whole truth and nothing but the truth on widescreen tv
(16 x 9) versus traditional (4 x 3)
television and the widescreen format are becoming
increasingly more popular in the community, yet many advertisers
and their agencies continue to create traditional
4 x 3 masters missing out on many of the advantages
of the new format.
our recent TV production workshops several participants
reported that they were advised (incorrectly)
that the widescreen 16 x 9 format was more expensive to
produce. In this edition we look at the truth
around widescreen masters.
helping people achieve commercial
purpose through creative process
a colleague to the .p3 newsê mailing list, by emailing
their details to email@example.com
difference between 4 x 3 and 16 x 9
you are making your television commercials in the old
fashion 4 x 3 format, you could be in for a rude shock.
When commercial TV stations stop simitaneously broadcasting
analogue and digital it is reported that only 16 x 9 widescreen
format dubs will be accepted. This means that all of the
4 x 3 masters will need to be re-created at great
expense to the 16 x 9 format. Yet there is no
reason why any advertiser should face this prospect.
4 x 3 format is the traditional “square” format seen on
many television sets. The format was created because the
early TV tubes could only produce a square image, yet
human binocular viewing is better suited to the
The 16 x 9 or widescreen format
is seen on plasma screens and digital widescreen
TV sets. (The black lines show where the 4 x
3 image ends) The only difference is the format of
the image. The 16 x 9 format uses more of the
image already captured on all film formats (35
mm and super 16 mm) and all digital video cameras have
a 16 x 9 setting at no extra cost to the production.
not everyone has a widescreen television!”
it doesn’t really matter. This 4 x 3 format on a widescreen
monitor has black down the sides where the image should
While the 16 x 9 master below
has letterbox bands at the bottom and top just
like many feature films on DVD.
you don’t like the black bands the station can fix it
you send a 16 x 9 master to the station, with instructions
to broadcast it in the 4 x 3 format they will provide
a “centre cut” on the analogue transmission that converts
the 16 x 9 to 4 x 3 at no cost to the advertiser.
The production company and the
agency just need to make sure the action and any
supers fall within the 4 x 3 action and title safe area
when creating the 16 x 9 master.
costs of not producing a 16 x 9 format
a 16 x 9 widescreen master can be simply and cheaply
converted into a 4 x 3, a 4 x 3 usually
needs to be regraded, edited and mastered into a 16 x
9, often costing tens of thousands of dollars. Within
a few years the stations will be broadcasting digital
only and the 4 x 3 masters currently broadcast will need
to be changed. There is no reason why all commericals
should not be mastered in the 16 x 9 format.
If you continue to use the old 4 x 3 format you could
be facing huge expenses later if you want to use the material
more information on this or any issue associated with
television prodcution email firstname.lastname@example.org
miss out on the P3TV Production Workshops?
More than 100 advertisers attended the P3TV
Production Workshops for Advertisers last month.
Already, many participants
have registered their interest for others in their company
to attend future workshops.
If you missed out
and are interested in attending future workshops,
contact P3 by email at email@example.com
provides advertisers with independent knowledge and understanding
of the advertising process through our P3
Workshops including:1. TV Production
2. Print Production
3. Creative Management
4. Strategy Development
To find out more about our training workshops contact
you to 9mm and everyone who attended
||“An ideal overview
of the TV production process and the effeciencies possible”
Marketing Manager, Banking & Finance“The DVD examples were
Agency Relationship Manager, Telecommunications
Thank you to Cameron Jurd at 9mm for helping to make the
P3TV Porduction Workshops so successful. If you would
like a DVD copy of 9MM’s showreel, please email CJurd@9mm.com.au