By: Buddhi Prakash Kukreti

For- BA JMC III, Semester Students

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Programme Brief - Format
Before writing of script of the programme, we should write
the brief first:
A video programme brief tells the video production agency or
company how the video is going to fit into your business and your
marketing strategy. The video production brief becomes the guide
for everyone who is involved, from pre-production to post-
production.
Keep videos brief and targeted on learning goals. Use audio
and visual elements to convey appropriate parts of an
explanation; consider how to make these elements
complementary rather than redundant. Use signaling to highlight
important ideas or concepts. Use a conversational, enthusiastic
style to enhance engagement.

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Title of the Programme:
Sub Title if any:
Subject:
Language:
 Duration/Time:
Target Audience/Age Group/Class:
Format of the Programme:
Objectives of the programme:
Treatment to be used in the Programme:
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A creative brief is a short summary that serves as a guide
throughout the duration of a project to keep everyone on track
and move the project forward. It outlines details like the project's
goals, timeline, budget, messaging, or other important information
that should be referenced as the project unfolds.
A checklist of 7 questions for the perfect brief
1. What's the purpose of your video?
2. Who do you want to see it and how will they see it?
3. What do you want it to include?
4. How would you like it to be narrated?
5. What style would you like it to have?
6. What is your budget?
7. What is your deadline?

Script Writing Process

Tips to Write a Good Educational Script
1. Identify your audience and understand them.
2. Research the subject extensively.
3. Carefully plan your lesson before starting to write the main
text.
4. Chunk the content, focus on the specific messages.
5. Identify your objectives clearly before you start to write the
main body.
The Six aspects of Script:
The basic format consists of six major elements: Scene headings,
action, character name, dialogue, parentheticals, and
transitions.

How to Write a Video Script

1. Choose your target audience.
2. Set a goal for your video script.
3. Choose the main character for your video.
4. Create a brief.
5. Use your brief to write an outline.
6. Start writing your script, section by section.
7. Edit your video script.
8. Do a verbal run-through off-camera.

Parts of video programme Script

 Scene Heading:
 Action: Action is just a description of the scene and who is
present.
 Character:
 Dialogue: You probably already know this, but dialogue is
just what the character is saying.
 Parenthetical: Parentheticals are used to clarify who the
character is speaking to or how they are speaking.
 Transitions:
The first thing you want to do before you create a video is to write
a script, even if it's brief. And although writing a script can seem
daunting, don't worry. You just need a starting point. Writing a
video script is a lifeline that can help you be more confident and
articulate when recording an effective video.

Create a Logline & Develop Your Characters

A great way to start the process of writing a script is by coming up
with a logline: one or two sentences that will encapsulate your
story in an intriguing manner. Once you're done with that, develop
your characters. Write their back stories.

An outline is the architecture of your proposed film—a sketch

of the audio and visual elements that will make up the finished
film, arranged in order, illustrating the storyline of your film.

All good screenwriting incorporates the Three C's whenever

possible: CLEAR, CONCISE, and CREATIVE. And it is important
to apply the Three C's to all aspects of the screenplay, action, and
dialogue.
 Seven tips for stellar native advertising video scripts:
1. A target audience
When writing a video script for a native ad, make sure you
address a particular customer rather than every potential one.
Please resist the temptation to make it as broad as possible;
otherwise, your video won't resonate with anyone at all.

Keep in mind your buyer persona, and do your best to focus on

their pain points and behaviors. Knowing that, you'll decipher their
subconscious emotions and know what to put into your video so
that it would resonate and communicate your brand message for
better audience retention.

Where to acquire data about pain points and behaviors?

 Customer surveys and interviews

 Brainstorming sessions with your team
 Meetings with focus groups to get some insights
All this will allow you to learn what words, images, sounds, and
objects align with a customer's identity best. The next step will be
to incorporate them into a video script so that they would
communicate the desired meanings and influence the decision-
making of your audience.

2. A video's goal
Before you start writing a video script, define a marketing goal for
this particular ad. For that, craft a brief answering the following
questions:

 Who is a target viewer of this video?

