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MCA-I eNews for July 2010

Connie Terwilliger — Wed, 28 Jul 2010 16:00:00 GMT

July 2010

Member Benefit:Omni Music
Media Festival Call for Entries Extended to September 15, 2010
President's Message
Member Profile:Pam Rucinski
Thank You to Our Sponsors
Media Festival Gallery Open
The Buzz on Viral Video
Renew or Join Today
Time for a MediaProCamp in Your Area?
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Calendar

MCA-I Media Festival Call for Entries Extended to September 15, 2010

Member Benefits: Music to Your Ears Omni Music	Incredible music… exceptional service...easy search and download available 24/7…online project manager…over 16,000+ tracks of music in five distinct libraries: Omnimusic, CDM, BlueDot,Flash*Point and BURN …covers all of your musical needs from classical and jazz to dance, rock, and hip hop and everything in between…if you need it, you’ll find it here at Omni. Omni is offering MCA-I members the following special discounts: 10% discount on all standard “drop” licensing rates 10-30-ZIP offer - FREE use of ten tracks over a 30-day period 35% discount on three-year blanket contract 50% discount on OMNI-FX Sound Effects Library Visit the website at www.omnimusic.com Want the Benefits Team to look for specific discounts? Send along your ideas!
42nd Annual MCA-I Media Festival Call for Entries Extended to September 15, 2010 Enter today and compete for a Golden Reel!	The heat of the summer and lots of vacations lets us extend the Call for Entries in the MCA-I Media Festival through September 15, 2010 when our judging panels are back to work. Check out the Call for Entries. Although the response was favorable to last year’s online format, the 2010 MCA-I Media Festival returns to its original format of submissions via mail, CD/DVD/URL entries and printed entry forms. The Category descriptions and interactive Entry Form are on the website and can be filled out electronically, then printed out for ease of submission with discs or URLs.
Summertime and the Momentum is Increasing Gary Shifflet MCA-I President	The summer is flying along so fast! It’s going to be August next week, what’s everyone been up to? The Board and our Committees have been diligently working to secure new services, programs and benefits to make the Membership a very worthy and valuable thing. We have two new Platinum Corporate Members coming online, we must doing something right! But to keep that momentum going, we have determined that a strategic marketing initiative must be developed. As in any business, MCA-I needs to provide customer service to our Members and those that would enlist our services through job searches and Media Festival entries to name just a few. We are actively searching out marketing professionals to discuss our options. If you have a suggestion or referral to offer, please email me at gary@kineticpost.com . The Media Festival deadline has been extended to September 15th, we have revamped the format and you can find a new interactive online entry form on our website. Judging will be held in early October and we are still looking for judging panel hosts to help. Winners will be announced and notified on December 1st. The 2011 Nominations Committee is being formed to search out and qualify the next leadership group for MCA-I. This is an extremely important task that we need good Members to step up and help determine the future path of the organization. Please consider offering your services to find our future Leaders!
Member Profile: Pam Rucinski "Even though we’re an established company, we’re still learning through the programs and connections we’ve made through MCA-I."	Pam Rucinski is co-owner of Rucinski & Reetz Communication. She and business partner Susan Reetz have taken leadership roles in MCA-I at both a chapter and national level. Pam has won many local, state, and national awards, including two recent Telly awards. Pam has also served on numerous award panels including the Blue Ribbon Judging Panel for MCA-I. She was the 2006 GWMCA-I member of the year and workshop presenter at the MCA-I conference in Las Vegas. There’s one more thing most of her MCA-I friends know - she loves to dance! What do you do? My mom asks me that all the time! I’m primarily a writer for print, video and the web. It’s an exciting time for us content and video professionals because Google is smitten with video and pictures. Websites are no longer brochures but Google magnets filled with content, images and video. It is SEO all the way, baby! And guess what? They need people like us to create the content. How long have you worked in this field? About 25 years – I guess you could say I’m a seasoned professional. What types of projects do you work on? Wowser! Thinking back I’ve probably hit just about everything – medical, technical, industrial, fundraising program for a new national television network, product rollouts, training, television spots, documentaries, mega three-screen tradeshow, digital displays, training and many web programs. Also, a co-writer and I submitted two scripts to the Sundance Film Institute. They will pick finalist in August 2010. (A big dream – cross your fingers!) Read the rest of the article online>>> Written by Amy Brandais Orange Country/LA Chapter
Thanks to our sponsors...
Media Festival Gallery Open to Non-Members During MCA-I Media Festival "Call for Entries" Until September 15, 2010	Have you checked out the MCA-I Media Festival Winners (in fact all the entries) on the Media Festival Gallery. The gallery is hosted by Multicast and their Media Suite. This is usually a "member's only" Gallery, but during this year's Call for Entries for the Media Festival, you will be able to view last years entrants and winners. Put yourself into the shoes of the judges. It's a great way to understand what resonates with a viewer, so that you can create communications that connect. Click here to View the Entries!
The Buzz on Viral Video by Tom Morse	There are all kinds of viral videos, but for purposes of brevity this post looks only at the creation of viral video for B2B and B2C companies. Product‑ Delving into the formula, 60% of the effort in creating a viral video should go into creating the Product. That is the content as well as the production. It’s critical to keep in mind that a viral video does more than deliver a singular message, it represents the company brand. There are many creative ways to create viral content, but not all fit well within a brand framework. Common themes for viral video content often include: humor, surprise, interactivity, and of course sex. Humor: Everyone enjoys a good laugh and comedy is a frequent component of many successful viral videos. Of course humor is very subjective and requires a deft touch when used within a corporate brand strategy. Surprise: The wow-factor that makes viewers want to share a video with friends and colleagues. Interactivity: Many sites offer users the ability to dynamically insert pictures or names into an animated presentation for sharing with others ‑ turning themselves into virtual brand ambassadors. Think Jib-Jab and the famous Elf Yourself campaign. Sex: It sells, but won’t work for all organizations. Read the rest of this article online and see the Old Spice video >>> (Members! Submit an article and it could be featured in eNews)
Renew (or Join) Today	RENEW YOUR MCA-I MEMBERSHIP. It's more than a cost of doing business. It's an investment in yourself and your career. Log in and Renew today. Not a Member - click here to join. Need help? Check out the tutorial in the Website Help area.
Orange County/LA MediaProCamp II Rated A+++	The Orange County/LA Chapter of MCA-I wrapped up their second MediaProCamp during June 2010 with great feedback from participants. Read the recap here >>> These media communications professional's "unconferences" have now been presented in Orange County and San Diego. Want one in your area? Talk to the members of your chapter - or contact other media professionals in your community and see if you can get a small group together to plan one. If you need help - talk to either the Orange County/LA or San Diego Chapters. Find a Chapter here >>>
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Chapter Leaders - Post Your Chapter Events and Meetings!	Remember to post your chapter events and meetings on the MCA-I Master Calendar, and it will show up here in eNews. Contact the webmaster if you need any help. http://www.mca-i.org/en/calendarevents/add.asp

