A Rationale for ideas in response to a commission

A1 Use of research and background material

Use of research and statistical/background information about the client and commission when preparing a rationale:

• sources of information

• information about the target audience

• data analysis from charts and tables of information

• appropriateness of response for target audience

• consideration of product and platform to audience.

A2 Understanding the client/commission

• Aspects that will have an impact on the ideas produced and their suitability for securing the commission:

o the purpose of the commission

o ethos and reputation of the client

o themes or subjects they wish to explore

o the message they want to communicate

o who or what they are targeting (impact).

• Funding and finances of the client company and the impact on the budget for production:

o affiliations with third parties and their priorities

o competitors within the same industry and their products

o scope of operations, including geographically and demographically

o regulatory restrictions on the client/commissioner.

A3 Ideas generation

• Brainstorming.

• Measuring against clients’ criteria.

• Selection, ordering and deselection of ideas.

• Final idea (development and adaptations, decisions and revisions).

• Developing justifications.

A4 The rationale for final idea

• Structured argument.

•Clear communication.

• Assessment of material provided.

• Selection and prioritisation of information and statistics.

• Justification supported by information and background material.

• Use of material to highlight creative potential.

B Developing a response to a commission

B1 The pitch

Producers need to be able to persuade clients and commissioners in limited time or space that they

have a good solution to their brief. A pitch is where the initial outline of the idea is communicated in

a concise and effective way to ‘sell’ your idea:

• persuasiveness, including clarity of ideas, expression, rhythm, unique selling points, vocabulary, persuasive language techniques

• use of terminology and specialist language

• structure of the pitch (pace and ability to generate interest to ‘sell’ the idea)

• length, including concise use of restricted time or space available to make the pitch, succinctness, editing, appropriate length, including the correct amount of details

• mode of address appropriate for the client

• appropriate length, including the correct amount of detail

• content of pitch:

o presentation

o written pitch, transcript of spoken pitch

o adapting and drafting

o editing and refining.

B2 The proposal

The pitch is expanded for the client in the form of a proposal that outlines more details about the producer’s initial idea:

• purpose of a proposal (distinct from pitch and treatment): clarity, tone focus

• proposal structure/format, including formal document, scene by scene overview, mind maps, navigation links

• style, including reference to/influence of existing work, stylistic and formal codes, themes, mood

• analysis of similar work, including products with similar style, audience expectation

• content, including dependent on sector and medium, including synopsis, interpretation, script, voice-over, copy, contributors, talent

• range of ideas, including alternatives, adaptability, comparison and justification of selection, creativity

• appropriateness for the audience, including expectations, readings, engagement.

C Operational considerations of the proposal

C1 Production considerations

Restrictions on the commission and impact on ideas proposed:

• problem solving, including solutions, adaptations

• budget, including projected costs and breakdowns

• scheduling, including project management plans to meet anticipated deadlines

• logistics, including operations, bookings, equipment, locations, recces and risk assessments

• presentation of data, including statistics, charts, budgets, schedules.

C2 Content considerations

Understand and interpret the legal and ethical restrictions on ideas and productions:

• legal considerations, including copyright, libel, regulatory body rules, health and safety

• permissions from contributors, use of materials, clearances

• ethical considerations, including fairness, privacy

• accessibility

• equality and diversity.

D Presentation of creative ideas

D1 Written and visual communication

Presentation of ideas in response to a commission:

• written format, including overviews, synopses, scripts, explanations of style, technique and content

• visual presentation, including storyboards, thumbnails, navigation maps, layout templates, mock-ups.

D2 The treatment

• Expanding the pitch and proposal’s creative ideas.

• Providing a ‘sample’ or ‘taster’ of the product.

• Giving stylistic details dependent on the production and medium chosen:

o visual details (drawings, sketches, storyboards, mock-ups)

o audio details (scripts, sound cues)

o written details (copy, instructions).

• Annotations, including reinforcing visual content, to explain functions, to clarify, to justify.

To achieve a grade a learner is expected to demonstrate these attributes across the essential

content of the unit. The principle of best fit will apply in awarding grades.

Level 3 Pass

Learners are able to apply knowledge and understanding of the pre-production process for media products developed with a specific medium in mind. They will demonstrate an ability to interpret information provided and gathered and use it to inform their ideas. They will demonstrate general understanding of the relationships between commissioners, producers, products, production techniques and audiences to inform solutions. Learners will apply understanding of media concepts to their intended solutions to the commission. Learners apply some media concepts, and demonstrate a general understanding of the links between an audience’s response to these solutions and the techniques chosen to develop their ideas. They can justify their response to the commission with reference to relevant existing practice, and evidence this in their ability to communicate their ideas within a specific medium.

Level 3 Distinction

Learners are able to apply a thorough knowledge and understanding of the pre-production process for media products developed with a specific justified medium in mind. They will demonstrate an ability to interpret complex information provided and gathered, and use it to support their ideas. They will demonstrate a thorough understanding of the relationships between commissioners, producers, products, production techniques and audiences in context and use this to inform their solutions to the commission that are effectively developed. Learners apply a range of media concepts creatively, and demonstrate a sophisticated understanding of the links between an audience’s response to these solutions and the techniques chosen to develop their ideas. They will be persuasive in communicating how they have fulfilled the requirements of the commission. Learners consistently justify their solution throughout with convincing reference to pertinent practice, evidencing this in the ability to clearly communicate developed ideas within a specific medium.