 Where will you use this video? (Distribution channels)
 What are the key messages you want to communicate?
 What is the value of this video for the audience?
 What do you want them to do after watching this video?
 What sort of storytelling and visual style should this video follow to
cope with its task?
All these insights will help you define the tone and linguistics for
the script and understand how to visualize the action on the
screen. Once you know the goal, you'll understand what format to
use for this native ad and what its timeline will be.

Depending on the format and the timeline, you'll clarify the length
of a video script.

3. Central idea and character

Your native ad's video script needs to focus on one central idea:
Why someone should watch it. Specify it in one sentence and
answer this question as close to the beginning of your video script
as possible: Therefore, you'll let users know what they are going
to get right up front.

Besides, every video ad needs a central character, aka someone

your target customers could relate to.

Please do not feature too many characters in your video script

because it will be difficult for viewers to follow, straying their focus
from the main point. Even if you plan featuring two or more people
in your native video ad, choose one who'll be a protagonist.

4. Storytelling structure
As you know, storytelling is the best way to make people want to
listen to you. (And it's especially true for native ads that shouldn't
look like ads at all.) Given that a human brain retains 70% of
information through stories and 95% — through emotions, you
need to structure your video script accordingly:

Use the elements of a narrative for your writing to become a story.

There should be exposition (the setting), rising action (when a

conflict appears), climax (the main event), falling action (the
conflict resolution), and resolution (the moral of your story, its
central idea) in your video script.

Also, think of visual hooks or elements of surprise in your script to

grab and hold viewers' attention from the very first seconds: It can
be a question, an unexpected visual part, or a joke if it's relevant
to your brand's tone of voice.

Be careful with humor in videos. If you want your native ad to be

funny, make sure it complements your audience and product.
Sometimes, people don't want to get amused when learning
about a brand, especially when your jokes fall flat.

5. Visual and audio elements

People watch over half of the video content on mobile devices
with the turned-off sound today, so make sure the visual
components of your story "speak" to the audience too. Remember
the "Show, don't tell" principle when writing a script for your native
ad.

Colors, objects, music, and the overall environment in a video

communicate a message too. What you need to do is choose
visual and audio elements for your videos with your target
viewer's demographics and cultural background in mind so that
they would "read" your insights and meanings right.

Writing a video script, consider a two-column table to cut it into

shots and describe what will happen on the screen both visually
and audibly. (Sure thing, words for characters and voiceover will
be there too.)

Such video scripts work as a set of directions for those shooting a

video. Make it clear for the video team what you want to see and
hear as a result. If you need more than two columns for that, you
are welcome to add as many as necessary to cover all the shots.
 6. Short and clear sentences
Write a video script for your native ad with simple, active
sentences and short paragraphs. There's no place for long
thoughts of characters or wordy, philosophical voiceovers: Your
target viewers won't spend time listening to tedious monologues
or dialogues.

Include only the most relevant and critical information to your

script. When writing the descriptions of what will happen on the
screen, keep in mind SMS Communication, short and clear to
deliver a core message. It will help to simplify your task
management process when a shooting team brings your text to
life faster and more efficiently.

Make sure nothing, both verbal and non-verbal, distracts the

audience from your intended message. Choose words carefully,
as they can influence the viewers' perception too. You might also
want to prescribe hash tags for videos in a script for more precise
personalization and segmentation.

7. Call to action
As well as any other marketing content, your video script for
native ads needs a call to action. CTAs in videos will provide
viewers with hints or instructions on what to do next.

What can be a call to action in a video?

 A voiceover at the end of a video, inviting to take action

 A short text on the screen, remaining there for a few seconds
before the video ends
 A voice call from characters in a video
 An embedded button with an active verb on it
Conclusion
A well-composed video script of your native ad is a central
instrument for the marketing success of the overall campaign.
Keep in mind the goal you need to accomplish, know your target
audience inside out, and use the above tactics and techniques to
write scripts that will resonate with viewers.

Appeal to their emotions, desires, and needs; tell real stories —

and they'll respond.

Script Video Programme – Format

Audio/Words/Contents/Dialogues Visual descriptions
Sample of Video Script writing

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