The Pulse Blog

By: Pat Bedall
If you've watched television during prime time recently you no doubt have seen it. The banner line at he bottom of the screen, usually accompanied by some sort of special sound effect, that reads, "This program broadcast in High Definition where available". Media technologists, broadcasters and even the salesmen at Circuit City have been talking about HD for years and now it has finally arrived. But what does it mean for you? Sure you can get clearer pictures and better sound on your television. But how can that affect your business? High Definition technology means more than just clearer images for the networks it can also have a direct impact on your marketing and communications strategy.

When considering your next video or multimedia project you should consider the following reasons to use High Definition technologies.

· HD looks better. Even when finished and released in standard definition television, down-converted High Definition images are noticeably superior to footage shot in any traditional video format. Finished in HD and viewed on an HD monitor, the widescreen images are simply astonishing.

· HD has a bigger impact on the audience. The goals of multimedia programs like training videos, Public Service Announcements, and marketing overviews are to inform, persuade, entertain, and motivate the viewer. With professional lighting and camerawork, HD provides clarity, image detail, and color warmth, which carry through to the final product. Stories told with HD images have an impact on viewers that is not possible in standard video formats. HD programs are more beautiful and powerful, convey more information, and hold viewers' attention longer.

· HD retains its value. Part of the value of any video production is the raw footage that can be re-used in future programs. As the viewing public moves toward acceptance of widescreen, digital, and high definition images, HD footage will retain its usefulness for the next decade, while ordinary footage suffers serious degradation when up-converted to HD formats.

· HD is a mature medium. In development since 1981, HD cameras and other equipment are as flexible and tested as standard definition equipment. In the field, portable HD cameras are rugged and lightweight -- similar in size to Standard Definition Betacam cameras and they provide equal sensitivity in available light situations. In addition HD field cameras can be outfitted for studio use for pre-produced or live program production. Images captured in HD can be digitally edited in linear and non-linear editing suites and output to DVD, Digital videotape, or as streaming media on the Internet.

· HD is a better investment. The cost of shooting in HD isn't much higher than shooting in standard broadcast formats like BetacamSP, Digital Betacam, or high end DV formats. And the cost for HD's film like images is far lower than 16mm and 35mm film. With its moderate cost, superior color and image, power to reach audiences, and long shelf life, HD simply offers more value.