Unit 1: Individual Project

LO1 – Project Logbook:

We were employed by noBIGego and were tasked on making a short film or Documentary. My plan for this project is to make a short documentary on Social Media and its various effects on mental health.

February 2020: Production plan. First thing I did was work on planning out the various ways I would tackle the documentary, such as the subjects involved This also included a production plan where I put into place the logbook, investigation plan, Design plan for distribution as well as performance review and the various subjects I would like to tackle. I then went into Ideas on how I might want to lay out the documentary and whether to base it off social media privacy or mental health and ended up deciding on Privacy as the topic due to the current news with Cambridge being fairly recent as well as other reports coming out about data breaches.

February 15th 2020: Shooting Schedule & Script. Early on I worked on and drafted a few scripts for the documentary as well as quick shooting schedule for next week starting Tuesday 18th to get a quick idea of how I might tackle the various shots. at this point I have no storyboard done but plan on going over the script and refining it as well as working on the storyboards.

DateTimeLocation
Tuesday 18th February2:00pm – 4:00pmMy Bedroom
Wednesday 19th February1:15pm – 2:00pmNorth West Regional College
Wednesday 20th February5:30pm – 6:30pmPeace Bridge (Waterside)
Wednesday 20th February8:30pm, – 9:00pmDerry (The Diamond)
Wednesday 20th February9:00pm – 9:30pmGranny Annie’s
Thursday 21st February3:30pm – 4:30pmNorth West Regional College, Strand Building 6th Floor
Shooting Schedule

February 18th: Script revisions and Equipment list. I finished another script revision as well as got my equipment list planned out and I’ve realized I’ll have to book some equipment out from the college to be able to record from my camera but I’m able to get most of the other stuff sorted such as the tripod. I had to push back the recording due to the revisions to the script and other work having to be done in the meantime.

EquipmentUse
Camera – Sony A6300For Recording & Capturing Video Footage
Boom MicThis will be used to capture diegetic audio in scenes from people being interviewed
USB Power BankThis will be used to keep the camera as well as my phone topped up during shooting and while out
TripodThis will be used to hold the camera steady and keep it in the correct position while capturing footage
Weatherproof CoatTo keep myself warm and protected outside in-case it starts raining
SmartphoneTo keep the various storyboards saved for easy access as well as take background photos as evidence
USB power Adapter This will allow easy charging and connecting my camera and phone to my laptop
Equipment Table

February 25th: Location List. I got more of a formal location list planned out for the different placed I’d like to shoot as well as more work done on the script after feedback from my tutor to where I’m happy to work on the various storyboards now and plan out the various shots and types as well as get the timing correct.

February 31st: storyboards and Marketing plan. I’ve worked on my first storyboard set as well as did an in depth marketing test on Instagram including the research needed to find out my target audience as well as the amount of money needed to best achieve the most efficient usage as well as reach the biggest audience.

Instagram Marketing In app

March 3rd: Project Treatment Video Brief. At this point I managed to finally record and edit as well as upload my project brief video to YouTube, explaining in a quick manner the aims and goals of the project as well as being a test on my filming & editing skills. I think it turned out well.

Project Brief

March 7th. Video footage, Story Boards halfway & Music Video. The last week I’ve been fairly productive preparing the storyboard as well as the locations and topics I’d like to cover as well as revising the script a bit to include questions to ask students and locals about social media and get their opinions to help lengthen the Documentary but also get another point of view and side. I also worked on collecting some stock footage I recorded of some local landmarks and worked on some photography for a music video for the class.

Some captured footage

March 18th. Just back from a trip in Malinhead and I’m not sure if I’m able to film my documentary as there’s a virus going around but hopefully it shouldn’t spread too far and we can all get back to filming.

May 7th. Lockdown and Idea Changes. I’ve been in lockdown for almost 2 months now and the various ideas I had for the documentary would have to be changed due to the creative intentions not being possible without interacting with others and being locked indoors all day, so I’ll have to come up with some new ideas. The social media documentary can be put on hold plus our teacher has informed us we can do a short 2 minute tour/guide of how we spend our time during lockdown.

May 18th. Product Photography, Idea Changes and starting filming. After a while I’ve completed some photography indoors by starting with some product photography experimentation and exploring what I can do while indoors and I’m happy with the results, getting various games as well as a record. I’ve also worked on a few idea changes which I can do whilst indoors as I still want to work on a documentary. They involve: Physical Media Preservation, User Generated Content Platforms and Finally Game emulation and preservation through those means. I decide on a documentary on Physical media as it’s easy to tackle indoors. I collect some footage on it to help the progress and map out how I might want to shoot it.

