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PRODUCTION FOR MULTIMEDIA

The term multimedia constituents of two words, multi‟ and medium‟. Multi refers to many i.e.

at least two. Medium refers to storage, transmission, communication, representation,

presentation, input interaction and perception, meaning that it can refer to different level of

abstraction.

It also refers to a basic information type like text, graphics, images, audio, animation, video etc.

multimedia is as an integration of many types of media (i.e. text, graphics, images, audio,

animation.

Multimedia production refers to development sector for products that combine different types of

media (image, audio, video, animation) typically characterized for following the technology

field’s innovations, for the creative nature of its industry and for the multidisciplinary character

of its team video etc. on a single medium in the same information unit.

Multimedia production projects are complex. During the development process, a project moves

through the specialized parts of the team, from story creation to technical editing, with regular

collective review sessions Each stage is designed to refine the project with attention to the

client's needs, technical requirements and audience preferences.

SIX STAGES OF PRODUCTION IN MULTIMEDIA

1. Planning Meeting
A planning meeting is a crucial part of the multimedia development process; it creates a shared

vision for everyone working on the project. The meeting usually kicks off a project, bringing

together the team. During the meeting, the project manager communicates the major goals and

lays out the milestones. The meeting may include a discussion of the target audience and how

each division can help support the overarching goal.

2. Script Writing

Most multimedia projects have a story behind them. After the initial meeting, the people in

charge of the background story write a script, creative brief or outline. The text hits the main

points of the project and uses language that appeals to the audience in jargon, tone and style.

3. Story Boarding

A multimedia project usually includes multiple pieces: audio, video, imagery, text for voiceovers

and on-screen titles. Story boarding ties everything together; a story board panel for a scene

includes a sketch of the visual elements, the voiceover or title text, and any production notes. It

guides the process, keeps everyone in check and gives structure to the project.

4. Designing

During the design stage, designers take over the visual aspects of the project to determine how it

looks and feels. Using the notes from the storyboard, they create graphics, design the navigation

and give direction to photographers and videographers regarding the correct shots.

Depending on the project, the design stage might include graphic design, web design,

information design, photography or image collection. Design is always done with an eye toward

the audience.

5. Editing
Editing is one of the most involved and complex stages of the multimedia development process.

The people responsible for editing the project turn the various pieces into a cohesive product,

taking into consideration the time constraints, story line and creative specifications. Depending

on the scope of the project, pieces of the project may be edited separately.

For projects with a large amount of video, editing is often the longest stage of the process; a

minute of final video can take hours of editing. The editing stage usually involves internal review

iterations and may also include rounds of client review and editing.

6. Production

The production stage is when all the parts of a multimedia project come together. The production

staff gathers all of the edited assets in one place and puts them together in a logical sequence,

using the story board as a guide. The rough draft is then put through rounds of review and final

edits, both internally and with the client. To ensure that a project has the desired impact on the

target audience, a company may engage in user testing as part of production.

During this stage, test members of the audience use the multimedia piece while team members

observe. Depending on the goals of the project, the staff might observe users' reactions or have

them answer questions to see if the project hits the right marks. After user testing, there are

usually further adjustments to the project. Once the team and clients are satisfied, the project

goes out for distribution.


Audio and the Internet

1. Data Transfer Networks

The delivery and playback of audio over the internet differ from the traditional methods used in

an audio studio. They involve, a network (A system of computers configured and connected in a

way that allows them to communicate with one another). This allows the transfer of information

among computers. The internet is a large computer network comprising of many smaller

networks. Listed below are four main types of data transfer networks:

A. Local-Area Networks

A local-area network (LAN) is configured for a small area such as a home or a business. LAN is

geared to produce high-quality audio.

B. Wide-Area Networks

A wide-area network (WAN) is configured for a large geographical area. Often, WAN is

composed of several interconnected LANs.

C. Servers

A server is a computer dedicated to providing one or more services to other computers over a

network.

D. Clients

A client is a computer connected to a network configured to make requests of a server.


