Tilt Media Blogspot

Link: http://www.wired.com

Get a load of this paragraph from the September 2009 issue of Wired magazine.

"Cheap, fast simple tools are suddenly everywhere...the low end has never been riding higher. We now favor flexibility over high fidelity, convenience over features, quick and dirty over slow and polished. Having it here and now is more important than having it perfect. These changes run so deep and wide, they're actually altering what we mean when we describe a product as "high quality."

What a tragedy if this article were speaking about video production. Close call...it is actually referring to the latest Flip video cameras, where their feature sets don't match the big boys', but their ease of use and price point are breaking sales records. In fact the Flip products are the best selling video cameras in the US.

But we have seen a trend to the low end in video production too. Everyone thinks they can shoot their videos with a camera they got at Best Buy. And everyone is an editor, now that tools are available with every Mac or PC sold. DVD creation is a few clicks away. The thinking is that since the tools are there, anyone can do it.

Well, rarely.

We will continue to distinguish ourselves from the rest with solid experience and talent...and tools, of course. But the goods we are selling are more the intangibles, the skills that allow us to tell stories in more compelling ways. Being able to integrate the tools and tell your story. And to dance around with all the flavors and formats that video comes in these days. And we'll stand by every edit we make, well placed and thought out, every last one of them. We won't compromise our quality even if the trend is toward cheaper and faster.

It's just not our style.

RJR