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TI Inside: Producer Kristen Cox Shoots Marketing Material for RCA's HD Launch

The goal was to put in consumers' minds the idea that Texas Instruments technology is the best thing they can buy.

To do that TI turned to HD Vision Studios in Hollywood to produce a 20-minute marketing video that highlighted RCA's new 50-inch 50" Scenium DLP HDTV and emphasized that DLP chip that powers it.

HD Vision in turn hired producer Kristen Cox to supervise the project.

"We wanted to show consumers just what these things can do," Cox says. "We want people to start looking for the DLP logo on their TVs."

Cox says the shoot took two days. Randall Dark, president of HD Vision, directed. They used a half dozen actors in a family setting but the television and the underlying technology in it were the real stars.

"We used equipment sent to us by TI and RCA," says Cox. "The RCA TV we got was actually a prototype."

The video is about twenty minutes long. Much of it consists of voiceover narration that points out the features of the television. An eight-minute nature sequence demonstrates the visual clarity that the television and the DLP chip can deliver.

Cox says one subtle visual idea they had was to portray two 13-year olds carrying the set into the room. "We wanted to show that the TV doesn't weigh that much even though it's a 50-inch screen," she says.

Cox and Dark shot in HDCam and posted in HDCam at HD Vision Studios in Los Angeles. Post-production took six weeks. The nature footage they used came from the HD Vision stock footage library.

For now, says Cox RCA is playing the program in retail stores. "The project is being very well received by their retailers," she says, "and is being used in the US for that sole purpose at this time. Ultimately it will also be shown at trade events like CES."

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