2. Cloud Computing

This refers to the practice of using a network of remote servers hosted on the Internet to store,

manage, and process data, rather than a local server or a personal computer. Some examples are

iCloud, Gmail, Sound cloud, Dropbox, OneDrive etc.

These are effective solutions for archiving and backing up audio off-site. Via an internet

connection, end users can access and work with data and software on a wide variety of desktops

and mobile computing devices.

3. Audio Fidelity

This refers to the variety of limiting factors that reduce the speed at which data is transmitted.

Large amounts of data can take a great deal of time to be transmitted from a server to a client.

A. Connection Speeds

The time taken for data to move from a server to a client is known as the connection speed. The

greater the connection speed, the faster a network can transmit information. Audio quality

changes in relation to the connection speed.

B. File Manipulation

Another way to improve internet sounds is by reducing the size of audio files. This is done

through manipulation and compression.

C. File Formats
Programs that play digital audio need to recognize the files before they can play them. Examples

of these formats include WAV. AIFF, Broadcast WAV Format etc

4. Podcasting

Podcasting was an early development in internet technology that allows users to create and

distribute their own audio productions over the web. Most audio podcasts are distributed in MP3

format which is playable in a lost all computers and mobile devices.

AUDIO AND SOCIAL MEDIA

The voice search and voice assistant ecosystem keeps reaching further into our lives and the way

we interact with technology. E.g. Amazon Alexa and Google Home are freeing us from looking

at our screens, which makes audio the most accessible format in a variety of listening

environments and spaces. Brands without strategic voice search guidelines will have a hard time

getting heard or recognized there.

Apple is expected to build their audio cred quite a bit over the next years by adding and

upgrading audio both their hardware and software products. A fairly good indication of their

affection for sound is the music’s role in their Home Pod ad, a piece that went on to win multiple

awards in Cannes Lions. Having an audio identity in this particular apple tree might just be the

way for your brand to get picked first.

social media platforms have also reacted to the surge of audio content by adding new voice and

sound related features. In fact, audio possesses some unparalleled qualities in nurturing and

strengthening the connection between brands and consumers in social media.


Today, most social media platforms are visual platforms.

 Text: Twitter, Medium, Reddit, Quora.

 Video: YouTube, Facebook, Stories (Instagram, Snapchat, Facebook, WhatsApp).

 Photos: Instagram, Pinterest, Tumblr.

 Audio: Sound Cloud, Spotify.

When you want to consume a video piece of content on social media—let’s say, on YouTube—

you have to be actively involved. This means that you have to watch the video. Or, when you

scroll down the Instagram feed, you have to see those photos.

But audio content is different: You can consume it passively.This means that even if you are

shopping, cooking, going to the gym or driving your car, you can easily consume audio. You

don’t have to be actively involved.

Peters said, “Audio content gives marketers and brands yet another incredible (and innovative)

way to connect with their audience on social media. Plus, audio is one of the most ‘personal and

intimate’ types of media available, allowing people to connect on a much deeper and more

meaningful level. At Buffer, we’ve used audio to repurpose blog posts, share snippets of our

podcast, say hello to our customers and much more. You have to be agile and willing to

experiment constantly on social media, and audio is the perfect platform to do so.”

When we talk about audio content, we aren’t only talking about podcasts: It can also be audio

content as repurposed articles, reply with an audio format to customers, creating music playlists

and so on.
And to be honest, we use audio daily (create and consume): We send daily voice message to our

friends in private discussions, we use voice to find out results (50 percent of all searches will

be voice searches by 2020) and we consume audio and voice. And I strongly believe companies

that are starting to use audio content in their social media strategies will earn a lot of sympathy,

awareness and also new clients in the future.


Reference

Apple May Go All-In with Audio, PrintEmail, By John P. Mello Jr, Jun 26, 2018 5:00 AM PT

3 Reasons Why Audio Will Conquer Social Media, Opinion: You can consume it passively,

By Robert Katai, June 21, 2018

Alten, Stanley R, 2014. Audio in Media, 6th ed. Wadsworth, Belmont, USA.