Calendar Events for 1-May-10 to 1-Jun-10

San Diego MCA-I Beach Party!
Day: Sunday 22-Aug-10 11:00 AM
Location: Crown Point San Diego, CA
Summary: Crown Point Shores We plan to have signs or balloons to help you find us. Look for a tent, at Crown Point Shores on Mission Bay , toward the north end, next to the basketball courts, between the side walk and the beach. ...
Register Add to Calendar

28-Jul-10 11:00 AM

The Buzz on Viral Video

Tom Morse — Mon, 26 Jul 2010 15:00:00 GMT

Working at a high technology company often requires me to provide very specific, technically-detailed answers. This is particularly true when a technologist wants information about what they consider the soft field of marketing. It’s important to answer in their language in order to get your point across.

In a recent meeting about an upcoming marketing campaign, several people asked me how to go about creating a viral video. We talked about this for awhile but I sensed those in the meeting were looking for more. Later, back in my office I thought about the elements of a successful viral video. I thought of the 4 Ps of Marketing and then offered the team a formula for creating viral videos. My suggestion was: (.60Product + .10Price) + .10Placement + .20Promotion = Opportunity.

There are all kinds of viral videos, but for purposes of brevity this post looks only at the creation of viral video for B2B and B2C companies.

Product‑ Delving into the formula, 60% of the effort in creating a viral video should go into creating the Product. That is the content as well as the production. It’s critical to keep in mind that a viral video does more than deliver a singular message, it represents the company brand. There are many creative ways to create viral content, but not all fit well within a brand framework. Common themes for viral video content often include: humor, surprise, interactivity, and of course sex.

Humor: Everyone enjoys a good laugh and comedy is a frequent component of many successful viral videos. Of course humor is very subjective and requires a deft touch when used within a corporate brand strategy.
Surprise: The wow-factor that makes viewers want to share a video with friends and colleagues.
Interactivity: Many sites offer users the ability to dynamically insert pictures or names into an animated presentation for sharing with others ‑ turning themselves into virtual brand ambassadors. Think Jib-Jab and the famous Elf Yourself campaign.
Sex: It sells, but won’t work for all organizations.

Price‑ Coupled with Product is the element of Price. Developing outstanding creative content most often comes with an associated cost. Producing a viral video may involve an outside creative agency; will require crew, equipment, and other below-the-line costs; and could involve celebrity talent. A forewarning, in discussing viral video, someone is sure to mention a video created in 10 minutes, without a budget, and using low end equipment. They’re out there, usually involving animal or pet tricks, cute kids, or a “thank goodness it’s not me” video. The question you must answer is, would such a video reflect well on the company brand? In most cases the answer is no. As the viral video market has matured, you can point to a growing number of successful viral videos that both deliver impact and support brand attributes.

Creative Concept: Viral videos can be conceived internally, or may require hiring an outside agency. The key is the big idea, something perceived as remarkable and that communicates your message.
Production Expenses: Some believe that web video should have a decidedly low-cost look – inaccurately often referred to as a YouTube video. My suggestion is to push back with reference to more traditional media. A client would never permit their “official” product brochure to be written by a brilliant technologist from R&D, illustrated by someone’s kid known for drawing nice pictures, and printed on the copier down the hall. The product brochure is viewed as a key sales tool, and production quality reflects on the product as well as the company brand. The same holds true for a viral marketing vehicle.
Celebrity Talent: A viral video does not require celebrity talent, it’s a tactical decision. But people are fascinated by celebrities. There are countless websites devoted to following every aspect of a celebrity’s life and which will embed these videos and help extend the audience. The cost of using a celebrity can be a major expense item, often beyond available budget.

OK, it’s entertainment time. The hottest viral campaign currently running is the Old Spice ads featuring a shirtless Isaiah Mustafa showing off his six pack abs. The campaign is an excellent example of strong product and illustrates the issues of price as a component in delivering a viral video campaign.

Millions of views and major brand buzz

Placement– Viral videos appear in many places on the web. Each media channel has unique attributes and publishing requirements. The critical element of placement is less about the channel than it is about how you describe (tag) your video. Tagging information is the metadata that search engines and viewers use to locate your video.

Title & Description: Your video title and description should be both descriptive and engaging. Review carefully the visible word count in the description field provided by each media channel. Then limit the description to the visible information field. Anything accessible only from the section of the description will seldom be seen.
Tagging: Add tags… lots of relevant tags. The more keywords used to describe your video, the more likely your video will appear within search results and be found.
Single Posting: If the video is part of a series of presentations, each should be posted to a single page with its own title, description, and tagging information.
Embedded Links: These enable other content authors to link directly to your video. The best example is the use of embed code from YouTube. (As I did above in posting the Old Spice video.) Many of the views of your video will be driven by blog posts, included in emails, circulated via Twitter, and on and on.

Promotion– Videos posted to the web with compelling title, interesting descriptions, and rich metadata tags have a head start in the battle for eyeballs. Promotion takes work and is not an overnight process. It involves multiple elements and communication tactics.

Thumbnail: The major media channels all show a visual from within the video, along with the title and description. Unfortunately, each media channel handles this in different and unique ways. It’s well worth the investment in time to understand the unique way each video sharing site determines the thumbnail image deployed with your video.
Channels: Of course there is YouTube… and there are other channels as well, Google Video, Yahoo Video, Facebook Video, specific industry websites, and of course your company’s own website. Publish to as many sites as are relevant and that you can support with follow-up communication.
Social Networking: Create communities of interest for your content and share regularly. As you befriend more people ask them to invite others to subscribe as well. Reach out to bloggers and others of influence and allow them to help spread the news. Send them the embed link along with some unique information (previously unpublished) and you may gain access to an audience you might otherwise not reach. Promote your video project and keep the video front and center in as many communication opportunities as possible: blog, Tweet, post, comment, email, advertise… above all stay engaged.
Bubble Up Ratings: Videos that create a buzz (comments, ratings, views) will move to the top of the search listing. Ask for comments and respond to those comments. These actions not only drive views, but move your video higher in the results list.

So that’s my formula for a successful viral video.

(.60Product + .10Price) + .10Placement + .20Promotion = Opportunity.

I would like to hear your thoughts and comments. What’s been your experience? Comments welcome.

For more ideas check out the post Make Me a Viral Video and Super-Size It!

