Expert Q&A: Brian Tane, owner, Tane Digital Video

Brian Tane, owner of Tane Digital Video, answers questions about the current video production landscape including common client requests.

Brian Tane, owner of Tane Digital Video, answers questions about the current video production landscape including common client requests.

PRWeek: How would you describe the playing field across the video production industry right now?

Brian Tane:
It's somewhat similar to the current fight for the digital media space going on between PR firms and ad agencies. There are video production companies that service PR firms and corporate clients, and companies that produce commercials for ad agencies. Both are now jockeying for position as to who's best suited to create and deliver Web and new media content.

New technologies have benefitted the smaller video shop by enabling access to the same equipment and software the larger shops use, but it still comes down to the experience and creativity of the team working directly on the project. Luckily, these days many smaller shops working with PR firms are able to offer both high-end production value and top-tier talent. If PR firms have a trusted video vendor they should feel confident in pitching content creation as a service before their ad agency counterparts beat them to it.  
PRWeek: What are some of the common requests from clients these days?

Tane: Clients continue to utilize video for new business presentations and presentations to their existing clients. Media highlight reels, man-on-the-street interviews, and “meet the team” videos are still popular, but this year we've seen a definite uptick in requests for Web videos and video for alternative distribution outlets like video walls. It's an exciting time for content creation and video production continues to be a powerful medium for communicating ideas.
PRWeek: You work with clients across a number of areas including fashion and corporate communications. Are there dramatically different strategies, tactics, or techniques that should be used depending on the area the video will cover?

Tane: For the most part the key elements are the same. The first thing is always define the purpose of the video. What does the client want to communicate and who is the audience they're trying to reach? Establishing that early on will help craft the storyline and define the appropriate tone, whether it's dramatic, funny, sexy, informational, a hybrid of all four (not recommended), or something altogether different.
Once defined it's time to get into the fun, creative part of video production. Choosing a shooting style, creating graphics, and picking music are a few of the elements that will help bring the video to life once the communication goals have been established.

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