The qualities separating excellent video from the "camcorder" variety are subtle yet distinct. Higher-end "prosumer" cameras and editing gear bring broadcast quality to the masses for a reasonable investment--if you know how to use them. It is possible to make highly professional video content on a budget by paying attention to several areas that really matter.

Good Lighting. One thing that separates high quality video from dad's home movies is good lighting. Most consumer camcorders perform adequately in a well-lit environment. Likewise, a well-lit scene appears more professional and polished than one shot under florescent office lights or against the stark shadows of a bright sun. Problem is, most video is shot with far less lighting than is necessary for the camera to perform at its best.

After the camera itself, the most important video investment you can make is in lighting equipment. A simple three light arrangement is the foundation of most studio interviews. Start with a 3- or 4-light kit, giving you the ability to set up a main or "front" light, a "key" light from behind and a light on your background or backdrop.

Outdoors the sun provides plenty of lumens (lighting "brightness" units), but you can't choose its direction or location. Making use of a bounce card, a reflective surface which can be positioned anywhere, allows you to reflect sunlight onto areas of shadow, compensating for its uneven coverage. The best outdoor shoots are found in overcast days, which lend a more even, distributed quality to the lighting.

With lighting for video, the key thing to remember is to avoid situations where you have no control over it. Stark, uneven, dim or unflattering lighting is a dead giveaway to amateur videography. And unless you're going for a silhouette or other special effect, another general rule for lighting video is that more is better. The majority of bad video is simply under-lit or unevenly lit.

Do not use your camera's zoom. Ever. Good video shooting is intentional. Constantly zooming in and out is a dead giveaway to poor videography. Instead, take time to frame your shot, putting your camera is the best position to capture your subject. If you find yourself too far away, physically move closer to the subject versus zooming in. Watch any professional video and you will quickly notice that while the camera may move left, right, up or down, it will rarely zoom on the subject. Do not use your camera's zoom feature. Ever. I am serious. Do not use it.

Ruthless Editing. If you look at the "avant-garde" or "off the shoulder" material that is broadcast on television--especially in reality television shows--the quality of the video itself is secondary to how it is cut together. Video that is edited well can often make up somewhat for the mediocre quality of the footage. Editing video well is truly an art and takes more than time and software--some talent is involved. But even beginning editors can make their video look better through basic editing conventions and a ruthless commitment to valuing time.

Start by keeping video cuts and scenes short--5 to 10 seconds. Sometimes just 1 or 2 seconds. Let the eye be drawn into the video as it is constantly viewing new material. Television commercials last but 30 seconds--yet may contain 18-20 scenes and edits. Force yourself to compress your video's length. Can you tell the basics of your story in half the time? In a third of the time? A video can tell a story in 10 seconds or less. Bad video takes too long to tell a story. Great video makes every moment count.

Understand the Medium. Video is visual and auditory, and so good video must necessarily engage both the senses of sight and sound. Is your video both interesting to watch and to listen to? Talking heads are only interesting for so long. Likewise, an action shot (say, like sports) will only hold your attention for a while before even it gets boring.

What is video really good at doing? Well it's great for compressing time--getting a lot of detail into a short span using careful editing. Video is also great at taking the viewer outside of their current environment--illustrating something or some place that would not be possible without it. Finally, video offers an amazing degree of control over the presentation--you can conceive, produce and know the final result before it goes "live." Understanding the medium means playing to the strengths of video--time, location, control.

When considering a video, ask "Is video the best means to communicate this?" Sometimes the answer is no. In fact, the answer will probably be no most of the time. I've been pulled by the temptation to use video at every opportunity, especially when it is seen as "new" and "different" within the scope of a worship gathering, a program or an event. But once the new-ness wears off, I've had to deal with the reality--"Is this video really doing the job it needs to do?" It's a sobering question.

There are many instances within the realm of worship planning where time, location and control are not the foremost concerns. Video can often be a disconnect for the congregation--it takes their attention away from the "here and now" at just the wrong time. Or it can make a sincere testimony sound canned or rehearsed. It is much easier for a listener to ignore a video than a live person. If the video is not especially compelling, it can be a hindrance rather than an asset to the experience.

The standard for video is hard to live up to. We watch television all the time, and anything we produce with camera and tape is going to be considered against the media's standard in the minds of the audience, as well as in our own minds as producers. Video need not be "slick"--it is doubtful we as the church can put anything on the screen that people haven't seen before. To be effective it must be purposeful and professional. As you work, pay attention to the image you are putting on the screen and the content of your message.

About the Author. Eugene Mason has more than two decades of experience in ministry communications and technologies. More...