26-Jul-10 10:00 AM

OC's MediaProCamp II gets A++

John Coleman — Sat, 24 Jul 2010 16:00:00 GMT

Unless you got to Santa Ana College's Digital Media center early on the morning of June 12^th, there wasn't a lot of time for networking and coffee before co-MCs Brian Page and Tim Keenan got the event rolling.

Campers put lots of cards on the board, each with a topic they wanted to discuss with other media pros. The rule for posting a topic was that you had to be willing to lead the discussion. Being expert in the topic was not required.

Starting a little after 9:00 AM attendees broke into one of five simultaneous sessions for 45 minutes of collaborating and brainstorming. Posting topics, voting on them and breaking into roundtable discussions was repeated every hour.

Throughout the course of the event, well over a dozen topics were discussed and debated. Subjects ranged from the technology (Panasonic's Tommy James led a meeting on 3D) to creative (Getting the most from your talent was moderated by co-MCs Tim Keenan and Brain Page) to business/marketing (Client Acquisition was moderated by Rod Liggett and Scot Trodick.)

Some of the gatherings that got kudos included: Monetizing Web Video Streaming; Self Publishing and Marketing Your Book; Fix it In Post; SEO techniques; Build Your Own Website; Using Social Networking for Business, and many more. Of course, the main reason evaluation sheets were so complimentary is because participants choose the topics! And Campers are free to come an go from any session, unless of course they're the moderator.

Lunch, like the cost of the registration, was free. But organizers didn't live up to their own standards in this case. Food was on the short side and demand was on the high side. That made for a few unhappy campers. Did a lot of folks show up without RSVPs?

After earlier moderating a session on the creative applications of 3D, including Panasonics new fixed inter-ocular lens 3D camera, Tommy James gave the event's keynote speech. The main TV studio of the Digital Media Center was almost at capacity. James gave his perspective on the direction our industry will take in the future. Essentially he pointed out that we, the media professionals are driving the market.

After lunch was a cash drawing for those that bought a ticket, another breakout session and the giveaway of doorprizes supplied by Creative Media Recording and Adobe. The grand prize was a CS5 Production Premium Suite from Adobe, valued at about $1800. It was won by Maria Tsai, a programmer and web developer from Fullerton.

One aspect of MediaProCamp which MCAI encourages is the posting of notes after the event. Some gatherings are more spontaneous than others and where possible we ask that campers post remembered details as well as any prepared material on the MCAI website, In fact one camper, producer-editor, Laura Smilkstein, came with a prepared list of internet jobsites to share in a meeting. Her topic never got chosen but she's given us this valuable resource to post anyway. If you were there and have some notes to post send the file to our Editor, John Coleman at twinoakscom@cox.net to post.

So take a minute and check out http://www.mcai-oc.org/articles/media-pro-camp-ii/ or go to the MCAI website www.mcai-oc.org click on 'ARTICLES' and then on the sub-navigation bar click on 'MediaProCampII.' Check back regularly to see what gets posted.

For more photos of the LA/Orange County chapter's MediaProCamp II, go to the chapter's website http://www.mcai-oc.org/community/ and click on COMMUNITY.

24-Jul-10 11:00 AM

MCA-I Member Profile – Pam Rucinski, MCAI Madison, WI Chapter

Amy Brandais — Fri, 23 Jul 2010 22:00:00 GMT

Pam Rucinski is co-owner of Rucinski & Reetz Communication. She and business partner Susan Reetz have taken leadership roles in MCA-I at both a chapter and national level. Pam has won many local, state, and national awards, including two recent Telly awards. Pam has also served on numerous award panels including the Blue Ribbon Judging Panel for MCA-I. She was the 2006 GWMCA-I member of the year and workshop presenter at the MCA-I conference in Las Vegas. There’s one more thing most of her MCA-I friends know - she loves to dance!

What do you do?

My mom asks me that all the time! I’m primarily a writer for print, video and the web.

It’s an exciting time for us content and video professionals because Google is smitten with video and pictures. Websites are no longer brochures but Google magnets filled with content, images and video. It is SEO all the way, baby! And guess what? They need people like us to create the content.

How long have you worked in this field?

About 25 years – I guess you could say I’m a seasoned professional.

What types of projects do you work on?

Wowser! Thinking back I’ve probably hit just about everything – medical, technical, industrial, fundraising program for a new national television network, product rollouts, training, television spots, documentaries, mega three-screen tradeshow, digital displays, training and many web programs. Also, a co-writer and I submitted two scripts to the Sundance Film Institute. They will pick finalist in August 2010. (A big dream – cross your fingers!)

In your opinion, how does technology affect our creative opportunities?

Opportunities are huge! Getting the work is partly about helping clients see the vision for what they can do with video to increase their business. Video is a multi-purpose opportunity for our customers to increase their web footprint. Give them the vision and we get the gigs!

What was the most rewarding project you've worked on and what made it so rewarding?

Our company is big on doing what we can do to make a difference in the world. We’ve produced a number of non-profit programs on gangs, drugs and health related issues. We recently completed a project for United Way and plan to do a documentary for a historical society next summer. We’re also assisting UniGlobe Entertainment with securing sponsors for a docu-drama on breast cancer called “1 a Minute,” which will play in 450 theaters in October 2010. It features Melissa Ethridge, Olivia Newton John, Baldwin brothers, Jaclyn Smith…http://www.uniglobeentertainment.com/

What was your most challenging project?

Most challenging was writing a mega-rush script while on location in Blackburn, England. I just managed to stay ahead of the crew!

How did you handle it?

Almost no sleep and a production crew that kept me laughing!

Is there a role model or mentor who has impacted your career choice?

I don’t have to think much on this one! The first production company I worked for was a small upstart with an immensely talented owner. He encouraged me to take chances – think creatively and not be afraid to make mistakes. He trusted me enough to keep me involved in all areas of the production process from sales to writing, producing, directing and project managing. I’m a more confident writer today because of those early days in my career. And one more thing…he taught me to dream big! Thanks Mark J! (Guess I should send this to him – pay it forward and send a thanks to your role model or mentor too.)

What role does MCA-I play in your career? Why do you remain involved?

I love MCA-I and all our friends in it!! There is not one thing I can point to that helped us more as a young company than MCA-I. Even though we’re an established company, we’re still learning through the programs and connections we’ve made through MCA-I.

Any advice for people coming into our industry?

Walk, run, take a boat, ride a yak…just get to the nearest webinar, seminar, bookstore or library and learn what you can about the power of video for web marketing. Be the consultant they need for your production services. It is the well that won’t run dry for a long time!

