We need broadcast quality for enterprise video
Tom Ohanian, VitecEV’s VP of product development & product marketing, describes the closing gap between corporate video and quality broadcast
Until recently, organisations that are not traditional broadcasters have tended to shy away from the use of video for both their internal and external communications. When enterprises have employed video for corporate bulletins, product introductions, and employee communications, they’ve done so sporadically – and for good reason. In lieu of maintaining a dedicated and knowledgeable in-house video staff, the only other option has been to hire a video production company. This can produce excellent results, but it’s a costly undertaking that can disrupt daily activities during the set-up, shooting, and tear-down process.
In the old days, only large enterprises could justify the cost of hiring production companies or maintaining a video staff. Gradually, organisations began to adopt video conferencing systems for internal communications – but they still lacked an easy and cost-effective means of harnessing high-quality video and audio for frequent external communications.
Many enterprises have wanted to use video more frequently, but it was simply not feasible to maintain rooms and a staff dedicated for video production. And, worst of all, the compromises that provided flexibility also resulted in quality that was sorely lacking when compared to broadcast video.
Therefore, enterprises have traditionally had three choices: continue to experience the costs and disruption associated with hiring outside production entities, reduce or curtail the use of video for communications, or employ some alternative that would not require outside expertise and costs.
Enterprise customers are now demanding the same tools broadcasters have been using for years to create and distribute compelling, high-value content
Trends and challenges
As today’s consumers demand the ability to access video anytime and everywhere, enterprises of all sizes are embracing video as a means of internal and external communications. Video matters - and communicating your message to your internal and external constituents is absolutely necessary.
There is not one significant enterprise sector that does not have a desire to use video, but many of the same questions remain: Will we need a video trained staff? Can we deliver the same quality that we see on a television news broadcast? Will we have to find or build a dedicated room in our offices to do this?
In order to increase their video usage, some enterprises have begun to employ video conferencing systems. And while these units have decreased in size and their video and audio quality has improved, the dilemma of achieving broadcast-quality audio and video still remains.
Far too often, video conferencing subjects are in front of sun-drenched windows. Or lighting is insufficient - too dark, the subject is in shadow, or the lighting temperature from overhead fluorescents casts a ghastly hue on the subject. Audio can be problematic too. And, if a message must be tightly scripted, there are no prompting capabilities that are easily integrated. While it may be easy to record or stream a subject using video conferencing, chances are that the net result will fall far short in quality when compared to a tight, great looking broadcast.
Broadcast quality experience
Enterprise customers are now demanding the same tools broadcasters have been using for years to create and distribute compelling, high-value content.
Instead of having to travel to a broadcast facility to record your message, why can’t the broadcast facility experience come to you? That is, without the complex operation, capital equipment investment, fixed site equipment, and trained video staff? What if you could achieve - for your everyday enterprise video needs - the same consistent quality of a television news broadcast?
The best approach to implementing broadcast video quality and consistent experiences in the enterprise begins with simplicity. It should be simple to light, mic, record, and stream your content and to do so in a way that does not require a fixed location taking up precious space.
VitecEV has addressed these requirements with the VitecEV Creative Studio, an integrated video capture and streaming solution that is designed for use in a conference room setting. Creative Studio lets you shoot HD or 4K video with either a PTZ or a robotic camera and provides additional incremental functionality including prompting, recording and monitoring, storage for post-production, or streaming to any number of internal or external distribution and social media sites.
Many broadcast vendors are offering similar solutions with products especially designed for corporate use. Often these are simplified versions of higher end professional equipment, or more frequently - as is the case with Creative Studio - professional equipment configured in a more streamlined way, but with the option to unlock features and capabilities as the enterprise video crew gains in expertise and confidence. And given the universal demand for top quality, even the most basic enterprise video set up will produce results that would have been at the cutting edge for pro equipment a decade ago.