Empowering editors with speed and consistency.
ZEE Entertainment transforms broadcast graphics using motion graphics templates with Adobe Premiere Pro.
10%
Time saved per week per editor working in promo versioning by empowering editors to handle motion graphics
Objectives
Reduce time in promo versioning and improve consistency
Achieve greater brand recognition by eliminating deviations in visual branding
Encourage audiences to continue watching programming with engaging promotional graphics
Results
10% time saved per week per editor by empowering editors to create their own motion graphics
Improved visual consistency by using 30+ motion graphic templates (MOGRTs) for consistent positions, fonts, and colors
Enhanced audience engagement by giving editors additional time to enhance quality of creative content
Entertainment inspires, shaping lives through stories that spark ideas and opportunities. That belief drives ZEE Entertainment Enterprises as an entertainment powerhouse, delivering global content to India and Indian content to viewers around the world. From a single satellite TV channel in 1992, ZEE Entertainment now reaches 1.3 billion viewers across broadcast, digital, movies, music, and live events.
For nearly two decades, Anand Verma, Lead Graphics Department at ZEE Entertainment, participated in the company’s success as it grew to include more than 50 channels and brands. His role involves visually communicating the identity of each channel and conducting brand audits to assess the usage of graphical elements and inform the channels about any deviations in color, fonts, variants, size, and orientation of these elements. The goal is to maintain consistency in visuals for brand identity, especially as the number of channels increases. Despite regular brand audits led by Anand Verma, some inconsistencies still occurred.
The image on the left shows the promo end page graphics per guidelines, while the image on the right shows a derivation in the application of the promo end page graphics discovered during an audit.
ZEE Entertainment adopted a standard of using Adobe Premiere Pro for editing and Adobe After Effects for graphics, visual effects, and compositing. Soon after, the team began using MOGRTs (Motion Graphic Templates) in After Effects to uphold brand identity across diverse channels. According to Anand Verma and Prasad Pradhan, VIZRT / MOGRT Artist, a MOGRT enables the creation of templates that editors can directly use in Premiere Pro without the need to work with designers.
This streamlined process allows for easy switching between HD and SD composition, and it helps editors by eliminating the need to go back and forth in After Effects to implement changes. The use of MOGRTs not only improves visual consistency but also saves editors significant time during each shift.
“MOGRTs are significant time-savers for our editors, reducing the time spent on tasks by about 10%.”
Anand Verma
Lead, Graphics Department, ZEE Entertainment Enterprises
Empowering editors to make rapid changes
ZEE Entertainment originally standardized on an Adobe video workflow for its combination of power and ease of use. Apps run on a wide variety of hardware, making them easy to roll out across editors and graphics artists. Most were already familiar with apps such as Adobe Photoshop, and the same intuitive interfaces made it easy to learn how to create animations using key frames or edit any type of footage by dropping it into a video timeline.
One of the significant advantages of the Adobe video workflow is its seamless integration. ZEE editors can directly incorporate motion graphics created in After Effects into their Premiere Pro video timelines. The use of MOGRTs further enhances this integration by empowering editors to independently modify the details of a motion graphic, such as the broadcast time.
According to Anand Verma, this eliminates the need for editors to go back and forth with designers or After Effects for changes or wait for updated motion graphics. “MOGRTs are significant time-savers for our editors, reducing the time spent on tasks by about 10%,” he says.
This additional time allows editors to handle promos in-house without feeling stressed or rushed. It also provides them with the opportunity to dedicate more time to creative experimentation with edits, seeking exciting and engaging ways to capture audience attention.
“The use of MOGRTs contributes to increased consistency, as parameters such as transform, fonts, and colors can be standardized, ensuring that motion graphics look the same every time.”
Prasad Pradhan
VIZRT / MOGRT Artist, ZEE Entertainment Enterprises
Controlling consistency with less effort
The creation of MOGRTs results in graphic designers and artists spending less time handling requests from editors. This allows them to allocate more time to refining unique graphics rather than dealing with simple updates and variations.
Prasad Pradhan estimates that they have developed over 30 different MOGRTs for eight channels so far. After creating these MOGRTs, editors undergo quick training sessions and can then work independently.
“The use of MOGRTs contributes to increased consistency, as we standardize parameters such as transform, fonts, and colors, ensuring that motion graphics look the same every time,” says Prasad Pradhan.
The ZEE team is also taking advantage of advanced capabilities to streamline work. For text-based MOGRTs, graphic designers and artists link the MOGRT to text layers in the After Effects composition. Using CSV (Comma-Separated Value) data makes it more efficient for editors to change text, with changes in the linked CSV automatically updating the MOGRT.
Graphic designers and artists also employed a slider from Essential Controls to switch between Zee TV SD and Zee TV HD. This control allows editors to adjust channel logos and end closures of promos for either Zee TV SD or Zee TV HD without needing separate MOGRTs. Sliders in promos also give editors the flexibility to easily add tune-in information as required by producers or turn sponsors and other data, such as cross-channel logos, on and off.
Integrating fixed and pre-defined information on promos, such as weekdays, months, and time slots into dropdown menus lets editors conveniently select items rather than typing them in, streamlining the template customization process.
Following successful tests on international channels, ZEE Entertainment implemented MOGRTs on its major channels, including ZEE TV and ZEE Cinema. While MOGRTs are currently used by only a few channels, their success on larger channels has generated increased interest. Now, all channels are expressing interest in having MOGRTs for their own editors.
Anand Verma emphasizes that working with MOGRTs provides better control over deviations and production time. The combination of MOGRTs, Premiere Pro, and After Effects is seen as a fantastic solution for the industry.
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