23-Jul-10 5:00 PM

Effective Crisis Management: Avoid Flawed Response

Tom Morse — Mon, 21 Jun 2010 19:00:00 GMT

Last week I visited the pharmacy to buy some Tylenol for my mom. Unfortunately, the shelves were empty of all McNeil Consumer Healthcare products because of a product recall several months ago. At the time, Tylenol was front page news. Months later, store shelves remain empty. But news about Tylenol was pushed from the front page, first by Toyota’s problems; then by the crisis facing residents of the Gulf Coast because of the oil gushing from BP’s undersea well.

Waiting for another crisis to remove your organization from the 24 X 7 glare of the media spotlight does not substitute for an effective Crisis Management Plan (CMP).

In all three cases, this spring’s product recalls by McNeil and Toyota and the BP oil disaster, three elements of crisis management are obvious: 1) a clear threat to the organization; 2) the sudden emergence of an unanticipated situation; and 3) a very short window for making decisions and to react. How organizations respond in a crisis is largely dependent on a comprehensive CMP.

Risk and Crisis Management Response

One of today’s hottest business topics is risk management. Although related, risk management and crisis management are different. Think of risk management as the process of identifying, assessing, and finding ways to avoid risk. Crisis management is the formal process of dealing with threats after they occur.

In a growing number of organizations you’ll find the new position of Chief Risk Officer (CRO). In some cases the CRO is responsible for development and execution of an organization’s CMP. My belief is this responsibility properly belongs to a Chief Communication Officer (CCO). Regardless of how responsibility is established, identifying risk and crisis response requires a comprehensive team with representation from all parts of the business: risk management, corporate communications, legal, operations, human resources, sales & marketing, and security.

Despite the best efforts of a risk management team, it’s not possible to eliminate all threats to the integrity, reputation, or survival of an organization. That is why it’s essential to have a written crisis management plan and drills to practice responding to a crisis situation – because every organization will face a crisis at some point.

Crisis Management Best Practice

The unyielding spotlight of media attention requires organizations to respond quickly and effectively. Along with traditional public media, the explosion of new social media channels complicates how organizations respond to a crisis. Your CMP should include:

Executive Leadership. In any crisis, leadership is essential. That doesn’t mean the CEO must always lead the response or be the public spokesman. Not all crises are equal. A crisis of global significance, such as what’s facing BP, requires leadership from the very top. The type and level of crisis will determine response.

Organizational Identity: One of the most challenging issues in effective crisis management is protecting organizational reputation. When a crisis occurs, everyone within the organization must understand the potential impact to the organization’s identity in the minds of the public. Everything that is said, done, or not said/done, creates a public impression.

Coordinate and Connect: The CMP should define how departments within an organization respond to a given crisis. Each team has a role to play. Stay connected. When in doubt, pick up the phone. Practice drills are the time to establish relationships, not during a crisis.

React Quickly: In a connected world moving at “Twitter speed,” act quickly. The public reaction to Toyota’s recent problems was exacerbated by their slow response to a growing list of problems. The public can accept updates and clarifications, but delays always send the wrong message.

Communicate Constantly: The nature of a crisis will determine how communication should be handled, and the channels to be used. The old stand-by, the news release, is only one tactical element of a crisis management plan – and no longer the most effective. Traditional media, along with social media channels, should be part of the plan to reach both employees and the public. Web communication can be a vital link. When other communication channels fail, the web is often the most accessible.

Direct Involvement: Never underestimate the value of a physical presence. Nothing will reassure customers, or the public, more than direct communication. How much more effective would BP, and the Obama Administration, have been had they been present, on the ground in the gulf region as quickly as possible? Employees with direct customer contact can be a critical component in restoring confidence during a crisis.

Language is Critical: Spokespeople must be trained and sensitive to balancing legal and economic language against the public’s need for emotional and empathic expressions in all public statements. This is always a fine line and a source of potential conflict between an organization’s legal department and others on the broader crisis management team. Executive leadership is essential in communicating a message that strikes a balance between an organization’s legitimate concerns and the needs of the public.

Communicate Clearly and Openly: Monitor news, information, and rumors across all media channels. Even if the news is grim, communicate honestly and transparently. You need to be perceived as the most credible source of information concerning a crisis. Use your website to maintain an open channel of communication and to avoid having spokespeople responding to the same question multiple times. Address rumors and misinformation as quickly as possible, using all available communication channels – including employees with direct customer contact.

Team Support: Crisis response can be an incredibly stressful situation. Some situations may last months or longer. Make sure those on the front lines are well trained, provided a constant flow of up-to-the-minute information, and supported in every way possible.

There are many examples of organizations that have done an excellent job managing perceptions, and the business, during a time of crisis: Johnson & Johnson, Mattel, and Pepsi to name a few. In each case the companies responded immediately and with a well-defined plan. At no time are an organization’s mission and values more challenged, than during a crisis. When the corporate brand aligns with actual behaviors, trust and goodwill result from shareholders and the public – even in a time of crisis.

21-Jun-10 2:00 PM

MCA-I eNews for May/June 2010

Lois Weiland — Wed, 09 Jun 2010 16:00:00 GMT

Read eNews Online May/June 2010

Member Benefits:Crystal Graphics Special Offer
Media Festival Call for Entries open until July 1, 2010
President's Message
Member Profile: Amy Brandais
Thank You to Our Sponsors
Media Festival Gallery Open
OC/LA MediaPro Camp II
Renew or Join Today
Post a Press Release or Article!
Follow Us
Calendar

