L03 Be able to plan the pre production of a media product

Project management tools

The production of a digital media product is a complex project containing a multitude of tasks together with the allocation of a wide variety of resources. There are a number of tools that can be used to manage this product, which allow these tasks and resources to be allocated and monitored efficiently.

Project management software

Modern computer systems have allowed the development of software to manage projects in a more efficient manner. There are a wide variety of programs that have been developed that contain a range of features. However, most contain the following:

◦            Task allocation - A project is broken down into its varied tasks and these can be allocated to specific people working on the project.

◦            Scheduling - Once the tasks have been created, the whole project can be scheduled with specific timeframes being given to tasks. These tasks can then be put together to create the overall project by the deadline.

◦            The ability to consider dependencies where one task needs to be completed before another can be completed or begun) is used when scheduling, as well as setting milestones and deadlines to keep a project on track.

◦            Resource allocation - Each task, and the project overall, requires specific resources. This feature allows the resources to be allocated to specific tasks quickly and efficiently so that nothing is wasted and any gaps can be swiftly identified.

◦            Report creation/printing - Working within a team to create a project requires good communication, and a reporting function allows communication to happen quickly and efficiently. Reports allow information to be given to different members of the project easily so that they are aware of what their role is in the project. The features of a report allow the easy integration of different project aspects into one easy-to-read document.

Overall, project management allows all of these aspects to be created quickly and efficiently with the software carrying out most of the processing in the background based on the data that it is given. The software available ranges in price from free open-source products to those that charge monthly subscription fees, and finally to bespoke software that costs a large sum to purchase.

Spreadsheets

Project management can be carried out using spreadsheet software with the various cells in the spreadsheets allotted for task allocation and scheduling. There are a number of templates pre-built in to spreadsheet software, as well as specially created spreadsheets that are available for purchase. While not containing many of the automated processes of bespoke project management software, spreadsheets contain a number of functions and features such as colours, cells and autosums that allow them to be used for project management and the production of Gantt charts.

Production schedule

A production schedule is a timetable that allocates resources and processes to a project. Starting with the final deadline for a project, you work backwards, allocating tasks, resources, contingencies and time to the various aspects of the project. This document is continually referred to and checked throughout the production phase. It allows the production team to monitor where they are in the production of the product and ensure that they are on course to complete the product. It also allows productation team to check what task is next in the process and ensure that they have the correct resources ready to take place.

KEY TERMS

◦            Milestones - Checkpoints hurt into tasks so that the media production allows tracking of performance

◦            against a deadline.

◦            Gantt chart - A timeline schedule of tasks with resources allocated to them. Uses blocks of colour-to symbolise periods of time in a visual way.

◦            Production schedule - An overall view of a media production with all the tasks, resources and timescales included.

◦            Contingency - A back-up resource; extra time that is allocated to a task.

Working to timescales/production schedule

All media productions have a final deadline when the product needs to be delivered, either to the client or released for its audience. Failure to meet this deadline can have serious consequences for the production team. Deadlines are also used to reduce the cost of the production. All the people involved in the project and all of the resources needed cost money. The use of deadlines helps to reduce these costs as they can be booked for specific timescales only.

During the planning of the project, each of the tasks needs their own deadlines, which need to be met for the project to progress. Within these tasks there also need to be checkpoints (milestones) that are used to keep the task and overall project on schedule. All of this information needs to be included on the project plans.

During the production phase, the project needs to be monitored to ensure that there is no slippage in its production and that timescales are kept to. To help ensure this, there are a number of techniques that could be used:

◦            Individuals/teams can be set targets to meet, so that the project is completed on time.

◦            Staff/equipment/locations are booked well in advance so they are ready when needed.

◦            Regular meetings with various teams/individuals are held to check that key aspects are progressing as required - these can happen at the milestone dates that have been placed on the project plan.

◦            Regular meetings with the client to ensure that they are happy with the product and do not require any modifications. It is easier to discuss this now rather than at the end of the production. By the end it may be too late or costly to make any changes to the product.

Logistics

This is an important aspect of the planning phase.

Media product production is a complex process and getting all of the personnel, props, equipment and locations in the right place at the right time is a major task. The more complex and large the media production, such as a film like Star Wars: The Force Awakens (2015), the more important and difficult the logistics become.

In the planning phase, the requirements of the project need to be analysed and then resources need to be allocated to the tasks where they are needed. Getting the logistics of the production wrong can cost money and time. Failure to have the correct equipment in the correct location can delay the production while the equipment arrives. This would cost money as other resources and staff, who had been booked, would still need to be paid while waiting for the missing equipment to arrive. The filming of Water world (1995) ran significantly over budget as all equipment, crew and actors had to be ferried out to the atolls (islands) each day for filming.

