February ISSUE | 2013

TriVision Buzz

VA Maryland Health Care System

'Veterans’ Health Watch': Health Information for America’s Heroes

'Veteran's Health Watch' cableshow sponsored by VA Maryland Health Care System"Veterans’ Health Watch" is a monthly cable show sponsored by the VA Maryland Health Care System (VAMHCS) that provides information on health care benefits and services available to veterans and their family members. The show, which has been on air for over 10 years, also features health and wellness information, provided by dedicated VA health care professionals for the benefit of veterans and community residents.

'Veterans' Health Watch' Celebrates 100th Episode in March 2013In early 2012, TriVision took over production of the long running cable broadcast show as part of their continued work with the U.S. Department of Veterans Affairs. Working closely with representatives of the VAMHCS during all facets of production, TriVision provides monthly HD multi-camera services at an existing studio in Baltimore, as well as at remote locations such as the Baltimore VA Medical Center. Additionally, TriVision provides all post-production editing services which initially included giving the program a makeover by implementing motion graphics and animation, creating an updated look and feel to reflect the high quality of the content and production.

'Veterans' Health Watch' cableshow provides health care information to veterans and their family members.This March, "Veterans’ Health Watch" will be filming its 100th episode. This significant milestone in the show’s history will feature current and former hosts, previous highlight from the show, and interviews with Veterans discussing the impact of the program. The 100th episode is scheduled to begin airing in late April. The show currently extends to cable networks in counties in Maryland and Delaware, and is also available in HD quality on TriVision’s YouTube Channel

VA Maryland Health Care SystemTriVision Studios is proud play a role in creating programming that supports America’s returning heroes.  For more information on the show and its air times, visit www.maryland.va.gov

Ensembles of Afghanistan National Institute of Music

Making Music Against Odds

First U.S. Tour of Ensembles of Afghanistan National Institute of Music

In a country where music was outlawed in the not-too-distant past, a new surge of hope and optimism has emerged for the future generation of war-torn Afghanistan.

Afghan Youth Orchestra performing for the first time at the Kennedy Center in Washington, DCOn Thursday, February 7th, 2013, the Afghan Youth Orchestra (AYO) had their debut performance at the Kennedy Center in Washington, DC where more than two-thousand proud Afghans and Americans were gathered. The fifty Afghan students consisting of boys and girls, ages 10 – 21, along with their teachers, represented the Afghanistan National Institute of Music (ANIM), founded in 2010 by Ahmad Sarmast, the first Afghan with a doctorate in music. The school has received international attention for its achievements, and Mr. Sarmast’s brave and selfless efforts to rebuild and promote music education in Afghanistan have earned him the “2009 David Chow Humanitarian Award."

The founder of the Afghanistan National Institute of Music, Mr. Ahmad Sarmast, Ambassador Eklil Khalili and the Afghan Youth Orchestra with their teachers (right to left)

Presented by the Afghanistan Ministry of Education, with support from the US Department of State, World Bank, Embassy of Afghanistan, the Afghan-American Chamber of Commerce and other sponsors, ANIM’s US tour was highlighted by AYO performing at the Kennedy Center in Washington DC, and at the Carnegie Hall in New York City.

Afghan Yourth Orchestra meeting U.S. Secretary of State, John KerryPrivate performances also took place during their two week visit, at receptions held at various venues including the Embassy of Afghanistan and the US Department of State where they performed for Secretary of State, John Kerry. In addition, the Embassy of Afghanistan organized a reception at the Kennedy Center for special guests and sponsors, following AYO’s performance. TriVision was one of the sponsors for this special program.

Afghan Youth Orchestra performing for the first time at the Kennedy Center in Washington, DCThe Afghan Youth Orchestra is the first orchestra to be founded in Afghanistan in 30 years and is led by American violinist, conductor and composer, William Harvey, who now lives in Kabul and has dedicated his life to teaching these kids. The ensemble combines Afghan and Western instruments in a unique sound, with a repertoire of Afghan and specially arranged Western Classical compositions.

Afghan Youth Orchestra performing at a private reception hosted by the Embassy of Afghanistan, Washington, DCJust a few years ago, some of these kids were in orphanages, and some were selling gum and candy on the streets of Kabul to support their impoverished families. Today, they are musicians and students of the Afghanistan National Institute of Music. Although their lives may still be difficult and challenging at home, at least now these kids are more in touch with their culture and can believe in their ability to learn and develop skills they never knew they had.

To read more about ANIM’s historic US tour, please visit:


ONLINE VideoS: How They Will be Used in 2013

Online retailers to major news outlets have seen the light: online video. Shoppers, online users, news consumers, and nearly all others on the Web have a hearty appetite for video. Today videos are recognized as valuable marketing tools for SEO and social media programs, as well as mobile commerce.

