reflecting a wide range of opinion across our
output as a whole and over an appropriate timeframe so that no
significant strand of thought is knowingly unreflected or underrepresented.
4.2.5 We exercise our editorial freedom to produce content about any subject, at any
point on the spectrum of debate, as long as there are good editorial reasons for doing
so.

Defamation: Libel & Slander

TV and radio defamation is libel, not slander because it is in a permanent form.
Current affairs and news programmes are most likely to be faced with issues of libel, but
gossip in chat shows may also cause concern. All television companies have media lawyers
who cover libel and the script or transcript of a pre-recorded interview can be referred.
Privacy
According to Articles 8 and 10 of the European Convention on Human Rights, everyone has
the right to privacy for private and family life and the right to freedom of expression. This was
incorporated into UK law in the Human Rights Act 1998.
All codes of practice give guidance related to the issue of privacy on the use of recording
telephone interviews, hidden microphones and cameras, scenes of extreme suffering and
distress, interviewing children, set-up situations and interviews without prior arrangement
Web
Collecting, using and sharing data in research with people requires that ethical
and legal obligations are respected. Laws such as the Data Protection Act,
Freedom of Information Act and Statistics and Registration Services Act also
govern the use of some kinds of data.

Every researcher is expected to maintain high ethical standards. Ethical

guidelines for research involving people are typically issued by professional
bodies, host institutions and funding organisations. The key principles of research
ethics that have a bearing on sharing or archiving confidential research data are:

A duty of confidentiality towards informants and participants

A duty to protect participants from harm, by not disclosing sensitive
information
A duty to treat participants as intelligent beings, able to make their own
decisions on how the information they provide can be used, shared and
made public (through informed consent)
A duty to inform participants how information and data obtained will be
used, processed, shared, disposed of, prior to obtaining consent

A duty to wider society to make available resources produced by

researchers with public funds (data sharing required by research funders)