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THE WAY WE SEE IT
[LISTEN] Most media is driven by the voice. Contrary to popular belief, television is not primarily a "visual medium." Try this sometime: Turn the sound off on your TV and see how much sense it makes. Now go to the next room and listen and see what you can follow. Most of the information is either in the dialogue or the narration. Most of the emotion is in the voices and in the background music. The picture serves to "tether you to the medium." Unlike radio which can easily slip into the background, the TV images keep you focused.
We might be interested in and even engaged by text and graphics alone, but a multi-sensory, human approach can create a natural experience and is therefore likely to be more compelling.
There are three factors to consider in evaluating any facet of a media product.
Does it communicate effectively?
Is it cost effective?
Does it satisfy the user and create a desire to come back.
Combined text, graphics and narration is far superior to text and graphics alone, and represents an excellent balance of high level communication and cost effectiveness. That's our theory.
The web will be narrated in the future. Not that all sites will take this approach, and not that the user won't have the ability to visit sites silently, but it will become a normal expected part of the medium.
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