MCA-I MediaPro Camp II

Orange County, June 12, 2010

Member Benefits: Crystal Graphics - Ultimate Combo 7 Now On Sale for $299 Through June 30, 2010. Save More than 80% when you take your 10% Discount!	Crystal Graphics continues their 10% discount for MCA-I members on PowerPlugs: Ultimate Combo 7. Impress your PowerPoint audiences with stunning 3D transition effects, full-screen still or moving backgrounds, cool Flash animations, TV-style animated 3D titles, beautiful templates, inspiring photos & more! PowerPlugs: Ultimate Combo Version 7 includes 10 PowerPlugs titles, 17 volumes in all, including annual subscriptions to PowerPlugs: Templates, Pictures, Video Backgrounds and Music to energize your PowerPoint presentations and keep your audiences on the edges of their seats.. Visit the Member's Only page for a listing of all of the Member Benefit Access Codes and Links. Want the Los Quatros Benefits Team to look for specific discounts? Send along your ideas!
42nd Annual MCA-I Media Festival Call for Entries Extended to July 1, 2010 Enter today and compete for a Golden Reel!	The 2010 Board of Directors of MCA-I are proud to announce the Call for Entries for this year’s Media Festival competition. Although the response was favorable to last year’s online format, the 2010 MCA-I Media Festival returns to its original format of submissions via mail, CD/DVD/URL entries and printed entry forms. The Category descriptions and interactive Entry Form are on the website and can be filled out electronically, then printed out for ease of submission with discs or URLs. The Entry deadline has been extended to July 1, 2010, with judging taking place during the months of July and August. Plans are being finalized for the Media Festival Awards Show, tentatively scheduled for October 30, 2010 in Detroit, Michigan.
Progress... Gary Shifflet MCA-I President	Happy June all! Lots of exciting things going on with the Association, it’s all about making progress. You’ll be reading about a new Benefit this month from Buell regarding production insurance that the Los Quatros have been working hard to wrangle in. And we will be meeting with a major health insurance provider next week to research a custom health insurance plan for our Association Members. The 2010 MCA-I Media Festival competition is under way with an extended deadline to July 1st, 2010 for all the procrastinators! Please be sure to shore up your entries and get them submitted, as well as passing the word to your local media businesses to garner new interest and submissions. And mark your calendars for October 30, 2010 for the 2010 MCA-I Media Festival Awards Show in Detroit. Details are being finalized for the weekend plan of activities, including the first ever “floating” awards show on the Detroit Princess Cruise Lines on the Detroit River. You definitely want to be a part of this event! Look for details in the coming weeks. I am actively looking for judging committee hosts for this year’s competition. If you’ve done it in the past or are interesting in finding out more details, please contact me at gary@kineticpost.com or by cell phone at 248-302-3904. Enjoy your summer, but don’t forget to help us out when you can.
Member Profile: Amy Brandais "I really like the people in the OC/LA Chapter, and since video scripting is one of my favorite types of writing, I thought it made sense to be a part of the chapter."	Amy Brandais is a fairly recent addition to MCAI, having joined the OC/LA Chapter in 2009. An award-winning video scriptwriter, Amy believes that words heard in a video require a different writing strategy from that of words read in a brochure or on a website. “Words in a video only have one chance to make an impression, and they have to work in harmony with the onscreen visuals.” *What do you do?* I’m primarily a freelance writer. I call myself a communications consultant because I don’t just write pretty words; I make sure I understand the business or communication goals and put together words in such a way as to fully support those goals. *How long have you worked in this field?* Over 20 years. I’ve been freelancing for the past 10 years. *What interesting twists and turns has your career taken?* I started out in marketing positions. Back in the early 90s, everyone around me was getting an MBA. I knew that wasn’t the right path for me. I lived in Detroit at the time, and a colleague told me about the Master’s program in Advertising at Michigan State University. I earned my Master’s degree in 1995, and was accepted in the Ph.D. program, but I decided that academia was also not a path I wanted to follow. Read the rest of the article online>>> Written by Pam Ruscinski, Greater Wisconsin Chapter.
Thanks to our sponsors...
Media Festival Gallery Open to Non-Members During Media Festival "Call for Entries" Until July 1, 2010	Have you checked out the MCA-I Media Festival Winners (in fact all the entries) on the Media Festival Gallery. The gallery is hosted by Multicast and their Media Suite. This is usually a "member's only" Gallery, but during this year's Call for Entries for the Media Festival, you will be able to view last years entrants and winners. Put yourself into the shoes of the judges. It's a great way to understand what resonates with a viewer, so that you can create communications that connect. Click here to View the Entries!
MediaPro Camp II in Orange County on June 12, 2010 "Tons of information" "...liked the openness" "...sharing real-world knowledge" "...great people" "...everyone was helpful" "...made great connections" "...important networking, information and resources!" "...liked exchanging business ideas in non-threatening environment" "...liked people with knowledge to share" "...casual and friendly" "...loved the flexibility of discussions and groups"	Based on the success of last year's all-day event, a capacity crowd is expected at the second annual MCAI MediaPro Camp on June 12, 2010. MediaPro Camp is an intensely productive series of professional roundtable discussions which provides for fabulous networking. While MCAI's MediaProCamp II is free, including morning coffee and lunch, you MUST pre-register on line to attend. http://www.newmedia.meetup.com/82/ The professional collaboration attracts a number of well known industry leaders including some who have already expressed their intention to be there: Marcelo Lewin, Founder of http://www.newmediawebinars.com/ Philip Hodgetts, master editor, author www.IntelligentAssistance.com Bruce Nazarian "The DVD Guy" and CEO of Digital Media Consulting Group www.dmcgi.com James Mathers, Pres. Digital Cinema Society www.digitalcinemasociety.org Mark Pavlovich, talent agent, CTA http://ctatalent.com Janice Arrington Orange County Film Commissioner; Representatives of ASC, and others.
Renew (or Join) Today	RENEW YOUR MCA-I MEMBERSHIP. It's more than a cost of doing business. It's an investment in yourself and your career. Log in and Renew today. Not a Member - click here to join. Need help? Check out the tutorial in the Website Help area.
Looking for More Exposure on the Web? Post a Press Release and/or an Article Today	MCA-I members, as part of their member benefits, can post press releases and articles to the MCA-I website - which are then indexed by the spiders and fed to LinkedIn. Some releases and articles will be featured in eNews which is sent to more than 3,000 interested media communications professionals. Add a Press Release. Add an Article (Log in and your contact information will be auto-populated.)
Follow us! Spread the word...
Chapter Leaders - Post Your Chapter Events and Meetings!	Remember to post your chapter events and meetings on the MCA-I Master Calendar, and it will show up here in eNews. Contact the webmaster if you need any help. http://www.mca-i.org/en/calendarevents/add.asp

Calendar Events for 1-May-10 to 1-Jun-10

San Diego: Current Distribution Avenues, including Streaming & Download
Day: Wednesday 23-Jun-10 6:00 PM
Location: To Be Announced
Summary: Stacey Parks of Film Specific will discuss Distribution 2.0 Possibilities: Stacey wrote the book "The Insider's Guide To Independent Film Distribution," considered to be an essential handbook for independent filmmakers seeking production and distribution insight for their films.
Add to Calendar

Orange County/LA MediaPro Camp II
http://www.mcai-oc.org/articles/media-pro-camp-ii/mediaprocamp-ii-faqs/

Day: Saturday 12-Jun-10 8:30 AM to 3:00 PM
Location: Santa Ana College's Digital Media Center

9-Jun-10 11:00 AM

Cut the Bull: Avoid Idiot-Speak

Tom Morse — Tue, 01 Jun 2010 18:00:00 GMT

The paradigm shift empowering leading-edge advantage towards world class leadership is building momentum for… cut the bull, plain English please.

