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Lesson 8 - The Product Process - We review the steps to production of a Digital media product. This is just basic and general I am sure there is much more involved. The important concept is to understand is how many different jobs are involved and where you might want work.
Video -  Doug Gordon - Art Director - CMP Publishing << View Interview >> |
I wrote This over 10 years ago, but many of the concepts are the same.
Digital Media Production
- Development of Products
The production
of digital media can go through a typical development cycle.
This cycle includes: Preproduction - meeting, gathering
info, designing. Production - creating, programming, testing.
Post production - replication and distribution. The cycle will
vary depending on what type of product is being produced. For
example, web site would have a similar cycle to a Video, but
with different steps. There is no programming steps to video
production.
The typical cycle of digital media include:
- Ideas -
someone has an idea for a product
- Find
a company - most digital media companies are hired for
their style of design
- Meet
with client
- Develop proposal
- Sign
contract
- Meet
and develop production team
- Develop Storyboards,
Flow charts, and schedule.
- Production of
product
- Testing
- Revisions and
changes
- Delivery of
product
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Digital Media Production
- The Idea
All digital
media starts with a need or idea for communication. Someone may
have an idea for an interactive adventure game or a company needs
a web site to sell a product. These products and services are
produced by digital media companies.
Lets
create a scenario to help explain the production of digital media:
| The
presentation: |
| Example:
Bob Smith is a salesmen for a company that sells oil pumps.
He wants to create a presentation that shows the advantages
of the pumps. This presentation will be for large audiences
in several locations across the country and around the world. |
 |
Digital Media Production
- Finding a Company
There are
many digital media companies in business. The easiest way for
a client to find a company is to search on the Internet. If you
type into any major search engine, digital media, you
will find thousands of companies. But the most popular way of
finding a digital media company is through word of mouth. Simply
ask a friend.
| The
presentation: |
Example:
Bob Smith needs to find a company to create his presentation.
He ask a fellow salesperson at another company. His friend
gives a business card of the company that she uses.
Referrals are
the best way digital media companies to get new business,
as-well-as repeat business. |
 |
Digital Media Production
- Meeting with Clients
The client
and representative from design company meet to determine the
needs of the client. *The person from the design company is usually
the owner or a producer if it is a small company. If it is a
large company there maybe dedicated salespeople.* Depending on
the needs of the client, the design company will determine what
is an appropriate product. Web site, video, interactive presentation,
Kiosk, etc.
| The
presentation: |
Example:
Bob Smith explains to Jim, "owner and executive producer
of Trout Designs", what
he would like to see in his presentation. Jim will need
to ask critical question to find out what and how Bobs
presentation will work.
Critical questions
needed to be ask of the client "Bob":
- Who is the
audience?
- Where will
this be presented?
- Whats the
Budget?
- When is the
product needed?
- What is the
content of product?
|
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Digital Media Production
- Developing a Proposal
A proposal
is develop by the design company to specify the exact details
of the product to be develop. The proposal is important for both
parties to understand what to expect from there agreement.
| The
presentation: |
Example: Jim,
A producer at Trout Designs, develops proposal for Bob
to review. If proposal is OK a contact will be developed.
Things
to include in a proposal:
- Statement
of communication objectives
- Project's
treatment
- Project
components
- Cost
summary or budget
- Production
schedule
|
 |
Digital Media Production
- Contract
The contract
is a legal document that specifies the obligation of each party.
All contract should be review by lawyers before being signed.
Words of advice, always develop a contract before doing work
on a project. I know many people, my self included, who did not
get paid for a job because the client did not accept final product.
| The
presentation: |
Example: The
contract should be reviewed by both Bob and Jim. It is
then signed by both parties.
Things
to include in a contract:
- Detail
description of project
- Quantities
of the final
- Production
schedule
- Payment
schedule
- Copyright
ownership
|
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Digital Media Production
- Kick Off Meeting
A team
is organized from the major players in the production of a product.
This team would include: Producers, Art Directors, Project Managers.
Most decisions will be made by this team. They will develop a
detail schedule for the project. Many freeelance employees maybe
hired through the production cycle.
| The
presentation: |
Example: Jim
organizes his team. He will explain the responsibilities
for each team member. In addition, they will develop
a schedule when specific milestones will be met. |
 |
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Digital Media Production
- Preproduction
Most of
the work for a digital media project is done in the pre-production.
On average 75% of a project is done in the pre-production and
25% of the project is production. Pre-production includes research,
writing, content gathering, storyboards, and flowcharts. A lot
of the work will be developed simultaneously. For example, the
art director maybe developing the look and feel of the project
as the writer are writing the content.
| The
presentation: |
Example:
This is the point where the content needs to be developed.
Because Bobs presentation is very technical, the researcher
and writers will meet with experts from Bobs company. Content
Experts are people that know the subject of the project. |
 |
Digital Media Production
- Approval
Flow charts
and storyboards will be developed. The storyboards will include
all the artwork and screen designs for the project. All the storyboards
are organized into complete package for the production team to
follow. Some times this package is call a paper bible.
This will be used throughout the production of the project. In
addition, a flow chart is developed to visualize the overall
scope of a project as-well-as help with the programming.
| The
presentation: |
Example:
The art director developed the look and feel for Bobs
presentation. All artwork and screen design are drawn
on paper before given to production staff. |
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Digital Media Production
- Approval
Before
production begins, it is a good idea to get approval of preproduction
from the client. Have a meeting between client and art staff.
Most likely there are some changes. It is best to do changes
before production begins.
| The
presentation: |
Example: The
client "bob" explains the changes he would
like. At this point it is more cost effective to make
changes than if production had started. |
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Digital Media Production
- Production
This is
the fast paced part of a project. In a typical company many freelance
employees will be used. Typical freelance people are: artist,
animators, programmers, sound editors, video editors, interface
designers. These people will be hired throughout the production
of the project.
| The
presentation: |
Example:
Jims team hires designers artist and animators to create
the artwork for Bobs project. Programmers are then brought
in to put it all together. |
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Digital Media Production
- Production
Testing
- throughout the production of a project test will occur. This
is to make sure everything will work properly. It is always best
to test a project of the target audience. Many companies rely
on computers to test a product. It is a good idea to test the
product on the target audience. For example: a interactive childrens
game should be tested on children before it is marketed and sold.
| The
presentation: |
Example: Jim
team test the product through the production. Changes
and adjustments are made. In addition, it is a good idea
to have the client test the product before the final
replication. |
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Digital Media Production
- Post Production
Once the
production is complete the product is ready. The product will
be distributed. If it is a CD-ROM or video then it will be Replicated.
If it is a web site then it will be uploaded to a server. If
it is published material then it will be printed.
| The
presentation: |
Example: Bob
receives his presentation on a CD-ROM. He will be able
to use it anywhere.
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