Video Capture Test Pan & Tilt

May 20th. Topic Switch. I decided to switch to the emulation preservation as I’ve had a huge interest in it during lockdown and wanted to try and tackle that instead as a topic and already have a lot of knowledge on it.

Raspberry Pi – Linux Based PC

May 24th. Storyboards WIP & Script Complete. I finally completed the script and got working on the storyboards, finally starting progress on properly filming as well as voice recording.

May 27th. Project complete and 18GB of video being uploaded to YouTube. I decided to record my video documentary at 4K and edit and render at the maximum quality as YouTubes compression really affects bitrate and higher resolutions are less effected so in the meantime it’s on it’s way to YouTube finally.

LO2 – Investigate and Planning

Introduction:

Media Distribution plays a key role in how the industry evolves and changes over time, the technology involved allows various creative changes and advancements which allow more ease of access to the end users as well as well as more instant ways to obtain movies & TV shows and get money into the creators hands. Historically the control over this production process has drove the growth of large media companies due to having larger sums of cash to distribute and market this media, making it very limited for up and coming directors, artists, game designers, musicians etc. to get into the industry but over time, new advancements in technology have allowed new distribution methods which we’ll be going over which have enabled more intuative and faster ways of creating and sharing media which have added more to the production process in terms of creativity as well as how media is consumed challenging media distribution companies and creators.

History of Media

In The Beginning:

Through history, Media distribution has changed rapidly, especially recently and shows no signs of slowing, especially during todays trying times with everyone being stuck indoors. I’ll be looking at the evolution of media from VHS, Vinly, Casetts, Books, Betamax to DVD to Blu-ray and now streaming and the changes this has brought to the industry and what these changes have done to media consumption. I will also be looking into the subject of Piracy and how that’s also being changed and tackled in the industry.

In the Beginning, Film started off in the early 1900s being shown in movie theatres. This was the mass way to access movies as they required specialised equipment as well as the right environment to host and display these movies. Back in the 1900s, movies were recorded onto a film reel and this early on were typically short and had no sound to speak of. These were very limited in terms of scope and who could view them as they were limited to very specific locations. Although due to popularity, thousands of theatres were built in the next few years.

Film Outside The Theatre:

The first time film was able to leave the theatre and to a mass market audience was in 1971 thanks to the Sony Developed U-Matic which allowed the playing of Videotapes inside a cassette as opposed to the film reels used in theatres. This introduced videotapes which at the time were 19mm thick and known as “three-quarter” tapes. One big advancement these made at the time were the use of fast-forwarding and rewinding. This was thanks to one of the reels running being able to run anti-clockwise. This would in turn enable easier home viewing as the tape could be rewinded incase the viewers missed something or wanted to re-watch the tape.

Throughout the years, the videotape evolved gaining more efficiency but while still having the limitations of an analogue media format such as lacking image quality, with it being limited to around 250 pixels horizontally and due to the resolution and size limitation, colour was also limited massively, resulting in a poor image, even on the standard of CRT Tv’s. Another huge downfall of VHS and tapes was the durability, being made of plastic and having multiple moving parts meant that wear and tear was a huge problem, with the resulting case being the deterioration over time and the worsening of the image quality due to this. Finally was the easy of use. With a VHS tape in order to skip scenes, go back to a previous scene or rewind, you had to slowly wind it back or forward and sit through the slow process in order to get where you wanted. Despite all these limitations, it was hugely important in the advancements of media, allowing the use of someone’s own media outside of broadcast TV and the theatre.

Between 2000 and 2005 two different formats appeared for media distribution and watching. One being HD DVD and the other being Blu-ray. This was the start of the hi-definition optical disk format war which took place between 2006 & 2008 with Blu-ray coming out on top. This was a way to deliver high quality, high resolution and high bitrate versions of films to consumers and trounced regular DVDs in terms of quality, offering features such as 3D, Dolby Atmos sound, High colour depth and HD support to the home.

Blu-ray logo

In 2007, the company Netflix, known for their popular DVD distribution online, introduced movie streaming. This allowed users to instantly access a handful of shows and movies on their PC for an extremely cheap monthly price. As movies are formatted efficiently and easily, these could easily be delivered as video streams to web browsers and easy to access. from 2008 to 2010, it expanded it’s library and service to the Xbox 360, TV set-top boxes, the PS3, Smart TVs and other internet devices but most importantly the Apple iPad, iPhone and iPod touch, allowing a wide range of people access.

With the money Netflix received, they were able to expand their library through their own “Netflix Originals” by funding creators to make shows for them without the creative restraints off industry giants like Sony. Thanks to this shows like “House of Cards” “Orange is the New Black” “Stranger things” and more came out of it, making Netflix an enticing and well talked about platform as well as taking from the music industry with it’s easy to use subscription service, making piracy unnecessary for a time.

