New Media Technology (NMT) is a term, based on binary code, used to describe all forms of electronic communication that have appeared or will appear since the original mainly text and static picture forms of online communication. Introducing things such as, 3D, CGI, Digital Technology and streaming video count as NMT. NMT is has been especially used by independent filmmakers. NMT is cheap and fast and helps independent filmmakers to complete the five stages of production. We used NMT extensively in our project which made it a lot more dynamic. Introducing digital cameras has made things more accessibly for filmmakers that do not have a big budge however even hollywood starts to use digital film. Cameras such as "RED" are used by famous directors such as David Fincher or Peter Jackson. These films are even distributed digitally which save a lot of costs, this also applies to our project.
Digital Technology underpins every stage of Maltby's four stages of production, these are: Research and development, Pre-Production, Shoot, Post-Production and Distribution. The first stage was "Research and Development".
We tried to find out the background of our artist and researched the lyrics and previous works of the singer. We did that by using the internet which also falls under NMT, using google replaced looking it up in an encyclopedia or buying a book about or artist. It saved us a lot of time. Also using youtube to watch the existing pop video of the song and listing to the song made the whole process a lot faster. We also profited form the interactive quality the internet offers. Data is not only sent to us it is exchanged by certain sources. When we researched the artist similar results were offered to us through this we were able to research the artist and her were in greater detail.The next stage was "Planning" which also involved NMT.
Where planning on shooting on location so we went to several location and took pictures with digital cameras. Through this we were able to look at the different location later on a computer. However we decided not to shoot on location because we thought that the location would not portrayal our artist in the way we wanted him to be. Here we used again NMT which made the working process a lot faster. We did not have to go to a specialist shop in order to get the picture from the film we just converted them from the camera onto a hard-drive. We also used a program that helped us to create a storyboard. We did not have to draw it (however we still did), we all did it digitally on the computer 
(Camera movement shot size etc). We also used NMT to complete the call sheet. We copied lyrics from the internet and a map for our studio location so everybody knew where the shoot would take place, we did that by using Goolge Maps.The next stage was the "Shoot". Here we used Digital cameras (Sony Z1) which made the working process a lot easier and faster for us. Digital cameras capture motion pictures digitally. This means that the pictures are not shot on a film that runs through the camera they are saved onto a hard-drive. This makes it a lot cheaper. Instead of buying a film role where 10 minutes cost about
2500 pounds the data is just stored and can be deleted at anytime. This enabled us to shot in a ration of 2:1 we shot 118 shots and used about 59 of them. Ratio is the amount of shots that are shot and the amounts of shot that are actually used in the final cut. We did not have any limitation through that and this enabled us to be more creative.Digital Cinematography is a lot easier to
light as well. Which makes the working process more dynamic and faster by being able to move the camera independently, not considering light changes etc. They are also very small and compact which makes them easier and faster to move. We also used green screen in our pop-video. This is a technique for composing two images or frames together. The colour (in our case green) is removed from the image and replaced by another. This is also an element of NMT.The next step was "Post Prodcutuion" . It saris with our equipment. We where watching purr footage on big Apple Cinema screens that are equipped with the highest standard of technology. They encode information through the Binary Code which enables the to be really flat. 15
years ago TV or computer screens were huge . There reason for this was because they were analogue. The digital picture we have to day is better quality, faster and cost less. This change has also improved our edition opportunities. Instead of linear editing we can edit nonlinear. We were able to make changes even after we finished the rough cut this would have been a major time waste with the the old editing equipment where editing for a pop-video would have taken 12 weeks but nowadays it takes much less (4 weeks). Through the use of digital editing we were able to see our changes directly which ace us the ability to be more selective. We also colour gradate pop.video by using final cut pro. Colour grading matches the overall colour and reinforces the continuity of the video. As mentioned above we use green screen. We had to key the green out, we did that by using after effects which is also a product of NMT.
The last step was "Distribution". Instead of printing our footage now on a film we burned it on a blank DVD and then uploaded it onto YouTube where everyone can access our work for free. YouTube enabled us to share our video with the world for free and is a probably the best way to
make people aware of a new product in a cheap way. Another advantage is that NMT enables us to duplicate the video very easily and cheap.All in all New Media Technology makes things faster an cheaper and more accessible for low budged productions. Nowadays everyone can be a director, editor etc because our technology enables that on a high standard for a relatively low price.
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