Findings From the ASMP Motion/Video Study

ASMP recently formed a Motion/Video Study Group to explore how members have embraced video. Video has become much more prevalent in visual communications as electronic publishing continues to replace traditional print media. The increased availability and low cost of broadband has enabled and created a huge demand for video. At the same time, there is a convergence of our tools as “hybrid” cameras are capable of shooting both stills and video.

As head of the Motion/Video Study Group, I spoke at length with fourteen ASMP members who have integrated video into their businesses.

Some General Observations:

As expected, there was a wide range in responses as well as in the markets that each participant works in.

• Participants are working all across the spectrum in the video/motion sector – from simple multimedia projects (still images with sound/music) to big budget broadcast spots for ad agencies.
• Most people have either been asked by their clients if they also shoot video or they have presented video as an up sell to their existing clients.
• Participants are positioning themselves as producers, directors, camera operators or all of the above. Many have set up production companies.
• Almost all participants have created partnerships or work in collaboration with others – sound people, editors and camera operators to name a few. Video production is based on collaboration because of it’s many facets.
• The learning curve can be steep – especially for editing and motion graphics applications.
• There is a lot of confusion and chaos in terms of file and codec standardization.
• Ownership and copyright are handled in a variety of ways depending on the production, the market and how one has positioned themselves. Traditionally in video, the camera operator is a hired gun and does not maintain ownership of the content. Depending on the market – the ownership and copyright is maintained by the end client or the production company.
• Most shooters invoice their still images and video as separate line items when shooting both mediums on a job.
• All see opportunities in the video medium in almost all markets.

To see the full report please go to

I would love to hear from others who have added video to their businesses.


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