CIM 130 Interactive Media Concepts

Who Makes Multimedia: The Production Team

A large-scope, professional-quality multimedia product requires so much labor, so much of which is very highly
skilled and specialized, that no one person can accomplish it. So, development teams are ubiquitous in the industry.
Of course as in any business, there are small above the garage companies and there are large corporations
producing multimedia. The very smallest teams may include only a designer and a programmer, who subcontract a
great deal of the labor to outside specialists. However, most professional multimedia production firms include most,
or all of the following personnel. Oversight for success of the project shifts fluidly among the team members, who
not only contribute specific content or services to the project, but also sign-off on quality evaluations where
appropriate. Everyone on the team has true ownership in the project and may indeed exercise team leadership at
those phases where their expertise and judgment are paramount.

Project Manager
Coordinates development activities and assignments, communicates with the client, establishes and monitors
deadlines, and keeps the group on task and moving toward goals. Responsible for establishing and overseeing
budgeting of time, money and personnel. Negotiates with, or oversees negotiations with outside vendors and
copyright holders, and follows through with packaging and delivery of the product. Oversees testing and evaluation
of the product at all stages, or may delegate this responsibility to the appropriate team leader at a given point in
the process. Maintains a master set of all documentation.

Graphic Artist / Designer

Develops the projects visual environment, its look, as well as its interface. Generates storyboards from scripts and
flowcharts. May take on responsibility for acquisition of pre-existing art work and handle copyright/purchase
negotiations. Skills include both artistic talent, facility with graphics software and an understanding of effective
screen design and its role in the product interface.

Content Expert
Develops the project definition statement and objectives for the project, and is responsible for identifying and
collecting materials that form the informational core of the project. Consults with other team members on the
accuracy of the products objectives and content. Provides continuing review of scripts, storyboards, and mock-ups
to ensure that critical objectives are met. Background includes in-depth knowledge of the content, the audience and
their environments. In many cases, such as in education, the content expert may be the client, or supply the content
itself.

Writer / Editor
Combines the content and supporting media into a single unified project script. Writes copy for on-screen text and
voiceover audio content. On a small development team, the writer / editor shares responsibility with the
programming specialist for the development of documentation. Talents include strong skills in technical writing,
dialogue and the ability to describe visual material.

Authoring/Programming Specialist

Codes the instructions for the project based on the script, flowchart and storyboards. Uses authoring software or
high level programming code to produce the deliverable software package that is the multimedia product itself.
Skills include knowledge of the chosen authoring software and/or programming language, experience with
preserving the design and interface when actually coding software events and instructions.

Audio Specialist
Coordinates the development of sound media for the project, records, edits, digitizes and collects the sound media
required for the project. Background includes strong audio engineering skills and ability to edit and synthesize music
assets. Actual musicianship is a strong advantage.

Video Specialist
Coordinates the development of video media for the project, shoots/records, edits, digitizes and collects the video
media required for the project. Background includes strong camera skills, experience with multiple video formats, as
well as linear and digital video editing and production.

User / Testers
Writers sometimes complain that theyve never met an editor who showed the slightest understanding of what the
writers meant to say; all the editor knew anything about was what the writers actually said. Good writers respect,
even love this about good editors editors rescue writers from their own self-destruction. Its the same with
multimedia production. The above team members know perfectly well what they want the product to accomplish.
They know what it is supposed to do, and they are likely to experience it as insiders with privileged knowledge.
They will make unconscious adjustments and accommodations in their relationships with the products behavior.
Outside user / testers only know what the product actually does. They are the true reality-check and they are
therefore indispensible members of the team.

Others: Depending on the size of the organization / team, some of the following members may also be involved:
Application Designer
If the team is large enough to include this member, he or she is responsible for the creation of actual
content to meet project objectives. Directs the effort to discover, design and document the most effective
sequences, storylines and strategies for the product. Background includes strong communication skills,
visual creativity, experience designing interactive formats, and the ability to quickly size up and synthesize
the subject matter. Otherwise, these responsibilities rotate among the project manager, graphic
artist/designer, writer/editor and content expert. Concentrating oversight for overall design in a single
person enhances the products unity and coherence.
In the case of multimedia products which are produced for education and training purposes, this person
may be the Instructional Designer, who ensures that instructional outcomes are identified and consistent
with the projects learning objectives, learning activities and assessments. He or she strives to ensure that
the instructional activities are presented in an effective, efficient and appealing way.

Photographer
Some or all of the still photographs may be original-to-the-project, rather than acquired from photo stock
agencies or otherwise acquired as pre-existing images (with copyright approval, of course). A photographer
is contracted to produce any original photographs.