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OT – Who’s cutting HD Commercials?
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[Walter Biscardi] “Yeah, CNN is getting ready to make a jump to HD in the fairly near future and they’re even talking about 5.1 surround too. THAT will really make the wars fun, eh?”
Cool…Soledad all around me!!!!! and Fredricka in High Def!!! Bring it on CNN! 🙂
Ron
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[Ron] “Cool…Soledad all around me!!!!! and Fredricka in High Def!!! Bring it on CNN! :)”
Scud Missles slining scross the room. Tanks rolling through the living room. Oh and I’m sure the State of the Union address will be the pinnacle when we can hear the snickering and grumbling going on behind us.
Walter Biscardi, Jr.
https://www.biscardicreative.com“The Rough Cut,” an original short film premiering December 7th in full High Definition in Atlanta.
rsvp@biscardicreative.com to reserve seats.
https://www.theroughcutmovie.comNow editing “Good Eats” in HD for the Food Network
“I reject your reality and substitute my own!” – Adam Savage, Mythbusters
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[Oliver Peters] “The real answer is that spots will be HD when you have enough critical mass of CEOs who own HDTV TV sets.”
How true
I was speaker for 7 sessions at NAB Post Plus in NYC 2 weeks ago and I started every HD session with the question
“who has an HD set at home?” not surprisingly never more than 1% of my audience was watching HD at Home
My session on the HD edit suite was the only one where more than 10% of the attendees answered in the affirmative.Gary Adcock
Studio37
HD and Film Consultation
Chicago, IL USA -
This is an AMAZING string which I believe has served as affirming evidence of something I have suspected for a couple years now: that HD proliferation is not motivated by market forces, but by retailers; that HD is being shoved down our throats because the industries of TV makers and professional equipment makers were facing stagnant growth.
Not that HD isn’t a good thing per se, it’s just not practical as an everyday consumer format.
Secondly, December 31, 2006 will be the last day where broadcasters can use analog over-the-air transmission. This means that all broadcasters will have procrastinated long enough up to that point to put off completing their HD conversion/compliance. Note: the FCC isn’t saying that digital compliance doesn’t mean HD, only that whatever format is being transmitted, it must be digital. Thus, if anyone’s going to buy into digital complicance, it’s likely going to be HD and SD capable, IMO.
So maybe the trends we are all seeing here will begin to change in the next 6-8 months.
Either that, or we will all be mastering in h.264 for video ipods! [see previous rant a couple weeks ago].
steve covello
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[weevie833] “Secondly, December 31, 2006 will be the last day where broadcasters can use analog over-the-air transmission.”
Steve,
This is incorrect. The latest bills going through Congress set a hard cut-off as either Q1 or Q2 of 2009 if the legislation passes (note that this is AFTER the 2008 elections). There was always a market-penetration loophole in the 2006 date. The newly proposed date has no loopholes.
Sincerely,
OliverOliver Peters
Post-Production & Interactive Media
Orlando, FL
http://www.oliverpeters.com -
Getting back to Walter’s question for a moment…
Bob is dead on with why agencies haven’t moved to HD. I will also add that it also has to do with the Post Facilities telling them about the HUGE cost differential. As we all know, that cost differential in our workflows is pretty minimal.
As to the aesthetic, Prime Time shows and sports and now mostly HD. By the same token, they are “Center Cut Safe”. This means, while they shoot, their camers’s viewfinders all have 4:3 Center Cut granicules or overlays. Graphics are all kept in this 4:3 Center Cut area.
Given the controlled environment of a commercial, I don’t see why this would not work.
The networks will take either a version for HD or SD or both.
Most affiliates pass through the HD signal with little or no local HD insertion. The affiliates have blown their money on new towers and transmitters (not to mention the substantial electricity costs) and are saving their pennies for the rest of the build out due to the penetration issues and their lack of.
Jeff Bernstein
Digital Desktop Consulting
Apple Pro Video VAR
XSAN Certified323-653-7611
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[Jeff Bernstein] “Bob is dead on with why agencies haven’t moved to HD. I will also add that it also has to do with the Post Facilities telling them about the HUGE cost differential. “
I guess it is where you live, and the focus of your clients. I do a lot of Car stuff and it seems that all of the manufacturers are even posting in HD, but in that world it is the locals that will not accept the HD masters.
Funny too, that the companies that originate on film are not too concerned about the minimal addition of cost when posting in HD, due to the large budgets involved.
Gary Adcock
Studio37
HD and Film Consultation
Chicago, IL USA -
Yeah, I just added a 42″ plasma and HD cablebox to my home theater and I noticed that on FoxHD, their promos seem to be in HD. It is extremely obvious to me because my 5.1 receiver automatically detects the signal, and the mix is much louder (and clearer) than the SD commercials.
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I come from the world of DVD video distribution (in home fitness videos – and NO not the cheesy ones- check out P90X.com to see!), so until the DVDA picks a format, I will be delivering in SD. But I do have the Kona 2’s waiting to be put to work for what they were made for when the time comes.
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>>>Quite seriously, they are working on HD news promos, but also HD local car dealer spots.
Our local PBS affiliate is doing their membership drives in HD. On a Discreet/Autodesk Fire HD!!! And the primary spokesperson is a sprightly seasoned citizen named Gladys. If she’s their target demo, I’d love to know
the percentage of target viewers that actually watch that station in HD.jm
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