Editorial written for a Major Bridal Magazine

Some couples choose a videographer 9 months to a year before the wedding. Often times a videographer is the very first item  on their checklist. Why would videography rank so high on one's list?  Most likely they are among the minority who understand the production work required to produce a quality wedding video. For this bride and groom, it will be a  very precious heirloom that will preserve their wedding memories. For others, wedding videos are considered boring or uninteresting watch.  Why is this?  Since the advent of consumer video cameras in the early 1980s,  American weddings have run amuck with "Uncle Charlies" recording weddings for favors,  gifts or just by default of owning a video camera. This usually results in low quality production that has given wedding video a poor  reputation. Just imagine if we accepted this type of production on broadcast television . . . well, actually we do, i.e. America's Funniest Videos (hence the name).  Isn't it easy to tell a home production from a network one?  Similarly, it's easy to distinguish a well produced wedding video from an unprofessional one. I understand perfectly why couples opt not to have video if the production level is going to be poor. As one of my well-known video associates advises couples who have budgeted very little for a video: "If this is all you plan to spend on your video, buy a camcorder and tape the wedding yourselves. You will still have a poor quality video, but least you will have a nice camcorder".   Why  is a quality wedding video so expensive? It involves more than just the price of the tape, otherwise wedding videos would only cost about $10.00. It's the cost of a producer, a person that has to work within the often restrictive  guidelines of a church or synagogue and create a product for a client used to seeing ``broadcast quality" when they turn on the television. The wedding videographer must capture, with one try, what networks would take, retake  and retake again until they have the correct shot.  Networks also have a highly controllable soundstage.  Wedding videographers must mix perfect sound in a variety of challenging conditions.  Besides being swift and unobtrusive,  quality videograhers usually have a creative eye, techniques and experience. You will want to hear the audio like you were standing next to the speaker. You will want stable camera shots and smooth pans. You will want clear shots  that are well lit. You will want a tape that is skillfully edited and tastefully produced. Are you asking for too much?  No.  But you need to understand that quality has a price. Part of the cost is paying for the creativity,  experience and demonstrated ability of the videographer.  Usually the greater percentage of the price will be for purchasing and maintaining professional video and audio equipment as well as the various costs associated with  running any business. For example, in most cases, a tripod to get the steady shoots and smooth pans you desire will cost more than the "Uncle Charlies" camera. Let's put it this way: the total cost of the equipment  necessary to produce a quality wedding video could cost as much as your wedding, if not more.   The decision of whether to, or how much to spend on wedding video is a very personal one.  For some, not  getting one, or one of lackluster quality will suffice.  For others, purchasing the best possible video is their only option. For those who desire a quality video of their wedding, the saying ``You get what you pay for", is  applicable, along with the admonition to do the homework necessary to scout out a high-end videographer. Ask friends for suggestions on who they used, and their experience.  Meet with perspective videographers and see at least one  full-length wedding tape. If you like the person, and what you see in their video, then you will have taken a significant stride in making a selection you will be happy with.   Why would you want a Wedding  Video? Of all the events of your lifetime, the most cherished may be your wedding. Preserving this moment with video, like no other medium can, will enable you to relive the event and share it with your family and friends. Perhaps  even your children and grandchildren.   Rudy Childs President Professional Videographers Association of the Greater Washington Area www.pvadc.com