We’ve all read endless streams of corporate-speak: jargon-filled, filtered, and antiseptic ‑ rendering real communication all but impossible. For communicators it’s a slippery slope. While every industry has a unique language, accepted acronyms, and technical vocabulary, the trap for communicators is when we yield to company-speak and avoid the battle for clear, concise, communication.

In the wonderful book, Why Business People Speak Like Idiots, authors, Brian Fugere, Chelsea Hardaway and Jon Warshawsky offer a compelling alternative. For those of us working in the communication trenches, the book is a valuable reminder of the slow brainwashing that over time can influence the way we choose to communicate.

And yes, it’s a choice. If your ambition is to serve as a mid-level bureaucrat using Mad-Libs fill-in-the-blank jargon for your next assignment, you will be well on your way to an all but invisible place on the org. chart. While remaining hidden behind fact-free, mind-numbing bulls*it seems a safe place to remain unseen, in a difficult business environment it’s also a sure way to an unceremonial pink slip. In a tough business climate, organizations need communicators who help strengthen the business, create compelling dialogues, and develop innovative ways to influence people.

The book exposes several common traps that can transform the unwary communicator into a boring business stiff:

1. Businesses focus on themselves over their audience
Too often those creating business communications aim to impress, not to inform. Rather than using plain, simple language everyone understands, business communicators fall back on the use of jargon or insider phrases. The authors describe it as becoming “a kind of intellectual powerhouse, generating concepts that are too lofty to be expressed in something as mundane as English.” We too often fear that straightforward language might make us look dumb.

2. Business people fear concrete language
Avoiding commitment, and thereby liability, has evolved into something of an art form. The problem with this approach is that through “vagary and verbosity,” the credibility of whatever follows is reduced. In short, people recognize B.S. and give up looking for meaning. Remember, for communicators the bottom line is to connect, convince, and help the organization move ahead.

3. Business is boring
How can you not purchase a book with a chapter titled “Sex, Drugs, and Rock ‘n’ Roll for Business People”? The authors offer a hilarious look at why business-speak is so ridiculous. They remind everyone in business that connecting with an audience, any audience, is about gaining their attention. “Make it relevant. Make it vivid. Make it compelling. Whether you like it or not, you’re in the entertainment business.” This admonition applies to everyone within an organization, none more so than those responsible for crafting communication messages.

The authors offer this key take away, “bullshit eats away at your personal capital, while straight talk pays dividends.” Make the wise investment, fight the bull and make clear, compelling communication the hallmark of your personal success.

1-Jun-10 1:00 PM

MCA-I Member Profile Amy Brandais, OC/LA Chapter

Pamela Rucinski — Fri, 21 May 2010 01:00:00 GMT

Amy Brandais
Communications Consultant/Writer

Amy Brandais is a fairly recent addition to MCAI, having joined the OC/LA Chapter in 2009. An award-winning video scriptwriter, Amy believes that words heard in a video require a different writing strategy from that of words read in a brochure or on a website. “Words in a video only have one chance to make an impression, and they have to work in harmony with the onscreen visuals.”

What do you do?
I’m primarily a freelance writer. I call myself a communications consultant because I don’t just write pretty words; I make sure I understand the business or communication goals and put together words in such a way as to fully support those goals.

How long have you worked in this field?
Over 20 years. I’ve been freelancing for the past 10 years.

What interesting twists and turns has your career taken?
I started out in marketing positions. Back in the early 90s, everyone around me was getting an MBA. I knew that wasn’t the right path for me. I lived in Detroit at the time, and a colleague told me about the Master’s program in Advertising at Michigan State University. I earned my Master’s degree in 1995, and was accepted in the Ph.D. program, but I decided that academia was also not a path I wanted to follow.

What types of projects do you work on?
My video scripting experience includes :30 and :60 second spots; voiceover and multi-character videos; corporate communications; orientation videos; promotional and direct response (infomercial) videos; educational and how-to videos; and museum/national park visitor center videos. I also work in other media — interactive, print, etc.

How did your previous jobs prepare you for your current position?
I’ve always worked in marketing positions. When I moved to California, I got a job with a communications agency that had big-name clients like M&M/Mars, Kal Kan, L.A.P.D. and D.A.R.E. America. I think having those big names on my “client experience” list helped me establish credibility when I went out on my own.

What do you like best about your job/career?
I work with a small group of regular clients who call me when they need me. I like the fact that I don’t take up space in someone’s office whether I’m being productive or not. But I think the best part is the trust these clients have placed in me.

In your opinion, how does technology affect our creative opportunities?
I think it opens up a lot in terms of creativity. Like, if you can imagine it, you can create it. Look at Avatar. It’s only the size of the budget that limits what can be done.

What was the most rewarding project you've worked on and what made it so rewarding?
An agency I worked for produced big sales meetings for Kal Kan/Uncle Ben’s. Several years in a row, I wrote all the speeches for the Kal Kan executives, creative-directed the PowerPoint AND sat behind stage to click through the slides as they read the speeches I created off the teleprompter. All of this required a tremendous amount of trust on the part of these high-level executives. Having people put their trust in me is extremely rewarding. In fact, I define success as earning the respect of people I respect.

What was the most unusual or challenging project you ever worked on?

I’ve written scripts for videos that are shown in national park visitors’ centers. One that I worked on was supposed to make a strong, emotional connection to the viewer — not be a “What to Do in the Park” kind of thing. However, someone on the client side decided she needed to rewrite it as a “What to Do” video. It lost all its poetry in the process.

How did you handle it?
What can you do? Sometimes you just have to let clients have what they want (even if it’s a bad idea).

Is there a role model or mentor who has impacted your career choices?

Not really. But over the years, I’ve had several good friends who’ve been great advisors and encouraged me to reach new heights.

What role does/has MCA-I played in your career? Why do you remain involved?
I joined MCAI fairly recently — a little over a year ago — although I’d attended meetings before that. I really like the people in the OC/LA Chapter, and since video scripting is one of my favorite types of writing, I thought it made sense to be a part of the chapter.

www.amythewriter.com

20-May-10 8:00 PM

MCA-I eNews for April 2010

Connie Terwilliger — Mon, 03 May 2010 14:00:00 GMT

Read eNews Online April 2010

Benefit: lynda,com
Member Madness Concludes
President's Message
Member Profile: Jeremy Sykes
Thank You to Our Sponsors
Media Festival Gallery Open
MCA-I Network Helps Land HD Project
Renew or Join Today
Post a Press Release or Article!
Follow Us
Calendar

We are Media Communications Professionals! Join us...

