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Curricular Proposal for New Course Corporate Video: Media Entrepreneurship has been taught as TCM 494, for the last four semesters. This proposal is to move it forward to becoming a permanent course within the Cronkite School of Journalism's curricular offerings. General Course Justification: Every year more and more corporations are becoming involved in informational non-broadcast electronic media. Not all of today's information and news programs are for broadcast. In fact, more programs are produced for the corporate non-broadcast settings than in any other genre. You hear the terms: corporate television, industrial video, business television, closed circuit television, private television. They are all basic synonyms describing the business of informational non-broadcast electronic media. Trades supporting this growing discipline include: Multimedia Producer; Videography; Government Video; Video New Media Magazine; Interactive Media Business; Computer Video; Interactive Age; and, Digital Video Magazine. You even see the subject dominating current RTNDA Communicator, as new technology affects the traditional newsroom. There are more than sixty (60) corporate video networks in existence within the nation. The corporate use of television is growing. It is a world not quite as "glamorous" as traditional news operations, but: * it is a stable career path. The International Television Association (ITVA) is the interdisciplinary body representing this discipline. It caters to a membership of more than 10,000 in the United States. There are more than 100+ local ITVA chapters in existence across the nation. Its annual conference attracts approximately 8,500. There is a local chapter in Phoenix (which Dr. Craft helped found) and this could greatly assist our students in terms of placement and networking. At most universities offering corporate communications studies the track involves two to three coordinated courses. Here at ASU we have those courses on the books, but the track is not clear and the courses are not coordinated. This course was developed as the capstone course meant to build upon the existing TCM 235 (w/no substantial change — if it were ever possible I do support the notion this course should be split into three: current, field and audio); and, TCM 437, which as discussed we'll eventually bring into line. Our numbers will grow, as they have at other institutions, once direction is created and communicated. This will take time. Corporate video is one of the fastest growing areas of our discipline. ASU Course Justification At present the course is a small capstone service course. It provides an information processing and producing experience for students who've had substantial experience in field and post production (any two of the following prerequisites: TCM 235; TCM 330; TCM 437 or TCM 475). It is a significant community service as students interact with real world clients working with community non-profit agencies. In the last four semesters students have produced video promotions and training materials for: * City of Tempe, Kids Zone (thee videos for their after school program) This current semester students are working for: * City of Tempe, Kids Zone What the general corporate industry wants in student training is complementary to our curriculum: (1) a student interested in business — someone with a business sense. (These are just the reactions I've acquired in my conversations, some colleagues at BEA and the ITVA materials.) General Course Description: (2) It examines the special requirements of business, industrial, educational and governmental uses of video and electronic media. (3) It introduces the student to the entrepreneurial skills necessary to create and build a media business and explore the day-to-day challenges of managing that business. (4) The course exposes the students to the differing types of informational programs produced within the non-broadcast setting. These include video applications related to: corporate video news release; video conferencing; training; promotions; marketing & sales; motivational tapes; stockholder information; interactive video; and desktop video. (5) The course covers topics of media law from a producer and contractual point of view. Objectives: (2) The course provides real world opportunity to accomplish some of the tasks expected of the freelance and corporate video entrepreneur. Texts: The course requires no text as most are dated. Two are currently being written, which may be applicable: (1) The Real World Entrepreneur — Field Guide & Video (2) How to Be an Independent Video Producer. I'm reviewing both. Supplementary Publications: The Business Planing Guide, 7th Edition. TCM 235; plus one of the following: TCM 330; TCM 437; TCM 475 or instructor's permission. Students must be able to shoot and edit independently (this is not a production class). Credit: At the 400- level it would be 3-credits. Method: Lecture, discussion and practical exercise predominate. Visiting lectures, critics and the actual client will make appearances within the classroom to augment assignments, address specific topics and critique student performance. Assignments: The assignment is the creation of a product for an actual client. The students have produced for a number of nonprofit organizations including: The City of Tempe, City of Phoenix, Shoebox Ministries; Wickenburg Museum; and their current employers etc. The specifics of the assignment are as follows: (1) create an 8-12 minute informational video for an actual client Equipment Needs: Students will need equal access to the best equipment available. Particularly the AVID and S- VHS equipment. Keeping the class size small, we have easily accommodated this