The Take Off of TV

In the meantime, broadcast television was also available starting from the 1920s in very experimental forms and after WW2 an improved version of black-and-white TV became available and was popular in America and Britain. It started off as mainly revolving around influencing the public opinion, acting similarly to newspaper and radio at the time which due to evolutions in technology such as colour, VHS and greater resolutions + affordability, had become a staple of more and more homes and in the 2000s had greatly increased in popularity as well as had a lot more going for it such as broadcast shows, now being more than a way to influence the publics opinions.

Similar to Movies, TV has taken a similar approach, with BBC, CNB, Fox and more making their shows available on their own streaming services as well as some appearing on Netflix and amazon prime. As shows are a straight to TV affair, they’ve primarily either hit one of the major streaming platforms first or have ended up on their channel owners streaming service straight after airing. Netflix has created hugely popular shows, releasing only when a season is complete while other services may release whenever the episode is complete. these streaming advancements have made movies and tv shows easier than ever to access this great content for an exceptional price compared to Blu-Rays while being high quality enough for the average user.

Now we’re in a time where streaming services have taken over, but there’s more and more quality issues due to a lot of Marvel and Warner Brothers content being moved off Netflix to Disney+, Amazon Prime and other services. This causes a lot of fragmentation and confusion for users meaning that piracy might once again become an option. Also with the current Covid19 impact on the various industries, some companies have been trying Direct to Streaming, with “Trolls World Tour” receiving huge success with it earning over $100 million in it’s first week and the recent big budget Scooby Doo movie “Scoob” recently launching, this direct day one rent seems to be a big hit. Although the Scooby Doo movie having issues for renting outside the US seems to be driving up piracy due to it being hard to access, despite being available on so many platforms.

Audio? Rodger Rodger!

Radio introduced the ability of sending radio waves over different band frequencies in order to send a signal for communication. These are waves between 30Hz and 300GHz and are part of what’s known as spectrum. This was the whole idea of radio, communication. from the high ground, through water, earth & even train tracks, it enabled communication. The first radio news program was broadcast in August 31st 1920 with the first college radio station beginning broadcasting on October 14th 1920. In 1947 AT&T (US based mobile telephone service) introduced their mobile service to one hundred towns with it being a rarity due to the high price as well as only three radio channels being available but this introduced a whole new market and use of radio waves which is still used today.

By 1950, virtually every country had adopted a radio broadcasting system, typically operated by the government. commercial radio was also available. In 1955 radio ownership greatly expanded in Japan, the US an EU and in the 1960s expanded even more due to the introduction of inexpensive portable transistor radios which became practically universal around the world.

Radio would be home to Music as well as Radio shows and has always been but though various iteration and evolution, in 1948 we got Vinyl LP records which had grooves with various bumps which were put in by the creator/production studio which allowed for analogue playback at home. This progressed till 1962 with the compact cassette which was another popular medium of music at the time and was cheaper and allowed music to be taken on the go or played in cars, allowing people to listen to something other than the radio.

These introduced a huge change into the industry. User recordings. People could make their own recordings, take songs from other tapes or records and record them onto the tape and do mix tapes. The inexpensive price made this easy to do with the only downside being those similar to a VHS as they lacked in quality, space and rewinding/fast forwarding through songs was difficult. Both these formats evolved and bettered over time until 1978 with the introduction of the Laser-Disk, which was a digital disk engraved with the data and which was read through a laser. This introduced the huge benefit of storage. CDs were able to contain a lot more data and were able to hold high quality audio, even better quality than vinyl. This revolutionised music, making it smaller and even easier to carry while keeping the great audio quality.

CD’s and Player

The Revolution of the iPod came in 2001, when apple released this small music player, with an astonishingly big at the time, 5GB of storage, allowing for what apple claimed you could put “1,000” songs in your pocket. While a hard drive may be clunky for a portable device and has it’s own problems it was revolutionary. Being able to take your entire music library on the go in a compact device changed the industry. Users would require a mac as they needed iTunes but apple eventually made a release for windows. The iPod would improve and evolve over time, adopting Nand flash storage, as well as getting smaller in size and better battery life.

Although music was mostly distributed through non encrypted file formats such as MP3, FLAC, AFLAC, OGG & WAV which was a container which could be read through any device and it also wasn’t too large, it was easy to distribute online and write onto CD disks for distribution without any loss in quality. this was extremely prevalent with an easy to access piece of software called Napster. Napster acted as an easy to download music client, allowing the users to find any song within minutes and download it. It acted as an early torrent application and left companies scrambling to take it down.

