Executive Decisions: HD Resolution
By Russ Jolly
EventDV Magazine - January 2007
A colleague who is an experienced screenwriter sent me an urgent
email recently with a serious concern regarding a prospective corporate
video job. Her email went something like this:
Hey Russ: I was approached by a potential client to write a
pretty standard corporate script, and they asked me if I was familiar
with HiDef as they would be using HD for this shoot. Of course I'm
familiar with it; however, I haven't written something shot on HD.
Besides being aware of aspect ratios, can you think of any reason
why I would need to adjust my scriptwriting?
My response included the following:
Clearly, your writing needs to have much higher resolution for
HD. Any slight flaw will be noticeable so be extremely careful with
grammar—dangling participles are especially obvious in HD . . .
Seriously though, content is content, right? Good writing is good
writing. But that's just a standard definition opinion, so what
do I know?
This story makes me smile because it typifies the high level of
anxiety and uncertainty involved when undertaking a major change.
Making the transition from producing in SD to producing in HD can
certainly be filled with challenges from camera to workflow issues,
and I'm preparing to tackle those challenges full force. One of
my New Year's resolutions for 2007 is to begin producing in HD.
I call it my "HD Resolution."
As 2006 wore on, I was beginning to feel like I was the only producer
on the face of the planet still toiling away in lowly old standard
definition. Manufacturers were releasing new models of HD cameras
at a rapid pace. Electronics stores were teeming with beautiful
new HD monitors at ever lower prices. Walking the halls at NAB,
I found only one booth using a standard-definition television for
displaying sample video (other than field production monitors).
Everything else was flat-panel plasma or LCD HD-capable. The media
has been full of HD talk. Colleagues have been chatting about it,
forums have been abuzz, ads for HD cameras and editing systems and
storage and tapes have been omnipresent.
Then I read Stephen Nathans' September 2006 Nonlinear Editor column,
Curiosity and the Cat. In that column, he reports that a recent
EventDV survey showed that 60% of our readers produce corporate
video and over 92% use SD as their primary or sole acquisition format.
What a relief to be in such fine company!
Now I would have loved to have been an early adopter of HD technology,
and I'm looking forward to adding the format to our arsenal, but
honestly the demand wasn't there from our stable of corporate clients
to justify making an early plunge into those waters. As of the close
of the third quarter in 2006, we had received a grand total of one
phone call from a potential business client specifically requesting
HD. And even that client was not adamant about HD acquisition.
Deliverables rule when it comes to profitability. The non-broadcast
marketing and training videos we produce have typically been delivered
via DVD, CD, or streaming video. Our clients have wanted their video
to play on the hardware they own without the need for additional
investment. This hardware has been strictly standard-def in the
training and conference rooms of our particular clients. Our projects
weren't of the kind that demanded future-proofing by shooting in
HD, and we certainly didn't have the time to experiment with new
So what makes 2007 different? Why have I made my HD Resolution
now? My gut instinct says the time is right for our business model.
Cable and satellite providers have brought the full impact of HDTV
into homes and businesses, giving clients a real taste of the image
quality possible with this format. HD monitors have been the most
actively advertised consumer electronics of the 2006 holiday shopping
season. And though the format war between HD DVD and Blu-ray will
result in far fewer initial sales of these new-generation DVD players
than analysts had originally predicted, at least high-definition
DVD players are finally available in the marketplace.
Moreover, I remember seeing a documentary about the annual migration
of large herds of wildebeest across the Serengeti in Africa. Every
year hundreds of thousands of these animals mass along the banks
of the Mara River. They must cross the raging river and climb its
steep banks to reach the lush grasses on the other side, but the
river is teeming with hungry crocodiles. As the wildebeest huddle
on the river's edge, there is growing anxiety about making the crossing
until finally one bull leaps into the water and is instantly followed
by a stampede of his brethren flailing through the river and on
to the other side.
I greatly appreciate those HD pioneers who jumped into the river
first. I watched their path and learned from their struggles. I
believe I am safely near the middle of the herd in my quest across
the river. The crocs have had their fill. I can struggle through
the difficult waters and climb the steep bank on the far side of
I sense that my non-broadcast corporate clients will soon be requesting
HD deliverables and some newer broadcast markets we're moving into
will benefit from the advances in image quality. And throughout
whatever technical challenges we face while making the transition,
I take comfort in knowing that one important part of the process
remains unchanged—telling a good story is still telling a good story.
Russ Jolly is owner of 214 Media:
a Dallas, TX video production company.