1. Private and Confidential
July 2008
Video shopping channel for Ethical Superstore
Video and digital solution
Produced for:
Twanna Doherty
Prepared by:
Ade Thomas, Managing Director
James Arthur, Head of Digital

2. Contents
1. About the idea
2. Video production
3. Video production costs
4. The platform
5. Platform implementation & costs
© largeblue 2008

3. 1.0 The Idea
1.1 Introduction
largeblue, the digital production company that created green.tv, proposes that Ethical Superstore
become the lead partner on green.tv’s new online shopping service.
Called green.tv ‘Life’, this will be the commercial variant of green.tv. The current green.tv exists to
show documentary style films leading through to environmental action. green.tv ‘Life’ will show ethical
retailing films leading through to ethical purchasing.
The video will have timecoded reference points which connect with specific payment fields, i.e. as the
video plays and references a particular product, the payment details for that product will be created.
1.2 Ethical Superstore as the lead partner
The current version of green.tv launched with the United Nations Environment Programme (UNEP) as
its lead partner, closely followed by Greenpeace. We have now partnered up with nearly all the major
global environmental organisations.
In the new commercial version of green.tv, green.tv ‘Life’, we would, if contracted, give Ethical
Superstore the position as lead partner with first channel listing, a prominent logo on the homepage of
green.tv ‘Life’ and branding across all promotional materials.
The purpose of the green.tv ‘Life’ site is to drive traffic to ethical products and we would feature Ethical
Superstore’s products as prominently as possible. Equally, the green.tv ‘Life’ and video player would
be componetized, so Ethical Superstore could embed films and feature products using video on your
site, using the same time-code -> product playback technology.
© largeblue 2008

4. 2.0 Video Production
2.1 Introduction
The Ethical Superstore shopping channel will be a conventional presenter meets expert conversation.
Shot in a studio, it will have a look and design agreed with Ethical Superstore.
We suggest short, engaging films of no more than five minutes in duration.
2.2 Sliding scale of production
There will be a sliding scale of production. Substantive products or services, with a strong story to tell
would take up a whole film (such as the Simon Lee Recycled Guitar or solar panels) would encompass
the whole film. Less substantive product lines (such as cleaning products, coffee, etc) would have
more products in each film.
2.3 Creative approach
We suggest a simple presenter-led approach. The presenter talks to an expert / model about the
products and services. The set will be a QVC style living space, typically a presenter and expert on a
sofa. There will be a two camera shoot: one wide shot, one camera on close-ups. The presenter will
engage in a structured, pre-scripted conversation with the expert / model. The conversation will be
informative but fun. Presenters and experts / models will be selected accordingly.
© largeblue 2008

5. 3.0 Video Production Costs
3.1 Introduction
Outlined below is a budget for producing two films: each one in half a studio day. There is not budget
for props / dressing the set. It is assumed this will be agreed and provided by Ethical Superstore.
There is a budget for a presenter but not for the expert / model.
pre-production
producer 2 days £350.00 £700.00
researcher 2 days £250.00 £500.00
production manager 0.5 day £250.00 £125.00
production assistant 2 days £200.00 £400.00
administration costs 2 days £75.00 £150.00
sub-total £1,875.00
production
camera director + kit 1 day £900.00 £900.00
second camera 1 unit £300.00 £300.00
director 1 day £350.00 £350.00
presenter 1 day £600.00 £600.00
studio 1 day £800.00 £800.00
lighting 1 unit £200.00 £200.00
tape stock 4 units £20.00 £80.00
travel 1 day £250.00 £250.00
sub-total £3,480.00
post-production
digitise footage 0.5 day £150.00 £75.00
online edit suite 1 day £300.00 £300.00
editor 1 day £350.00 £350.00
producer 1 day £300.00 £300.00
master tapes 1 unit £90.00 £90.00
sub-total £1,115.00
total £6,470.00
production fee (20%) £1,294.00
total production budget £7,764.00
all figures exclusive of VAT
© largeblue 2008

