Project Constraints

Time: Creating the advert is a long drawn out process, it requires

plenty of planning, designing, testing, recording, filming, sourcing,
editing and finally publishing. It is essential to consider these factors
and design a time plan, ensuring you allow the enough time between
each task. My plan is as follows:

Task Time
Planning and Designing 2 Days
Testing 1 Day
Recording, Filming and Sourcing 3 Days
Editing 2 Days
Publishing 0.5 Days

It is important I stick to these deadlines as the amount of work that goes into the project will
determine the quality, and work is dependent on time. I can’t make it better than it will be with the
time I must generate the product, but equally wasting that time will result in the quality being even
lower.

Costs: There is also a direct correlation between the quality of an

advertisement and the budget the creators had, for example the
money they poor into a project, the more experienced professionals
and staff they can afford, additionally they can afford to pay more and
get better equipment. Having the more staff means that in the same
amount of time they can get just as much work done and with better
quality content due to the more advanced equipment.

My budget must be spread equally between these things however it will not stretch quite as far as
those for the multi-million pound adverts. The cost of the advert should be spread between multiple
elements of the production process. These are:

Element Cost
Equipment £2000
Crew £1500
Cast £1000
Editors £2000
Publishing £5000
Catering £1500
Facilities £1500

It is important that all the money is spent correctly and that plans are put into place if the budget for
ant of the aspects start to get low, for example if when creating the final scene which has a
Christmas living room showing the console I will replace this with an image of the product on a white
background with a sign animated in, this is known as a contingency plan and is the same method I
would use should the Santa cast member fall ill or be unable to attend filming.

Personnel: The more personnel I can afford to hire the better, however there are staff members that
must be employed and take precedent over having more of one kind even though the it would make
production easier and better. The staff I must hire are:

 Director
 Accountant
 Camera man
 Sound men
 Technicians
 Editor
 Asset sourcing team
 Legal Advisor
 Runner
 Voice over actor

Another staff constraint type, is if they are ill or are delayed. Essentially, if for some reason a
member of staff is unable to turn up for work then the entire project can be at risk, this is also why it
is important to create a contingency plan, an example of a solution for this is having staff members
that are trained in two fields, this way if someone who can do cameras is ill, then an editor (who isn’t
needed at the time) can step in and man the camera. Additionally, hiring excess staff can help with
this.

Resources: To create the advert there are certain

resources that are needed, these are crucial to individual aspects of the production. For example,
cameras are essential to filming, as is lighting. Powerful computers are to editors and many more
elements.

If the editor’s computers are not powerful enough to seamlessly edit the videos then the editing
process is delayed as they are going to be waiting for their computers to render clips when they’re
lagging.

If we do not ensure we have a backup camera and our main camera faults, then filming will be
delayed if not cancelled. For this reason, it is important to have backup resources or at least multiple
to streamline production and prepare for mistakes.

Cameras, Microphones, Computers, Lighting, Batteries for cameras, transport and emergency
equipment like fire extinguishers etc. are all crucial resources I must have.
 Legal and Ethical Considerations
Copyright
Copyright for Web

International laws surrounding copyright dictate that any included materials that have been copied or
derived from the original source, must have been authorised by the copyright holder of the content.

If copyrighted materials are used without permission you become liable to prosecution under the
‘Copyright Act of 1976’. This ensues steep penalties, the licensed holder of the copyright can claim for
statutory damages against you.

Videos, imagery, music and type are always protected under copyright laws. These elements are
strictly regulated.

General Considerations

There are many laws surrounding websites, detailing what can be included. Some are quite specific
however most are vague. These faint guidelines create big grey areas which can be exploited to
argue against certain procedures. For example, the laws state that anyone who is included in a video
must approve of their likeness being captured, however when filming large crowds, you can argue
there is no way to get all their permissions. There are a great many exceptions that exist under the
Copyright Designs and Patents Act of 1988.

Exceptions for use of copyrighted material

In the Copyright Designs and Patents Act of 1988 it is stated in the third chapter that under specific
circumstances the use of copyrighted material is acceptable.

Some of these exceptions are stated below.

 Temporary copies – If I was to utilise an image which was only intended to be a temporary
copy, which is deemed necessary to the production of the work.
 Reporting on events – In some cases it is acceptable to include copyrighted content when
including updated important news.
 Incidental inclusion – If copyrighted material is included accidentally then even though you
can be taken to court still, you most likely will not be prosecuted.

Defamation

Under the communication and decency act 1996, any featured content on a website cannot defame
or insult anyone. The act prevents any form of libel.

Copyright, Designs and Patents Act (1988):

By law any work completed by an individual is their own intellectual property, and all rights to the
work belong to them. Unless an agreement has been reached already.

Failure to acknowledge this can result in criminal convictions.

The copyright law protects all Literary, dramatic, musical, artistic, sound, broadcasts and films. The
rights to distribute, make revenue, take ownership and alter all belong to the original creator. Unless
authorized the performance of any above stated acts will infringe on copyrights and you can have
legal action taken out against you.

Aspects of this Multi-Media Work:

All images used in this product are created for your use or are royalty free, as are all literary texts
and type used in this product. Because of this distribution is not an issue.

The category of protected work this product falls under means that it will be protected by copyright
for 50 to 70 years.

Confidentiality

Unless authorised to be shown, all registration plates, faces, addresses and names featured in the
video should be blurred in order to appease the standards of confidentiality that are expected to be
enforced.

Ethics

Ethics are vital in the Media as they set guidelines for people to follow that help with avoiding the
possibility of others feeling inadequate or outcaste. They are also significant as they make sure that
the media being broadcast is truthful. Furthermore, ethics helps creators maintain a sense of equality.

Legal Considerations

In all the media environments, there are specific rules that need to
be adhered to. Additionally, there are ethical and moral issues to
consider. The Copyright, Designs and Patents Act (1988) is where
they explain the surrounding laws. There are legal limits that
websites must comply with. Unlike alternate media outlets like
newspaper or radio, the governing laws of TV and Web can be
regulated closely. Adverts for TV are examined rigorously before being aired and videos on websites
like YouTube have strict content filters which prohibit certain video elements, controlling what can
be uploaded.

Though people are entitled to free opinions, however if you insult or mock a religion, race, group or
person. It is you who will be held responsible. This also applies to national sources.

Clearances

It would be the responsibility of the asset sourcing team and the Legal advisor to ensure that
permission and clearance is received from all copyright holders of any assets we feature in the
advert, as well as clearances from building and sight to film in for the outdoor scenes. An example
would be ensuring we get permission to use clips from the film and game we have featured to
demonstrate the 4k player and 3D feature.