Special Feature: HD NOW
THE FUTURE OF BROADCAST ADVERTISING
by Julie Mynatt

Although the majority of U.S. viewers are seeing a Standard Definition picture, the transition to High Definition is no longer theoretical. The Consumer Electronics Association announced in April that its most recent findings show that 28% of U.S. households have an HD television. This equates to approximately 35 million televisions, more than half of which are big-screen TVs, 40 inches or more in diameter. An increasing number of households are accustomed to the look of HD programming creating even more of an imperative for HD-finished commercials.

Companies such as New York-based Nice Shoes and its sibling companies Nice Spots, Freestyle Collective and Guava have been at the forefront high definition finishing. Focusing on telecine, color correct, transfer, online editorial, VFX and compositing, Nice Shoes had its first HD project in 2000 with the digital transfer of the feature-length Rolling Stones documentary Gimme Shelter. “Every year, commercials being produced for HDTV are increasing,” says Pat Portela, executive producer of Nice Shoes...

Special Feature: HD NOW
MORE ASPECT RATIO
by Julie Mynatt

For spots with type, graphics, effects, retouching or compositing, an HD finish will affect those aspects of production. Designers, effects artists and animators need to be aware of the various stipulations occurring with an HD finish, specifically in terms of aspect ratio...