Throughout each stage in the shooting of our pop video, from research and development to distribution and evaluation we have used many different forms of new media technology or digital technology.We use digital technology because it has at least three times better and clearer quality than analogue technology. The sound is 100 times better and the picture is 50 times better and it has the ability to pick up fine detail and is also a lot faster, cheaper and easier to use. When using analogue technology it is not only more complicated to use but it takes up a lot of your filming time as you need to re adjust the lighting to perfection each time something changes in a scene or shot, this can take a long time and waste precious filming time. But if you use new media technology even if the lighting is not perfect throughout filming, you would be able to adjust the lights during the editing using after effects or other editing formats. A whole film can now be saved using new media technology. It also really helped us on our shoot day as with the camera we were using we were able to re watch a lot of our footage throughout filming which helped us to see what shots we still needed and what was working and what still needed to be done.
Digital technology is New Media Technology, where the technology is base
d on digital storage and communication of data, using Binary 0 and 1 code to compress the data into tiny packets. The media theorist Negroponte argues that digital technology gives greater speed and ease of production, better quality and huge amounts more of storage space for data in a small piece of equipment.We used new media technology when doing our research and development by using the internet to research the music industry, our locations, our target audience and the other competition that we were up against. All this helped us to understand what other products were out there and how we could better our video and what market it needed to fit into.
Digital technology played a big part in the planning of our pop video too, as we used it to make our electronic storyboards which were a very key part in the planning of our video, as it then enabled us to see what the possible outcome of our video might be. We also used a digital camera to do our camera tests and this helped us cast our video and see who would work well on camera, fit the part well and be a good advertisement for our video.
The construction or the shoot of our video was made a lot easier by the new media technology we used like the cam
era which was a JCV500 HD camera. This gave us really high quality in our film and made the whole process faster and easier it also had a high ration which then gave us better visual quality. New media technology also made green/blue screen possible for us. We were then given the opportunity to use but we eventually decided not to film on green screen as our time in the studio was limited and we did not want to rush the rest of the filming.In the post production of our film new media technology made ‘Adobe after affects’ possible for us which became very necessary and helped us to complete our video in order to get the best outcome.
Without the use of internet we would also be unable to show people our video as there would be no other way publishing or accessing it. With digital technology we were able to make a digi pack in order to promote our band and publicise the song and set up various other forms of advertising using the internet. This is why new media technology is so important to the distribution and evaluation of our video. It lets the public view our video and we are also able to adve
rtise it through various sites on the internet. Such as yout
ube which is world widely accessed so it immediately gives out video the opportunity to be viewed by the public. We also published our video on Facebook which is a site that has more than 500 million active users, so our video will easily be viewed on the site by people all over the world. These sites also give us the opportunity to get feedback on our video so we can constantly better it.
