BA (JMC) 206: TELEVISION PROGRAMMING AND

PRODUCTION
Unit III [Production]

Pre testing and Evaluation: Tools & Techniques (1)

Introduction

A preliminary screening is a review screening of a movies or tv show to determine public

response before its wide release. Harold Clayton Lloyd an artist, comedian, stunt
performer, director, producer from America who is considered to be first person who
brought the concept of testing during the late nineteen twenties. The audiences are drawn
out from different sections of the society and are normally asked to answer a list of
questions or give their reaction or feedback in some asked manner. So to get the
feedback, there are certain separate tools and techniques, which are undertaken for
different programs and films. But most importantly, going through the process of pre
testing and evaluation with different tools and techniques does not always leads to the
success of TV shows and film.

Film

Screening of Films

The movie screening is the presentation of movie or motion picture, which usually refers
to a special show, which is generally a part of whole process of bringing the idea to
screen. Special screenings often take place in a theatre or personal theatre with limited
seat in a cozy atmosphere with very top quality projection and audio systems to screen
the movie for a very good viewing experience. This type of screening does not happens in
general hours of film show.

Test screening: This process of screening happens several times before bringing the film
to the final screen. Casual screenings are done for limited intended target audience in
order to determine whether a film needs re- editing, re-shooting or rewriting. The film
can at this point be unfinished, with rough-cut or incomplete visual effects, background
music, or dialogs that are to be finalized later. The reaction of the audience are recorded
while during the screening of the film. The audience called for this screening is asked not
to discuss anything about the film to the public.

Screening for focus group: Focus group screenings involve formal film evaluation
technique in order to get comprehensive viewer reaction information. The targeted
audiences are some time interviewed or may be asked to answer a set of questionnaire
after previewing the film. A group discussion is sometime done amongst 20-30 members
before the screening or post screening. During screening, their opinion can be captured
by tapping the reaction signifying acceptance or dissatisfaction. The use of galvanic skin
response (GSR) is done to monitor the electrodermal activity (EDA) or response to the
stimulus. The viewer’s facial reaction is also recorded during the process of screening. It
is generally a costly affair because to conduct the test required highly sophisticated
equipment and media storage to save data response and a special equipped room for
screening. Therefore this type of screening is rare. The audience called for the screening
is asked not to discuss anything about the film to the public.

Screening for critic/ journalist: This type of screening is done keeping in mind the main
print media and television media groups who writes for film. These groups of press
people are invited a few days prior to the release. The screening may not be done incase
the film is released in emergency. This happens when quick re-editing is required for the
film before the release.

Screening for private people: Private preview screenings are generally done for
stakeholders, financiers, distribution and marketing members and important media
personalities. Film festivals are good place for this type of screening in order to interact
with the distributors, marketing people and other interest groups for collecting funds and
strategies the marketing aspect of the film.

Preview screening: This is more like a final test screening. Preview screening is
undertaken in order to strategies the Tv and radio promotional aspect of the film. Some
time tickets are given free of cost to the media people. General audiences are also
selected by asking to fill up a set of questionnaire, which determines the target audience
for the public preview screening.

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