4K : Everything Corporates Need to Know 4K Video: Everything Corporations Need to Know

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Overview

Whether it’s for external use – advertising, branded content, corporate communications, sales presentations, customer service – or internal – training, communications, presentations – the use of corporate video is on the rise. It’s social, interactive, mobile, profitable, trackable and brandable.

In the wake of 3D’s disappointing demise, 4K resolution has become the hottest buzzword amongst tech aficionado. The promise of 4K is attractive - more to work with, higher quality VFX, future proofing and a marketer’s favorite, more options for storytelling.

As with all disruptive innovation, early adopters face a number of challenges. The 4K system design currently presents many obstacles, including capture, distribution, storage and infrastructure. But how will these pain points change how we work and do business, and is there a way to overcome them? And whilst 4K is a topic, how do you navigate true value beyond industry hype?

Educating yourself on this maturing technology and understanding product capabilities will help you achieve best practice and meet the rigorous demands of a 4K workflow. While presenting the practicality of its capabilities, the paper will discuss it’s impacton communications and explain how corporations can best harness the benefits of 4K today. As you’ll see, there are many different ways to look at 4K technology and at what it can and can’t do for content creators and for their audiences. 4K Video: Everything Corporates Need to Know

What is 4K?

4K – also branded as Ultra HD (UHD) is a picture technology that delivers four times the number of pixels found in a Full HD. These pixels are usually arranged in a 3840 x 2160 configuration, compared with the 1920 x 1080 you get in a Full HD TV.

What is the difference between 4K and Ultra HD? 4K is a cinema standard, while UHD is a broadcast standard.

As you can probably guess, it all comes down to pixels. Technically, UHD is actually a derivation of the 4K cinema standard. That’s because it provides a way of distinguishing between the 3840 x 2160 resolution adopted by 16:9-ratio TVs and the slightly larger 4096 x 2160 resolution first introduced by in their digital cinemas.

Since all types of 4K entail roughly the same capture, delivery and storage challenges, for the purposes of this paper we will use the term 4K and UHD interchangeably.

Ultra HD (UHD) • 3840 pixels wide x 2160 pixels high (3840 x 2160) • 4 times the resolution of Full HD (1920 x 1080) • Standard for 16:9 content and displays • At 18 to 36 inches away - a typical range for desktop users, one can see incredible detail, sharpness and contrast.

Cinema 4K • 4096 pixels wide x 2160 pixels high (4096 x 2160) • Cinema standard developed by Initiatives (DCI) for the movie projection industry

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63% believe 4K UHDTV 4K-display market—which will be mainstream in includes , as well as five to seven years. , PC monitors, and other components—will hit $52 85% expect 4K billion by 2020. That’s up from UHDTV programming $9.2 billion last year. to become the de facto norm for media IHS viewing in 10 years’ time.

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Prices for 4K TVs are falling fast, dropping by 85% worldwide in just two years. PCs are the most Business Insider common way to drive a 4K display. A market-leading 65-inch 4K TV like the The two most Sony KD-65X9005B popular graphics will cost $3,500. cards for 4K are Existing Adoption from NVIDIA and Techradar AMD. Runco

Sony is one of the biggest supporters of 4K so far, with an available library of a Cameras capable of capturing content couple of hundred 4K in 4K are becoming more widespread films. ranging from smartphones to production cameras/camcorders. Trusted Reviews

BT became the first A GoPro HERO4 Black will set broadcaster to have a 4K you back $620 SRP. channel - BT Sport Ultra HD. Gopro.com

• It’s no longer just a technology for the tech-minded early adopter market. Content providers and distributors are slowly leaning toward the idea to adopt 4K to improve viewing experience

• Once a feature mainly found in next-generation TVs, 4K resolution displays are being adopted by manufacturers in smartphones, PC monitors, OLED displays and notebook PCs

• With the average retail price of 4K monitors tumbling, it’s becoming far more affordable for businesses in multiple industries to upgrade their current systems and integrate 4K into communications

• Currently all available 4K Ultra HD TVs are in excess of 50-inches - perfect for connecting your team members together while watching training or participating in web conferencing

• Consumers will need a minimum of 15 Mbps to stream 4K content from sources such as Sony, and YouTube

• With viewers’ appetite for original content increasing, so is the need for devices and infrastructure capable of handling and storing these large file sizes

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The Immediate Challenges of 4K

With 4x the amount of data, all other areas of the workflow need to be able to scale up and handle that data - which is going to impact the bottom line.