Even after being taken down new alternatives kept popping up such as LimeWire and more. Although on the 7th October 2008 this was all changed thanks to the release of Spotify. Spotify was a music streaming service which made music extremely easy to access on any device through a small monthly fee. It took off due to its ease of use. With all the free piracy apps being taken down and Spotify having all those songs for a small monthly fee as well as providing correct album art, meta-data & tags as well as offering options to download music to the device at a high quality, quickly it took over as the standard.

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Spotify growth 2018

On the Radio side, nothing drastically changed. Mobile Phones received the ability to connect to radio networks through the use of headphones or earphones. In 2000 the concept of attaching audio and video to an RSS feed was invented. 2005 was the year where this really took off thanks to the release of iTunes which while hosting music also hosted podcasts. At the time podcasts were considered niche but Apple CEO at the time Steve Jobs believed they were more, stating:

Podcasting is the next generation of radio and users can now subscribe to more than 3,000 free podcasts and have each new episode automatically delivered over the internet to their computer and iPod

Steve Jobs – 2005

Over time podcasting has grown massively with Apple announcing in 2013 over 1 billion podcast subscribers. Now in 2020, the market has become huge, with Spotify wanting part of the industry. Ads in podcasting were usually static, meaning the ads were inserted during recording. More recently dynamic ads have been added, where ads can be inserted during download, meaning that users downloading episodes from years ago can still receive relevant ads. Also since the introduction of iTunes, apps known as podcatchers have been made which removes the fuss of finding RSS feeds and adding them but instead search various podcast archives for the users.

Let’s A Play!

The videogames industry is one of the most recent industry and has made some of the biggest strides in changes to technology and distribution but which still needs the most work. Started in 1952 as a test on early post war mainframes designed for massive number crunching, calculations & code breaking. In 1952 W. Hignbrotham created “Tennis for Two” on one of these which was a simple 2d tennis simulation. Although it wasn’t until the 1970s where these were taken to the arcades for mass access and commercial application in the form of arcade games. in 1972 the first introduction and generation of the home console was released as the Magnavox Odyssey which could be hooked up to a TV set.

Magnavox Odyssey

The Gaming industry was massively growing thanks to the arcade and many home consoles with games being distributed through cartridges. The arcade business was especially booming with titles like “Space Invaders” “Asteroids” and others growing in popularity as well as becoming more complex due to hardware innovations. Due to the seemingly massive popularity, lots of companies jumped in hoping to make a quick buck from games but due to technological hurdles such as storage space on the cartridges being limited as well as lack of quality control this lead to the downfall of the industry in 1983, being known as the videogame crash of 1983. This crash nearly destroyed the American Videogame industry at the time. While this seemed like the death of home consoles for now, arcade had massive releases such as Pac-Man, Dragon’s Lair, which made use of laserdiscs to include high quality full motion video, Mario Bros in arcades as well as the impressive Pole Position, The Arcades were doing well.

1985 saw the release of the NES by Nintendo outside of Japan, which included “Super Mario Brothers”. This began the Resurgence of Video Games in the West and brought games never seen before thanks to its processor running at 1.79 MHz its custom PPU and 2kb of onboard RAM. with games ranging from 8kb to 1mb in size. 1989 saw the Gameboy release, with its monochromatic display and ability to play games on the go, enabling it to become the greatest selling handheld ever made.

Super Mario 1-1

The 16 bit era saw massive graphic improvements thanks to faster consoles as well as PC enjoying it’s fair taste with games like “DOOM” in 1993 releasing, but it wasn’t until games started to adopt CD ROMs that more improvements in accessibility, technology, scope, design and scale were made. Myst started this trend in 1993 including high quality pre-rendered backgrounds. The Sony PlayStation greatly evolving games in 1995 with it’s use of CD ROMS and increasing power, resulting in huge 3D games to the mass market.

PlayStation 2

As Hardware got more powerful, Games got bigger and more beautiful, DVDs moved to Blu-rays with the launch of the PS3, PC was moving in a different direction, away from disks. In 1998 valve released their game Half-Life which included a client known as steam, which sole purpose was to act as DRM and updates for the game. It officially released in 2003 as a store for downloading and updating games instead of relying on disks. As for consoles this wouldn’t hit until Xbox Live Arcade in 2005 where it was integrated into the consoles menu, allowing for smaller titles to be downloaded on the console. Over time the size increased and more and more games became available to download.

Indie Games

This created the Indie Game Movement, as smaller, independent developers were allowed an easy way to publish their games to the big consoles and have players pay and download them. This allowed the creation of new studios as well as allowed the developers full creative control without having to appeal to a mass market, creating games like 2012s Fez, Minecraft, Terraria and more Hit’s to reach the store and reach a mass market. The opening of these marketplaces on consoles and PCs also allowed for game Demos, which acted as short slices of the game to allow the player to gain a feel without paying for the game and possibility regretting their purchase.

