(From Post Magazine.com -- By Ken McGorry)
What most concerns top professional editors about their work?
What's most likely to elicit a cringe?
If you were a fly on the wall at the recent EDITORS RETREAT, one gripe that kept coming up was bad audio.
See, it's a known fact that viewers will watch a program with superior audio production longer than they'd watch the exact same show with inferior audio.
As MICROSOFT's BEN WAGGONER phrased it, "People will stop watching a clip that sounds horrible quicker."
It was also brought up at this convocation that, when consumers are asked to choose "which video feed is in HD?" they will most often overlook the true HD and pick the standard-def feed if it has better audio reproduction.
The moral -- to look good you have to sound good.
And that's what talented video editors are being asked to do today -- make their work sound good as well as look good.
What Editors Really Want -- Good Audio
[I've been saying this for years.]
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