MTV, CNN or PBS? Making Business Sense of Video

By Skolnick, David | Communication World, November 1992 | Go to article overview

MTV, CNN or PBS? Making Business Sense of Video


Skolnick, David, Communication World


Hold on to your remote control for just a moment. We want to discuss the communication benefits of using sight, sound and motion -- the benefits of using video. After more than 20 years employing television for all kinds of organizations, we've learned a few things -- things we'd like to share because, no doubt, you are either a producer or audience member of some sort of business-related video. So, here are four 'frames' for thinking about how to make business sense of video:

Audiences expect video to gain their attention -- immediately -- to move them along -- quickly. That's simply a fact of everyday viewer life.

Regardless of audience or topic, faster-paced formats and shorter segments of information are the "cultural conditioning" of our times. Keep in mind how captivating CNN and MTV are, the influence they've had, the trends they've set, the popularity they enjoy.

So what's the lesson?

If you can incorporate the look and "feel" of today's (and tomorrow's) successful programming styles into your business videos, you'll find yourself with a proven, audience-pleasing format. And, as a communicator, you know how critical format, or packaging, is to gaining and maintaining attention.

Examples? You may want to show the benefits of a new manufacturing or distribution process from the customer's perspective with a music video. Or present the business profile of an incoming manager through a concise CNN-type feature. If more detailed information must be conveyed -- for instance, the complexities of a major organizational change -- think about breaking the information into a "Masterpiece Theater" style mini-series. All these hold potential for the good use of video. And all complement rather than confront contemporary viewing habits.

* Video is great for:

- presenting highlights

- evoking emotion

- demonstrating products or services

- showing a process

Video is best used to introduce rather than implement. Consider video if you wish to highlight the most important aspects of your subject -- how it works, who is using it, what they feel about it. Involve people (preferably real people) wherever possible. The medium relates amazingly well to people. In fact, the TV screen is scaled perfectly to show faces in one-on-one or small group dialogue (no doubt why most television shots are people in close-up).

By contrast, the most common misuse of video in business is to over-detail with words and pictures. Company content experts (and those notorious management script reviewers) frequently pile on too much information for audiences to absorb.

It's the typical problem of thinking every communication must say (and, in video's case, show) everything -- all of the time. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

MTV, CNN or PBS? Making Business Sense of Video
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.