Duke on Camera is a “web video” series that focuses on news and feature stories within the Duke community. The videos appear on the Duke Today website and Duke’s YouTube channel, as well as on other sites. If you’re interested in proposing or producing a video for Duke on Camera, here are some guidelines from Duke’s Office of News and Communications:
Characteristics of Duke on Camera Stories
Clear narrative. Duke on Camera videos typically focus on a single conversation, finding or event. They have a crisp opening, engaging quotes and a strong final statement or scene.
Duke-centric. Duke on Camera stories are meant to convey important and distinctive aspects of the university. Not all videos are set on campus, but all have clear Duke ties. Their topics reflect the breadth of Duke’s mission -- research findings, medical advances, innovative approaches to teaching and learning, service to communities near and far, and expert commentary.
Visually compelling. Not every good Duke-centric story is best told with video; Duke on Camera stories are built around compelling images and sounds. The kinds of stories best told with video include visible scientific demonstrations, artistic performances, emotional or emphatic statements, athletic competition and visual arts.
Brief. Duke on Camera videos are usually between a minute and two minutes long, preferablyaround 90 seconds. The idea is to give a restless web surfer a quick impression about a story, not to cram in every last figure, sponsor, grant or program description. An interested viewer can always use the URL at the end of the video to get more detailed information.
First-person. A Duke on Camera “reporter” is little-heard and never seen. The emphasis for storytelling is on first-person accounts from Duke faculty, students and staff. Some videos use only interview excerpts and supporting footage (b-roll); others include a short voice over at the beginning to explain the b-roll footage and set up sound bites.
Clean audio and video. Because Duke on Camera stories rely on first-person storytelling, it is important to have clear audio. This typically means using a lavaliere microphone for interviews. Additional lighting is often helpful but may not be required for interviews if sufficient existing light can be found. Overall, audio and video quality should take into account both the professional standards expected from the university and the casual style of many internet videos.
Branded. All Duke on Camera videos begin and end with audio-video sequences, or “bumpers,” that brand them as coming from Duke. As online videos spread around the internet, they are sometimes plucked from their original context, so it is important to identify Duke within the videos themselves. A pre-produced package of opening and closing sequences and other branding elements are available by clicking here; university units are welcome to customize the sequences, in consultation with ONC, to include their own identifiers.
How Duke on Camera Stories are Made, Selected and Displayed
Duke on Camera stories go through the same general editorial process as text stories that appear on Duke Today or the Duke News website. Each should be reviewed by an editor and, as appropriate, approved by the subjects in the story.
Videos may originate from the Office of News andCommunications (ONC) or other university units. Duke communicators are welcome to propose Duke on Camera ideas to ONC staff members. Videos produced by units will be considered for Duke on Camera based on the criteria listed above.
Duke units are welcome to use freelance videographers to report and produce video stories. All stories done by freelancers should be edited by a Duke communications staff member.
Duke on Camera videos are typically posted on both the Duke Today website and the Duke YouTube channel. The digital videos formats these venues require are, respectively, Flash and MPEG4. Videos posted to a Duke unit’s YouTube channel do not need to be posted a second time. Once posted to YouTube and Duke Today, a Duke on Camera video can be linked to byother campus websites or copied onto these sites through a simple process.
For more help with internet video, see DukeWeb and Multimedia Resources (Net ID required).