One of the biggest Advantages of downloading and online stores was updates, DLC and patching. Developers could release a game and if their players found an issue or the online matches had an exploit, the developers could patch and fix it, which was extremely useful when games such as COD and Halo were very popular online. Games could also get additional paid content created after launch such as extra levels. The storage speed advantages of Internal storage eventually took over in the 8th generation of consoles with games either fully or partially being installed on the Hard-Drive with sometimes the disk only being used for verification of ownership allowing for massive worlds, large & high resolution worlds and assets and much more.

In 2009 a streaming service known as OnLive was announced, later being launched in 2010. This was a game streaming service, allowing users to have their games run from a computer on a server and broadcast to the user over the internet. Although this was set up to fail in the start due to it’s high price tag for a technology which didn’t function well especially with the internet speeds available in 2010 as well as the games still needing purchased individually. In August 2012, OnLive suddenly laid off it’s entire staff, having a quick death to the company.

The gaming industry has constantly tried to catch up with the Movie and Music industry with their streaming services, giving the companies complete control and leaving the user no ownership of their games but offering some benefits such as playing high, graphically demanding games on the go, on a phone or less capable PC or laptop. This opens up the doors to many people who just can’t afford a console or high end PC and want a good experience but it relies on a good internet connection which is becoming more and more common.

A lot of streaming platforms have launched since OnLives attempts back from 2010 to 2012 but none have managed the success that the Music & Movie industry has. PlayStation now attempts to bring game streaming of PS3 games to the PS4 with very poor results even on a good connection, with other services having their own limitations such as Project X cloud only being 720p or NVidia’s game streaming requiring the user to wait to play a game. Steam also provides one but is limited to local networks only.

With the release of Google Stadia this might all be improving, with it releasing in 2019 at a Pro Tier but just recently receiving a free bundle, It might be the way future for game streaming as the internet requirements are extremely modest, it only requires a web browser or android phone and it’s game selection already being quite impressive. This opens gaming up to a lot more people who don’t have the powerful hardware to run these games and with WiFi improving and 5G, can only get better.

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Let’s Read Into It

Books has been a hugely physical media and has been the longest one out of them all but it’s also been the one with the least change. Starting off as ink on paper which was hand written, with the earliest recordings being 2400 with Papyrus scrolls to the first printed book in 868 AD, which used a block of wood with characters carved into it with ink which was placed onto a block of wood to create a print on paper. Over time the process got easier with mechanical printers although in 1985 we got our first taste of the early audiobook with the first books on CDs.

It wasn’t until 1989 when the internet came around that books could hit the internet but this wasn’t widely popular. Up until 1995, books were primarily bought in stores, rented or taken out from a library or shared person to person, but one man changed this with the launch of Amazon.com. This site made by Jeff Bezos, was the very first online bookseller, offering a wide choice of books to buy online. The idea was to remove the limit offered by traditional book stores.

This turned out to be a huge overnight success due to it taking losses for the first 4-5 years. This revolutionised the way books were sold and obtained as people no longer had to travel to a bookstore and could potentially access hundreds more books than they could have before. in the early 2000s, eBooks were starting to take off but this could never really take off due to no standards or protection, meaning the books could be shared and pirated easily.

In 2007 this all changed thanks to the launch of the Amazon Kindle. Books didn’t evolve much from their initial concept, only how they were obtained, with scanning of books becoming easier and the amazon kindle popularising eBooks as well as the standardization off book distribution as ePub and PDF with the kindle store acting as the DRM. The revolution of the Kindle and other eBook readers meant people could carry a small, light, portable tablet and carry thousands off books with them on the go instead of having to carry heavy books with them, also reducing the use of paper. Although, despite all this, physical paper-backed books act as a popular reading method for those who enjoy holding the book and turning the pages and the ownership of a physical copy.

Now Books are moving towards Audiobooks, with Amazons own audiobook service Audible becoming hugely popular due to it’s mass advertising and offering the ability to listen to books while doing other tasks such as cooking, exercise, gaming and more. Audiobooks also offer unique extras such as some being read by certain authors and having slowdown options, abilities to easily select chapters as well as being drastically cheaper than buying physical copies and it’s including free books monthly for Amazon Prime members leaving new people the opportunity to try it for free.

