Debunking Branded Content Video Terminology

There are certain phrases that clients and co-workers ask me again and again for the meaning of. I thought I’d just pull up the most common ones I come across and list them here.

Have I missed any? Are there any terms you have to keep explaining? Feel free to leave them in the comments section.

1. Rushes containing the primary content, usually interviews.
2. A pre-packaged editorial edit that can be played out or uploaded directly to a website with out requiring any additional editing work. Includes graphics and titles. Depending on the content, this may or may not have music.

1. Rushes containing the secondary content, usually cutaways.
2. A roughly cut package of rushes containing all the content a broadcaster could need to cut their own package. Usually has detailed slates containing a timecoded index and interviewee details including full name and title.

VNR (Video News Release)
This is usually the distribution of A-Roll and B-Roll to journalists. A-Roll is sometimes referred to as a ‘VNR’.

IV (Interview)
Short hand for interview.

GV (General Video) - Float, cutaway
The alternative content used to ‘paint over’ interview footage.

Title Bar - Aston, lower-third
Graphic used on an edit to detail who’s currently being interviewed

Graphic detailing important information. An ‘End Slate’ is a slate that features on the end of a video usually with the call-to-action and brand logo.

TVC (Television Comercial)
Commercial advertisement that’s played out on TV for brand promotion.

Term that refers to content created for social media to organically collect views through peer to peer sharing.

DoP (Director of Photography)
Person in charge of the camera(s) on a shoot. They decide where the cameras go, what they pick-up and how the lighting should be setup.

DIT (Digital Image Technician)
Person in charge of transferring rushes from camera to hard drive.

Preditor (Producer-editor)
Someone who can produce a shoot and then edit the content.

PD Shooter (Producer/Director Shooter)
Someone who can produce and direct a shoot, whilst operating a camera.

DFA (Does F*** All)
My favourite one… the effect you add to your footage in post to make it ‘pop’ more…

How to create a quick motion blur effect on titles in Premiere Pro

How to create a quick motion blur effect on titles in Premiere Pro


One of my biggest gripes with creating graphics in Premiere Pro and animating them, is that there’s currently no way to add motion blur. Motion blur adds a subtle but professional feel to moving graphics, that don’t jar with the person watching them. Usually I’d whip over to After Effects, dynamically link a composition and let After Effects do the work. However, sometimes I’m just looking for a quick fix or co-working on a project with non-AE users.

This trick only really works for reveals such as the bottom, solid layer of a lower-third title.


Motion blur in Premiere Pro on lower-third graphics


  1. Create a new title in the project and label it lower-third matt.
  2. Put in place in your sequence and open up the Title tool.
  3. Create your desired shape using the Rectangle Tool (or other shape tool), select the fill colour/opacity and close down the title tool.
  4. Now add the “Crop” effect from the Effects panel to the title.
  5. Using the Effect Controls, at the beginning of the animation, keyframe in the reveal to reveal the shape. Make sure that you over compensate and ensure that you’re at least 100 pixels beyond the edge of the shape.
  6. It’s not essential but you can right click the finishing keyframe and select ‘Bezier’ to smooth out the transition.
  7. The key step is to now dial in the ‘Edge Feather’ on the Crop effect. Something like 100 should be sufficient. As the crop reveals, this is going to add a faux motion blur to it.
  8. Now using a separate title, you can add the text in above the shape layer and fade in.



Settings for motion blur in Premiere Pro



This is my first blog post...

I endeavour to update this periodically. Hopefully once or twice a month. I'll try and keep these posts concise and to the point. Topics I plan to cover include mixing live-action with motion graphics, efficiently creating titles, tips on how to key green-screen with DSLRs, tools that help me amongst other words of wisdom.

Any questions or comments I can be reached @ukjoncollins or

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