Production Value vs. Authenticity

I found this technically thorough explanation of why high end HD cameras shoot a superior image even though prosumer HD cameras often look quite good. If you ever find yourself pushing for a better camera rig for an upcoming production, this guy has the math to back you up.

Now let me tell you why that kind of math doesn’t matter for 90% percent of producers:

Off the shelf, prosumer HD cameras are suitable for at least 90% of today’s content production demand. The bulk of TV and web video consists of reality shows, how-to, documentary, news, magazine shows, EPKs, etc. With the shrinking budgets of cable TV production, and the hyper syndication and accelerated life cycle of web video, real value is found not in glossy production, but rather in the consistent output of serialized content that meets the demands of a niche market. In other words, content that is good for what it is. That doesn’t mean producing for the lowest common denominator. It means producing authentic content that will resonate with the target audience. The aesthetic production values should support the authentic voice of the content, and nothing more.

If you produce TV content, don’t automatically go with the $2000 per day HD camera package out of habit. Analyze the market where you compete, understand the niche you are trying to own, and produce accordingly. You might find that you can use more affordable, more accessible equipment and still satisfy the market demands. Use the money saved to produce more added value content for your show, or a pilot presentation for another show, or take a trip to Barbados.

If you’re an independent producer of low budget movies or web content, never wait for technology and never let it bog you down. Use the tools that you have to dominate your niche with the consistent release of authentic stories told from an original point of view.

Its good to know the math of why high end HD cameras are better than consumer cameras. There’s a time and place for pristine images and high end production value. But when technology stifles authenticity and consistency, then the production becomes a wank that won’t serve the needs of the market. No matter how much it costs, content produced as a wank is quickly buried in the landfill of anonymous and ineffective media.