LO3 – Design & Create – Media Distribution Plan (Revised for Covid19)

The Changing Models of Media Distribution and the future of streaming + Patterns

With Media such as Movies, TV shows and Music moving to a streaming first distribution platform, with many shows launching first on Netflix, Amazon Prime and other big streaming platforms first or never hitting Television, with some movies such as The Irishman, hitting Netflix first before heading to cinemas. This has made content more accessible especially during the current pandemic where all film theatres are closed and the most accessible ways to watch film being through online streaming. With Statista claiming over 180 million Netflix subscribers and that number rising due to everyone being at home, seems streaming will take over as the default. Also this year, “Trolls World Tour” launched straight to online and had massive sales, apparently racking up more for Universal in 3 weeks than the original trolls did in 5 months, due to it’s higher rental price on streaming platforms of $19.99 and it’s accessibility over having to go to a theatre and buy a ticket, with this trend seeming to bring success to Warner Brothers “Scoob” which followed the same distribution method with a worldwide release, although with some initial complications.

The Product being a documentary would also make it a video, being easy to sit back and consume on Televisions, Mobile phones, Cinemas & Consoles. Videos are supported on most platforms and the video streaming industry is one of the largest in the world, amassing 42.6 billion USD in 2019. The audience I would like to target would need internet access to use social media so that would narrow my results down to those with internet access which means they would be able to stream media and would most likely have viewed video ads in the past. This would lower the cost compared to traditional newspaper, radio or Television marketing due to Social Media making marketing easier than it ever has been, with just 2.5 billion monthly active users on Facebook alone (https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/) This makes it more viable than ever with the target audience so far.

Demographic of Content

This means the best option for my content would be to premiere it on a platform such as YouTube or Vimeo which offer free uploads. Nowadays these movies are heavily marketed on social media through ad targeting, so younger kids or parents may receive ads related to “Trolls World Tour” due to it being a family film and the ad platform, whether it be Google or Facebook determining whether they would be interested in the content. The same could be said for Scoob. As my piece would be a free documentary based on Gaming, I would mainly target Instagram and Snapchat as Audiences as they both have large audiences, 1 billion & 360 million respectively but mainly because they have more of a teenage/early adult audience with over 72% of teens on Instagram and 73% of U.S. teens say Instagram is the best way for brands to reach them about new products or promotions according to the Omnicore Agency. With Snapchat claiming over 78% of internet users aged 18-24 on it’s platform. This would match with the gaming audience as well as people, lining up with the demographic from 1996-2000 who would be interested and nostalgic in older games they may have played as a kid. Being that gaming is a mostly male interested demographic and more adult based medium with 65% of Adults in America playing videogames I would most likely want to target that range.

Distribution Platform & Marketing plan

My Marketing plan would be to advertise my short documentary on Instagram for a budget of $75 running for 15 days, mainly targeted to Males and those in the United states, as that’s one of the largest countries with interest in gaming in the world.

Since I am working on a short documentary for NoBigEgo on Social Media and it’s various impacts on today’s generation while evaluating what can be done to improve our usage of social media and better secure our data. This requires a deep understanding of the product, the age demographic who would be most interested, the gender most interested, the platform the target audience will most likely use (Be it Facebook, Twitter, YouTube) and the most interesting way to get them hooked.

The Product being a documentary would make it a video, being easy to sit back and consume on Televisions, Mobile phones, Cinemas & Consoles. Videos are supported on most platforms and the video streaming industry is one of the largest in the world, amassing 42.6 billion USD in 2019. The audience I would like to target would need internet access to use social media so that would narrow my results down to those with internet access which means they would be able to stream media and would most likely have viewed video ads in the past. This would lower the cost compared to traditional newspaper, radio or Television marketing due to Social Media making marketing easier than it ever has been, with just 2.5 billion monthly active users on Facebook alone (https://www.statista.com/statistics/264810/number-of-monthly-active-facebook-users-worldwide/) This makes it more viable than ever with the target audience so far.

This online advertising also enables sharing, with it being easier than ever with all social media platforms having a share button, for not only people to discuss the video in person, but depending on how interesting they find the topic, sending it onto their timeline for potentially hundreds of friends or followers to see and so on, creating a conversation on the product. With our Documentary being on a very controversial but relatable topic, with mental health being linked to social media and the topic being about the platforms, this will hopefully drive discussion and conversation, helping reach a much wider audience.

Being that my audience would be online and with the topic being focused on social media, I wanted to look at the highest addiction age as those would be most likely to be affected by depression as well as the most usage on social media and the highest changes of engagement and targeted advertisements. Social media sites and companies such as Facebook and Google have become experts at scrubbing data and evaluating a persons likes, family, relations, politics, location and more to target advertisements and posts, leading to bringing their viewers into an endless loop of posts or videos which can be dangerous. My goal is to have ours stand out and bring attention to the target audience of someone who may have a slight addiction on social media and get them to take action, whether that’s through an ad or naturally appearing on these endless scrolling sprees.