Challenge #1: Infrastructure Bottlenecks will completely derail the project if anywhere between a 4K source and a 4K display is not capable of handling 4K resolution (4K ready). It could be something as simple as an archaic graphic card or HDMI cable. Your system designer will have to ensure that each component is capable of handling 4K - be prepared for some ancillary costs.

A common missing prerequisite for corporations are powerful monitors capable of playing back 4K video. Even if your computer meets the requirements, you may find that 4K video playback is choppy – a frustrating experience during critical editing or approval sessions. Each 4K image has double the amount of pixels when compared with HD - or more than 8 million individual pixels on average. But the impact is far greater than just the count. To handle this additional load, 4K workflows require roughly 4x the amount of processing power and storage capacity of standard HD, along with much more time-consuming back-ups. Can your internal computer systems chomp through all that?

Due to the high bandwidth requirements of 4K signals, the interfaces providing the signals must support very high data rates. HDMI and DisplayPort are currently the most popular interfaces capable of delivering 4K content on a single cable. With the introduction of HDMI 2.0 and DisplayPort 1.2, 4K video can now be supported at up to 60 frames per second. Note that you will be able to use HDMI 1.4 to drive 4K content although that will be limited to 30Hz and 8-bit.

Challenge #2: Bandwidth One of the largest stumbling blocks to 4K adoption is the extensive amount of internet bandwidth needed to support its streaming. 4K video is delivered uncompressed to ensure high picture quality with low latency. While Full HD demands about 6-7 Mbps, requirements jump to a minimum of 15-20 Mbps for a stable 4K experience. This places unprecedented demands on infrastructure and in a world of compressed schedules and budgets, it’s important that teams have access to all the media wherever they may be located.

While these levels of bandwidth are rarely a problem within corporations, it will have an equivocal impact on review and approval from some remote locations.

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Challenge #3: Digital Distribution Just 2-3 minutes of 4k – the length of a short testimonial or product demo – can be up to 500GB alone and so the immediate challenge for in-house production units is how to store, move and manage the large files.

For core storytelling functions such as logging, editing, and review/approval, high-res files are too large and slow down productivity when transferring files between teams members, and places an extra burden on workstation and storage facilities.

The amount of data you have to take through post production is therefore much greater, which again has cost implications. It’s also quite challenging for post houses to quickly move 4K data around and speedily edit, online and grade 4K content.

High Efficiency Video Coding (HEVC), also known as H.265 may ease the strain on your networks. After all, shooting in 4K doesn’t mean you have to deliver in 4K. This relatively new compression software cansend similar quality video to current H.264, but without degradation and at half the bitrate, making 4K content just as deployable as Full HD.

In addition to lessening the impact of 4K video on bandwidth and storage, H.265 also promises the ability to enable transcoding to make higher-resolution images available for viewing on tablets or smartphones.

Challenge #4: Storage Capacity Scalability will be an important consideration as storage requirements are not going to decrease either. While shooting ratios are less of a concern for corporations who work with short form content, exponential growth in 4K file sizes will be. Where is all of that video content going to be stored? And how will you maintain or gain access to all of it?

Equally as important in corporate PC equipment is RAM, but how much is enough? A minimum of 16GB of RAM for HD is fine, but with 4K editing, that minimum rises to 32GB or more.

Remember that minimum specs deliver minimum performance. Go above the minimum for optimal performance. See Intel’s high level guide to the specifications required.

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What 4K Means for Corporate Communication Teams

When it comes to a versatile medium, video is king. Video can be the platform through which you simplify complex messages, record key moments, highlight best practice, share product updates, train your workforce; the possibilities are endless. But what exactly makes 4K video such an effective communications tool?