6. 4.0 The Platform
4.1 Introduction
We propose to create a new web TV interface that uses deep tagging to link videos (specifically points
in the video time-code) to products people can buy. This player and interface will allow people to
browse environmentally relevant products by video and then link back to Ethical Superstore, where
they can buy the products.
We will create and deploy this main web TV interfaces as the green.tv ‘Life’ site. We will also make the
player component available to Ethical Superstore as a standalone player to be used across the Ethical
Superstore site.
4.2 Process & deliverables
We propose to deliver:
a) production contract & SLA
b) green.tv ‘Life’ site
c) standalone video player component
d) browser based CMS interface for:
i. managing video metadata & categorisation
ii. generating code to embed the player
e) 'how-to' guide for content producers
This solution will operate as follows:
a) films are sent to largeblue and we process and publish the films
b) your web team add metadata and 'deep tag' films to associate products with them
c) categorised and deep-tagged films automatically appear on green.tv ‘Life’
d) your web team manually include individual films in web pages
4.3 Player functionality
The video player will stream progressive download h.264 and on2vp6 encoded video to flash version
9,0,115 and version 8 respectively. Both players (i.e.: for Flash 8 and Flash 9,0,115) will have:
a) a full set of video player controls, with play, pause, stop, seek, volume and mute
b) ‘share', 'link' and 'bookmark' icons with appropriate mini-UIs
c) an 'end-roll' screen, offering a re-play option and suggesting videos to view next
Users who have a Flash plugin installed that is version 9,0,115 or higher will also have a fullscreen
button, which takes them into immersive full screen playback mode with hardware acceleration (this
helps full screen video play back smoothly on slower computers).
The core video player will, in short, be similar to the BBC iPlayer, e.g.: http://www.bbc.co.uk/iplayer/
episode/b00cwf18 (except we'll be using progressive download to serve the videos - the iPlayer uses a
true streaming server).
The key additional functionality is 'deep tagging'. This works by associating information with points in
the video timecode. When the video seeks or plays back to those points, the information is revealed.
The idea being that the deep tagging is used to display information about and links to buy the product
(s) being featured in the video.
© largeblue 2008

7. 4.4 Content Management System
This is a secure web based user interface that allows you to:
a) edit video metadata (like title, description, accreditation, release date, etc.)
b) categorise, deep tag and contexualise videos
c) select 'featured' videos
d) generate code snippets to include videos in web pages
It's a tried and trusted system that runs without headaches.
4.5 green.tv ‘Life’
green.tv Life will present the user with an
interface to browse and search for videos
around an embedded video player.
The listings will be divided into relevant
categories / sections and will provide
keyword search.
Plus we will enable selected videos to be
'featured' on the homepage, page furniture
and through end-roll screens.
Using the interface works as follows:
a) each video has it's own web page with URL, e.g.: http://www.green.tv/life/summer_plimsoles
b) search results and listings are pulled dynamically into the page using AJAX
c) when a user selects a video to play the page changes (and thus goes to a new URL) but the
current 'state' of the search results / listings is preserved
This yields the optimum user experience for a web TV browsing interface:
a) the user can browse and search whilst continuing to watch a video (unlike, say, YouTube, where
you lose your current film when you search for a new one)
b) the user can change video whilst browsing and retain their current listings / search results
c) clicking the browser's back and forward buttons works normally
d) each video has a normal URL in the address bar
When video playback, the deep tags (discussed in the previous section) trigger the display of an info
section, which shows product information and external links to sites where users can buy the products.
4.6 On Ethical Superstore
The code snippets generated from the content
management system can be used by Ethical
Superstore's web team to embed the full
player on individual web pages across the
Ethical Superstore site.
This 'standalone' player will feature the full
functionality of the player on the green.tv life
site, except the deep tags will only display
information via player overlays, offering
simple links to other pages on the Ethical
Superstore site.
© largeblue 2008

8. 5.0 Platform Implementation & Costs
5.1 Timescale
If we receive timely cooperation & approvals, we can deliver the platform in 9 weeks from signing the
production contract.
5.2 Project team
We’ll put our ‘A’ team on it.
Role Name Job Title Years’ experience
Project management James Arthur Head of Digital 10
Design Dom Webb Creative Director 11
Development Ed Singleton Technical Director 15
Fergus Doyle Developer 4
The ongoing video processing will be managed by Greg Timms, our Media Operations Director. He
handles all the web video publishing for Apple Europe.
5.3 Costs
Ongoing video processing aside, we have broken down the costs into fixed-fee amounts against each
component.
Player sub-total £8,850.00
green.tv Life sub-total £7,100.00
CMS sub-total £4,250.00
total £20,200.00
Video publishing
master, encode & upload 1 unit £90.00 £90.00
all costs exclude VAT where applicable
© largeblue 2008