Member Benefit: lynda.com - 20% Off Premium Subscription to the Online Training Library! Learn it all. Learn it fast. Learn it now.	See for yourself why the lynda.com library of web-based video tutorials has built a reputation as one of the most valuable software training solutions available. Subscribe to the lynda.com Online Training Library® and: • Watch the video tutorials you need, at your own pace. • Choose from hundreds of courses, plus new releases weekly. • Master current and future software tools from Adobe, Apple, Microsoft, and more. Use the MCI-A member discount code to save 20% off your premium subscription. Multi-user subscriptions are also available. Visit the Member's Only page for a listing of all of the Member Benefit Access Codes and Links. Want the Los Quatros Benefits Team to look for specific discounts? Send along your ideas!
March Member Madness Concludes Prizes include: - Adobe CS4 Production Premium Software - $250 Best Buy Gift Card - $150 Best Buy Gift Card	The contest is closed, and the votes are being tallied! We'll be notifying the prizewinners. Please welcome the new members in your chapter. If you are a new member, please take a moment to log onto the website and get acquainted with what we offer our members. Post a press release about your work, upload an article, add a “Find a Pro” Listing!
Plant and Tend to the Seeds... Gary Shifflet MCA-I President As your President, you never know what you’re going to get from me; last month it was about golf. this month, it's gardening! You can always count on one thing - everything relates to an important component of MCA-I…otherwise, what’s the point?	May is here! I know this because the trees in Michigan are growing leaves, the grass is getting greener, and flowers are finally popping up. It's beautiful again! This phenomenon-spring--is a natural annual occurrence. We take it for granted. But to grow a field of corn or to have a beautiful garden with vegetables and flowers, you must make the effort to plant seeds and tend to their needs with water and fertilizer. I feel MCA-I is incredibly similar to this. We take for granted that the same group of people will keep this organization going year after year. We forget that it takes new volunteers to keep it fresh and infuse new enthusiasm and life into it. We need them to sustain it--and grow it into something better. In 2009, we became a volunteer-run organization because the same old thing wasn't working for us. The costs of a management company were choking the life out of the association. We asked Lois Weiland, a friend of our Madison Chapter, to become our Executive Director. Past I/O President Mike Brown stepped up to take over as Treasurer. These two veterans gave us stability and experience to navigate out of financial peril. Today we are stronger than we've been in years, but it is only the beginning. Many leaders from the chapters have stepped up to join in the effort to move forward. Many, many more are needed to do the essential work of creating meaningful, beneficial programs for current and future members. It is an exciting time to be a part of MCA-I-working with a team that contributes to a cause that we can all be proud of. The past is the past. We can't change history, but we can nurture this new association and help it blossom into a fantastic professional organization. We want MCA-I to be recognized internationally as THE group that media professionals want and need to belong to! So here's my personal request: roll your sleeves up and get your hands dirty...maybe add a little MiracleGro! Send us an email and let us know which projects you'd like to 'grow'. We need your help!
Member Profile: Jeremy Sykes "MCA-I has been a great way to stay in touch with fellow professionals. To help us stay in touch with what's going on in the business. And our local chapter is great. We have some very interesting and useful topics. I appreciate the opportunity to build my relationships. That's not only rewarding, but inspiring. It's a good solid networking association."	From corporate presentations to YouTube--it's all within the boundaries of his world. Past MCA-I board member in the San Diego Chapter, Jeremy Sykes loves the demands of the diversified world of infomercials. DR- So your accent says that you are not originally from the U.S. Where are you from, and how did you get your start?   JS- During high school in England, I worked as a sound tech in the theatre department. Then whilst I was at Oxford University, I directed and lit many undergraduate theatrical productions. Meanwhile, I was also cutting my teeth working in a professional theater, where we staged large national and international shows--from ballets and operas to West End plays and concerts. After my university days, I moved to New York and worked as a PA in feature films (including "The Exterminator"). At that point, I decided to pursue work in the film business, moved to LA and became a camera tech, working on TV series (such as "Fantasy Island", "The Incredible Hulk") and features (including "Poltergeist", "Firefox"). A couple of years later, I settled in San Diego but continued to do the I-5 commute to LA, working freelance as either an AC or as a gaffer, mainly doing commercials (such as for Jiffy Lube, Tylenol, Orville Redenbacher) and TV work for HBO, ESPN, MTV and Comedy Central. DR- How has the business changed for you? JS- When Betacams changed the face of video production, and after I had also bought my first film camera, an Arriflex 16SR2, I started working more as a DP and renting my camera out to production companies. Then when Avid hit the market, I thought it would be a good idea to offer one of those as a rental item too, so I started a post rental company, Planet Post. I had five Avid systems at that time, and shipped them all over the country. Read the rest of the article online>>> Written by Dennis Regan, San Diego Chapter. Want to be featured? Contact Dennis.
Thanks to our sponsors...
Media Festival Gallery Now Streaming Festival Entries!	Have you checked out the MCA-I Media Festival Winners (in fact all the entries) on the Media Festival Gallery. The gallery is hosted by Multicast and their Media Suite, our new national sponsor. This is a "member's only" Gallery, so you will need to be logged in to view the entries. Put yourself into the shoes of the judges. It's a great way to understand what resonates with a viewer, so that you can create communications that connect. Click here to View the Entries!
MCA-I Network Helps Land HD Project by Steve Panayioto Atlanta Chapter "It was the kind of help you get from a good friend."	An opportunity to lens a "green screen" shoot in New Orleans came up recently. The thought of traveling to the "Big Easy" was exciting. There was no question time would be found to take in some jazz and drop by Cafe Du Monde. Realistically, a good bit of my waking moments would be on-set, more precisely, a room with an oh-too-low ceiling, in a famous old hotel in the French Quarter. We were assured the hotel's A/V dept. would be able to supply several key items that would be difficult to fly in. This included an unusual assortment of grip, video & prop items. At the eleventh hour, we learned the A/V dept. would not be able to deliver. This is part of the specialized services I provide out-or-town producers when they come to us in Atlanta. So, it made sense that a New Orleans DP/Field Producer would know who could help. And since this deadline was so tight, the professional would need to have a bit of "esprit de corps." I turned to MCA-I. (Read the rest of the story online.)
Renew (or Join) Today	RENEW YOUR MCA-I MEMBERSHIP. It's more than a cost of doing business. It's an investment in yourself and your career. Log in and Renew today. Not a Member - click here to join.
Looking for More Exposure on the Web? Post a Press Release and/or an Article Today	MCA-I members, as part of their member benefits, can post press releases and articles to the MCA-I website - which are then indexed by the spiders and fed to LinkedIn. Some releases and articles will be featured in eNews which is sent to 3000 interested media communications professionals. Add a Press Release. Add an Article (Log in and your contact information will be auto-populated.)
Follow us! Spread the word...
Chapter Leaders - Post Your Chapter Events and Meetings!	Remember to post your chapter events and meetings on the MCA-I Master Calendar, and it will show up here in eNews. Contact the webmaster if you need any help. http://www.mca-i.org/en/calendarevents/add.asp

