To HD or not to HD.... that is the question.
by John Conn, Stage 2 Studios
Last night I helped my parents buy and install their new High Definition LCD television. It took a little time to convince them that while their existing tv was still working fine it was certainly time to look to the future of technology. Once we hooked it up, my dad commented that, "Wow, the picture is really quite clear.... it looks great!"
The interesting fact....
they weren't even watching HD content on their new TV at that point!
For most consumers, stepping into the digital television age is an exciting experience unfortunately coupled with severe confusion. Over the last few years, High Def screens have been the hot purchase throughout the nation. Three quarters of US Consumers have stated that their next TV will be HDTV. This growth has officially been spurred on by the Federal Government who mandated that all Standard Definition programming will cease February 17, 2009. For those of you who are counting, that's only 593 days from today's date. In fact, the FCC required retailers to display a warning* on all standard definition sets sold after May 25, 2007 indicating that it would be unable to receive digital signal.... therefore rendering it obsolete even while sitting on store shelves.
* http://www.fcc.gov/cgb/consumerfacts/digitaltv.html
While initially spurred by sports fans, HDTV is now being embraced by all demographics. According to a Consumer Electronics Association report, nearly 36% of all US households will have HDTV's by the end of 2007. Interestingly, only 44% of those households will upgrade their cable or satellite systems to receive HD content, meaning that most of the people that own HDTV's won't actually be seeing high definition programming.
The amazing information that has come out recently, however, is that the majority of those people who are watching Standard Definition content on their HDTV believe that what they are watching is actually High Definition!
For many consumers... buying the set makes such a marked improvement in picture quality that the jump to HD programming and HD capable DVD players simply doesn't seem necessary. Over the air broadcasts and uprezzed DVD's seem fine to the average consumer. Certainly, audio and videophiles love the latest and greatest in technology and are on the cutting edge, but for the general population standard definition remains king... at least for a few more months.
This is an issue that we at Stage 2 Studios have been watching very closely for the last few years. As a company that specializes in creating dynamic media using cutting edge technology we have worked hard to stay current in the ever changing world.
Currently, there are three stations in Alaska that are broadcasting HD content yet those stations are simply retransmitting HD images from the national feeds. All of the local media outlets are currently scrambling to be able to create and insert HD content on their signals (Remember the SD cutoff date of February 17, 2009), but at this point the ability to incorporate local HD content is still distant in the not to far off future. That means, that the commercial that we at Stage 2 Studios produce today... even if shot in HD, will need to be downrezzed to SD before broadcast.
So what does all of this information tell us?
First of all, a question must be raised. If HD delivery is still a ways off and if the majority of the population still can't discern the difference between HD and SD, why should we shoot, edit and produce content in High Definition?
Most importantly, the SD cutoff date of February 17, 2009 is looming. At that point, the switch will be flipped and all standard definition content in the nation will cease with all broadcasters being required to air only HD content. If you believe that this investment in a video or television commercial is truly that - an investment, then the wisest thing is to produce a piece of work that has a shelf life of longer than a couple of years. Even if the current production isn't applicable years down the road, your footage will still be useable in some way. I find that the footage that we shoot today still has tremendous value to our clients in the future. We regularly find ourselves going into productions that we'd created in year past either for footage for a new production or to update an old.
Secondly, the old adage of, "Garbage in... Garbage out," is readily applicable to this discussion. The superior image quality of HD really creates amazing images even when downrezzed to SD. We recently produced a promotional video for UAA's Automotive and Diesel Technology Program. While the final video was released in standard definition, certain elements were shot in High Definition. Why? Simply because there was no other way to achieve the picture quality needed to do the high grade visual effects that were needed to tell the story. High Definition's image quality carried through to the end product, resulting in stunning visuals that can leave you breathless.... even on a standard definition dvd.
Finally... the most important thing to remember: Content is still king!
No matter what the delivery method, media or technology used... the concept.... the story.... even the sales pitch is the most important part of good communication! You can have the most impressive equipment in the world with gorgeous images and sound and if it doesn't do the job of commutating your message then it's completely worthless. This is why we at Stage 2 Studios really view ourselves as designers first and technicians second. Technology is simply a tool to be used to create the content designed to impress, inform and inspire our (and your) audience.
Which brings me full circle to my parent's new venture into the world of HDTV. Why did my family find ourselves at an electronics store? The full story is this: It was a holiday and my entire family had gathered to watch old family films. About twenty minutes into the video my parent's aging DVD player died. So... while at the store getting a new player, I convinced my parent's that now was the time to invest in a new TV.
So.... there we were, watching scratchy, 30 year old films on the latest and greatest of technologies.
And they didn't look half bad.
If you're interested in learning more about High Definition television check out:
http://dtv.gov/
________________________________
dotConn Productions, a member of Stage 2 Studios has been producing dynamic video and multimedia since 2002. Featuring in-house High Definition production capabilities, advertising and television commercial campaigns, documentaries, and impressive visual effects the company has created pieces for Southcentral Foundation, Treeforms Amish Furniture, Alaska Fireplace and United Way of Mat-Su. As a member of Stage 2 Studios, dotConn Productions has combined dynamic video production with web, print design and advertising agency services to provide complete marketing strategies for the state of Alaska. Additional information about dotConn Productions, Stage 2 Studios and work samples can be found at http://www.dcalaska.com and http://www.stage2studios.com .
dotConn Production’s Main office is located at Stage 2 Studios in the Palmer Business Plaza; 634 S. Bailey St., Suite 102; Palmer, AK 99645
###
Last night I helped my parents buy and install their new High Definition LCD television. It took a little time to convince them that while their existing tv was still working fine it was certainly time to look to the future of technology. Once we hooked it up, my dad commented that, "Wow, the picture is really quite clear.... it looks great!"
