Technology made audiovisual production cheaper and more accessible. It also created new problems. This is an honest balance of both sides, seen from the daily work of a production company.
Advantages
Lower costs
Kit that cost tens of thousands of dollars fifteen years ago now fits in a backpack. That allowed mid-sized companies and social organisations to access professional video.
Access anywhere
Light cameras, drones and long-life batteries made it possible to shoot where a crew could not previously go: mines, jungle, high altitude, industrial plants.
Faster post-production
What once required an edit suite now happens on a laptop, and colour grading or audio clean-up stopped being a luxury.
Measurement
For the first time you know how many people watched a video, up to which second and what they did next. That lets you correct in the next piece instead of guessing.
Disadvantages
Saturation
When everyone can publish, standing out is harder. The differentiator stopped being owning a camera and became having something to say.
Confusing tools with judgement
A better camera does not fix a bad script. The most expensive mistake we see is investing in gear and cutting pre-production.
Dependency and obsolescence
Formats change, platforms rewrite their rules, software moves to subscription. What you buy today falls short soon, and that is a permanent cost.
Unrealistic deadline expectations
Because everything looks instant, editing is assumed to be instant too. Technology sped up execution, not the time it takes to think an idea through.
The balance
Technology solved the “how” and exposed the “what”. Today anyone can shoot in 4K; very few can decide what deserves to be shot.
So when someone asks what camera we work with, the honest answer is that the camera is the least important decision of all the ones made on a project.
Want your brand to look this good on video?
We produce corporate video, animation and photography for companies across Peru.