Small cameras, big stories: putting the viewer at the centre of the action

  • Content Room, brought to you by Getty Images
  • March 18, 2015
  • StopPress Team
Small cameras, big stories: putting the viewer at the centre of the action

In the early '90s, video cameras for personal use were large clunky devices that most often delivered grainy footage to video cassettes that would almost invariably collect dust in a box located in some forgotten corner of the house. But as technology advanced the cameras became smaller and cheaper, and the quality they delivered improved drastically.

Nowhere is the this trend more evident than in the story that underpins the rise of Go Pro. The evolution of camera technology has allowed an entire generation to capture footage and share experiences that were once restricted to only the person participating in them. 

These days, Go Pro cameras are being attached to surfboards, ski helmets and bike handlebars, putting viewers at the centre of the action.

What's more is that this is point-of-view approach to cinematography is now also being adopted by wildlife documentarians to take viewers within touching distance of the animals that were previously only viewed from afar.        

From an advertising perspective, this gives business owners an opportunity to give the target market a real taste of what awaits. For instance, surf tour operators in Indonesia can give customers a glimpse of what the world looks like from within a curling barrel of a perfect wave. Musicians can show their fans what it's like staring back at thousands of screaming fans. And store owners can generate hype by showing the excitement of customers engaging in an experiential event.          

And given that the technology is only likely to advance as time goes on, POV experiences are only going to become more tangible as time goes on. 

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Is consolidation the way of the future?

  • Advertising
  • January 18, 2019
  • Caitlin Salter
Is consolidation the way of the future?

The tail end of 2018 brought with it some major announcements between media companies and the booming out-of-home market. Nearly two months since NZME and Go Media enacted their partnership and MediaWorks and QMS Media announced their proposed merger, we have a chat with media agencies to see whether the latest developments are a sign of things to come.

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