Here's how we think video will continue to make inroads in e-commerce during 2013.

1. ‘Curated Commerce' hearts video
Websites, such as the wildly popular Pinterest, have quickly attracted huge audiences by allowing users to "curate" collections of images based on their passions—everything from home décor to crafting to celebrities. The logical next step is that those sites will increase their functionality for video "pinning."

2. Video shakes up SEO
Smart online marketers have been adding product videos to their websites to help raise their SEO profile, since Google likely shows a preference for videos in its search rankings. Google and YouTube are always changing their search algorithms for video, seeking the best ways to present information that searchers will find relevant.

3. Digital marketers embrace video
Videos take some time and money to create so you want to get as much use out of them as you can. Expect to see more online marketers extend videos beyond website product pages: They'll embed videos in email newsletters, post them more frequently to social networks, and build out YouTube or Vimeo channels.

4. Videos take off in hot e-commerce markets
Brazil's e-commerce market is on fire: It grew 26% in 2011, and it's expected to double by 2016. China's e-commerce sector is expected to triple in size over the next three years. Marketers in these regions are likely to adopt strategies in use by established markets, such as the United States.

5. Videos supplant product images
Static product images don't do much for your online marketing efforts; they don't encourage engagement with online visitors, nor do they tell much of a brand story. Photos take up space that could be used for a more engaging form of content: videos.

6. Mobile sites embrace videos
More and more consumers are using their mobile devices to browse for products, especially when they're inside of a store. A properly executed marketing video can include all the details that a mobile shopper needs to make a buying decision, such as options, price, and availability.

7. User-generated videos are put to use
Videos created by customers can be more powerful than videos created by a business, since consumers place a lot of faith in what their fellow shoppers have to say.

Story courtesy of Marketingprofs.com



The Perils of Sponsoring Spokespersons

There’s nothing new about brands having to cut ties with contentious ambassadors whom they sponsor in good faith. Lance Armstrong, Kobe Bryant, Wayne Rooney, Tiger Woods, OJ Simpson, Mike Tyson and now Oscar Pistorius will testify to that.

Lance ArmstrongThe concept of sponsoring human beings is unpredictable and something that brands will enter into knowing there is an element of risk involved. The question is: is the inevitable damage to a brand’s reputation, through association, small enough to justify continued mega money commercial deals?

The answer is subjective. It would be foolish to presume that the backlash Nike will face as a result of Oscar Pistorius’ alleged actions of killing his girlfriend will be equal to that which Coca-Cola might face from Wayne Rooney’s infidelities. Like most things in PR, reputation is very difficult to measure, despite being critical to a brand’s success.

Oscar PistoriusIt’s worth noting that crises such as this are dealt with in a profoundly different way than they were previously. The internet means that there’s no hiding place. Within hours of the story breaking, Google returned thousands of results highlighting Pistorius’s affiliation with Nike, mostly with the added context of the unfortunate aforementioned ad. In 2013 it’s much harder to perform a PR cover-up operation, not to mention the ethical implications of doing so.

However, Nike has done nothing wrong. In terms of its actions, it is merely a victim of circumstance. Perhaps poor character judgment is the worst it can be accused of - and who hasn’t been guilty of that? But this doesn’t mean that everything will be alright. A water-tight PR and communications strategy is needed to ensure Nike come out the other side unscathed.

This now becomes a story about empathy. To engage and relate with its public, Nike must fully emulate and portray these emotions in a way which doesn’t appear contrived or exploitive, sensitive to such a poignant human issue. It needs to explain that ultimately, it is as shocked, disappointed and dismayed as its public.

Lance ArmstrongA case in point is how Nike responded to fierce doping allegations against disgraced global cycling phenomenon Lance Armstrong. In a statement Nike said: "Due to the seemingly insurmountable evidence that Lance Armstrong participated in doping and misled Nike for more than a decade, it is with great sadness that we have terminated our contract with him. Nike plans to continue support of the Livestrong initiatives created to unite, inspire and empower people affected by cancer.”

The statement is laced with empathetic language, positioning Nike as the victim. It resonates with the millions of disillusioned fans that had supported Armstrong - and through association, Nike - and unites brand and public in a common cause. Nike is associating itself with Livestrong rather than Armstrong, putting its values more in line with the people who suffered as a consequence of his actions.

Not to capitalize on such undesirable circumstances, but brands must protect themselves in the aftermath by being smart and doing smart PR and communications.

Story courtesy of thedrum.com

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