Viewing Experience 4K camera equipment is available at such competitive rates that in-house corporate video production units and third party production services are able to shoot at very high resolutions. Even if a 2K viewing experience is subsequently offered; the stunning detail of the 4K original capture still improves the quality and visual being broadcast. As 4K becomes more widespread and widely accepted over the next few years, your target audience will come to expect it.

Storytelling Potential 4K also bears a richer storytelling potential for communication teams to exploit. Buyers like to be entertained and will increasingly gravitate towards products and brands that are underpinned by a story. If your audience or your own brand is seen as innovative early adopters then offering the highest quality image (10-bit and 12-bit color) will only benefit a campaign.

The same can be said for IC communications. Your IC strategy is in place precisely because you want to engage your stakeholders. So why not utilize the most engaging format for your communications?

IC teams need to start thinking of their employees as an “audience”. If you can deliver a message in an entertaining way, your employees won’t just be better informed, but will be more engaged in their job. Effective digital storytelling in 4K can inspire, promote unity, build communities, and ultimately meaningful and constructive dialogues. What corporation wouldn’t want that?

But remember the essentials of storytelling are just the same – never assume filming in 4K will automatically improve the overall quality of your corporate video. As always, the most important detail is creating compelling stories that are in line with your marketing strategy and resonate with your intended audience. If it’s a poorly produced video, then it still will be lousy, only now everyone will be able to see it in crisper detail in 8 million pixels.

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Digital Signage Marketers of companies from every industry imaginable understand the importance of showcasing their products and services in video. Using 4K at a trade show or other high profile event will provide the very best viewing experience. Many 4K displays that you will see at trade shows and in-store feature customized content that has been rendered in 4K for that exact purpose. 4K lends a whole lot more ‘real estate’ with which to tell a story and engage consumers. Anyone looking at 4K content on the right screen will see rich and more emotive details that would previously have been hidden.

Immersive Marketing The real 4K pay-off, however, will come into play when utilized in virtual viewing experiences. CMO’s who are looking to deliver an exciting and differentiated experience to their existing channels will profit from 4K’s stunning resolution as it helps content look more immersive and authentic. This in turn will create deeper and more powerful touch points between brand and consumer.

Future Proofing Content Whether your video is destined to be viewed on desktop monitors or TVs, creating a 4k “master” of your video is an investment in the future of your work. Many will argue that future proofing shouldn’t be a priority for content creators because they should be focused on what their project means in the here and now. But even those individuals can’t deny 4K’s inherent ability to increase longevity. An investment in 4K production helps ensure content can be more easily repurposed in the future and have a longer shelf life. If your content is planned to be around for the next few years, having it available in the maximum resolution will ensure that the quality doesn’t look dated (even if the content does). And with the right centralized video platform, all this content can be available 24/7.

Targeting Many organizations still struggle to measure the value and impact of their internal communications, which is key for improving employee engagement and measuring return on investment.

You can easily measure the effectiveness of a 4K communications video by capturing data such as views per video, drop off rates through the whole video, share rates, percentage of viewers converting on the video. Armed with this real-time data, content creators can learn from viewer behaviors and refine their content strategy accordingly.

With its ease of use and the myriad of video tools now available online, there’s little reason not to incorporate some form of video in your communications strategy. But before jumping in the deep end, make sure you decide if 4K right for your next corporate video.

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Deciding If 4K Is Right for Your Next Corporate Video

It’s important for corporations to consider key business, content and technology issues to figure outhow these technologies can drive future communications. Make no mistake about it, 4K is a long term investment. Corporations need to ask themselves if they require a 4K investment now to meet their business objectives, or if Full HD will suffice for the next few years. Helpful questions include:

1. Is my brand associated with quality or innovative design? Keep in mind that people will associate the quality of your product with the quality of your content. In academic research, this phenomenon is called the “Halo Effect.” If you need people to think “wow,” give them the best viewing experience possible.

2. Am I producing content that will be useful to my intended audience for years to come? If so, it’s worthwhile to invest in future proofing that content. Also consider how fast the library of content will grow and how to make the most of the content investment. If videos are stored centrally and transcribed with searchable metadata, teams will be easily able to find, access and collaborate on the materials they need.

