PCs put video production at your fingertips
A seismic shift is occurring in the world of video production that promises to provide small business with the ability to create and distribute professional looking video presentations for an extremely low cost.
Video is probably one of the most effective tools used in the world of big business. For example, you’ll often find large organizations distributing marketing, promotional, training or support videos on VHS tapes. Unfortunately for small business, the cost to assemble such a professional video has long been far out of reach.
That is, until now. I’ve spent the last few months immersed in the world of digital video editing, and in doing so, have managed to create my own promotional video for a relatively low investment.
The premise of digital, or PC-based, video editing is simple. First, you need some video material to work with, either from VHS tapes or from a camcorder. You then spend time to transfer selected portions of that video into your computer, using a “video capture/playback card,” a new technology for PC’s that is proving to be one of the hottest sectors in the computer industry. Once you have captured a variety of video sequences or “clips” into your PC, you can use sophisticated video editing software to assemble your video into a desired sequence. Add a few special effects, titles and a soundtrack, and you’ll have assembled a reasonable quality video for the fraction of the cost of a professional production.
Why should a small business explore this path? Video is one of the most underused applications in the world of small business but which perhaps has the greatest potential when it comes to marketing, promotion and support. If you distribute a product that involves some tricky installation issues, an accompanying video might help to reduce support costs. Or, if you sell something that is visually oriented, video is the perfect marketing vehicle.
I quickly discovered that it would cost me at least $10,000 to have a professional production company create the type of video I needed, a sum that didn’t quite excite me. Since I often look for a technological solution to a problem, I discovered earlier this summer that the time was ripe to create my own video on a PC. I obtained a video capture/editing card from Matrox Graphics; a private Montreal based company which is in the forefront of the video editing revolution. The package included a pretty sophisticated video editing program.
In essence, for the cost of a few hundred dollars, I was able to obtain a device that let me transfer various video clips to my PC and assemble them in a way that told a story. I added a variety of special effects and then played it back to my VCR with almost no loss in the quality of the image. I’m my own James Cameron!
My 20 minute production can now be distributed on a VHS tape or CDROM for a cost of less than $2 per. Not only that, but I’ve put the video up on my Web site as well, letting me distribute it for free, a sum that brings cries of joy to my small business heart. I have saved money mastered a new skill, and have another effective means of promoting my own small business activities.
There are a few caveats with this new technology. Video production uses huge amounts of disk storage, so you’ll have to be prepared to buy a few extra hard disks for your PC. The technology is still maturing, so you might find some frustrations along the way. The speed of your computer is critical as well, since digital video editing is a horrendously complex computer application.
And finally, the world of video production on a PC will mirror the experience that many people have had with desktop publishing. You might be able to produce your own video, but you won’t necessarily have the artistic and creative skills that professionals have. You might discover that you really do need a professional.
Having said that, the time is ripe for any entrepreneur to add video production to their suite of skills.
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