Consumer Infomercials

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CHOOSING A TAPE FORMAT

If you have the money and demand the highest quality, shoot your info- mercial on film rather than on video tape. You will have more flexibility and the highest quality post-production effects available. Keep in mind however that a film project can cost as much as 10 times more than an info- mercial shot on video tape. For this reason nearly 95% of all infomercials are taped.

Chances are the production company you hire will try to convince you that the best tape format to shoot is the one they have in their studio. Those who use Beta will tell you Beta is the best. Those who use 8mm will tell you about the miracles it can do. If you shop around, you are likely to hear the advantages and disadvantages of every format there is.

BETACAM. This is currently the favored video format because it delivers the highest video resolution. Since Beta equipment is expensive, expect to pay more to shoot in this format. The popularity of Beta mastering tapes is disturbing, since no TV stations require Beta as an actual broadcast copy tape. All in all the Beta format is overrated because it is not used at the television stations themselves. (Average daily rental of a BetaCam with camera crew - $995.)

3/4-INCH U-MATIC. If you want basic broadcast quality at a good price, use 3.4-inch U-Matic. You can shoot and edit without having to change formats,and you can make same format dubbed copies of your finished master for broadcast copy. (Average daily rental with camera crew - $495)

S-VHS. This is a higher grade VHS with 400-line resolution. Although not particularly recommended as a "finishing" format, it works perfectly for non-sensitive outdoor shoots. If you're shooting testimonials from different locations, S-VHS will provide portability and acceptable quality. (Average daily rental with camera crew - $295)

• HI-8. Some production outfits build their system around this 3-chip Hi-8 camera format. In spite of its impressive specifications, Hi-8 has inherent shortcomings. Unless you want a home video effect for authenticity purposes, you should avoid this format at all cost.



• 1-INCH. Whereas all the previous formats are in cassette form, 1-inch tapes come in reel form. Since most cameras and editing systems are not built around the 1-inch format, it is never used for production. 1-inch tapes are used primarily for broadcast copy. Whether you shoot your infomercial in Beta, U-Matic, or S-VHS format, you may need to dub your finished master into a 1-inch copy for airing with some TV stations. (Average cost of 1-inch dub copy - $100.)
  
  

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