Looking at Statista on users in the US who report being addicted to social media, reveals that between the average of 18-22 year olds, 40% reported feeling addicted to social media during an April 2019 survey with 5% saying they’re completely addicted (https://www.statista.com/statistics/1081292/social-media-addiction-by-age-usa/) . This still leaves 23-38 year olds being almost 37% with 15% saying they feel completely addicted. Looking again we can see that the average of users between 18-34 are the majority of users on Facebook, making them the most likely age candidate to target. (https://www.statista.com/statistics/376128/facebook-global-user-age-distribution/)

Gender is an important factor in deciding who to market to, with a lot of products being made for a specific gender over another even if they may not seem like it. A film may be inclusive to everyone but it may be more action centred and therefore targeted towards males or it may have a strong female lead instead and be targeted more towards females. This can help get a tighter interest and hone in a certain audience while spending a budget on social media. Since my Topic is partially about mental health I feel like it could equally be targeted towards both genders equally, but with a more technical look towards the data protection, while I’d like to get both genders as it affects both, I feel like a male audience may be more interested as well as a slightly older demographic.

Location is a huge factor too, especially when looking at mental health related to technology. This will leave more well off countries such as Asia with it’s high mobile phone number of 1.33 billion, The United Kingdom with just under half the population having access to a smartphone and The United States with more than 80% having access to a smartphone. I will want to target an English Speaking Audience so the main Target I would want to go for would be the US and UK

Lastly, looking at interests, I would like to target those who may be into Video consumption, whether that be make-up tutorials, film reviews, gaming, shopping etc. as these all correlate to a huge audience of social media and some of the addictive interests presented.

After research, I have come up with targeting the age ranges between 18-34 year olds who are male and living in the US and UK. Lastly looking at the different social media platforms and who would most likely be using these various platforms. I have come to the conclusion to Market the video on Instagram, with its monthly user numbers of 1 billion (https://blog.hootsuite.com/instagram-demographics/) but have it be hosted on YouTube as a link to bring users, enabling them to cast to a TV or watch on their phones in landscape in a more comfortable manner as well as take in the information presented.

The Results:

Marketing Outcome

Looking at the test demographic presented, with the link leading to the YouTube video and the target audience discussed, shows a potential reach of 15,000 up to 39,000 over the period of 15 days for £75 which is a lot cheaper than advertising on TV to a potential audience who might not care or be interested with most kids or young adults living online now instead of consuming content through traditional television any more.

These results and research has helped me gain a deeper understanding of advertising and its importance as well as target audiences and how to best research and target them on the various platforms.

All films, shows, toys, games, products and forms of media require marketing to reach an audience. It’s one of the most important things a business can do. Not only to build awareness of the product but to bring in potential customers and revenue as well as engage customers and help build a better profile on interest in the brand.

LO4 – Presentation:

Is Emulation The Future Of Game Preservation?

Documentary On Media Preservation (updated and changed for covid19 & current pandemic)

Script:

Shots of various consoles playing various older or emulated games, sliding into view with different cuts and fade animations

Media preservation is a huge topic in todays world with movies, music, books and games. Physical media can only last so long and with music and movies being as portable and easy to access as they are on any device, it would make sense that games are the same. Unfortunately since games are a lot more complex and made up of tonnes of parts this isn’t possible or at least easy.

This is where emulation comes in. Emulation acts as a layer between the game and your own computer, phone, or even modern game console. It’s a programme which job is to convince the game it’s the original console as well as being able to understand and reproduce the games graphics and mechanics similar or exactly the same as the original.

Emulation has gone through various legal issues since it’s inception, being targeted by companies like Nintendo, Sony, Atari and more, until Bleem. Bleem was a company who managed to reverse engineer the PlayStation while it was still popular and create an emulator for the Apple Mac, not only allowing the games to be played on that hardware, but surpass the Original, offering higher resolutions. This was only allowed if the user owned a CD ROM of the game but Sony didn’t take kindly to this, filing a lawsuit against Bleem. Surprisingly, well they won, with the court deeming the emulation legal. While they were sadly left bankrupt. Since this clean (No knowledge of source code) reverse engineering has left emulation legal with emulators being freely distributed online.

But What about the games? Sadly the only stance on games is that uploading the ROMs online is illegal and Nintendo, Sony, Microsoft, Square-Enix and other companies will take action and pull them down. While some say extracting the games from your own disk is okay or even downloading copies for games you already own physically (Due to the awkward nature of ripping Game Cartridges or CDs.