3. How will my audience consume the video - and will they be able to download it? Consider that although your 4K video maybe up on a hosting site (Youtube, Wisita, Vimeo), if your viewers can’t stream it instantly they’re likely to switch off. Combine this with the fact that millennials are now accessing video from a mobile device on the go, are your viewers going to stick around for a video that won’t load with a 3G connection?

Any extra strain on the processor would slow down the whole experience and ultimately drain the battery, which is always such a valuable resource for the typical business user.

4. Consumer or professional video tools? If you’re producing content in-house then you’ll most likely need to upgrade some of your equipment. However, perhaps surprisingly, 4K cameras don’t always command a huge investment over HD cameras, with the likes of Blackmagic, Sony and all offering very affordable 4K models.

If you’re on a budget and don’t want to jeopardize brand image, consider a GoPro. The GoPro Hero4 Black can capture 4K recordings with 30 frames per second and 2.7 K at 50 fps and will only set you back $500 (December 2015).

Additionally, many of the latest smartphones are also capable of capturing 4K video which may be suitable for internal comms, including the iPhone 6s, Samsung Galaxy S6, HTC One M9, and the Nexus 6.

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5. Can we handle the workflow? If you are considering moving into 4K video production, it will be worth sitting down with your IT team to discuss methods for handling a 4K workflow and what resources you might need in storage, both on computers and long term storage and back up. You should also plan out a draft workflow that encompasses file sharing, distribution and any transcoding required.

6. Are you ready - today - to move to 4K or should I wait for 8K? With consumers only beginning to get their heads around the notion of 4K TVs, and 4K content just beginning to become popular and widespread, it seems premature to start preparing for 8K.

Technically, the display technology isn’t currently feasible and only one company (Japanese State Owned NHK) publically said it intends to commercialize the technology – this speaks volumes. It’s safe to view 4K purchases as longer-term investments than we’re used to seeing in the technology industry.

Summary

Whether you’re creating a new 4K ad series or improving your internal comms, the power exists today to deliver the performance needed to keep your 4K campaign on time and realize your creative vision.

That said, being able to utilize the stunning visuals 4K video resolution offers takes significant capital investments to meet the technological demands of 4K technology. Corporations need to take a holistic approach by evolving infrastructure to support all stages of a modern day media workflow.

Corporations that lead the charge in developing 4K content and technology now will be best placed to thrive. Begin the process by formulating a video strategy that puts 4K at the heart of the communications plan.

You may also like our additional materials in this Corporate series:

Why Online Media Collaboration Tools A Buyer’s Guide to Online Media Understanding the Myriad of are Unsuitable for Enterprise Use >> Collaboration Platforms >> Online Video Platforms >>

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Where does Aframe fit?

Aframe’s cloud platform helps organizations manage large volumes of multi-format, high resolution video by reducing complexity and making it easy for colleagues, clients and partners to find, access and collaborate on video assets. Aframe meets the most demanding standards and is trusted by the world’s leading broadcast, enterprise and new media organizations.

Aframe saves cost, increases usage of assets and helps organizations achieve a higher return on their content investment. Some use cases are listed below:

Central Video Platform Aframe is a cloud collaboration platform that provides one central location for global teams and international partners to access and manage high-resolution video. It offers customers the ability to upload, transcode, view assets in a video player, add metadata and transcription, dynamically search, review and approve, and analyze usage.

Media Management & Collaboration Aframe’s central platform helps marketing, promos and reversioning groups take control of their assets and manage them more effectively. With less time spent wrestling with technical issues, teams can bemore productive and make more use of assets.

Asset Monetization Commercial teams can create online catalogs, sales kits and screeners to improve professionalism and customer service. The central cloud platform overcomes the commercial and technical challenges of securely managing and distributing assets to improve partner communications, streamline the sales process, broaden sales reach and ultimately increase revenue.

Production Aframe reduces the complexity of managing media across all types of production. Cloud-powered workflows means everyone, wherever they are based, has instant access to the content they need from one central place. By reducing the barriers of production, teams can focus on creating the highest quality content and complete productions in record time.

If Aframe is a potential solution, you can book a call with a workflow consultant who would be happy to show you Aframe in action.

Request a personalized demo for your team aframe.com/demo

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