The interesting fact....
they weren't even watching HD content on their new TV at that point!
For most consumers, stepping into the digital television age is an exciting experience unfortunately coupled with severe confusion. Over the last few years, High Def screens have been the hot purchase throughout the nation. Three quarters of US Consumers have stated that their next TV will be HDTV. This growth has officially been spurred on by the Federal Government who mandated that all Standard Definition programming will cease February 17, 2009. For those of you who are counting, that's only 593 days from today's date. In fact, the FCC required retailers to display a warning* on all standard definition sets sold after May 25, 2007 indicating that it would be unable to receive digital signal.... therefore rendering it obsolete even while sitting on store shelves.
* http://www.fcc.gov/cgb/consumerfacts/digitaltv.html
While initially spurred by sports fans, HDTV is now being embraced by all demographics. According to a Consumer Electronics Association report, nearly 36% of all US households will have HDTV's by the end of 2007. Interestingly, only 44% of those households will upgrade their cable or satellite systems to receive HD content, meaning that most of the people that own HDTV's won't actually be seeing high definition programming.
The amazing information that has come out recently, however, is that the majority of those people who are watching Standard Definition content on their HDTV believe that what they are watching is actually High Definition!
For many consumers... buying the set makes such a marked improvement in picture quality that the jump to HD programming and HD capable DVD players simply doesn't seem necessary. Over the air broadcasts and uprezzed DVD's seem fine to the average consumer. Certainly, audio and videophiles love the latest and greatest in technology and are on the cutting edge, but for the general population standard definition remains king... at least for a few more months.
This is an issue that we at Stage 2 Studios have been watching very closely for the last few years. As a company that specializes in creating dynamic media using cutting edge technology we have worked hard to stay current in the ever changing world.
Currently, there are three stations in Alaska that are broadcasting HD content yet those stations are simply retransmitting HD images from the national feeds. All of the local media outlets are currently scrambling to be able to create and insert HD content on their signals (Remember the SD cutoff date of February 17, 2009), but at this point the ability to incorporate local HD content is still distant in the not to far off future. That means, that the commercial that we at Stage 2 Studios produce today... even if shot in HD, will need to be downrezzed to SD before broadcast.
So what does all of this information tell us?
First of all, a question must be raised. If HD delivery is still a ways off and if the majority of the population still can't discern the difference between HD and SD, why should we shoot, edit and produce content in High Definition?
Most importantly, the SD cutoff date of February 17, 2009 is looming. At that point, the switch will be flipped and all standard definition content in the nation will cease with all broadcasters being required to air only HD content. If you believe that this investment in a video or television commercial is truly that - an investment, then the wisest thing is to produce a piece of work that has a shelf life of longer than a couple of years. Even if the current production isn't applicable years down the road, your footage will still be useable in some way. I find that the footage that we shoot today still has tremendous value to our clients in the future. We regularly find ourselves going into productions that we'd created in year past either for footage for a new production or to update an old.
Secondly, the old adage of, "Garbage in... Garbage out," is readily applicable to this discussion. The superior image quality of HD really creates amazing images even when downrezzed to SD. We recently produced a promotional video for UAA's Automotive and Diesel Technology Program. While the final video was released in standard definition, certain elements were shot in High Definition. Why? Simply because there was no other way to achieve the picture quality needed to do the high grade visual effects that were needed to tell the story. High Definition's image quality carried through to the end product, resulting in stunning visuals that can leave you breathless.... even on a standard definition dvd.
Finally... the most important thing to remember: Content is still king!
No matter what the delivery method, media or technology used... the concept.... the story.... even the sales pitch is the most important part of good communication! You can have the most impressive equipment in the world with gorgeous images and sound and if it doesn't do the job of commutating your message then it's completely worthless. This is why we at Stage 2 Studios really view ourselves as designers first and technicians second. Technology is simply a tool to be used to create the content designed to impress, inform and inspire our (and your) audience.
Which brings me full circle to my parent's new venture into the world of HDTV. Why did my family find ourselves at an electronics store? The full story is this: It was a holiday and my entire family had gathered to watch old family films. About twenty minutes into the video my parent's aging DVD player died. So... while at the store getting a new player, I convinced my parent's that now was the time to invest in a new TV.
So.... there we were, watching scratchy, 30 year old films on the latest and greatest of technologies.
And they didn't look half bad.
If you're interested in learning more about High Definition television check out:
http://dtv.gov/
________________________________
dotConn Productions, a member of Stage 2 Studios has been producing dynamic video and multimedia since 2002. Featuring in-house High Definition production capabilities, advertising and television commercial campaigns, documentaries, and impressive visual effects the company has created pieces for Southcentral Foundation, Treeforms Amish Furniture, Alaska Fireplace and United Way of Mat-Su. As a member of Stage 2 Studios, dotConn Productions has combined dynamic video production with web, print design and advertising agency services to provide complete marketing strategies for the state of Alaska. Additional information about dotConn Productions, Stage 2 Studios and work samples can be found at http://www.dcalaska.com and http://www.stage2studios.com .
dotConn Production’s Main office is located at Stage 2 Studios in the Palmer Business Plaza; 634 S. Bailey St., Suite 102; Palmer, AK 99645
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Labels: dotconn productions, high definition, stage 2 studios, standard definition
posted by John Conn at
12:27 PM
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