Allocating unnecessary tasks, the incorrect timescale and the wrong resources can further cost money. If a task is completed quicker than planned, it may be that the resources and staff still need to be paid for at pre-agreed rates, with little opportunity for savings to be recognised. If the project overruns, then there may be extra fees that need paying, and resources and staff will need to be hired for longer, if they are available.

The logistics will also involve checking locations, which is carried out by conducting a recce. During this visit to a potential location any issues regarding access and resources available at the location can be identified and considered. With an outside location there may be no power supply so the sourcing of a generator will need to be looked into and included in the logistics of the project.

The logistics of a project are not only concerned with the allocation resources directly needed to produce the product. Logistics also needs to look at other resources, such as the transportation of staff and equipment, together with ensuring that the personnel are cared for. Depending on the media product and the task, this can be a major task. Shooting on location for a film or television production requires the movement of many resources, including:

◦            Cameras

◦            Lighting

◦            Sound recording facilities

◦            Costume facilities (including changing rooms)

Refreshments for the people involved

Daily planner/call sheet

Once the overall project has been planned then the daily planning needs to take place, including details which will allow for the smooth running of the production. A media production, no matter its size, will have a number of personnel working in it.

A daily planner and call sheet is used to ensure that on each day everyone involved in the production process knows what is happening and what their role is, ensuring that the production is successful. Listed on to document will be the personnel needed at and when. By using a daily planner or call sheet there is a little room for people to be confused and for aspects of the production to go wrong.

Forms

The production of a media product will require permission, from a number of sources in order to be successful. Without this permission legal issues could arise that will cost money and even prevent the product from being completed. Gaining permission will require the use of a variety of forms that can be given to the people involved.

The forms that will be needed include:

·      Individual release form - Personnel working for a media production company will need to sign over the as a separate document. When an individual produces as a separate document. it of their contractor an item, they may need to release the intellectual property rights to that work.

·      Consent form - When recording in a location where there are members of the public, permission will be needed from individuals involved, allowing their image or voice to be used. This is also true when using actors; they need to give their consent for their image and/or voice to be used.

·      Location form - The owner of a location will need to grant permission that their land can be used during a media production. They may also need to provide permission that their land or building can appear in a production. The use of some buildings and locations is subject to copyright so permission may be required for their use.

Staffing

The production of a media product will require a wide range of personnel with many different skills and experiences. During the planning phase of the production, staff with the appropriate skills and experience will need to be found and employed. The production team will need to allocate roles to people and ensure that there are enough personnel to produce the product.

The type of media product being created and the size of the project will determine not only the skills required but also the number of staff required. The experience of the staff combined with their skillset will help then to determine what role they take in the production. A director's role will be given to someone with more experience while a rookie will start with some of the more basic tasks.

Research

There are three main purposes of any research during the planning phase of a media production: audience research, market research and production research.

Audience research

Information about the proposed target audience is collected and analysed. The purpose of this research is to ensure that the product targets the correct audience in the correct way. The size of the potential audience, together with their preferences, is gathered and analysed. Research is carried out into the target audience's awareness of the media product's sector and its benefits, together with their willingness to purchase the product. This research tends to be carried out using primary sources with target groups being directly asked about their views.

This information is then used to create the design of the product and formulate its development so that its chances of being successful increase.

Market research

The media market is crowded and when a new product is being developed, research into its sector of the market is an important part of the planning. Are there any other products that are similar? How successful are they? What features do they have? Who are they aimed at specifically? How much revenue do they raise? How much revenue can be projected from the new product?

By carrying out this research, a more targeted approach can be used to develop the media product. Less money and time is wasted if some of the issues found not to be useful are discounted at this stage.

Production research

Once the audience is known and the market has been analysed, the production team needs to carry out research into the product itself. In order to do this, they must:

·      Collect source material that can be used in the media product. This material will vary depending on the media product being developed.

·      Establish how viable the project is in itself. Will it be commercially successful? Is it worth making the product?

·      Determine what locations and resources will be needed. Are there any new developments that can be Incorporated into the product's production?

Who carries out the research

The research that needs to be carried out during the planning and pre-production phase is time-consuming and requires a wide variety of resources. The resources required for a media product are finite in their quantity and so the carrying out of the various aspects of the research can be done in a number of ways.

There are a number of specialised market and audience research companies, such as Ipsos MORI and Touchstone Research, Inc. who can be employed to carry out this aspect of the production. These companies have the experience and resources to carry out in-depth research into the audience and markets. This is often a cost-efficient way of carrying out this research so that a media company does not have to waste resources employing specialised people within their own organisation to carry out the research. This is especially the case with smaller media production companies.