LCC 3401: Streaming Video

Essay

Name: Puneet Agarwal

Section: MW 11am

Prof. Richards

2/10/10
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Today technology has become a key element in any communication medium. Video streaming

on the internet is one such technology that is prevalent in every means of advertising. Finding

videos in almost any website, from educational to recreational sources is quite common. There

are many powerful advantages to using video streaming but this technology can also be used in a

way that defeats its purpose. Attributes of an effective video include high quality production

values, such as clear images or clear sound, natural and fluid performances from the actors,

successful communication of its message, and purposeful rather than distracting sponsored

advertisements before a video.

An effective video should have a clear image quality, even in its full screen mode. The video

should not be pixilated, with appropriate contrast settings as well as a tolerable combination and

usage of colors. In addition to the visual aspects of its production value, the video’s sound

qualities should be audible and in synchronization with the images, without abrupt noises that

could potentially affect the clarity of the dialogue. For example, in the GE Locomotive

commercial (Link 4) video on YouTube, the colors are cool and soothing to the viewer’s eyes

which make the video more visually appealing. Further the camera angles focused on both the

locomotives as well as the employees delivering the dialogue. The angle was successful in

maintaining the viewer’s attention on the spokesperson as well as the product being advertised

without high angle shots or close ups. However, the images appear pixilated in full screen mode.

The video also includes visuals and graphics, such as locomotives, and the uniforms of the

employees that effectively promote the company as well as contribute to its positive institutional

identity. In comparison, the video for the Habitat for Humanity (Link 3) has a clearer image

quality when viewed in full screen mode. The colors of the video seem so natural that the video

feels real. The behavior of the people in the video seems fluid, open and engaging as compared

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to a generally staged appearance in the GE Locomotive commercial video. The Habitat for

Humanity video touches its audience as it really brings out the satisfaction one gets by helping

others leaving its audience inspired and motivated. However, a major drawback to this video is

that it is not easily available on the NGO’s main website.

Yet without an impactful message, the production quality of the video cannot alone be sufficient

for the video to be effective. A message is conveyed effectively when it is not too lengthy and

when it is presented in a way that is engaging or inspiring. The video from Wharton’s website

(Link 1) which informs the viewer about its Executive MBA program is a good example of video

that is not only lengthy but also insipid and uninspiring. Consequently, the video clearly detracts

from its seemingly obvious goal to attract individuals to use their video archives as a good

resource for obtaining information on their program. In spite of these drawbacks the video was

successful in conveying a broad range of information that may be relevant to the target audience.

The detailed information provided can really benefit the viewer in answering many questions.

While IBM’s advertisement - “Show and Tell” (Link 2) may not be as detail oriented as the

Wharton video, it is very effective in achieving its aim which is to reflect the innovative

solutions developed at IBM to make the “world work smarter”. This advertisement also

addresses a diverse target audience and reflects the perspectives relevant to different sections of

an audience that could be interested in a company like IBM. This aspect of IBM’s advertisement

really helps connect the audience with its message and leaves a sense of personal connection

with the company. Further, at the end of the advertisement, the viewer is truly inspired by IBM’s

innovations.

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On the other hand, there are several videos that may be accompanied with advertisements and

sponsored messages. Can such advertisements be a distraction for the audience? A good example

of such a video is the video on CNN’s website (Link 6). This video offers comprehensive

coverage of the protests in Iran. It encompasses all the relevant issues pertaining to these protests

in a manner that evokes the empathy of the viewer. In addition, the advertisements for

educational programs and green technology in transportation presented at the beginning of the

video cater to the target audience that includes students, policy makers and other professionals.

The advertisements are unobtrusive, informative and very brief, making them less distracting.

Moving to the video, it’s most striking positive aspect is its availability and easy access. The

video also displays the geographical locations of the areas discussed, the flag of Iran, people

dressed in traditional Iranian wear and pictures of the individuals relevant to the situation to

reinforce its content. This video however did have its share of flaws. Being a multi-clip video,

the transitions between the different visuals and shots don’t seem to be smooth which negatively

impact the coherence of the programming strategy. Additionally, even though the individuals

being interviewed in this video projected their voices well and articulately expressed their

opinions, their voices did not seem very natural and had the appearance of being a passive

monotone reporting style. Overall, the video seemed convincing and the clips used in the video

appear to be authentic and hence persuasive to the viewer. Although the next video did not have

any advertisements, it is easy to find and is well-integrated into the site. When viewing

“Performance at the White House: A Celebration of Music from the Civil Rights Movement”

(Link 5) at the website for the White House, the viewer can exercise his or her discretion in

viewing the video and it streams onto the screen quickly with a strong delivery platform.

Furthermore since there are no streaming delays or dropped frames in this video, it appears that

the server capacity is not strained. The background location for the speech made it befitting to

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the website for the White House, with ambient indications such as the red drapes in the

backdrop, the president’s seal on the speaker podium and the elegant atmosphere of the hall.

Needless to say, President Obama’s appearance was impeccable with the perfectly groomed

appearance that contributes to the setting of the speech.

Having explored different videos it is evident that there are aspects of a streaming video that are

crucial for effectively communicating the message to a target audience. Without strong

production quality, appropriate performances from the individuals, effective video length and the

relevance of the sponsored advertisements to the video and the targeted audience, the video will

not be as strong a communication tool as it has the potential to be.

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Links Cited

1. http://www.wharton.upenn.edu/videos/?dvid=rplContainer2

2. http://www-03.ibm.com/employment/index2.html

3. http://www.habitat.org/videogallery/default.aspx

4. http://www.youtube.com/watch?v=nQjQxMVz9P4

5. http://www.whitehouse.gov/photos-and-video/video/performance-white-house-a-

celebration-music-civil-rights-movement

6. http://www.cnn.com/video/#/video/world/2010/02/09/sayah.iran.prisoners.cnn

7. http://www.youtube.com/user/harvard?

blend=1&ob=4&rclk=cth#p/c/129DFCA141A94A81/0/bxYfkEwQjho

8. http://www.youtube.com/user/officialpeta?

blend=1&ob=4&rclk=cth#p/a/u/1/7ehF08Ni790

9. http://www.youtube.com/user/whitehouse?blend=1&ob=4&rclk=cth#p/u/0/7iIXOTJYGIU

10. http://www.youtube.com/user/pepsi?blend=1&ob=4&rclk=cth#p/u/0/pY6VeWtRgxw