Calendar Events for 1-May-10 to 1-Jun-10

Ohio Valley Chapter Meeting - Toys in the Video Toy Chest
Sponsor: Tom Navaro and his staff from Roscor Ohio
Speaker's Name:
Day: Tuesday 11-May-10 5:45 PM
Location: Roscor Ohio 2868 E. Kemper Rd. Cincinnati, OH 45241
Summary: Our NAB Review meeting is a hallowed annual tradition where we learn about the latest equipment (and trends) that were premiered at the massive NAB tradeshow held at the Las Vegas Convention Center in April. Tom Nava...
Mapquest | Add to Calendar

MCA-I San Diego Chapter Meeting
Day: Wednesday 26-May-10 6:30 PM
Summary: TBD
Add to Calendar

3-May-10 9:00 AM

MCA-I Member Profile: Jeremy Sykes

Dennis Regan — Sun, 25 Apr 2010 04:00:00 GMT

Corporate presentations to You Tube. It's all within the boundries of his world. Past MCA-I board member in the San Diego Chapter, Jeremy Sykes loves the demands of the diversified world of infomercials.

DR- So, your accent says that you are not originally from the US? Where are you from and how did you get your start?

JS- During High School in England, I worked as a sound tech in the theatre department, then whilst I was at Oxford University, I directed and lit many undergraduate theatrical productions. Meanwhile, I was also cutting my teeth working in a professional theater, where we had large national and international shows come through, from ballets and operas to West End plays and concerts.

After university, I moved to New York and worked as a PA in feature films (including "The Exterminator"). At that point, I decided to pursue working in the film business, moved to LA and became a camera tech, working on TV series (such as "Fantasy Island", "The Incredible Hulk") and features (including "Poltergeist", "Firefox").

A couple of years later, I settled in San Diego but continued to do the I-5 commute to LA, working freelance as either an AC or as a gaffer, now mainly doing commercials and television work, such as for Jiffy Lube, Tylenol, Orville Redenbacher, as well as for HBO, ESPN, MTV and Comedy Central.

DR- How has the business changed for you?

JS- When Betacams changed the face of video production, and after I had also bought my first film camera, an Arriflex 16SR2, I started working more as a DP and renting my camera out to production companies. Then when Avids hit the market, I thought it would be a good idea to offer one of those as a rental item too, so I started a post rental company, Planet Post. I had five Avid systems at that time, and shipped them all over the country.

Learning and understanding non-linear editing taught me how to edit and it was a natural progression for me to direct some projects. It also became easier for me to get more involved creatively and administratively, so I started to work more as a producer, too.

Each job is different now, sometimes I just operate a camera, sometimes I'm responsible for the entire project. I love the variety… you meet people from all walks of life, see how people work and and live, and go to interesting places. It’s been very cool and a privilege to be able to go on a nuclear sub, be in a heart surgery, stand on the football field in the play-off’s, go to the president’s house in Rwanda, visit lone islands in the South Atlantic, film in the Namibian desert and the list goes on.

DR- What keeps you busiest?
JS- Currently I work on a lot of fitness and beauty infomercials and commercials (6 Second Abs, Perfect Push Up, Murad, Red Exerciser, Slendertone, various golf and household products, such as Oreck and Cuisinart), as well as corporate sales and training videos (Microsoft, Coca Cola, Mercedes, Lexus, Honda), and am developing some theatrical and web/tv projects, including a music/cooking show.

I work as a DP, a director and a producer, own several video cameras, including a RED camera, along with a variety of film and video lenses. I have a post-production company, Planet Post, and am a partner of a production facility, the San Diego Production Centre, but really I work all over Southern California, as well as travel extensively, wherever the jobs take me.

DR. I know that sometime back, you were working with Script-to-Screen in Orange County California, one of the leading infomercial specialists.
JS: I probably worked on several hundred infomercials. And I've certainly worked with many of the leading national infomercial companies, including Script-to-Screen. I've done a whole range - from sports to household products, as well as health and beauty. These days it could be anything. What you work on could end up on the web, broadcast, big screen, video displays. It's all about content.

DR: We don't talk to too many producers who have experience in this specialty. And it is really a specialty, isn't it?
JS: It's a specialty, particularly in how infomercials approach marketing. What I like about infomercials is that they incorporate a large variety of shooting styles. You can have your multi-camera shoot, you can have your one-on-one testimonial shoots, your behind-the-scenes man on the street type. You often have some very technical things you need to shoot. It's a big variety.

DR: You have to be very diverse in your skills.
JS: You need to be diverse. You need to think of fresh ways to do things. You need to work on larger types of productions, to the very small.

DR: I think we can say, because of the economics of the times, there are many more half-hour blocks available on TV. So there may be more opportunities to use infomercials to reach their target markets.
JS: It's not just television anymore, it can be YouTube. Infomercials can be dissected, with segments being put up on YouTube or on websites. And that's as much of the market strategy as putting out the entire infomercial. And that applies to all the video in the industry now. The different ways that video is used has turned that world upside down.

DR Do you feel that today's professional is geared to this new usage environment?
JS: It's interesting how each new technological development changes the way we view the business. You Tube comes out and everybody wants immediate video. People start using the technology to help them do that. Look at the impact of camcorders, a few years ago. It's similar really to the impact of the new DSLR cameras are having now. You've got a whole slew of people who can go out there and produce content, because it's a lot more accessible. It's cheaper, easier to operate and it's geared to single person use. It was the same thing when non-linear editing came out - the ease of use of desktop graphics. It brings video capability to everybody now. Anybody can out and shoot something and post it on YouTube.

DR: Of course, there's a downside to the professionals.
JS: Professionals have to keep pace with the tools that are out there. They also have to keep pace with the content and the style of the content. A high school kid can grab a camera, then that video can be successful because of the content and the presentation.

DR: There seems to be something appealing about the home-made look. It may be even mmore interesting than the polished, professional look.
JS: It's made television more alive and easy to connect to.

DR: Tell us about your participation with MCA-I.
JS: MCA-I has been a great way to stay in touch with fellow professionals. To help us stay in touch with what's going on in the business. And our local chapter is great. We have some very interesting and useful topics. I appreciate the opportunity to build my relationships. That's not only rewarding, but inspiring. It's a good solid networking association.

24-Apr-10 11:00 PM