So why Emulate and not just play the original console? Well for some consoles this just isn’t possible anymore, due to failing hardware and for others it’s just difficult or the experience is poor, such as plugging your old console into a modern TV requires mass amounts of work such as adapters and even then, the image may look poor. While others online have taken to modding their consoles and adding HDMI solutions, this is costly and complicated for anyone just wanting to play some Super Mario Bros.

Emulation introduces the ease of just downloading or ripping the game and playing it on your PC, phone or even console itself. Many companies such as Capcom, Konami, Nintendo & even Sony, have released their games through compilations or through their Online Stores for purchase, all using emulation due to the free emulators online, providing very little work.

One other huge benefit of emulation is the ability to make the games look and even play better than the original version on its hardware. Emulators are able to play and run games at their Original Resolution, or even higher such as 4k, leading to a much better presentation. This is most helpful for blocky 3d games from the Nintendo 64 and PlayStation up to the PlayStation 3, Xbox 360 and Wii, sometimes transforming the game so much it still looks modern due to it’s art style. They allow new technologies such as Direct X or Vulkan to render the games, letting them run more efficient than before as well as some games being able to take advantage of the higher power offered by PCs, allowing them to run at higher framerates through modifications. So much can be done to make these older games playable and offer even better experiences than the original.

One of the Biggest things emulation has brought to the table has been new developers. Whether that’s people coming in and changing some things about the original game, fixing issues, adding new characters, levels or straight up making new content entirely for it, it’s given us more content as well as game designers in the industry, with fresh new ideas. Take Christian Whitehead for example, a previous Sonic ROM hacker. He went from creating impressive Sonic Tech Demos to working for Sega as head on their hit new game in 2017, Sonic Mania with it receiving the highest reviews a sonic game has in years. With other developers going on and creating games like Freedom Planet, CSGO and more.

So you’re probably thinking with everything it can do, its probably extremely difficult to set up. Well not really, with all it requiring being a $35 computer and micro SD card and some time. Here I’ll show you the process of setting this computer up and hooking it up to a screen to show how easy it is.

“Show Process”

In the end, I’m able to play everything from the NES to the PlayStation this easy, and with a decent Phone or PC you could even do the PlayStation 2, GameCube and higher, with Nintendo Switch emulators already being available. With companies adopting this technology, I believe even when we eventually reach a generation without physical media, emulation will be the best way to play and revisit all these classic games or games we’re even playing right now.

LO5 – Performance Review

Performance Review

This document should be completed at the end of the project. This allows students to record the reflection and evaluation of their own learning through the project and to consider their individual performance.

Name: Conaire Meenan
Project title: Is Emulation The Future Of Game Preservation?
What was the project supposed to accomplish?

The Goal of the project was to bring awareness of emulation and it’s many uses in gaming and keeping older videogames relevant and still playable to this day with relative ease.
Did the project succeed in its aims? How do you know? Specifically, please outline any evaluation and assessment undertaken.

I feel like the project succeeded as it contained lots of factual information as well as videoed evidence of emulation being used to play older games.
What things do you think worked well and why? Evaluate all aspects of the project (e.g. initial inception, project activities and project outcomes) from a range of perspectives.

I think the factual nature of the documentary as well as providing a history and fair case on why it may be the best way to revisit older videogames long after they’ve been dropped.
I feel as from an audience perspective it would be a very short and to the point video, providing a lot in a shorter timeframe
What problems emerged during the project and how were they tackled? Was there timely identification of issues and resolution during the project process?

Due to unforeseen future circumstances and a pandemic, things had to be changed to make the documentary more doable especially at home, needing a complete overhaul and structure change to the documentary as well as topic change
What did you learn from undertaking the project?

I learned that I have to get slightly better at time management and set more realistic goals as being over ambitious led to crunch and me having to take up late nights as to finish the project in time for NoBigEgo
How would you rate your performance as project manager?

I would say my performance in the project was good considering the circumstances and having to redo and change a lot about the project to make it work. In terms of planning and pre production I feel like my work was very well thought out and researched and it showed in the video and final outcome thanks to my passion in the subject as well as multi tasking abilities.
What strengths and weaknesses of your performance did you identify?

One of my weaknesses was my over ambition, which I feel made me push myself too hard and try to push out too much I couldn’t get done in time, requiring some to be cut out.
This was also a strength along with previous work in video editing and working on my own projects for my YouTube channel as well as self made film projects from college
How will this inform and support your continuous professional development?

This will encourage me to work more on my planning skills and develop them further as well as not taking on and throwing too much at myself while giving myself a reasonable amount of work without over tasking myself and ending up stressing out.
I feel like the experience gained will lend me to experiment with more documentary style productions in the future as I feel like I can provide a certain quality with informational content and keep it straight to the point

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