within the current equipment allocations. I'd like up-to-date desktop editing facilities, but I know Mr. Dove is working on it. I order to minimize an end of the semester equipment paranoia assignments are calendered and due on differing days. We've all worked together effectively in the past and I see no need to change that nature. My future guesses on what these equipment crunches will need our attention and cooperation: AVID time, (we are eventually doing to need more AVID capability and upgraded systems); and edit bays. TCM 494 MW 12:30-1:30 Instructor: Donald G. Godfrey Purpose: The course will introduce the student to the entrepreneurial process within non- broadcast video, focusing on the information process; and, the organizational and freelance responsibilities within the corporate video fields. Objective: (1) This course provides a hands-on opportunity working your way through some of the tasks expected of the freelance and corporate video entrepreneur. Students will be working, individually and in teams, with a "real world" client. (2) The course seeks to introduce the student to the entrepreneurial skills within the non-broadcast setting and explore the day-to-day challenges of managing such a business. (3) The course will expose students to the differing types of informational programs produced within the non-broadcast setting including: VNR, training, promotions, marketing and sales, distribution, etc. Prerequisites: TCM 235; plus one of the following: TCM 330; TCM 437; TCM 475 or instructor's permission. Students must be able to shoot and edit independently. Method: (1) Lecture discussion. (2) Criticism of existing corporate and student work. (3) Guest Lecturers/field trips. (4) Working with an actual client. Assignments: (1) Mandatory attendance. (2) Creating a video for an actual client. Grades: They are determined by your project, your portfolio and your attendance. Attendance is mandatory (you are allowed one non-excused absence from class — all others mean a full grade deduction per absence). Grades are earned. They are not negotiated! Schedule: Week 1, January 17 — Orientation - Independent, freelance and major corporate settings Week 2, January 24 — Avid/Editing/Camera Reviews Week 3, January 31 — Analysis and Criticism — Promotion Focus Week 4, February 7 — Analysis and Criticism — Training Focus Week 5, February 14 — Technical reviews -- Avid/Editing/Camera Reviews Week 6, February 21 — Scripting and script requirements Week 7, February 28 — Corporate Video Marketplace Week 9, March 13 — Spring Break Week 10, March 20 — Handling the news media Week 11, March 27 — Government video, "Destination Alberta, and "Yukon" Week 13, April 10 — Open Lab Week 14, April 17 — Open Lab
Final Exam — As scheduled per attendance requirements Video Assignment Directives Your assignment is the creation of a product for an actual client. The specifics of this assignment are as follows: You may select any client you wish. Your instructor has several assignment opportunities, or you may want to produce for your current employer or someone you know. Avoid selections of people such as brothers, sisters, friends etc. You get the idea – what you want is someone with whom you can develop a professional relationship, someone who is going to provide you real world client interaction. Experiencing that interaction is an important part of what you'll learn. Now, there are legal implications important to your choice. Those implications are the copyright and state versus commercial enterprise laws. Generally speaking, the non-profit client will be able to put your final project to use and a commercial client will not. In relation to the copyright law — it is possible you're going to be using some copyrighted materials (music) in this classroom experience. This is permitted under "fair use" provisions of the law. However, if you show or use your production for any other purpose you will be in violation of the copyright law, because you will not have paid for the rights to use the materials in those settings. If you use copyrighted materials, you'll need a CG disclaimer billboarded at the head of your final video stating: "This Production Is Restricted to ASU Classroom Use Only. Copyrighted Materials Have Been Used In Relation to this Assignment." We do have production music available in the School for your use, you may create your own keyboarding or you may use other music with the disclaimer. In relation to the state versus a commercial enterprise situation. The law prohibits ASU, as a state institution, from competing with private enterprise. Therefore, if you select a private business as your client, there has to be a clear understanding that the client CANNOT USE your assignment. The CG disclaimer for a project conducted for a commercial client should read: "This Production is Restricted to ASU Classroom Assignment Use Only." A similar statement will need to be worked into your written agreement which is signed by you and your client. Work your way carefully around all aspects of the law. It is important not only in terms of this assignment, but in all aspects of corporate non-broadcast video. You will need three (3) VHS copies of your program for your client, instructor and you. A clear clean notebook/portfolio is key to your putting your personal capstone on this course experience. You'll need to keep a detailed log of everything you do related to this course to create this notebook. There are five (5) primary sections to your notebook. Your instructor may be asking to see notebook papers throughout the course, so it is important to keep it up-to-date – particularly Sections 1-3. You'll need to hand in your notebook before the last day of class. |
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